In a previous article, I introduced 5 website publications that allow you to demonstrate your expertise, and provide your visitors with information, tools and tips that can enhance their performance. These publications include Tips, Glossary, Frequently Asked Questions, Stories and Case Studies. In this article, I introduce 5 additional publications you can use to promote your business.
1. Assessments. Assessments are tools you offer on your website that allow visitors to evaluate themselves or some aspect of their performance. Because many people like self-assessment, this can be a powerful way to attract visitors to your site. For example, if you specialize in leadership development, you can create an online tool that helps visitors identify their leadership style. If you are a workplace communication expert, you can develop an inventory that allows respondents to clarify their communication and work style preferences.
2. Tools. Similar to assessments (i.e., an assessment is an example of a tool), a tool is anything that can help your readers carry out a desired operation or function, or improve performance in a particular area. For example, as a cycling coach, I offer workouts and training plans that cyclists and multisport athletes can use to improve the quality of their training. I also provide speed and cadence charts that can be used by athletes and their coaches to enhance gearing and shifting on the bike.
3. Links. Links are another effective website resource, but of course, they are not a true publication. However, this should not dissuade you from adding a links section to your site. Links have the advantage of being both very useful to your readers and very easy for you to create. Some people are reluctant to include links because they don’t want to promote their competition or lead people away from their site. Don’t worry about that. When you facilitate access to high quality websites with useful information, your visitors will see you as a valuable resource. Just make sure your links open in a new window so visitors do not navigate away from your site.
4. Newsletters. A newsletter is a very effective way to disseminate useful information. It is not a true website publication because newsletters are longer and require more effort to create than tips, stories, publications etc. However, if you have a newsletter, make sure visitors can download copies of every issue through your website. In addition, provide a website form visitors can use to subscribe to your newsletter.
5. Articles. As with newsletters, an article is much longer and more involved than your typical website publication. However, if you have published any articles, make sure your website visitors can access them. This includes articles published in magazines and journals (post the article in a PDF format), as well as electronic articles.
