Making the web work for you is mostly a matter of understanding how the web functions. If you want to create content for the web that stands out, you must not only know SEO but how to write in the first place. The two concepts are not at war. They must support each other to create successful online publicity. Why?

Nobody wants to fill their own website with articles that are too simplistic to appeal to the sophisticated online reader. And no editor worth his salt will publish an ungrammatical piece of writing whose facts may or may not be accurate. They are responsible for sorting out the good information from the chaff. They risk their own reputation if they add every piece of copy on a topic, even if the information is wrong, sordid or written poorly.

Templates that teach you how to get around writing an article from scratch while giving you a formula to mass produce copy are not going to push you to the top of your keyword category. Using different formats that are acceptable for good writing will enable you to express yourself in an original, highly readable article. These publicity articles are what editors crave to fill the constant content need that keeps readers returning to their sites.

Here are some potential formats for publicity articles that work:

  1. News features – Unlike the straight press release about your product or service, create releases that focus on something in the news. When you tie your releases into current events, the media are more likely to print them. Make each release count and send them out regularly –and you can be at the top of Google News and Yahoo! News for weeks at a time.
  2. Non – News features – Hooking your article to of-the-moment trends can help increase placement. First there were Tupperware parties; they turned into Botox gatherings, and now the Tango party is making news. Things seasonal or human interest topics can give your articles a boost to spark editor interest. It’s a good way to target different age audiences and move your products to new editorial markets as well.
  3. Profiles – Portraits of people never go out of style. Celebrity gossip is hot, even “B” list people. People in the news, from gate crashers to politicos get media coverage. Non-famous folk who do something intriguing are also worthy, if you make them interesting…just not bizarre to capture attention. There is a negative backlash from publicity stunts that you don’t want affiliated with your Brand in the long-term.
  4. Reviews – The review is a type of service journalism that can cover anything from books, movies and TV shows to products, services, restaurants and employers. In general, it needs to describe the gist of the book or movie, or in the instance of product, how it works. A review judges whether something meets its intended goal and justifies its price. It asks the reviewer to answer the questions: Would you use it or experience it? Is it worth the expense?
  5. How-tos -- Giving procedure for implementation of a process or concept is the domain of this type of publicity feature. It works to instruct people on travelling for $5 a day or how to save money on a regular basis. These articles should be clear and concise, and preferably accomplishing a goal or task in fewer than 7 steps, to hold reader attention. An accompanying video is often good support here, whether you are demonstrating marshmallow making, table setting for Thanksgiving, or how to jump rope for exercise.
  6. Q & A -- This format allows you to interview a person, query how much your reader knows about a specific topic like organ transplant, for example; or set them straight about misconceptions on topics that they think they know about but really don’t. It’s a perfect place to weave in a product or Brand mention that can be helpful to your audience.
  7. Blogs -- While blogs began by editorializing on and expanding mainstream news stories, blogs have evolved to breaking news stories. In some instances, they have larger readership than major print outlets whose circulation and staffs continue to decline nationwide. Some bloggers can demand scoops and exclusivity, depending on their Technorati rank. A good blog is relevant, to the point, and must be updated often. Usually, it is written from an insider’s perspective, in a distinctive voice, is filled with lots of links and images, and gives writers a chance to personally interact with readers. It’s a great place to run contests, have guest bloggers and a blog roll of contributing sources that indicate it is well researched and immediate simultaneously.