Article Marketing

I have read bits and bobs about writing quality articles on your web pages as a way to attract links to your website.

I am currently writing a very detailed 3000 to 4000 word document about a particular aspect of my trade that would be useful to diy-ers etc restoring old walls and buildings.

My question is this..Is there any way to push this article out there other than people stumbling upon it on my site? I hope the question makes sense?
Thank you,
James
 
Hi James

One of the best things I've read in the last year or so of working in this field is this ebook from Buzzstream.

Basically goes into why you should promote your content and gives you an idea behind the processes that'll give you the most success.

http://resources.buzzstream.com/advanced-guide-to-content-promotion/

I can highly recommend reading it twice if you're serious about getting your content out there, rather than taking the 'build it and they will come' approach.

Hope that helps!
 
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fisicx

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Put it on your site. Do not spread it around. Google will find it and rank it if finds the article worthy.

But consider this. If it's useful for DIYers it's not going to generate any new business for you so is there any value in writing the article? Everythng on your site should be focused on getting people to pick up the phone. If your article makes it clear that X is the limit and everything else needs a specialist then maybe it will work. But only if the reader is local.
 
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makeusvisible

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    Whatever you do....DON'T publish it anywhere except your own website.

    That volume of text is going to help you pick up some long tail traffic over time...if nothing else. however my concern would be the DIY element. Someone looking to "do it themselves" probably doesn't fall into your target market..... so it might be a great resource for them, but are they going to buy anything?

    If you have something to sell to the DIYers, such as scaffold hire, tools...etc.....then fine.

    I'm guessing your article touches on a broad range of sub topics; so in terms of generating traffic, you might want to consider social media, and looking at some unanswered questions on Twitter. using your article as a reference point.

    For the time you have invested in a 4k word article, you definitely need to think about some form of paid promotion on social media to get the content out-there.
     
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    justinaldridge

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    I completely agree with @makeusawebsite. The content is too valuable to give to someone else!

    However, that's not to say you can't.

    What I tend to do is recreate the content into another format and offer it to other people to promote. My favourite and most effective technique is to get the content made into a professional looking ebook with good images and formatting, a good cover, etc. Then I contact a website owner with a strong email list and offer it to him/her to promote exclusively to their email list.

    I always put the ebook behind a form so that I can at least get an email address for every person that downloads it. You can then add these people to your own email list.

    This is very common practice in some industries that I deal with such as finance and real estate.

    Offer the ebook to a popular DIY website as an exclusive. They rarely say no if it's good.

    It's a highly effective list building strategy and you can still publish the content on your site too!
     
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    fisicx

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    But....

    What James wants is new business. This article, no matter how it is marketed, isn't going get the phone ringing. DIY people won't be looking for a stonemason.
     
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    justinaldridge

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    But....

    What James wants is new business. This article, no matter how it is marketed, isn't going get the phone ringing. DIY people won't be looking for a stonemason.

    Actually what James was asking was about generating backlinks to his website, not direct business. As myself and others have said it's best he puts the content on his own site and I suggested he could also reuse it for other marketing purposes.
     
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    Hi guys
    Thanks very much for your input.

    My plan was for the article to get..

    a) Some links from organisations or bloggers etc. who could perhaps link to my article saying "I found this useful article on how to deal with this stonemasonry issue" or whatever. This would be my number one aim.

    b) I want to come across as a knowledge leader, and for potential clients who visit my site to think "This guy knows his stuff" and "I feel I will get a good job done if I use this crew" etc. The article will have high quality pics showing a high quality job unfolding. This would be my number two aim.

    c) Anyone reading this article would have to stay on my site for a number of minutes to read it, hopefully bumping up average time on the site, which cant be a bad thing.

    d) As someone has pointed out, it may help with some long tail phrases.

    e) Google may appreciate the fact my site has so much more content than my competitors.

    I appreciate it wont get me work directly, but who knows.I have no wish to sell the info. Was just wondering the best way to get the page in front of people who may or may not link to it. It will be for my website only unless there is a better way. Thanks again guys.
    James
     
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    I appreciate it wont get me work directly, but who knows.I have no wish to sell the info. Was just wondering the best way to get the page in front of people who may or may not link to it. It will be for my website only unless there is a better way. Thanks again guys.
    James

    James - your understanding of this is spot on. There can be a real value to having content on your site purely to improve site metrics and performance (eg links, time on site, search behaviour, clickthrough... any of the hundred things search engines monitor) even if it won't lead to immediate sales. If you're competing just locally too it can really blow the link metrics out of the park if you do something 'huge' like this and it really does garner a lot of interest and links from around the web.

    If we were talking pure linkbait in the ridiculous sense that you see some SEO companies do it then it would be less of a good idea (I've seen things as spurious as 'what if stone masons were zombies') as at some point the smarter algorithm might understand the meaning of the links more than it does currently but all of the links you get from this are going to be pretty natural and related to your main site theme - quality stone masonry - which can only be a good thing.

    Take a look at what big search agencies are doing to drive rankings - eg http://www.simplybusiness.co.uk/microsites/wordpress-for-small-businesses/ was done by a big UK search agency. Now you could argue that since they sell insurance to businesses it 'might' drive some business but the purpose of this kind of thing is primarily site authority and driving up rankings hence hiding it away on a microsite and branding it as little as possible until the end (so it gets more links from people who are turned off by 'promotional blogging' type content).

    It is I guess not what one would call 'article marketing', however, as that would involve a more nuanced strategy to get your content in front of your actual target audience, and probably following through with a combination of retargeting pixels and ads, and e-mail marketing to move them along the sales funnel.

    Coming up with an idea that hits both strategies (amazing content + interesting to your actual customers) can be a more useful investment of your time as it will, in itself, continue to drive customers and add people to your marketing funnel, as @fisicx rightly points out, your current content won't do that it'll just serve the 'linkbuilding, authority and site metrics' objective, and not sales, so you may have to do other work on the site as well to take advantage of all of the benefits.
     
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