If you are preparing to release your new book or launch your website with hopes of creating products and services, an online campaign is a strategic marketing piece to making an impact as an expert and reaching your target audience. However, clients often approach us who would like to receive pay for their content. They often do not understand why they might want to work with websites who will not pay for their content.
Having worked with hundreds of clients and many prominent and strategic websites, I can offer you some sound and practical reasons why you NEED to consider offering your content to these sites.
1. Diversification: Experts in every genre from Parenting to Health knows that you never want to put all of your marketing eggs into one basket. Successful experts will tell you that it is prudent to promote your work on as many venues as possible. It is easy to be lured by the compensation offered by one particular website, when what that really means is that you will not have the freedom to place that content on any other sites. This is due to the fact that paid content is often the property of the site and you as the author are not free to disseminate the content to other sites.
2. Credibility: Authors who are known for their expertise and bestselling books are not associated with any particular website exclusively. Look up any well-known author on Google and you will find an author who is associated with a wide variety of websites. This provides an strong and more broad sense of credibility that this author is truly being utilized by millions of people worldwide.
3. Universality: Best-selling authors have the appearance of being everywhere. When producers of top TV shows or journalists are looking for experts, they do not look for a particular website’s experts; they are looking for experts who have a large presence online as a whole.
4. Marketability: Authors who have made the best seller’s list are authors who know they need to go beyond just getting published. They know they need to have an identity that clearly states who they are, and one site just cannot provide that. Being the paid Family and Health Expert on iVillage can mean great things for sales. However, being the Family and Health Expert on twenty sites will do more for your overall sales and media placements than the one site will do, regardless of how big the one site is. Producers and the public don’t care how much a site is paying you. They are more concerned about credibility accessibility and that means when they do a search, how often does your name come up on different websites and how much presence do you have on those sites?
Online exposure is a new breed of publicity. It is difficult to measure its worth. One visit on Good Morning America MIGHT result in hundreds, even thousands of book sales. However, in many cases it does not. So don’t make the classic mistake. Don’t put all of your eggs in one basket. Diversify your content. Offer simple tips and short articles that can be placed on dozens of sites and watch your overall success and exposure give you the results you are looking for!
© Copyright 2010 Anne Leedom
Anne Leedom is the founder of Net Connect Publicity. Anne works with authors in the parenting, health and spirituality fields to develop their Expert Internet Publicity campaigns. Anne has created campaigns for such authors and experts as Dr. Laura Schlessinger, Dr. Michele Borba, Joan Borysenko, Armin Brott and Academy Award Nominee Diane Ladd. Working as a passionate advocate on behalf of her clients, Anne creates powerful results that have become a trademark of Net Connect Publicity. Anne is also the Founder and Publisher of www.parentingbookmark.com. For more information visit www.netconnectpublicity.com.