Step 1: Launch an online survey on a topic of interest – anything from the price of eggs to what colour widget you prefer. Preferably it will be something a little controversial so you can get some mileage out of the results.
Call to action: Submit your name & email address if you’d like the results emailed to you – link into your email campaign management system.
Step 2: Feed the results of your survey into your blog for the world to see. Add your own expert opinion on this subject. Announce the workshop/product/service you have to offer in response to this with a link back to your website for more information & purchase.
Call to action: Submit your name & email address if you’d like the eBook/eNewsletter etc emailed to you – link into your email campaign management system.
Step 3: Record a cheap & cheery podcast interview with someone who has opinions on this topic. Submit it to one of the podcast hosting services. (Be sure to mention your blog and to add a link from your blog and/or website to the podcast.)
Step 4: Open a discussion forum for people to discuss their views. (Be sure to add a link to your blog and/or website and/or the podcast – thus putting them in a loop back to Steps 2 & 3.)
This is a multi-pronged attack that goes hand-in-hand with the PR you are getting from media releases on this topic!