Engage with your customers and target audience with quality articles and posts
Content Marketing and Outreach
'Content Marketing' is quite a broad term and basically is all about delivering to customers and a business' wider target audience engaging content in whatever locations they might tend to be online. This includes Social Media, Newsletters and Email campaigns, as well as Article marketing which is the subject of this page. To find out more about our approach to Social Media and Email please follow the links provided.
Article Marketing and What Customers are Looking For
Engaging with potential customers using article marketing tends to be a tactic used by larger businesses. This is simply because writing articles which are good enough to interest real human beings actually takes some thinking about, as well some research and a selection of pictures, custom graphics (or infographics) and calls to action. So this type of marketing can be comparatively expensive. That said, a well-written article, on a relevant or current topic of interest, can spark further ideas in people reading them, and potentially result in them visiting your website and possibly become a customer.
Interesting topical content can also reap a 'viral whirlwind', ie if interesting enough, readers will tell colleagues, friends or family which can then spread like wildfire. This is the holy grail of content marketing of course, but it can be achieved when you get it just right (no guarantees).
A matter to note as well is that every business and brand is, at least a little, unique. The articles being written need to be appropriate to the business concerned and utilise the right voice, tone and style for the business and its customers.
In setting up and running an article content marketing campaign, we would have these as central features for everything that was done.
Article Marketing Tactics, SEO, Siloing and Pillar Marketing
Content marketing through articles usually involves creating articles and then placing these either on your site or on other popular sites or blogs receiving significant traffic, and ideally also relevant to your sector. Placing articles on your own site is usually inexpensive, placing on other sites can be similar or can cost £hundreds, all depending on the site targeted and what they believe they have to offer. Using previous connections or persistence, if your article is on an interesting subject and they think the source of the article (you) is of sufficient authority, it is possible to get a placement at the inexpensive end of the spectrum, even free.
Placing articles on your own site or related blog, of course, gives you more freedom with what can be done with each article, and a number of strategies have developed over the years which we can assist you with. Through our SEO service, we have been doing these for many years. Some techniques are being discovered more broadly and have now been given labels such as 'Siloing' and 'Pillar Marketing'.
Producing a plan and then creating and placing the articles can be a big job, and you can leave it at that and see what the results are. Alternatively, many businesses undertaking an article marketing campaign will also seek to ensure their investment is more widely seen. This is usually achieved via an 'Outreach' campaign using one or more third-party distribution services.
These primarily work by the service distributing key snippets of content from or about your article(s) over a wide range of participating websites, which are displayed in such a way as to encourage the visitor to click on the link to see the article. This is undertaken normally on a Pay Per Click basis where you pay an amount for each click generated. Budgets can be specified and managed so you have some control, but using this outreach method can ensure your article gets far higher footfall than it might have done otherwise.
If you are interested in undertaking an article content marketing campaign, whether including Outreach or not, we will be able to help you with any and all aspects including producing management reports confirming the level of visits, engagement and potentially sales, achieved. Contact us today to discuss your ideas on 01604-638421 or by clicking here to use our contact form.