“I can track $5 million of revenue from writing for Forbes,” said Josh Steimle, the founder of MWI, a globally operating digital marketing agency. Josh wrote an article about tips for hiring a search engine optimization (SEO) company for Forbes, which has a readership of millions, as a guest contributor. The article hit at the right time since people were already searching for this type of content. Since the article landed at the top of Google’s search engine results and dues to Forbes’ credibility, many companies reached out to Josh’s company for help, resulting in $5 million in revenue. The article was viewed 143,000 times in 2013 alone and it continues to get thousands of hits yearly.
Wow! When I heard this, I knew I had to talk to Josh to learn more. I interviewed Josh in January 2018, where Josh explained more about his success using the right digital public relations (PR). “If you can get a platform like this, and figure out who your audience is, who you are and what your message is, and all of those things align the right way, you can get this type of result,” said Josh.
In the interview, Josh explains how the opportunity to write for Forbes came up and how the model for writing for Forbes and other companies work. You can view the entire interview right below:
I’ll briefly summarize two of the many important points Josh made during the interview about connecting with your audience and crafting the right message for your audience.
Connecting With Your Audience
Your business needs to get noticed in such a crowded landscape. Digital public relations is one way to accomplish that if done correctly. Josh emphasized that you need to develop a content marketing strategy based on your audience and their needs. Once you truly understand your audience, you can develop high-quality content in different formats, such as contributing to reputable websites as a guest contributor, creating and maintaining a company blog, developing podcasts or webinars, or other formats that your audience needs. Then you drive traffic to your content using social media.
If this seems like a lot to accomplish on your own, or you don’t have the time or the relationships to make it work, you can always turn to a PR agency. They have the time to do it and they specialize in those key relationships that will get your business noticed.
Crafting the Right Message for Your Audience
Another point that Josh brought up is to figure out exactly what important niche you occupy and use PR to become known as the expert in that niche. For example, if you’re an SEO company, what makes you unique compared to your competitors? There are a ton of SEO companies out there so you need to really hone in on what makes you unique, such as you’re an expert in SEO for China. Then find the right digital PR outlets to promote your expertise.
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About the Author
Chris Raulf, Digital Marketing Training Expert and Founder of Boulder SEO Marketing
Chris Raulf is founder of Boulder SEO Marketing, a boutique search engine optimization training and consulting agency located in beautiful Boulder, Colorado. Chris and his team assist local, national and international clients with all of their SEO, social media, content marketing and online marketing training and consulting needs.
Chris has over two decades of hands-on experience under his belt and his international background has helped him become a globally recognized multilingual and international SEO expert.