Articles And Blogs Are Better Long Term Tools Than Public Relations
(Source) One caveat when it comes to choosing a professional PR agency or individual to work with - signing up for a higher priced campaign doesn’t necessarily mean you will get better results than a cheaper campaign. And the inverse is true as well. Over the past year or so, many “low-cost PR/publicity services” have begun to pop up all over the Internet. Ones that promise to write and launch a press release for as low as $99. They are low in cost - because frankly many are low in quality. Bigger is not necessarily better, and cheap does not always mean a good bargain.
In my experience, public relations campaigns online don’t do as well as they do offline. And they can be costly. You’re much better off starting a blog and engaging in article marketing. Occaasionally, you can submit a press release to PRWeb and pay the premium $200 for mass distribution to appear in Google News and Yahoo News. But you’d better have something really newsworthy. Otherwise you are just wasting your money.
Consider this: If you pay $100 for a press release and $200 to distribute through one online PR directory you’ve paid $300, but your press release will likely only be visible to most news outlets for one day. After that one big splash you are not likely to get picked up by the big news agencies.
Take that $300 and put it into article marketing and you can get 15-20 articles, or write them yourself for free. Then you distribute them to as many of the hundreds of directories on the Web for free. Your articles will never disappear and will always be available for pick up by publishers and webmasters.
If you distribute your articles to just 10 directories and you submit 20 articles to each directory, you’ll have 200 back links to your website overnight. Plus, every time your article is picked up and published by another website, blog or ezine, you get another back link. If that happens to each article at each directory 10 times in the first year then at the end of the first year, you’ll have 2,200 back links after one year. The same performance over 5 years will yield you more than 10,000 back links, and you can continue submitting articles during that time, increasing inbound links to your website a hundredfold or even a thousandfold, depending on how aggressive you are.
By comparison, 100 press releases submitted to 100 directories will likely not yield the same results. Press releases are good for short term marketing if you have a newsworthy event. But if you are doing business on the Web, you will likely benefit more from the long term benefits of article marketing. Take the same article marketing numbers you have above and add to that a $200 budget for a blog and your link building efforts multiply tremendously.
Consider that one daily blog post with two links in the body promoting your website and a footer, or signature, link, will produce 90 linkbacks in one month’s time. After one year, you’ll have 1,080 link backs. And that’s if you don’t syndicate your blog.
Take the same $500 per month and apply it to public relations and you’ll never achieve the same link building benefits. You might generate some short term buzz, but you’ll have to weigh which is more valuable to you - the attention you get this week or the SEO benefits you’ll get and keep for the life of your website.
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