5 replies to this topic

[shlomot]

Hello,

As an avid reader of your excellent newsletter, I felt that I’m in the right place for seeking professional advice about the following:

In the past few days I’ve noticed that thousands of Italians are visiting my website. Further investigation showed that all traffic comes from a single article in TCCOM magazine – Italy’s leading media magazine.

The article carries such qualities that I couldn’t find even when paying a copywriter to do the job, not to speak about the fact that it’s unsolicited.

I obviously used Google Translate to read it and sent it already to be translated into English.

My question is how can I capitalize on this article? I’m sure that there are many venues. However, I’ve never dealt with web PR before.

Edited by projectphp, 17 March 2006 - 02:13 AM.

[qwerty]

Welcome, shlomot

You should certainly get in touch with the Italian magazine and get permission to reprint the article (in English) on your site. If you put out a newsletter, it should be mentioned in there. And I don't like this, but it's become quite common: people nowadays put out press releases to announce that they've been mentioned in the press. It seems pretty stupid, since a press release is intended to get the attention of the press so that they'll write an article about you, and that's obviously not the intention of a release that says that someone wrote an article about you, but online releases have come to be used for sheer publicity. People will put out an announcement about just about anything

[OldWelshGuy]

You must get permission from this mag before publishing any of it, as it will without doubt be copyrighted. It would be interesting to find out how and why they selected you though, so a quick email opeining with that question (after thanking them of course), would be a good starting point.

[Jill]

Welcome shlomot!

[Minerva]

shlomot,

You've already received the right advice about linking to the article, including it in a newsletter or blog, and getting permission to actually republish it. I usually have my clients' sites link to their published articles on the magazines' sites. But sometimes the sites aren't public, and we ask for permission to publish a PDF or HTML of the article.

You may also want to ask yourself these things:

What is the article about?

So why are these people clicking through to my site? What is on their mind or what are they looking for exactly?

What can I do on my site that shows that I have/sell/can do what they want?

You may be able to make some quick changes to your site to capitalize on the new burst of traffic. If the article is about blue widgets and you sell all colors of widgets, make sure your blue ones are hightlighed on the page the readers land on.

My 2 cents.

-Andrea-

[shlomot]

Thank you all so very much for your valuable suggestions. I do feel that we have the privilege of sending out a legitimate news item since we'll be providing an English translation to an Italian article (after receiving permission of course).

Edited by shlomot, 20 March 2006 - 01:43 AM.