Step 2: Write about it
Bear in mind the primary goal of your content is to be informative and
valuable to your readers. The secondary goals are the promotion of
the brand you’re representing and search engine ranking benefit you
get from publishing content online. These are all things that should
be considered when you are planning the material for your article. In addition, it not only has to be in keeping with the brand for whom you are writing, but it also has to be written using a style and form that is engaging to users. Following the best practice guidelines discussed in
the next part of this chapter will go a long way toward ensuring that you get this right.
Steps 3 and 4, relate to distribution, and will be covered in-depth in the
chapter WebPR.
Step 3: Get the article out there
Publishing the articles to directories means they can be picked up
and republished on other sites, which contributes significantly to
linkbuilding efforts. There are hundreds of online article directories
out there but you need to be selective when choosing which ones to
submit to. The good article directories usually allow up to four links to
be placed in each article, which allows you flexibility in terms of linking
back to your site but doesn’t make the article seem like spam.