The Dueling Roles of Article MarketingPosted by oicadmin on 05/12/12
Tags: inbound marketing , article marketing , content marketing , seo
Exposing articles to the right audience is a highly effective marketing tool. Articles can enlighten, inform, educate, or all of the above. They can also generate popularity in a website for search engine optimization.
In essence, your article marketing strategy can have dueling roles:
- market content to a specific audience, capture their interests, and compel the audience to learn more about what you can do for them.
- build quality links to your website for organic search engine optimization. In this post, we will depict the two primary purposes of article marketing and how you can go about fulfilling the dueling roles that this practice has to offer.
Content Marketing for Credibility and Conversions
Readers who appreciate a good article will often acknowledge the source and respect the author's authority on the content's subject matter. This can attribute the author as a respectable source for information, consultation, and/or services. Articles enable you to increase awareness of your brand by publishing content to sources where like-minded individuals will find your content, read it, and take action (ideally funneling them to your website or a squeeze page.) In essence, content marketing is the primary channel of inbound marketing.
By writing and submitting articles, blog posts, and videos on relevant sites where your consumers are browsing, you will capture real people and ultimately drive a portion of those people to your website who are looking for more information.
Building links for SEO
The second role of article marketing (or virtually any form of content marketing) is to build links for search engine optimization. Placing links within the body copy of your articles will generate "link popularity" for the webpages you want to get ranked in the search engines.
Over time, your site will find its way onto the search engine results when people are looking for phrases that apply to your business. This may mean that some articles won’t actually be read by that many people, however by publishing these articles in the correct places, the search engines will see them, follow the links within the article’s content to your website, and apply some “link juice” to your site, thereby increasing your ranking on the keyword.
For example, let’s say you publish an article on the "benefits of juice fasting." Within that article, you link a couple phrases such as ‘juice fasting tips’ and ‘juice fasting recipes’ to your website. The search engines first recognize that the article as being about ‘juice fasting.’ They will then see the links in that article pointing to your website and will add ‘points’ to your site for those keywords. So when someone searches the ‘benefits of juice fasting’ or something similar, your site will start showing up in the results. The more articles and content you publish, the more links you can build, and the higher your site will rank on relevant keywords.
The more popular the keywords, the harder it is to rank, but the more traffic you’ll realize in return. A tip to keep in mind is to ensure that article relates to the links in which you build. Like the latter example, the article was about 'juice fasting' and the links were about 'juice fasting,' so contextual relevancy of content to links is spot on. Although these are two different strategies for article marketing, they can be used in unison to achieve optimal success.
This article written by Tyler Tafelsky, one of our Internet marketing specialists here at OIC Group, Inc.