In this first part of an ongoing series we will take a look at some best practices marketers can follow when implementing article marketing campaigns. This second installment of the series will examine a method for ensuring that the author behind an article writing campaign is able to remain productive in the face of a depleted idea bank.
As most marketers are aware, Search Engine Optimization (SEO) is a crucial aspect of any Internet Marketing campaign. Developing a healthy set of backlinks gives your site more credibility with the various search engines, resulting in higher search engines result page (SERP) placement. While all marketers chase after the coveted top position on these SERPs, most are satisfied with page one results. One of the most effective ways to help generate the requisite backlinks for these results is through the use of article marketing. In this second in an ongoing series on article marketing tips, we will examine some best practices that marketers should follow when writing content and posting articles for the purposes of SEO.
Write An Ongoing Series - When taking on article marketing for a new client, the ideas typically come fast and furiously. Initial articles providing general information about the client's offerings often turn into more in-depth looks at their specific aspects and unique strengths. However, it is not unnatural for the article writer to begin coming up short of ideas for topics to write about for their respective clients. In these instances, it is always a viable option to go with an ongoing series of articles that focus on a particular facet of the client's products.
For example, let's say your client's specialty is manufacturing office chairs. You have already written countless articles touting the features and advantages of their office chairs. Your search engine result page (SERP) placement is steadily increasing, but you feel like you have exhausted all possible article topics. This is the perfect time to tackle an ongoing series. In looking back at your articles, you notice one that you wrote about how comfortable chairs can positively impact your workday. The article was fairly general and merely took a broad overview of the benefits of a comfortable chair. It made passive statements about how the comfort of a chair can translate to a better mood, increased performance, stronger stamina, etc. This is the ideal launching point for an ongoing series!
In this instance it should be fairly easy for the writer to extract some of the points made in the previous article and write new pieces that elaborate even more on these advantages. Rather than settle for a sentence or two on how a good office chair can increase stamina, write a couple of paragraphs that describe how and why they do so, what this stamina means for the workday and how an uncomfortable chair can have the opposite effect. The advantage here is twofold.
First, the writer will be able to overcome their lack of ideas and sink their teeth into creating this new content. The ideas are already there, created by the writer; all they need is a little expansion and possibly a bit of research to flesh them out. Second, when a reader stumbles on one of your articles and is able to relate to or extract some value from the content, they will be very likely to seek out the other parts of the series, further strengthening their relationship with the brand you are marketing. These clicks can not only inspire better SEO value for your backlinks and article dissemination; they can often lead to conversions, which is the absolute end goal for internet marketers everywhere.
Tim Kennedy writes on behalf of inSegment, Boston's leader in search engine marketing, online marketing and the home of Boston SEO.
No comments:
Post a Comment