2.1. Creating a Plan and a Story

Many of the steps I suggest in this chapter for publicizing your site are essentially mechanical, for example, submitting your site to a variety of search engines. Even so, you should have a plan for marketing your content sites. No brick-and-mortar business in its right mind would attempt a marketing or publicity campaign without a plan, and you shouldn't proceed online without one, either.

Having a plan will help you accomplish even mechanical steps more effectively. For example, when you submit your site to a search engine or a directory, you will often be asked for a description of your offering. Understanding your site in the context of a marketing plan will help you hone a site description.

The two most important aspects of a plan for online marketing and publicity are:

• Understanding your target audience (or audiences )

• Creating a story (or stories ) that will meet the needs of and intrigue your target audience

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