Written by Bob McClain, Web Copywriting Expert

If you own a business, you should be publishing. Publishing what, you ask? Publishing everything imaginable! Ebooks, newsletters, white papers, Power Point presentations, podcasts, videos, articles, blog posts, guest blog posts (like this one) and anything else your fertile mind can come up with.

Why?

Because the more content you spread across the Internet (with links back to your website), the more places there are for people to find you. Any Internet Marketer will tell you it’s a simple numbers game. The more eyes you get your information in front of, the more business you will get.

It’s a numbers game, kid

In fact, this is something people in the sales world have known ever since Alexander Graham Bell invented the phone. Sales people have used cold calling as a beginner’s tool to get their first contacts and (hopefully) sales for years.

The sales manager will sit the new recruit down in front of a telephone and tell them, “It’s just a numbers game, kid. After a certain number of cold calls, you will get an appointment. So get dialing and start making money.”

It’s the same with publishing content on the web. The more free content you’ve got out there, the more people will find it, download it or read it or view it or listen to it, and sooner or later, the orders are going to start coming in. It’s as simple as that.

You need a lot of content

Well, maybe not quite that simple. You have to put out a lot of content. If you are going to do article marketing (publishing articles on article directory sites), you either need to hire out the article writing to some pretty prolific writers, get employees to write some articles, or use an article spinner to take one article and “spin” it into a couple of hundred unique articles.

And Google likes to see a diversity of links from different sites and different kinds of sites. Don’t just post a bunch of articles on the same article directory. Here is a list of some of my favorite article submission sites. Submit a few to each every week. Keep mixing it up.

Repurposing content is the real trick to success

And the real key to successfully publishing content is to find ways to reuse the content so you don’t have to constantly be creating all new stuff.

For instance, let’s say you just commissioned ten articles on high end dog supplements as one of my clients recently did. We can take each of those articles and turn them into bullet pointed PowerPoint presentations with a voice over reading the actual article as the slides progress. Then post those PowerPoints to sites like SlideShare.

You can also use PowerPoint to convert the presentation into a pdf that can also be uploaded to SlideShare and other sites like it such as Scribd.

PowerPoint will even convert your PPT presentation into a WMV video file which you can upload to video sites like YouTube and Vimeo. There are over a dozen different video sites you can upload your videos to. So, how many links can we create just from one of those articles?

Let’s say you use the article spinner to convert that article into 100 unique articles. You also convert each of those articles into 100 PPT presentation. You then convert those PPT presentations into 100 movies. You also record an employee reading those articles and record 100 podcasts.

Add ‘em up

You now have 400 pieces of content from one lousy article. And you have nine more you can do the same thing to. And that’s assuming you don’t upload each movie to 10 different video sites and the PPT presentations to three different PPT sites.

See where I’m going with all this?