WriterAccess Webinar Archive

Article Marketing

Thursday, July 29, 2010 – 1:00 PM ET

Article marketing offers big visibility and big opportunity to grow traffic, link popularity and SEO support for your website. Join the July monthly ideaLaunch content marketing webinar series with host and founder Byron White and guests Roxanne McHenry and Steve Juth, co-founders of the Cash Keywords Pro research tool, for insight on how to make the most out of your article marketing efforts and secrets on how to get the right words in and right articles out for article marketing success.

Roxanne and Steve will demonstrate step-by-step methods and advanced article marketing techniques using their high-performance keyword tool, Cash Keywords Pro. In this month's content marketing webinar, you will learn:

  • How to find hot article marketing topics that Google loves
  • What keywords to target and where to use them in article marketing
  • How to find popular questions Internet users ask, so you can provide the answers they need
  • How to get the most from article marketing using trends and demographics
  • Methods for tracking and determining the ROI on your article marketing efforts

Slidedeck Download

The slidedeck from this webinar is available for download.

Video Transcription

Byron: I look forward to chatting with everybody about this super hot topic. I’m going to go ahead and begin the presentation and just tell people a couple of things that are new over at ideaLaunch. First of all, ideaLaunch is a content marketing agency. We work with about 50 or 60 clients now, helping them create content. We offer services like content planning, content creation and optimization, and content distribution, which we’re going to talk a little bit about today, article marketing, and some other neat stuff, as well.

But we’ve created what we think is a completely radical, new way for clients to get pricing information from us. And I encourage anybody to give me a call to see this Proposal Generator widget that we’ve created. It allows us to go in and actually work through all the phases of a project. And begin allocating hours, an actual selection of content assets, and the number of those assets, word count, and the level of expertise that they want a writer to have to work on a project. As well as the selection of content products, like rolling that content into eBooks. It literally generates a proposal on the fly. It’s a really cool new tool that we’re excited about.

We’ve got some rave reviews from clients that really want fast pricing information to try and make their case and they want good proposals and good information. So that’s what’s new.

Another piece of data that’s new with ideaLaunch is we’re about to move Writer Access out of beta. Writer Access is an interesting market place where you can go and literally put a bid price in on what you want to pay a freelance writer to create an article for you. This is the very screen here where you launch a new assignment. You create things in groups and you can specify the type of article it is that you want created, the writer level – a 2, 3, 4 or 5 star. You can select the category that you want to work in, manufacturing, high tech, there’s dozens of categories to choose from. Then you can put a deadline – do you want the assignment picked up and completed in 4 hours or 10 days; what are your guidelines on what type of hold time will you allow a writer to take a project and hold on to it?

You select the project, you select the word count and the minimum bid prices are selected for you. You can raise the bid price if you want to add a bonus for people. Then you put in the order type and the keywords, it’s really amazing. I think it’s going to change the industry.

The other aspect is that you can actually go in and choose to distribute that content. When we’re finally out of beta, we’re going to be able to distribute articles. One of the partners we have lined up, it’s actually our guest next month, is the founder of Distribute Your Articles, an article marketing and distribution company that I think you’ll find very interesting, as well, after this presentation.

Without further ado, that’s what’s new in my world. I’m very excited for Steve and Roxanne to join us today. They’ve got some amazing technology; they’re going to show you how it works.

And I’m just going to give you a quick spin through content marketing, in general. Something we live, breathe, and eat over here all day, every day with clients. We’ll spin you through the latest and greatest there. I have one tip for you, one tip. I want to allocate as much time for Steve and Roxanne, in this particular session to showcase some of their innovative technology related to content marketing and other stuff that they’re doing.

So there you go. So content marketing, what is it? We define it as the art of listening to your customer’s wants and needs, and there’s a lot of very innovative ways that you can do that now, certainly your analytics account, where are people coming from and what are they viewing on your site? What seems important to them? Looking at your search box, what terms are they searching for? Sort of diagnose that.

Customer service department – what are they hearing all the time? What questions are constantly popping up? Sending out questionnaires and motivating people to give you good information. This is really the key to all content marketing in my opinion, including article marketing, what do people want information on?

There’s also a science to content marketing and that is really creating content and delivering it to them in a compelling way and thinking beyond just articles on your website. You need to be thinking of books and blogs and even printed books, we have a book printing division. It’s amazing how easy it is to publish a book these days, if you have the right set up. So think about the compelling distribution, that’s an important challenge.

You can’t talk about content marketing unless you talk about testing. Testing is a critical element, AV testing, multi variant testing, looking deep at where people are coming from, what they’re interested in, usability testing and just very simply turning your website into an experiment grounds, a laboratory. It’s amazing what you can learn with testing and how quickly you can improve ***.

It’s also measuring reader’s engagement and their desire for more. I’m sorry in advance because I talk so quick but I really want to get this data to you and make every one of us all thoroughly understand, 100 times over, myself included, what this new science of content marketing is all about. But engaging readers in their desire for more is critical. And we’re doing that now with downloads on your webpage, exploring how much time people are spending on site, looking at the action that they’re taking on the website. Are people coming back to your website? Whether they’re tagging you in social media platforms, like Digg, it’s really interesting to start measuring engagement. I think that is what’s going to be a measure of success in the future.

It’s also catching readers that are orbiting in high speeds and we’re doing that way by distributing content now, we’ll talk about that a little today. We’re also engaging them off site to drive them back to your website and that is really a focus of today’s presentation. We’re doing that certainly with article portals and directories, but also press releases and recruitment ads, social media, education portals. It’s just remarkable how many alternatives you have out there.

We used to think of link popularity and link building as this painful task. But when you think about it, there’s actually a lot of places that you can go, depending upon what business you’re in, where you can build link popularity in safe, best practice ways. And that’s really what we want to talk about today; how to craft that strategy.

It’s also developing a healthy content pipeline that educates, that earns trust, and of course drives sales. But you need to stop selling your product in features and benefits and services. And you need to start educating your clients on even things beyond the scope of your products and services. You need to certainly accumulate leads along the way and score those leads based upon the interaction to your content. Certainly distribute those leads to your sales reps and constantly look for ways to educate your clients.

Scoring content engagement becomes critical and that’s really when you start taking your content marketing to the next level, you’re actually scoring within sales force or based upon a point system upon how much interactivity do they have, how much engagement do they have in your content? That’s the next level and in the next few months we’re going to have some very interesting webinars that show the whole process and procedure for that scoring process.

So I have one tip, and then I’m going to turn it over to a couple of colleagues today. And my one tip is actually something that I’ve been preaching for many, many, many years. We know that article marketing is certainly all about creating articles and distributing them out on the web. And we’re doing that, of course, for a number of reasons, to drive traffic I would argue. But one of the big components that, let’s face it, we’re all very interested in with article marketing is link building.

I want to share a secret with you that I’ve passed on to many, many, many people. And it’s what I call the famous big beef couple of sentences that I want you to digest here, no pun intended. The tip is to really craft your link strategy intelligently and here’s what I would suggest to you.

When you’re crafting link strategy, don’t just focus on the link phrase, itself. Focus on the keyword phrases around the link phrase. And the example that I’ve read to many people over the phone and now I show you in this webinar series is the following couple of sentences.

Say, “Big Beef” was linked to Omaha Steaks.

I had a big beef with my boss the other day. The steak was cooked to perfection and melted in my mouth.

Now, when you look at the phrase, “big beef” you don’t know if that means “argument” or “steak”. But when you look at the second sentence, the keyword phrases, “cooked to perfection” and “melted in my mouth”, those are keyword phrases I would contend the spider bots are looking at very closely.

So, the secret tip here is when you’re crafting your link strategy within your article, don’t just find the link phrase and pop in your link. Look very closely at the keyword phrases around that link, which need to support the SEO on the pages.