Publication articles are great for establishing credibility. If you were mentioned in the article, you’re noteworthy. If you wrote it, you’re an expert. And you can get a lot more exposure if you recycle that article.
When someone else writes about you, you’ll have to ask for authorization to use the article, which may include paying for reprint rights. In fact, some organizations have a sideline of selling professionally prepared color or black-and-white reprints to you.
When you write the article, make sure the media outlet only gets first rights, so you can reuse the piece without asking permission. Just make sure that you don’t use it in the relevant medium (e.g., print or online) before the publication does.
The first four ideas apply if you wrote the article. The other five can be used across the board.
1. Resell It
Send out the manuscript with a cover letter letting the editor know when and where it previously appeared. Some editors will want to see a copy of the published article.
2. Prove Your Writing Credentials
When you present editors with evidence of your writing skills, they’ll be more likely to approve your article proposals. Technically, you won’t need your copyright for this tactic since you’re just using it as evidence of your skills and experience rather than trying to resell or republish it.
3. Present It in Another Format
With blogs, e-newsletter, podcasts and the like, you can present your expertise in a new form and increase your outreach without having to create content from scratch. It doesn’t have to be your own communication vehicle, many e-newsletter publishers and bloggers welcome contributors. Just tell them where the content appeared, and you can add “Originally appeared in …” or “First published in …” to the repurposed content. That tactic will only increase your audience’s perception of your expertise.
4. Incorporate It into Another Work
Using previously written material in a new work saves you time and effort. A published piece can serve as a newsletter article or as part of a white paper.
5. Include It in Press kits or Information Packages
Placing relevant articles in your kits establishes you as an authority in your field. Also, journalists get a heads-up on what types of stories have already been written about you.
6. Use It in Direct Mail/Direct Response Campaigns
Instead of wading through slick marketing copy, prospects receive what they’ll consider solid evidence of your credibility. If the article highlights your expertise, you can also offer it as an incentive in your call to action
7. Give It to Sales Associates
Your sales reps can distribute your article at seminars, trade shows or other special events. The article can also support them as they respond to customers’ inquires or objections.
8. Place It in Public Areas of Your Workplace
If the publication is prestigious enough, hang it in your office or lobby. Or leave copies in the reception area for visitors to see.
9. Link to It from your Website
This tactic doesn’t require that you have reprint rights. Just tell the editor know that you want to provide a link to your work.
Getting Published Is Just the Beginning
Depending on your plans for the article, you may have to cut and paste the pages so that you get rid of ads, photos or other authors’ pieces. You also can take the article to a copy/printing service and have them do it for you. With a little creativity, you can get extra mileage out of your efforts.