Exposing Your Expertise

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.

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The Cut writer apologises to Priyanka Chopra, Nick Jonas for controversial article that called her a...  Hindustan TimesThe Cut writer has apologised for her 'racist and sexist' article on Priyanka Chopra and Nick Jonas. She said she doesn't condone racism, xenophobia and ...
Thank you Gideon Levy, keep on writing!  Arutz ShevaYou have exposed the untrammelled hate of the hard Left better than any pro-Israel writer or investigative journalist ever could.
Writing as Fast as Reality | by Yasmine El Rashidi  The New York Review of BooksI read the first two novels of Ali Smith's seasonal quartet in Cairo, where long, warm, sunny days make up most of the year. In a city whose pace—a down-tempo ...
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The Most Interesting Articles About The Future of Work Written In 2018  Inc.The landscape of work has seen a lot of changes in the last few years, and more than likely the conversations surrounding these changes will only continue to ...
1st Basant Kumar Jaggi Memorial Article Writing Competition, 2019  Live LawLegge Rhythms Media and Publication is organising National Article Writing Competition, 2019, to commemorate the Late Mr. Basant Kumar Jaggi.Theme of the ...
Should writers only write what they know? What I learned from my research  The Conversation AUAs an academic in creative writing, I attend a lot of literary events. One question I can always count on being asked is, “can I write characters of other ...
‘Ignore this’: Jonathan Franzen’s top 10 writing tips get gleefully trolled on Twitter  The GuardianSeveral authors hit back at the American novelist, questioning his logic and issuing their own mock advice.
Revealed: The winner of the Russell Prize for the best writing of 2018  BBC NewsThe Russell Prize for 2018 is announced, celebrating great writing.
Does It Pay to Be a Writer?  The New York TimesWriting has never been a lucrative career choice, but a recent study by the Authors Guild, a professional organization for book writers, shows that it may not even ...
Can artificial intelligence create content as well as a human?  ClickZAn email from Articoolo, a company with technology that involves *content* created by artificial intelligence, got us wondering, so we commissioned AI to write an ...
How Writing An Article A Day Will Change Your Life (And Your Business)  Forbes NowIf you're looking for a way to improve your business, and improve yourself in the process, take the challenge to write an article every day.
An NHL Player With an Unusual Side Gig: Writing Children’s Books  Wall Street JournalThe Maple Leafs' Zach Hyman wrote three children's books while in the process of scoring 89 points in 210 NHL games.
Slightly More Than 100 Fantastic Articles  The AtlanticA list of nonfiction journalism from 2017 that will stand the test of time.
What’s All This About Journaling?  The New York TimesIt was my ex-husband who got me journaling again. Our marriage was falling apart, and, on the advice of his friend, he had started to do “morning pages,” a daily ...
How to write a first-class paper  Nature.comSix experts offer advice on producing a manuscript that will get published and pull in readers.
How to Make Students Care About Writing  The AtlanticPirette McKamey, a veteran English teacher, spent 30 years investigating what helps young people to view themselves as writers.
Want Young Students to Love Writing? Let Them Play With It  Education WeekElementary teachers should give students the freedom to find joy, take risks, and process emotions in their writing, says Emily Galle-From.
‘100 Kegs or Bust’: Kavanaugh friend, Mark Judge, has spent years writing about high school debauchery  The Washington PostThe high-court nominee's accuser says Mark Judge was there and should have to testify.

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