First, a caveat: article marketing is not the be-all-and-end-all solution to search engine optimization that it used to be. It used to be the primary driver of an SEO budget, accounting for a large chunk of the expenses related to optimization. Now, we recommend article marketing be done in stride with your other efforts, like social media, social bookmarking, online press releases, etc.
Article marketing is most easily described as generating article content about an ancillary topic to your business, service, or product, writing about the topic objectively, including a link to your product at the end of the article, and posting the article as a guest blog or on a site like EzineArticles.com. The goal is to a.) get readers interested in the solutions that you offer b.) get a backlink for your website and c.) provide a way for them to click over to your site.
The benefits of article marketing include the fact that once the articles are written and published, there is no ongoing expense to maintain the articles. After the initial expenses associated with developing the articles, you can generally sit back on your laurels and let the article marketing work for you.
The path you’ll take getting started with article marketing depends on your marketing budget. To start with, you’ll need at least 15-20 new articles a month to make any kind of dent in your organic search engine optimization efforts. If you’re trying to do everything as cheaply as possible, you can write the articles yourself. You’ll benefit from being an expert on the topic or product you’re writing about, but it will take quite a bit of time if you’re not accustomed to writing. If you have the budget, you can find professionals to write articles for you on a site like Elance.
Note: Ballantine Digital can also help. Article marketing and guest blogging is part of the quality link building strategy we implement for our clients. We don’t mass submit to article directories. We have a much more selective process where we find blogs to host your articles that are established sites, usually aged domains with PageRank.
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