Not only does having articles on other web sites bring web users directly to your site, it also helps improve your search engine ranking. The major search engines now rank sites based on how many other sites link to it. The more places a link to your site appears, higher you will appear on search engines.

I've gotten to top of a search engine search page on strength of just one article linked to my site. So many people search for services on Internet now, anything that pushes you up rankings is a major marketing boon.

Why attempt such alchemy ourselves? Aren’t those reporter-types experts on doing that? Why not just “put it all out there” and let media take it from there?

No! Because it’s you, not they, who know your own stuff best. And it’s far easier for you to understand how they work than it is for them to pick out right nuggets of pertinent information from your entire, lifelong accumulation of subject-matter expertise. (After all, today they’re reporting on tax law, tomorrow it’s on to new trends in insurance industry.)

So, your first job: create your very own story.