Selasa, 05 Mei 2009

Exposing Your Expertise

Buku "Manusia Bissu" karya M. Farid W Makkulau (Pustaka Refleksi, 2008)

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
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 - an
online technology and computer directory. But the page that it
linked to was not mine, but -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 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!

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