I had the opportunity to participate in a podcast yesterday with David McInnis, CEO of PRWeb, and David Meerman Scott, who you will recall is the author of The New Rules of PR from the How to Use the Modern Press Release update to Viral Copy.

The chat was all about how press releases are now direct-to-prospect communications for businesses. You write a release as if you’re telling a story to your target audience, because that’s the whole point. Much of the discussion demonstrated how this is a good thing for journalists too, because the quality of the press release must be “article ready,” and it can’t be filled with egocentric hype.

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Although it’s been a tried and true strategy for years, it seems that bloggers are now catching on to the benefits of article marketing as the competition for traffic intensifies. For those who may not be familiar with the technique, article marketing involves submitting short articles to directories such as Ezine Articles, with permission for others to republish your work on their blog, website or in their email newsletter. In return, you get one or more links back to the site of your choice.

Article marketing was mentioned in strategy ten of the Viral Copy Report. Since it’s an important part of any traffic-building strategy, article marketing is the focus of my next viral marketing update. An article that hits a nerve can end up republished all over the ‘net, each with a nice back link to your blog or free resource.

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