As the Web, programmatic ad buying, native advertising, Google AdWords/Adsense and podcasts throw the advertising world into a funk, there’s a tried and true method for promotion that’s cheap, relatively easy and still highly effective when compared to “traditional” advertising… Some call it PR. Some call it editorial promotion. Most serious businesses deem it a critical component to their overall marketing plan. As a marketer, you should be utilizing editorial promotion to position your company thought leaders as experts and position your products favorably within the marketplace.
The basic idea is to get articles about your business, products or services published…anywhere. You can spend a lot of time and money dancing with print newspaper, magazine and trade publishers, however it’s much easier to publish on the Web. Not only is it easier, but media trends show that people are consuming news differently on the Web, and they’re going to the Web more often for news and product information. People look for targeted information on the Web. You don’t need to be all over the nightly news for people to find you. What you’re interested in are the people who are searching for exactly what you offer and are writing/editorializing about.
So, how do you do this? How do you publish articles about your products, services and business on the Web?
You want to start by truly educating prospects. Do it by publishing journalistic articles about your business. That’s important, because the more people know about your business, how it works and how it can benefit your target audience, the better positioned your company becomes. This probably falls under that old adage, “The more you tell, the more you sell.”
I wrote a book about this topic way back in 2005. It's called The 7 Essential Steps to Successful eBay Marketing, and it's still highly relevant today -- for all kinds of web publishers, not just eBay folks. It has lots of info on how to craft stories, develop problem/solution studies (known as case studies or success stories), and market your business better. It also shows you how to write attention-grabbing headlines. All these pointers apply to both journalistic articles and your general web promotion efforts.