In Article Distribution Consider Your Readers

Putting it in the most direct way possible, we put a lot of effort into article marketing in hopes of achieving one simple objective: Get more traffic!

Our syndicated article help us in this way in two potential ways.  On the one hand, we can receive visitors directly from those articles when the readers click a link in our resource (or author’s) box, and/or, alternatively, the major search engines can notice our article link and give greater important to that landing page on our site.  This latter option leads to more traffic, eventually, by sending us visitors who have found our page in the search engine results. 

Trying to maximize our results from those two methods causes a problem.  The pages on our site to which we might want to send the article readers may not be our most desired pages for maximizing our search optimization resources.  Let me explain this problem in a little more detail.

We normally want to give our greatest SEO love to our most competitive pages.  Those are often the pages that directly generate income.  With those pages, we try to reach search engine users who are already in a mindset to buy. 

Our distributed article readers are not yet in they buying frame; instead they are usually at a stage of beginning information gathering.  That’s why they came to our article rather than going directly to a store or service provider.

Now, hang onto those two competing states of mind for a moment, while we consider how we construct pages on a business website.  One fundamental rule of marketing that applies to a good website design for a business is that any given page should be directed toward moving the visitor to one and only one action.  Whether that action is to buy our product, sign up for our mailing list or scratch their noses, we focus all our energy on that page toward achieving that single end.  So, if we absolutely obey the marketing rule, we can’t possibly optimize our most important pages and satisfy the reader of our article–can we?

That is the dilemma we face.  Should we focus our article marketing efforts on search engine optimization or on providing a landing page for our readers that will offer them what they truly desire at their current stage of decision making (or procrastination, in some cases)?  Should we abide by the simple, common sense marketing rule, or should we magically try to successfully incorporate two disparate objectives within this single site of the page?

We must consider these options carefully in both our article syndication decisions and our copywriting decisions within the website itself.

Selecting Authors for Your Business’s Internet Writing Needs

I think most brick and mortar business operators would be stunned to know how much written material is required for an Internet business venture. Using the Internet for commercial purposes requires an immense amount of content. Whether we rely heavily on video or the written word, every utterance or sentence must be carefully crafted.

Your website is often the initial contact a prospect has with your company. While website design and your actual product or service are essential, the quality of the expression of your words will have a huge impact upon the lingering impressions that your prospects have of your company. Therefore, you must be certain that the writers who are doing the work are the best that you are able to afford. This is no place to look for small savings in the budget.

Some businesses are large and diverse operations that choose to handle almost every task within one of the company’s departments. Many of us, on the other hand, do not have the time or, perhaps the in-house talent to meet all of the writing needs that we have. A great many Internet marketers choose to out-source the authoring to professionals–or to whom they hope will be professionals. There are many free lance authors and web article writing services available.

Free lance writers and article services can be cost effective solutions. In choosing among the many possible professional authors, be sure to learn how much they understand your business needs. Any writer you use should meet these criteria:

1) Any writer should be properly trained, of course. Equally important is that the author is naturally fluent in the language of your target market. For example, I grew up primarily in the United States. I speak a couple of other languages, however, I would hire a British writer to at least edit my work if I were writing exclusively for a target market in the U.K. While we write (and speak) the same language, the idioms, slang and many casual expressions are very different.

2) No writer can be expected to be an expert in every subject. However, you need to determine whether the writer who is going to write for you has the ability to quickly learn what is necessary about the subject to be able to write about that topic in an engaging manner.

3) They must be able to write conversationally for the web. Writing for most Internet venues is very different from writing for an academic journal or composing a report for school.

4) The writers must understand your different business purposes for various kinds of articles. They should be able to verbalize the difference in objectives for writing for your website versus writing for article marketing uses.

5) They must recognize the role articles play in your essential search engine optimization (SEO) efforts. Some free lancers will recognize that need because of repeated exposure to writing for the web. Others will have no idea what the term even means.

All of these issues are more important to consider than whether an article costs $10, $30 or even $100. Ten weak articles do not have the impact on your success that one very good piece of prose will.

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