You are an author with a great book. Now what? First of all, you have to treat your book and your writing career like a business, an online business, where the most successful businesses are these days, because the internet provides a free platform and free resources for authors.
As an author, you must be constantly on the lookout for ways to promote your book and find new ways to use technology to increase your public profile and your income. What better way to promote your work, build a public profile and increase your income than to write a series of press releases and internet articles to use as promotions? The internet has changed the writing game and narrowed the distance between writers, if you can afford to hire a press officer (which I can’t) to create and write your media campaign, or if you’re ready to develop the skills to write articles about your own projects (which you can).
It might sound daunting, but if you’re already a writer, producing your own written material shouldn’t be that hard for you. Writing press releases and articles on the Internet will require you to learn a few new skills, which you may not need to write press releases in print. There are many resources to be found in a simple web search that can guide you towards mastering internet press release writing, which differs from print press releases in that, for the internet, news should attract search engines to materials posted on your websites, blogs, social media networks, and online news distribution services.
Search Engine Optimization (SEO) tools, keywords and keyword phrases are constantly changing with changes in popular trends. As searches become more refined and specialized, keyword research tools must respond, and we must also respond by anticipating changes in market language. When submitting press releases to online distributors, take a look at their suggested titles for your topic. Most services have developed SEO tools designed to help you optimize your press releases and articles for their purposes. Be sure to investigate what they have to offer and use their actionable suggestions to show you what the marketer considers successful for the topic you are covering.
Today, the immediacy and updating of information are the rule due to the growing importance of Blogs, social networks, Internet communities, collaborative platforms and web mobility. Technologies such as mobile and smart phones and online book readers increase our need to adapt SEO strategies, in order to survive in the SEO game. However, remember that you are ultimately writing for human beings, so the words you choose should also make sense to human beings searching for information on the web. Understanding the relationship between human readers and search engines will help you produce press releases that create a strategy to put you and your products in front of a target audience. Once you have captured the attention of the target audience, send them to your blog or website to learn more about you, your books, and your services. Once there, you need to convince your visitors to take action:
- Hire you to speak to their group
- Request your writing services for a juicy contract
- Put you under mandate as a consultant
- Buy your book
The goal of all press release promotion is to get the target audience to take action when they arrive at the destination you have enticed them to explore. Be specific. Don’t assume that visitors will know what you mean without instructions. Be sure to tell them exactly what you want them to do and empower them to complete the action. Give them a purchase link for your book; provide the description of your services; and leave a contact email address.
Your success in the area of action you want visitors to take will depend on how attractive your site is and how easily your visitors can move around your site and make a book purchase or an inquiry for your services. Approach internet press releases the same way you approach traditional print press releases, with the difference coming in the form of search engine awareness. In our quest to please search engines, we cannot afford to overlook important basic information.
- biographical note
- Contact information
- List of your conversation topics
- Some important literary distinctions
- Hyperlink to your blog, website or other pages
- Hyperlink to a video of you in action
- Hyperlink to media coverage of your book
- Hyperlink to excerpts from your television appearances
Hyperlinks can give the target audience additional in-depth information about you, your book, and the services you offer without cluttering up your press release. And if you have the ability to include images, include a photo of your book cover to promote yourself as a published author and a good quality photo of yourself. Make sure the images are in jpeg format.
Having written press releases for the print and internet media, I’ve learned that the difference between an author’s internet press release and a print press release – both intended to create the publicity described above – is the need for keywords in Internet press releases, which can be suggested by free or paid SEO services. Be sure to search the web to find the most useful SEO resources for your needs. Internet press releases are tools without which no author can survive in the age of online marketing. For more information on this topic, read: Free Advertising or Your Book.