Writing and leveraging articles is my most successful strategy for
promoting my Website and my speaking and consulting services. Visitors
to your site from targeted articles tend to be higher quality leads
than those from search engines, and potential buyers like to see that
you're published in many credible outlets.
Here are my recommendations to implement this strategy:
1. Write the article
This may sound self-evident, but a couple of pointers:
a) Keep it short, and make the language simple, especially if you're
targeting online outlets. People don't read word for word on the Web -
rather, they'll scan the screen. Complex sentences and dense copy will
lose readers fast.
b) Develop a template that can be easily customized for different
target markets. My "Top Seven Ways to Tune Up your Website" has been
parlayed into versions for over a dozen different industries. The
essential points remain the same, and customizing simply involves
adding specific examples.
2. Put it on your Website
One of the key goals of your Website should be to showcase your
expertise. Content (combined with testimonials and success stories) is
the best way to achieve this.
When adding articles to your site:
a) Include a clear reprint policy. This should state whether you
allow articles to be reprinted, and if so, under what terms (including
your byline, copyright, notification of use, etc.)
b) If you have a large number of articles, provide an index page
that divides them into appropriate subject groupings, and gives a
two-line description of each.
c) Create a byline with an enticing hook to get people to visit your
Website. Mine refers to my popular free tipsheet "Beyond the Search
Engines", which lists 23 alternative ways to promote your site. This is
far more powerful than a bland statement such as "Philippa Gamse is an
internationally recognized . . ."
3. Research and offer it to appropriate venues
It's critical to be very clear about your target audience, and how
to reach them. Who are the economic buyers and decision makers that
you'd like to be in front of, and what do they read? Do those sites or
publications accept outside articles, and if so, what are their
policies around doing so?
My assistant, Bonnie Jo Davis, runs my highly successful articles
placement strategy. She provides a complete primer of her methodology,
along with many online research sources at http://www.ArticlesThatSell.com/
4. Follow up links and references
It's extremely important to measure the success of these efforts, both in terms of the traffic to your site, and its quality.
Check the "referring URL" section in your traffic reports, and
follow links to you from any site that you don't recognize. Often, site
owners won't inform you when they've used your material. So you want to
ensure that you have been properly attributed. But also, thank the site
owner. I recently sent a note to
a university professor who had
added some of my articles to his course reading list. His response? "I
really like your ideas, and by the way, we're looking for a speaker for
our upcoming conference . . ."
The Proof of the Pudding . . .
Does all this work? Absolutely. One of my articles was recently
highlighted as the "Cool Site of the Week" in Tekguide.net - an online
technology and computer directory. But the page that it linked to was
not mine, but PowerHomeBiz.com -another site that had featured this
article. So I now have sites quoting sites that quote me . . . and that
gets major brownie points in Google - the only remaining credible free
search engine.
I was also recently hired to consult for a site in the auto industry
after the owner had read my article in eDealershipnews.com. He said "I
liked the article, I can see how you think, and I'd like some of that
thinking for me". No further selling required!
© 2003 Philippa Gamse. All rights reserved.
Philippa Gamse,
CyberSpeaker, is a Web strategy consultant and professional speaker.
Check out her free tipsheet for 23 ideas to promote your Website: http://www.CyberSpeaker.com/tipsheet.html Philippa can be reached at (831) 465-0317.