By Kelly Weeler on 2008/03/18
It's like the old tree adage, if you write a killer article in a forest, but no one's there to read it, was it really a killer article?
Well, while not exactly like that, many online writers do suffer from the same problem - producing good copy daily that somehow still doesn't help their WebPR efforts. A hopeless case? Hardly! There are some easy steps you can follow to ensure that all your hard work writing those killer articles actually results in driving targeted traffic to your site (that is the point after all!).
Writing that Killer Article in the First Place
While you are immensely proud of your detailed, lengthy and quirky (gotta throw that in) article about the complex art deco paint style, chances are your reader has already hit the 'back' button. Getting readers to find your article is only half the battle, getting them to read it and click through to your site is the next challenge.
Do some research. Just because the technicalities of how to mix paint fascinates you, doesn't mean that it fascinates anyone else. Make use of that SEO Guru and find out what people are searching for and what they want to read about. Then come up with an article that is unique and informative and dare I use it again - quirky.
Remember that remarkable content has the potential to spread - if you write something truly killer it's potential to go viral will be magnified.
Contrary to some key phrases that we see used, online readers and searchers are not idiots and can read through thinly disguised promotions of your own product. Each article needs to be related to your product or service - an intriguing soap opera update might attract readers but is not going to help promote online paint sales. Articles need to be packed full of (valid) information about your industry, be of value to users and must be well-written - no one is impressed by spelling mistakes. No one.
Web Copy Considerations
But beyond the obvious, like using the spell check, there are a few extra web-specific considerations that you can also employ. People search for information online because it is quick, fast and convenient - for in depth research, they would've ventured out to a library (yes, they still exist). An article that is really killer is easily scannable, letting users get the gist of what they need quickly and clearly.
Make an article scannable by:
- Creating thematic paragraphs
- Using bulleted lists
- Bolding or highlighting important phrases
- Using varying text sizes to separate headings from content
The general rule is to keep the eye moving and the copy flowing between each important point. If you can get the essence of an entire page of copy in a few seconds, then you've got it. Just don't overdo it - nothing should be bolded purely for the sake of it.
Don't Forget the Links
In between all the bold and bullets, you also need to work in some keyword-rich links so your article leads back to your site. Links are vitally important online as this is how both users and search engines move around the Internet. These links help send signals of trust, which are only valid if they come from an external and unbiased source. If your article is informative, well-written and found on a reputable article site or through a trusted search engine, then your links are more likely to be followed and trusted.
Content Optimisation
One can assume that you have an SEO Guru on hand who has churned out the best key phrase strategy for your site and you need to work within that strategy to make your article effective. eMarketing works best when each component is used in conjunction with each other, for instance, while WebPR articles are not optimised with their own specific key phrases, they need to be in line with the SEO strategy. If, during the key phrase research it is found that most online search is done in relation to painting techniques, then your articles could focus on these areas.
Getting the Article Up On your Own Site
The next step is to upload your killer article to your own website first and for three important reasons. Your site will benefit from featuring fresh and optimised copy that is value adding. Provided that you have written something informative that is helpful to users, the article will naturally attract links and help in setting up you and your site as the leading expert in your field - reason number two. Lastly, placing the article on your own site first avoids Google's hard duplicate content policies and allows your site to be indexed first. And, as we all know, if you can't "Google it" you might as well give up now.
Getting Your Article Found and Read
Once your article has been indexed by the search engines, it's time to let it be found by someone other than you - the proud author. Add in an "About the Author" section and make use of the calls to action that you have been itching to insert. Here, you lay claim to your excellent article and set yourself up as a leader in the field. The call to action encourages visitors who are already pre-disposed to your brand to visit your site - the targeted traffic that you have been aiming for.
Online Article Syndication Sites
Using online directories means that articles can be found and then reused on other sites - creating excellent link building opportunities. Reputable directories usually allow you a backlink within the copy as well as twice within the About the Author section. All you need to do before submitting each article is to convert it to simple html format, according to each directory's specifications. Once accepted onto a directory, other users are allowed to republish your article, as long they don't alter the formatting. This generates awareness of your brand and links leading back to your site. Most of these directories are free but some do require payment for submissions, but then guarantee excellent results. A bit of research will lead you in the right direction. If you do choose to go the paid submissions route be sure to research the candidates thoroughly before making your final decision.
Featuring Articles in your Own Publications
The next place to feature your killer article is in your own publications like your newsletters, blogs and article resource centres. Frequently updated blogs are regularly checked by search engine spiders, meaning that the fresh and useful article you just wrote will be quickly referenced and ranked. The ability that users have to comment on your article is also helpful for you to know what you've done right and where you could've gone horribly wrong.
When featuring your articles in your own space, add social bookmarking chicklets to the article. These chicklets are icons placed on the page that represent the different social bookmarking networks. When clicked on, the page is bookmarked as a popular or useful article, giving your article credibility. The more bookmarks, the more valuable a resource it is perceived to be, attracting more hits and links.
Publishing on Industry-Related Sites
The final place where you can submit your article is to industry-related sites. These have a built in audience of people that are already pre-disposed to your product. Reaching people who are already interested in your topic and product means that half the battle is already won and as long as your article is informative and helpful, you can make use of a potentially lucrative market.
Monitoring the Conversation - ORM
Just because your killer article is out there and amazing readers, it doesn't mean that your work is done. It is useless if your article is being picked up and republished but is being stripped of all your links. Contributing to someone else's marketing was not the plan and you need to ensure your work is being used in good faith.
It is also important to know what people are saying about your article and your brand. You are not going to be the considered the leading expert in your field if a disgruntled DIY-er is viciously blogging about how your paint technique left her bedroom a sick mustard colour. Knowing what is being said about your article and your brand means that you can respond when it is appropriate or can do serious damage control - to your brand, not the walls.
This monitoring is better known as Online Reputation Management (ORM) and the failure to take it seriously has contributed to the downfall of even some of the most reputed brands. Thanks to Bloggers, word-of-mouth marketing has never spread faster. Online Reputation Monitoring tools such as BrandsEye do all the hard work for you, cataloguing every mention your brand receives and alerting you to where your ORM and WebPR efforts need to focus.
As with all eMarketing tactics, the best WebPR articles are those that are planned from the very beginning and right through to the very end. The content of the article is as important as its links, which are not less important than the comments it receives online. While it may seem like a lot of effort for two pages of tips on painting, the rewards for your brand can exceed all expectations. So get out of the forest and begin writing online, you'll be surprised by what you can learn about paint along the way!
