Author & Consultant
old "billboard in the basement" dilemma continues to dog many
individuals and organizations: Put up a web site with great content and
appealing offers, and you still have to work hard at getting visitors to come have a look.
If you have an archive of
articles, though, you can quickly and easily solve this dilemma. Convert
those articles into newsworthy press releases and distribute these media
magnets online, then enjoy increased web site traffic, both directly and indirectly.
The direct impact of distributing press releases online comes from readers
who view them on various newsfeeds and then click through to your site
from the links in the release. Among those readers are often journalists,
who then can give you a big boost in credibility and visibility when they
write about you in their publications.
Because online news sites are considered high-quality sources of
information, distributing press releases online also produces the indirect
effect of raising the rank of your web site pages in search engines due to
the links in the press releases.
The key to converting your article archive into press releases in order to
enjoy those benefits is coming up with newsworthy publicity angles that
serve as timely or useful "hooks" on which to hang some of the
article content. Although there are countless possible publicity hooks,
these nine are easiest to use in relation to your article archive:
* upcoming event
* holiday or seasonal tie-in
* freebie or giveaway tie-in
* controversial claim
* activist cause tie-in
* piggybacking on media hot topics
Let's say, for instance, that
you're a martial arts expert and have an archive of articles relating to
various aspects of self-defense. Here's how you could link some of those
articles with the kinds of angles listed above.
Article topic: At what
age can children learn self-defense?
Publicity angle: Trend (Bullying) + Controversial Claim
Press release headline: Martial Arts Expert Advocates Nonviolent
Self-defense Training for all Second-Graders as Cure for Bullying
Article topic: Are women better protected with mace or self-defense
Publicity angle: Holiday Tie-in (Valentine's Day)
Press release headline: To Keep Your Sweetheart Safe, A
Self-Defense Class Works Better Than Mace as a Valentine's Day Gift
Article topic: Seven benefits of martial arts training
Publicity angle: Upcoming Event (Lecture)
Press release headline: Dallas Martial Arts Studio Offers Free
Lecture April 17 at the Brooks Branch Library, "Seven Benefits of
Martial Arts Training"
Once you've selected an angle and written the headline, follow the
established press release format by completing a four or five paragraph
release in journalistic style. Do a Google search for "sample press
release" and you'll quickly
find models. Or just click to www.pressreleasehelp.com/samplepr.htm
Be sure to include a link to your home page or a special landing page for
release in both your first and last paragraphs.
Next, distribute the release online through any of the dozens of press
release distribution services. Again, do a Google search for "press
release distribution" and you'll quickly find options at various
price points. Or use the service at www.pressreleasehelp.com/distribution.htm.
In addition, post the release at your own site.
Then repeat the process with another article in your archive. Over time,
you'll enjoy a boost in web traffic and maybe even a little fame.
Yudkin is the author of 11 books, including
6 Steps to Free Publicity and Persuading on Paper.
For more information on getting a profitable
second round of visibility for ideas, tips, products,
repeat events or controversial views, visit
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