Chapter 18
Spreading the Word with Online Articles and Publicity
In This Chapter
• Building a media list of online publications that are popular amongst your target audience
• Options for getting your articles created and published on popular websites and in e-mail newsletters and blogs
• Generating publicity so that you get featured or quoted in online publication stories and articles
The number-one reason why people use the Internet is to find information, which is often in the form of an article of some kind. For example, if you’re looking for tips on selecting the best running shoes and type “running shoes shopping tips” into a search engine, you’re going to find a multitude of articles and blog posts on that subject.
Being the author of an article published online, or getting quoted or mentioned in one, can drive dozens or even hundreds of targeted visitors to your web-based business. And the best part is, you don’t necessarily have to be a writer or public relations wiz to make that happen. This chapter will show you how.
Building a Media List
Your first step in getting publicity and spreading articles about your website all over the Internet is to build a media list.
A media list is simply a list of online publications that would be ideal for your web-based business to be mentioned in. These are websites, e-mail newsletters, and blogs whose readership represents potential customers for your products and services. These days, they may also include podcasts and videocasts. The more targeted the better.
For example, say your website sells quilting supplies and related how-to information. I’m sure you’d love to get a blurb in People Magazine Online or USATODAY. com. But the chances of that happening are pretty slim. (If it does, congratulations!) Your best opportunities to place articles and get publicity are with smaller, niche publications that target your specific audience. These will include popular blogs, e-mail newsletters, and informational websites for quilters.
Sales Builder
Don’t just focus on big publications. Oftentimes, an e-mail newsletter, blog, or e-zine with just a few thousand readers can be an ideal candidate for your media list. Why? Smaller publications are often very specialized in a specific topic area; therefore, the readership can be remarkably loyal. In addition, it’s often easier to break into a smaller publication with your press releases and articles than it is a larger one.
Put yourself in the shoes of your target customer. What online publications does he or she read that are specific to the type of products and services you sell? Find those and you’ll have found your ideal media list.
Here are some resources that can help you with that search:
• Google Blog Search (blogsearch.google.com)
• Podcast Blaster (www.podcastblaster.com)
• Podcast Alley (www.podcastalley.com)
• New List (www.new-list.com)
• StumbleUpon (www.stumbleupon.com)
And don’t forget to include major print publications in your area. Most popular magazines and trade publications have online versions, often with articles, blogs, and other features that are distinct from the print edition.
Your goal should be to find at least 10 online publications that are read by your target audience.
That’s not always easy. Some of the smaller e-mail newsletters and blogs may not be listed anywhere. Here’s a tip. When I began my first web-based business, I did an informal survey of potential customers I knew and asked them what they were reading. Even though I knew the market very well—or thought I did—I was surprised to learn about publications I’ve never heard of before.
Placing Your Articles
Contributing articles to popular websites, e-mail newsletters, and blogs is such an effective Internet marketing strategy that there’s even a special name for it: article marketing .
Article marketing is the process of developing and distributing articles that are related to your website’s products and services. The idea is when people read your article, they are also going to find out about your website, by way of the byline or the “About the Author” resource box section, and visit it.
Here’s a typical example of how this works.
I have a product on my website—a handbook called Cracking the Case Study Market. It’s aimed at freelance writers who want to make money writing case studies and success stories for companies. Using article marketing as a strategy to drive prospects to my website, I wrote an article called 6 Reasons Why Case Studies Are a Terrific Market for Writers. Then I managed to get that article published at FreelanceWriting. com.
def•i•ni•tion
A resource box is a small block of text, usually placed at the end of an article, that contains information about the author. In a resource box, you are usually able to include a short promotional blurb about your website, along with a link to your website.
As you can imagine, that site gets a lot of traffic from people looking for information on freelance writing. A portion of those visitors found and read my article and, with a simple click of the link in the article resource box, were immediately taken to my website to learn more about the product. And, happily, several placed an order.
Getting Resourceful with the Resource Box
Your resource box is your payment for contributing the article. It’s like a free advertisement. However, most online publications have strict guidelines as to how long your resource box can be and what you can say in it.
Here’s a typical example:
Steve Slaunwhite helps freelance professionals get the projects they want, from the clients they want, at the prices they want. To learn more about his popular Fast Track to Great Clients program, visit:www.fasttracktogreatclients.com.
Most publications allow you to include a resource box with your article. However, there are a few websites, e-mail newsletters, and blogs that are very restrictive, sometimes only giving you a byline and little else. However, if it’s a popular publication with a high readership, then even that modest mention can be enough to drive a lot of traffic your way.
Planning Articles and Brainstorming Topics
The key ingredient to successful article marketing is, of course, an article. Without one of those, you’re not going to get too far!
What are the characteristics of a good article?
Obviously, your article topic needs to be associated closely with the products, services, or information you provide on your website. No sense developing a piece about cooking the perfect BBQ steak if your website is about vegetarian living! Meat eaters will rarely fork out dough for a good tofu stir-fry recipe!
As a rule, articles on the Internet tend to be shorter than their print counterparts. You might find stories in print magazines running up to 2,000 words. That’s almost unheard of in an e-mail newsletter or website publication, where the average article length hovers around the 500-word mark. Blog posts tend to be even shorter, averaging 200 to 350 words.
How long should your article be? To make it suitable for most venues on the Internet, I suggest you aim for about 500 words. That’s about two pages, double-spaced. If a particular publisher or editor prefers it to be more concise and shorter, or more in-depth and longer, you can easily revise it to fit their requirements.
Sales Builder
Is your topic already well covered on the Internet? Then focus on a narrow subtopic. For example, if your website specializes in coffee reviews, there are probably a gazillion articles online about how to keep coffee beans fresh. One more by you won’t make much of an impact. But what about a piece on keeping coffee beans fresh while traveling? That’s a variation that would definitely attract the attention of die-hard java drinkers who wouldn’t dare leave home without their beans, grinder, and portable filters.
Generating Topic Ideas
Coming up with topic ideas can often be the most challenging aspect of creating articles. Here are some brainstorming tips that can help:
• Make a list. This is the easiest type of article to write, and often very popular with publishers and readers. Example: 6 Timesaving Tips for Building Your Deck.
• Tell a customer success story. People enjoy reading real-world accounts of customers using a product or service. Example: How Jill and Her Family Ski Prestigious Resorts at Pauper Prices.
• Solve a problem. People are always looking for solutions, especially on the Internet. Example: How to Get Great Clients in a Crummy Economy.
• Put in your two cents. Provide your expert opinion or insight into a current hot topic. Example: Stretch Before Running? The Surprising Answer ….
• Interview an expert or celebrity. Interviewing someone who is well known to your target audience can make for a well-read article, and drive lots of traffic to your site. Example: Steve Slaunwhite Reveals His 5 Secrets to a Sizzling Website Sales Page.
• Explain how-to projects. What is the best way to do something? Your instructions can make a great article. Example: How to Post Your Podcast on iTunes.
• Write a review. Provide your candid opinion on a product or service. Example: Review of ACME Coffee’s New Spirit-of-the-Orient Blend.
When developing article ideas, the biggest mistake that web-based business owners make is to mimic the topics that they are already seeing in their industry or niche market. For your piece to get noticed, it must be fresh and enticing. If your article is just like all the others, it will get lost in the crowd.
Getting Your Articles Written
If you have a knack for writing, or if you’re on a tight budget, or both, then you should consider writing the article yourself. It will take you a little time, but you’ll save money.
However, if you’ve never written an article for publication before, the process may intimidate you. You’re not alone. Even experienced writers, me included, get the jitters. After all, once an article is published somewhere on the Internet, it’s available for the world to see. People are going to read it. Judge it. They may even post a comment about it online. Yikes!
Relax. As long as you focus on providing good information and presenting it well, it’s difficult to go wrong.
Success Tip
When writing your article, keep the tone conversational. You’re not composing a grade 10 essay on Shakespeare. What you want to end up with is a piece that is informative and readable. Think about the articles you enjoy reading most on the Internet. Doesn’t it seem like the authors are having a conversation with you? That’s the style you want to achieve. Let them hear your voice!
When you sit down to write an article, begin by jotting down four or five key points you want to make. For example, if you’re planning to create a list-style article, “5 Ways to Fly First-Class at an Economy Price,” then write down those five ways. Once you’ve done that, you’re halfway there. You now know what you want to say. Your next step is simply to say it.
Some web-based business owners find it helpful to talk their way through an article, as if they’ve just been asked a question and are simply answering it. If this strategy seems like a good fit for you, use a tape recorder and “speak” your article. Then have it transcribed. Many of my clients use this technique and are often surprised at how little editing is required to turn the transcription into a finished piece.
Working With Writers and Editors
If you need some help in getting your articles created, there are lots of freelance writers and editors available who can help.
A good editor can transform your rough draft into a polished piece ready for publication. He or she can also make sure it flows well and is error-free.
The cost of hiring a freelance editor depends on the work your article requires. If it’s a reasonably good draft and just needs a polish, you can expect to pay less. If your article is a mess and requires a substantial revision, you’re going to have to fork out more dough.
Editors typically charge by the hour, with fees ranging from $35 to $65 per hour, although some may charge fixed fees for certain services. For example, the freelance editor I use charges $5 per page for a simple proofreading to check for errors.
Where do you find a good editor? The following associations have search engines and referral services that will help match your needs to the right professional:
• The Editors’ Association of Canada. (www.editors.ca)
• Editorial Freelancers Association—U.S. (www.the-efa.org)
• Society for Editors and Proofreaders—UK (www.sfep.org.uk)
Warning!
Unfortunately, it’s all too easy for someone to hang a shingle and call himself or herself an editor or writer. So be careful who you select. Ask for portfolio samples and client testimonials. And don’t be swayed by bargain-basement rates often charged by amateurs. Trust me, it’s worth the few extra bucks to hire a qualified professional.
Although editors are often also good scribes, if you want to completely farm out your article project, a freelance writer is what you need.
A freelance writer will interview you about the article topic, study the background materials you provide, and craft the article for you. The writer is acting as your ghost-writer so you remain the credited author.
How do you find a good freelance writer? See Chapter 10 for a list of resources.
Getting Your Article Published
Okay, you’ve written an article, either on your own or with the help of a freelance editor or writer. Now what?
Ideally, you want to get it published in an e-mail newsletter, information website, or blog that is popular amongst your target audience. Look at your media list and select two or three publications that you suspect would be a good fit between your article topic and their audience. Then contact the editor or publisher and ask if they would consider reviewing your piece.
Sounds simple, doesn’t it? Simple, yes, but not always easy.
Your first step is to find out who to contact at a particular online publication and how. For smaller e-mail newsletters and blogs, that’s usually the website owner, and you can usually reach that person with an e-mail or phone call.
For larger publications, go to the website and look for a link called Write For Us or something similar. That page will explain how to submit an article and provide you with other important information, such as word count requirements, desired topics, and more.
After you have followed the instructions and submitted your article, most publications will get back to you in a few days with either a yea or nay. If they don’t do so within a couple of weeks, follow up by phone or e-mail.
Pitching an Article Idea
Sometimes publishers and editors of larger publications prefer you to pitch them on your article idea first, before you send the whole thing. This saves them the trouble of reading the entire piece, and also gives them the opportunity to provide you with some ideas or direction.
When pitching an article idea, keep the call or e-mail short. Explain your topic, one or two interesting points you’re going to cover, and why the publication’s readers will be interested in reading the piece. Ultimately, publishers and editors want articles that will generate a high readership, so the last point is perhaps the most crucial.
It may take a few days before the publisher or editor gets back to you. This is normal. After about a week, send a follow-up e-mail or, better still, pick up the phone and ask if she had a chance to consider your idea. The editor might have forgotten your original call or e-mail (these are busy folks) so be prepared to verbally pitch your article idea again.
If you get turned down, ask permission to get back to them with another article proposal. Be persistent. Eventually your efforts will pay off.
Submitting to Article Directory Websites
One of my articles, “9 More Writing Tips for Successful E-mail Marketing,” has been published on over 40 websites, plus dozens of e-mail newsletters, blogs, and even a couple of print publications. It has driven hundreds of people to my website.
How did I make that happen?
For this particular article, I didn’t directly approach a single publisher or website owner. All I did was submit my article to an article directory. The entire process took less than five minutes!
Here’s how an article directory works:
Say your website features products and information of interest to cat owners. Ideally, you want your cat care articles published in as many places as possible—information websites, e-newsletters, blogs—where cat owners (your target market) will read them. So you submit your articles to Ezine Articles.
What happens next? Ideally, publishers using Ezine Articles to look for pet-related articles will find one of yours and want to use it for their website, newsletter, or blog. When they do, they simply follow the reprint instructions provided.
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An article directory makes articles on a broad range of topics available to publishers and website owners who need them for their websites, e-mail newsletters, blogs, and other publications. It’s essentially a matchmaking service, helping publishers find the articles they need, and authors (that’s you) get their articles published.
Publishers who want to reprint articles submitted to EzineArticles.com and other article directories must follow certain rules. Typically, they have to credit you as the author, are not allowed to alter the article in any way, and provide a resource box that contains a link back to your website.
In most cases, article directories are free to both authors and publishers, although many charge fees for additional “premium” services. Here is a list of the most popular of these sites:
• Ezine Articles (www.ezinearticles.com)
• EasyArticles.com (www.easyarticles.com)
• Amazines (www.amazines.com)
• Articlesbase (www.articlesbase.com)
• U Publish (www.upublish.info)
• A1 Articles (www.a1articles.com)
• Article Dashboard (www.articledashboard.com)
If a website, newsletter, or blog has picked up your article, and it’s a publication you want to get more of your articles into, contact that publisher or editor directly. A thank-you card works well!
How do you find out if your article was published? Typically, you receive a monthly report via e-mail from the article directory website.
Practically Perfect Press Releases
Do you ever get jealous when a competing website owner gets quoted in a popular e-mail newsletter or featured in a well-known blog? Or worse, when a competing website product or service gets a seemingly free plug in a major online publication?
How did this happen?
Very likely, it happened because the website owner actively sought publicity through the use of effectively written and distributed press releases.
The press release may be older than the combustion engine. (It really is!) But it is still the easiest and most effective way to get the attention of publishers and editors, and get your website and its products talked about and written about in the media.
A press release—also called a media release or news release—is one or two pages long and is written like a news or magazine story. It typically contains facts, quotations, and other information that editors can pull out and use in their own articles. In some cases, a press release may be reprinted as is without changing a word. This is common practice among the more modest online publications, such as e-mail newsletters.
Success Tip
Consider adding a “Press Room” link on your website. When publishers, editors, and journalists want to learn more about you, your website will often be the first place they’ll look. Your press room can contain an archive of press releases, back ground information on your products and services, biographies of you and your staff, and anything else you think the media might want to know.
Here is an example of a press release sent by my friend and fellow web-based business owner, Ed Gandia.
Gandia Communications Inc.
Contact: Ed Gandia
Phone: 770-419-3342; e-mail: ed@TheProfitableFreelancer.com
2028 Drogheda Lane
Marietta, GA 30066
For immediate release
New Report Helps Freelancers Put an End to Low-Paying Work
Successful Freelancer Reveals His 7 Secrets to Landing More Lucrative
Freelance Projects in a Free Report
Marietta, GA (PRWEB) May 14, 2008—Gandia Communications Inc., a publisher of information products to help freelancers launch, grow, and run profitable freelance businesses, today announced the release of a new report titled 7 Steps to Landing More Lucrative Freelance Projects. Freelancers can receive a complimentary copy of this report by subscribing to the company’s free biweekly newsletter, The Profitable Freelancer, at www.TheProfitableFreelancer.com.
This detailed 16-page report is based on the real-world experience of the company’s president, Ed Gandia. As a successful 11-year sales professional, Gandia built a number of profitable sales territories and businesses prior to becoming a freelance copywriter. By applying many of the same principles to his nascent freelance business, he grossed more than $163,000 in his first full year as a full-time freelancer.
“Over the course of 27 months, I experimented with dozens of different strategies to build a successful freelance business,” said Gandia. “Fortunately, I took good notes of what worked and what didn’t. This report summarizes the seven key ingredients I found to be essential to landing profitable freelance projects—regardless of whether you’re a copywriter, designer, illustrator, photographer, speechwriter, or PR specialist.”
Normally retailing for $19, the report is available at no cost for a limited time to freelancers who subscribe to Gandia’s free biweekly newsletter, The Profitable Freelancer, a publication dedicated to helping both aspiring and working freelancers launch, run, and grow a profitable freelance business. To subscribe, visit www.TheProfitableFreelancer.com.
About Gandia Communications Inc.
Gandia Communications Inc. is a publisher of information products to help freelancers launch, grow, and run profitable freelance businesses. To learn more, visit www.CopywritingActionPlan.com.
Ed’s press release follows the industry-accepted format:
• An attention-grabbing headline.
• The dateline—placed at the beginning of the first paragraph.
• The first paragraph, or lead, that acts as a summary of the story.
• Body copy that expands on the story and provides plenty of interesting facts and quotations (which, hopefully, an editor will want to use).
• A section that tells the editor about the person or company who sent the release, and how to contact them if more information is required.
Don’t improvise. You should follow this format closely in all your press releases.
Making It Newsy
A press release is news, or at least it should be. So any news about your website and its products and services that might interest your target publications is worthy of creating and distributing a press release. You can send out a press release when:
• You launch a new product or service.
• Your product or service gets a favorable review by a well-known expert, publication, or organization.
• You win an award.
• You have an opinion on a hot industry topic. (The more contrarian, the better!)
• You have a happy customer who is willing to share his or her story with the world.
• You are speaking at a major industry event.
• You hit an important milestone, such as years in business or becoming number one in your niche market.
• You are a success story and you want to be an inspiration for others.
• You discovered a new way to do something and you want to share it with others.
The keyword is newsworthy. Your press release must say something new and of interest to the readers of a target publication. Otherwise, there really is no reason for the editor to use the information.
And be careful not to come across as too promotional. Of course, you’re issuing a press release in the hopes of getting publicity for your website and its products and services. But if you come off like a Ginsu knife salesperson, editors will be turned off. Worse, they may be reluctant to review any future press releases from you. And you don’t want that!
Getting Your Release Released
A few years ago, press releases were sent to media contacts by mail or fax. These days it’s done almost entirely online. However, before you blast an e-mail press release to every website, newsletter, and blog on your media list, make sure you review the publication’s submission guidelines. The major publications, especially, have specific contacts and e-mail addresses you must use when submitting a press release.
I suggest you send your press release in two ways. First, make the extra effort to submit your release individually to each publication on your media list. These are your target publications and you want to give them your personal attention. Second, use a media release company to send your release to the hundreds or even thousands of other publications that match the topic or audience of your release.
def•i•ni•tion
A media release company is a service that maintains a large database of media contacts and distributes your press release on your behalf. You can usually select which types of publications and broadcasts to target. Although there are some free services available, the best media release companies charge $250 to $1,500 per release.
There are several media release companies online that you can use. Here are the most popular amongst web-based business owners:
• PRWeb (www.prweb.com)
• 1888 Press Release (www.1888pressrelease.com)
• 24-7 Press Release (www.24-7pressrelease.com)
• PRLog (www.prlog.org)
• PR.com (www.pr.com)
• i-Newswire (www.i-newswire.com)
• Press Release 365 (www.pressrelease365.com)
Most of these companies operate primarily online. So you can access the service, submit your release, make a payment, and send your press release directly from the website.
The Art of Getting Interviewed and Quoted
A couple of years ago, I discovered that The Writer, a prestigious magazine for freelancers, was going to do a story about copywriting. Since I had a website on that topic, I contacted the editor and explained that I had a lot of useful information to share on that topic. She put me in touch with the writer assigned to the piece. And, long story short, I was interviewed.
Several months later, I had actually forgotten all about it. Until one day, while browsing at my local bookstore, I noticed The Writer on the magazine stand with copywriting as the cover story. I grabbed a copy, anxiously flipped through the pages, and there I was—a picture of yours truly along with the story featuring several quotes from me.
I purchased every copy on the rack!
My simple effort of contacting the editor and offering help and information got me featured in a major article in a high-circulation publication in my niche.
How do you make this happen for your web-based business?
In addition to press releases, there are several ways to get interviewed by editors, writers, and publishers of magazines, newsletters, and blogs:
Review the editorial calendar. An editorial calendar is a list of topics a publication is planning to cover in upcoming editions. You can usually find this on the publication’s website. If there is an upcoming topic on your area of interest or expertise, contact the editor and ask if you can be a source.
Get listed in a media source directory. There are a number of directories that editors and journalists use to find sources for their stories. The most popular are www.expertclick.com, www.sources.com, and www.medialine.com. You usually have to pay a fee to get listed in these directories, but if your website depends on lots of publicity to build traffic and sales, the investment will likely be worth it.
Suggest topic ideas. For e-mail newsletters and blogs, try contacting the owner directly and making topic suggestions. I recently contacted a popular blogger and asked if she would be interested in interviewing me on the topic of tele-teaching. She said yes and the blog post appeared just two weeks later. (Things can happen fast on the Internet!)
Getting quoted in blog posts and articles takes some effort. You need to be proactive. But considering that just one mention in a popular online publication can drive hundreds of potential buyers to your site, it’s worth the work!
The Least You Need to Know
• Create a media list of popular websites, e-mail newsletters, blogs, and podcasts that your target audience reads.
• Develop articles and submit them to key publications and article submission sites.
• Use press releases to get the word out about newsworthy developments in your business.
• Take action to get interviewed and quoted in publication articles and stories written by others.
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