Grow Your Business By Writing Articles And White Papers, Part 2 of 2What to do with white papers once you've got them written. (Shel Horowitz's Frugal Marketing Tip, December, 2001) If you followed my advice last month, you've now developed a small stash of articles and/or white papers. Now what do you do with them? How will they help you grow your business? There are literally dozens of ways you can gain a marketing benefit through this material. Here are ten to get you started: * Find websites and e-zines with large readership that matches your target demographic; offer the content for free in exchange for a resource box that tells people why they should visit your site (make sure you keep all the rights) * List them with the various places that let writers and publishers state their content needs and offers, such as http://EzineArticles.com/ * Send out a press release about your research and conclusions, and offer the material on your own website (either for free or—if it's really good and new and different—as an info product for sale) * Offer it as a free bonus to encourage visitors to buy your regular info-products * Post its availability to members of your discussion groups (for more on discussion groups, please see the September 1997 Frugal Marketing Tipsheet—or, for much more detail, my book, Grassroots Marketing: Getting Noticed in a Noisy World) * List the specific page with search engines and directories * Offer the article to relevant traditional print media and paying websites, at their usual payscale—but again, don't sign away all your rights! Since you're getting cash this time, you'll probably have to get rid of the resource box. But you may get a line or two, or a one-paragraph blurb in the contributors section. Work hard to get your URL into either or both places. CAUTION: Don't try to sell the same article to competing markets! Either write variations for different magazines or wait to approach the second one until the first has rejected it. * Set up a distance learning class by autoresponder, sending another installment every few days * Send it to past clients or prospects and ask them to pass it on to their friends and colleagues * Offer it to information aggregators who sell CD ROM article or report collections Thank you reading this back issue of Shel Horowitz's Monthly Frugal Marketing Tips, published every month since May, 1997; please click here to view the complete archives, grouped by subject. Shel is an internationally known copywriter and marketing consultant, author of Grassroots Marketing Getting Noticed in a Noisy World, Principled Profit: Marketing That Puts People First and several other books, and creator of the Frugal Marketing web site. Please click here to contact Shel.
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