WriterAccess Webinar Archive
Thursday, September 30, 2010 – 1:00 PM ET
Let's face it, to compete these days you need to get the words out, and traffic in to your website. Content distribution is quickly becoming the best way to achieve these goals, with article distribution, press releases and more. But creating the right articles and distributing them to the right places, on top of tracking the ROI, seems impossible and certainly burdensome. Until now.
Join host Byron White and DistributeYourArticles.com founder Chris Ellington for a webinar that introduces a new, super-simple way to create content, distribute content and track the success of the campaigns.
In this webinar, you'll see a live case study on how to post an assignment to a new marketplace called WriterAccess.com, how to quickly and easily distribute the approved articles to thousands of portals instantly through DistributeYourArticles.com all with just a few clicks, a few minutes and a few bucks.
Best of all, you'll see how to track the ROI of article distribution with new methodology and metrics that offer insights on performance measurement and delivery of the return you demand for your investment.
The slidedeck from this webinar is available for download.
Byron White: Hi everyone; I hope you can hear me, my name is Byron White. This webinar is going to begin in just a few minutes; hopefully, by now you’re either listening to this through your system or you’ve called in to the audio. You’re going to be able to ask any questions that you want throughout the presentation. I’m going to go through a deck presentation and then Chris Ellington is going to join me for a discussion from this perspective; he’s the founder of Distribute Your Articles. We’ve got a really great presentation for you today and we’ll just wait a few more minutes so some other folks can jump in. It's about three minutes to one, so we’ll wait three to five minutes before we begin. If anybody has any questions between now and then, you can ask them using the question section on the right side, and I’ll try to answer them.
Let’s see, someone asks, “Hi, I'm here. Is there anything I’m supposed to do?” No, just hang tough; we’ll begin in just a couple minutes and we’ll go from there. Any other questions, I’ll be monitoring things and looking stuff over here so I'll try to answer anybody’s questions. Thanks, we’ll begin in just a couple of minutes. Someone had an interesting question from Spain, and he says his sound is muted. I don’t have an answer for you there, although maybe you're hearing me now. This is worth a check, so testing 123 out to Spain. Thanks for your interest from Spain, so hopefully you can hear me now. I just got an answer from somebody saying they can hear me, so thanks for that. It looks like everyone is chiming in and can hear me, so all is well.
I’m going to go ahead and begin. It looks like we have audio, we have visual, we have all systems go, so I’m happy to begin the presentation today. I want to thank everybody for chiming in; we’ve got a very interesting presentation for you regarding some new methods and tools and techniques for article marketing. Chris Ellington is going to be joining us in about 10 or 15 minutes to chime in with some discussion on his technology platform called Distribute Your Articles, but I want to chat with you about article marketing in general. For starters, everyone is able to use the question form. I’m going to be monitoring questions throughout presentation and afterwards, use those resources for discussions. Feel free to ask any questions, and I’ll hopefully have some answers with Chris.
Next, I’m going to buzz through a presentation that’s going to last 15 or 20 minutes, and then we’re going to open it up to Chris to talk about article marketing from his perspective. He has a fairly new technology platform that he’s very excited to chat with us about, so Chris will be joining us. So without further ado, let me do a couple of things here real quick as people are beginning to drive in. I’m just going to click this real quick, and then go back over here and begin the presentation.
So for starters, my name is Byron White. I own my own a company called IdeaLaunch, which offers full-service content marketing services to a wide variety of clients. We’re very excited to talk with you today about a new self-service model we have called WriterAccess that is partnered up with Distribute Your Articles. What we really want have phase in is article marketing and how to make it easy, how to make it simple, and what you should be doing to the whole process.
So without further ado, I’m going to talk with you first about creating articles and how fast and easy you can do that. I’m going to introduce some new technology and showcase you some neat stuff that we've launched, and then I’m going to talk about distributing articles and how we've made that easy within this technology platform. Then, we’re going to talk a little bit about tracking the ROI of the articles that you’re marketing and distributing. I’m going to give you a quick spin throughout all of that, and hopefully, you’ll find it interesting and formulate some good questions.
Here we go without any further ado. Creating articles, as you can well imagine, is a challenge. We sometimes create literally thousands of articles a month here at IdeaLaunch, and you work with dozens and dozens of freelance writers to create this content who are working in tandem with our editors and our SEO specialists, and following plans, and all kinds of strategy. We knew that we had a large universe of writers and we finally put them all together in one place in a new self-service model, so you too can access some of the same great writers we use and hundreds of others that are all part of the WriterAccess network.
At WriterAccess, we wanted to make a really simple way for you to go have a place to go to get articles created either for article marketing, article distribution, or articles, or press releases, or copy that you wanted for your website. We launched a model that is out there, and available now for people that I think you’ll find quite interesting as I go through this presentation. WriterAccess is really built for clients who are looking to have articles created very quickly and easily. You can go through and start searching when you get in and form an account there, and there's an advanced search ability that allows you to choose the rating of a group of writers that you may want to send articles out to. You can select specific industry experience; you can even select SEO experience, certain skills that you're looking for and even the writing style that you might be looking for on a particular project. You can even set minimum projects that they would need to have experience in to qualify for the search results.
So the next thing that WriterAccess enables you to do is to actually place orders, and we wanted to make this super, super simple for anybody to literally place an order. All you really do is form a group and specify the number of articles that you want to create. In this case, I’ve named a group Article Distribution Articles; I’m not sure why the article is named twice, but so be it. I can list the type of article that it is; is it a blog or a news article or an SEO article? Is it a tip, is it a premium article or is it copywriting services? I can then choose the writer level and that enables me to send this out to the right potential group of people based upon my screening. I can select the category for the article, which helps the writers be guided to the right articles that they have the skill of the qualifications for. Then, I can put a deadline on this that could be as little as 72 hours, or as long as a week in advance. You can choose how long the writer will have to work on this project.
Most importantly, I’m choosing the word count, and our engines are immediately calculating what the minimum bid price would need to be for this article; again, based on the article type as well as the level of writer that you're looking for. We've gone in and we've used our intelligence that we’ve built up in the last 10 years to give a fair market value price for an article based upon the criterion that you selected above. You can quickly get articles created; you can even add a raise or a bid price on top of all this if you want to get your article. You shoot your assignment out; you’ll also need to offer some better instructions for this article, and you can save these instructions that might be applied to other articles. You name the job and you can also put in the required keywords, the SEO keywords, that you want in the article as well as additional keywords for the writer to consider for brainstorming ideas, and/or optimization.
Once you do all of this, believe it or not, you get your article back and our technology is scoring that article for SEO strength. We’re also running that article through Copyscape, so you're sure that you're getting an original article. It’s also highlighting the keywords that you may have specified you wanted in the article. You can see the article, approve the article and get verification that it's been run through Copyscape to ensure that it’s original. It really become super simple, and you can literally get articles back in just a very short period of time, ready to go.
The other thing you can do with this technology, which we thought was very key for when you’re really ramping up article marketing, is you can create love lists of writers. You can go in and select writers, look at the approval/rejection rate you had with them and select them for your love list. Selecting them for the love list does a couple of things. Number one, it gives you a database with different love lists for people with different skill sets, or different specifications, or different backgrounds that might be appropriate for different articles that you would want to send out to a small group of people or even a large group of people. You're able to select different love lists, and that becomes really important if you're ramping this up and looking for experts in some particular topics that you’ve approved. You can create love lists and even hate lists of people you don't ever want to send another assignment to.
Again, with WriterAccess you only pay for content you approve, so it's a very safe harbor both for clients and writers who are completing satisfactory work to your specifications; that work you’re going to pay for. You’re going to reject any work that doesn't meet your specifications, and we’ll help you take care of the fact that it didn't meet the specifications. We’ll also represent the designer to say, “Hey, this looks pretty good to me.” We become the middle ground, which helps us be a safe harbor.
Now, let’s jump right to distributing articles, and what we've done over here is created a really, really simple way. Once you get your article, then you can go to a little prompt that says, “Export articles” and you can export them to a particular file type; we have three or four different file types that we can generate for you right on the fly. You can also distribute your articles. You can go in and select any of the articles, and once you select an article that you want to push over to DYA, you can confirm the title of the article. You can actually write a description of the article that is part of their optional requirements. There’s the actual article itself, and then there's the actual About the Author, which they allow you to put on the bottom part of every one of their articles with a maximum 500 characters. Of course, there are keywords that are featured in the article as well.
So literally in minutes, you're seeing all the criteria that DYA needs to distribute your articles. The only other thing you need to do, which is on this same screen, is to select the categories within the DYA network that you are going to use for the distribution. They have a long list that we've added into WriterAccess, so you can quickly just check boxes and distribute things over.
Next, you’re just going to basically click Submit and, boom, off you go. It will immediately queue up over at Distribute Your Article, so it’s literally that simple. You can go to this resource, you can create articles to your specifications, find writers in minutes and not only that, you can instantly queue up any of the articles for export over to DYA. You can make it happen fast; it’s easy and affordable. It’s ready to go, and people are using it as we speak right now, so it’s very exciting.
What I want to talk with you next about, and Chris is on the line with us queued up and ready to chime in here in a second, is this wonderful, magical world of how do you track the ROI from article marketing? We’ve built some fairly sophisticated technology called WordVision, which is also something that you can purchase on its own now, as part of some new self-service content marketing solutions that we’re going to be launching in the next week or so. WordVision is a very powerful tool, and you’re going to see some screen grabs here of how we use WordVision to track the ROI; not only on articles that are marketed off-site, but the tool was originally designed for articles that are marketed on-site.
The first key part of tracking ROI measurement is building keyword silos. Keyword silos help you quickly understand what keywords you’re trying to target; it enables you to score articles that you're creating amongst those keywords within the silo, and it allows you to track the impact and the ROI of that focused group of keywords in the silo. What we end up doing is being able to look at all kinds of performance reports around these keywords in the silo.
One of the first things we can look at is published content that’s been published, and we can actually separate the content that’s published on your website from the content that you’ve published out on the web through article marketing. We can look at all of the keywords that we’re scoring content against and that we're optimizing for, and we can look at the total net improved listing positions for all of those keywords that were a direct result of our efforts.
The first thing to look at is the overall improvement in the impact of article marketing; the second thing you look at is a per-silo basis. As I was talking about earlier, you’re going to create a number of different silos. In each silo, you’re going to have different groups of keywords, and for those keywords, you can track and measure the performance in terms of improved listing positions. You can get very granular in studying the impact of listing positions for any content that you’re publishing both on-site and/or off-site.
The next thing you can do through WordVision. You can do this on your own as you segregate keywords and silos, as you look at the traffic that resulted in the keywords that you are optimizing content for. This happens to be an overall increase in traffic impacted with content that I’ve published again. This could be on-site or off-site and you can separate those, but you're looking at the increased amount of traffic that’s calculated through Google analytics for the keywords that you've been focused on.
Likewise, you can do the same thing with traffic increases on individual silos. It's very exciting; it's getting much easier now to track content impact, and that’s really what we’re focused on. This is a screen grab that I didn't have time to throw in, but everyone will get access to this download; so that will be in there. It shows some actual new traffic that you’ve created from different portals where you’ve distributed the content which is, again, a key thing you need to look at. Looking at Google analytics, where did my articles end up, what other article portals are driving traffic to my site? Sorry, I didn’t have time to include that.
Next, you can look at the actual time on site from pages that are featuring the article marketing content that you’ve created. The recommendation and the tidbit that I have for you here is that you’re obviously creating content off-site, and you're looking for scalable ways to create content and distribute it. I always recommend that you publish either that same content and/or content similar to that content on your own website. If you're pushing content out to the marketplace for article marketing, likely an interested customer is the hope or an interested reader; minimally, a spider bot will link back to your site, and visit your site, and look for similar content. That linking strategy becomes a critical part of the strategy, and will push Chris into answering some tough questions regarding link strategy and article marketing, because it's an essentially contested concept these days. The net of it is you can look at actual time on site increases for content published on your site that’s similar to the content that you’re out publishing on the web.
Another way to look at this is to track overall improvements in conversion rate impacted by article marketing. Have your conversion rates increased since you started article marketing more aggressively, and where are you publishing the content? What are the sources and are your conversion rates increasing? You need to start documenting all this, keeping track of all of this on a month-to-month basis. You should also begin to see increases in lead generation from content downloads on your site.
I think the future of all of content marketing is going to be listening to what the needs of your customers are, delivering it to them in a compelling way and engaging success in a variety of ways. Most importantly, it is how you move the content marketing forward in educating your customers, and having great downloads, and great assets, and beginning to track the interaction of that content.
Here, we see an interface where IdeaLaunch has another Salesforce account. We’re actually tracking people who have downloaded assets on our website that did begin to bring in leads to our reps and people who are interested, perhaps, in our products and our services. However, they’re more interested at this point in downloading guides, and helpful hints, and webinars like this. We’re beginning to see the whole funnel come down to, “What’s the interaction from the content?” Again, that can relate to content not only on our website, which is the end goal for lead generation, but content that we push out on the web that might link back to those very assets on our webpages.
The next thing we can look at is obviously increased sales from those customers. Once again in Salesforce, we could say, “Okay, what clients are interacting with content, and what clients are actually purchasing from us?” Do we have a greater likelihood of somebody who interacts with our content and downloads things than somebody who just called us out of the blue or somebody we cold call? The answer is yes and there’s science to prove that.
So without further ado, Chris is now on the line, and has joined us, and I’m excited to have him answer a bunch of questions and chime in. Likewise, I’m going to be looking, while Chris is talking and telling us a little about this wonderful world of article distribution, and how this interfaces with WriterAccess and the excitement of it. Please feel free to ask some questions for both Chris and I, and I’ll field them to Chris after he gives a bit of a presentation. Chris, welcome.