Effective Article Marketing

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Presentation on article marketing first given at BetaLoft in Salt Lake City on 01/19/2010.

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Effective Article Marketing

  1. 1. Effective Article Marketing<br />What, why and how to create a successful article campaign.<br />
  2. 2. Nigel SwabySwaby Online Media, LLC<br />
  3. 3. What is article marketing?<br />
  4. 4. What is article marketing?<br />A way to get inbound links with your desired keywords.<br />
  5. 5. What is article marketing?<br />A way to get inbound links with your desired keywords.<br />A way to build credibility for your business or brand.<br />
  6. 6. What is article marketing?<br />A way to get inbound links with your desired keywords.<br />A way to build credibility for your business or brand.<br />A way to use third party sites to push your competition down on search engine results pages.<br />
  7. 7. What article marketing is not…<br />
  8. 8. What article marketing is not…<br />A place to publish press releases.<br />
  9. 9. What article marketing is not…<br />A place to publish press releases.<br />A blog.<br />
  10. 10. What article marketing is not…<br />A place to publish press releases.<br />A blog.<br />A place to reproduce other people’s work.<br />
  11. 11. 7 Article marketing steps…<br />
  12. 12. Article marketing steps…<br />Keyword research.<br />
  13. 13. Article marketing steps…<br />Keyword research.<br />Brainstorm topic ideas.<br />
  14. 14. Article marketing steps…<br />Keyword research.<br />Brainstorm topic ideas.<br />Write title.<br />
  15. 15. Article marketing steps…<br />Keyword research.<br />Brainstorm topic ideas.<br />Write title.<br />Write article with keyword focus on first paragraph.<br />
  16. 16. Article marketing steps…<br />Keyword research.<br />Brainstorm topic ideas.<br />Write title.<br />Write article with keyword focus on first paragraph.<br />Write author bio or “resource box.”<br />
  17. 17. Article marketing steps…<br />Keyword research<br />Brainstorm topic ideas<br />Write title<br />Write article with keyword focus on first paragraph.<br />Write author bio or “resource box.”<br />Submit article to article sites.<br />
  18. 18. Article marketing steps…<br />Keyword research.<br />Brainstorm topic ideas.<br />Write title.<br />Write article with keyword focus on first paragraph.<br />Write author bio or “resource box.”<br />Submit article to article sites.<br />Track progress and results.<br />
  19. 19. Why use article marketing?<br />
  20. 20. Why use article marketing?<br />To leverage sites with more authority than yours.<br />
  21. 21. Why use article marketing?<br />To leverage sites with more authority than yours.<br />Syndication.<br />
  22. 22. Why use article marketing?<br />To leverage sites with more authority than yours.<br />Syndication.<br />Establish authority for your site or brand.<br />
  23. 23. Two important SEO concepts…<br />
  24. 24. Two important SEO concepts…<br />Page rank - authority<br />
  25. 25. Two important SEO concepts…<br />Page rank – authority<br />Anchor text<br />
  26. 26. Understanding Page Rank<br />
  27. 27. Understanding Page Rank<br />Google’s measure of authority and relevance.<br />
  28. 28. Understanding Page Rank<br />Google’s measure of authority and relevance.<br />A scale of 1 to 10.<br />
  29. 29. Understanding Page Rank<br />Google’s measure of authority and relevance.<br />A scale of 1 to 10.<br />Factors of Page Rank…<br />
  30. 30. Understanding Page Rank<br />Google’s measure of authority and relevance.<br />A scale of 1 to 10.<br />Factors of Page Rank…<br />Length of domain age<br />
  31. 31. Understanding Page Rank<br />Google’s measure of authority and relevance.<br />A scale of 1 to 10.<br />Factors of Page Rank…<br />Length of domain age<br />Type of domain - .edu, .gov, .org, etc.<br />
  32. 32. Understanding Page Rank<br />Google’s measure of authority and relevance.<br />A scale of 1 to 10.<br />Factors of Page Rank…<br />Length of domain age<br />Type of domain - .edu, .gov, .org, etc.<br />Content spiders find<br />
  33. 33. Understanding Page Rank<br />Google’s measure of authority and relevance.<br />A scale of 1 to 10.<br />Factors of Page Rank…<br />Length of domain age<br />Type of domain - .edu, .gov, .org, etc.<br />Content spiders find<br />Number and quality of inbound links<br />
  34. 34. Understanding anchor text<br />
  35. 35. Understanding anchor text<br />Regular links are ok – http://seobyswaby.com<br />
  36. 36. Understanding anchor text<br />Regular links are ok – http://seobyswaby.com<br />Anchor text links are better because they tell the spiders what the site is about.<br />
  37. 37. Understanding anchor text<br />Regular links are ok – http://seobyswaby.com<br />Anchor text links are better because they tell the spiders what the site is about.<br />&lt;a href=“http://seobyswaby.com”&gt;Utah SEO company&lt;/a&gt;<br />
  38. 38. Understanding anchor text<br />Regular links are ok – http://seobyswaby.com<br />Anchor text links are better because they tell the spiders what the site is about.<br />&lt;a href=“http://seobyswaby.com”&gt;Utah SEO company&lt;/a&gt;<br />Utah SEO company<br />
  39. 39. Understanding anchor text<br />Regular links are ok – http://seobyswaby.com<br />Anchor text links are better because they tell the spiders what the site is about.<br />&lt;a href=“http://seobyswaby.com”&gt;Utah SEO company&lt;/a&gt;<br />Utah SEO company<br />Enough anchor text links from authority sites will push a site to the top of Google.<br />
  40. 40. Article marketing alternatives<br />
  41. 41. Article marketing alternatives<br />Asking for links with your desired anchor text.<br />
  42. 42. Article marketing alternatives<br />Asking for links with your desired anchor text.<br />Guest blogging on a site with more authority.<br />
  43. 43. Article marketing alternatives<br />Asking for links with your desired anchor text.<br />Guest blogging on a site with more authority.<br />Press releases.<br />
  44. 44. Article marketing alternatives<br />Asking for links with your desired anchor text.<br />Guest blogging on a site with more authority.<br />Press releases.<br />Blog commenting.<br />
  45. 45. Why article marketing works…<br />
  46. 46. Why article marketing works…<br />Gets links to the site of your choice, with your keywords, without much trouble or effort. <br />
  47. 47. Why article marketing works…<br />Gets links to the site of your choice, with your keywords, without much trouble or effort. <br />Better control of content.<br />
  48. 48. Why article marketing works…<br />Gets links to the site of your choice, with your keywords, without much trouble or effort. <br />Better control of content.<br />Automatic distribution through syndication – RSS.<br />
  49. 49. Why article marketing works…<br />Gets links to the site of your choice, with your keywords, without much trouble or effort. <br />Better control of content.<br />Automatic distribution through syndication – RSS.<br />Can make you look like an expert.<br />
  50. 50. Why article marketing works…<br />Gets links to the site of your choice, with your keywords, without much trouble or effort. <br />Better control of content.<br />Automatic distribution through syndication – RSS.<br />Can make you look like an expert.<br />Articles get ranked too!<br />
  51. 51. The great article debate…<br />
  52. 52. The great article debate…<br />Quantity<br />
  53. 53. The great article debate…<br />Quantity<br />Vs.<br />
  54. 54. The great article debate…<br />Quantity<br />Vs.<br />Quality<br />
  55. 55. Quantity<br />
  56. 56. Quantity<br />Advantages<br />
  57. 57. Quantity<br />Advantages<br />Cheap<br />
  58. 58. Quantity<br />Advantages<br />Cheap<br />Tackle many keywords<br />
  59. 59. Quantity<br />Advantages<br />Cheap<br />Tackle many keywords<br />Fairly quick turnaround<br />
  60. 60. Quantity<br />Disadvantages<br />Won’t get syndicated by quality sites.<br />
  61. 61. Quantity<br />Disadvantages<br />Won’t get syndicated by quality sites.<br />Additional editing often needed.<br />
  62. 62. Quantity<br />Disadvantages<br />Won’t get syndicated by quality sites.<br />Additional editing often needed.<br />Boring…<br />
  63. 63. Quantity<br />Disadvantages<br />Won’t get syndicated by quality sites.<br />Additional editing often needed.<br />Boring…<br />Won’t establish authority for your site or brand.<br />
  64. 64. Quality<br />
  65. 65. Quality<br />Advantages<br />Authority<br />
  66. 66. Quality<br />Advantages<br />Authority<br />Positioning as an expert<br />
  67. 67. Quality<br />Advantages<br />Authority<br />Positioning as an expert<br />Other sites want to distribute your content<br />
  68. 68. Quality<br />Advantages<br />Authority<br />Positioning as an expert<br />Other sites want to distribute your content<br />Disadvantages<br />
  69. 69. Quantity<br />Advantages<br />Authority<br />Positioning as an expert<br />Other sites want to distribute your content<br />Disadvantages<br />Time<br />
  70. 70. Quality<br />Advantages<br />Authority<br />Positioning as an expert<br />Other sites want to distribute your content<br />Disadvantages<br />Time<br />Expense<br />
  71. 71. The meat!<br />
  72. 72. How to effectively use article marketing?<br />
  73. 73. Article marketing steps…<br />Keyword research.<br />Brainstorm topic ideas.<br />Write title.<br />Write article with keyword focus on first paragraph.<br />Write author bio or “resource box.”<br />Submit article to article sites.<br />Track progress and results.<br />
  74. 74. How to: Keyword research<br />
  75. 75. How to: Keyword research<br />Use Wordtracker.com<br />
  76. 76. How to: Keyword research<br />Use Wordtracker.com<br />It measures more than Google<br />
  77. 77. How to: Keyword research<br />Use Wordtracker.com<br />It measures more than Google<br />It’s fast to search and easy to make lists<br />
  78. 78. How to: Keyword research<br />Use Wordtracker.com<br />It measures more than Google<br />It’s fast to search and easy to make lists<br />Export from the program to Excel and save the list for future use<br />
  79. 79. How to: Brainstorm topics<br />What’s popular?<br />
  80. 80. How to: Brainstorm topics<br />What’s popular?<br />Who are the experts?<br />
  81. 81. How to: Brainstorm topics<br />What’s popular?<br />Who are the experts?<br />Can you do an interview?<br />
  82. 82. How to: Brainstorm topics<br />What’s popular?<br />Who are the experts?<br />Can you do an interview?<br />How about a product profile?<br />
  83. 83. How to: Brainstorm topics<br />What’s popular?<br />Who are the experts?<br />Can you do an interview?<br />How about a product profile?<br />Is it interesting?<br />
  84. 84. How to: Brainstorm topics<br />
  85. 85. How to: Write titles<br />Front load your keywords<br />
  86. 86. How to: Write titles<br />Front load your keywords<br />“New LG Phone Buying Tips”<br />
  87. 87. How to: Write titles<br />Front load your keywords<br />“New LG Phone Buying Tips” not<br />“How to Buy a New LG Phone”<br />
  88. 88. How to: Write titles<br />Front load your keywords<br />“New LG Phone Buying Tips” not<br />“How to Buy a New LG Phone”<br />Keep your titles short, but interesting<br />
  89. 89. How to: Write titles<br />Front load your keywords<br />“New LG Phone Buying Tips” not<br />“How to Buy a New LG Phone”<br />Keep your titles short, but interesting<br />Stick to your keyword list<br />
  90. 90. How to: Write titles<br />Front load your keywords<br />“New LG Phone Buying Tips” not<br />“How to Buy a New LG Phone”<br />Keep your titles short, but interesting<br />Stick to your keyword list<br />Change the order of your key phrase if it makes sense<br />
  91. 91. How to: Write titles<br />Front load your keywords<br />“New LG Phone Buying Tips” not<br />“How to Buy a New LG Phone”<br />Keep your titles short, but interesting<br />Stick to your keyword list<br />Change the order of your key phrase if it makes sense<br />Spiders ignore short words like “a” and “the.”<br />
  92. 92. How to: Write titles<br />Front load your keywords<br />“New LG Phone Buying Tips” not<br />“How to Buy a New LG Phone”<br />Keep your titles short, but interesting<br />Stick to your keyword list<br />Change the order of your key phrase if it makes sense<br />Spiders ignore short words like “a” and “the.”<br />Definitive guide – Copywriting for the web…<br />
  93. 93. How to: Write articles<br />Use your most important key phrase in your first paragraph<br />
  94. 94. How to: Write articles<br />Use your most important key phrase in your first paragraph<br />Write naturally<br />
  95. 95. How to: Write articles<br />Use your most important key phrase in your first paragraph<br />Write naturally<br />Plan on three anchor text links in the article<br />
  96. 96. How to: Write articles<br />Use your most important key phrase in your first paragraph<br />Write naturally<br />Plan on three anchor text links in the article<br />Don’t be boring!<br />
  97. 97. How to: Write articles<br />
  98. 98. How to: Create a resource box<br />State your expertise<br />
  99. 99. How to: Create a resource box<br />State your expertise<br />Use a photo to establish credibility<br />
  100. 100. How to: Create a resource box<br />State your expertise<br />Use a photo to establish credibility<br />Use anchor text to link to your site!<br />
  101. 101. How to: Create a resource box<br />State your expertise<br />Use a photo to establish credibility<br />Use anchor text to link to your site!<br />Follow the steps in this article: How to write a professional biography<br />
  102. 102. How to: Create a resource box<br />Nigel Swaby is a Salt Lake City Web marketing specialist. He founded an Internet marketing business called SEO by Swaby and has 12 years of industry experience. In 1998, Swaby raised $150k for the Jamaican bobsled team through his sports marketing business. He has been featured in USA Today, taught a class on blogging at The University of Utah, and was recently featured in Utah Pulse Magazine. In his free time Nigel enjoys writing, golf and college football. His Web site is www.seobyswaby.com.<br />
  103. 103. How to: Submit articles<br />Know where you’re going to submit<br />
  104. 104. How to: Submit articles<br />Know where you’re going to submit<br />The best sites by Page Rank - http://seobyswaby.wordpress.com/2009/11/06/internet-marketing-the-best-article-submission-sites/<br />
  105. 105. How to: Submit articles<br />Know where you’re going to submit<br />The best sites by Page Rank - http://seobyswaby.wordpress.com/2009/11/06/internet-marketing-the-best-article-submission-sites/<br />Humans approve the articles<br />
  106. 106. How to: Submit articles<br />Know where you’re going to submit<br />The best sites by Page Rank - http://seobyswaby.wordpress.com/2009/11/06/internet-marketing-the-best-article-submission-sites/<br />Humans approve the articles<br />Get a copy of the html version and save a copy for faster submission<br />
  107. 107. How to: Submit articles<br />Know where you’re going to submit<br />The best sites by Page Rank - http://seobyswaby.wordpress.com/2009/11/06/internet-marketing-the-best-article-submission-sites/<br />Humans approve the articles<br />Get a copy of the html version and save a copy for faster submission<br />
  108. 108. How to: Submit articles<br />Know where you’re going to submit<br />The best sites by Page Rank - http://seobyswaby.wordpress.com/2009/11/06/internet-marketing-the-best-article-submission-sites/<br />Humans approve the articles<br />Get a copy of the html version and save a copy for faster submission<br />Be very careful with Ezinearticles.com<br />
  109. 109. How to: Keep track<br />Use a spreadsheet<br />
  110. 110. How to: Keep track<br />
  111. 111. How to: Keep track<br />Use a spreadsheet<br />Use tracking code in backlinks<br />
  112. 112. How to: Keep track<br />Use a spreadsheet<br />Use tracking code in backlinks<br />www.yoursite.com/?ref=“your code”<br />
  113. 113. What is article marketing?<br />A way to get inbound links with your desired keywords.<br />
  114. 114. Inbound links<br />
  115. 115. Inbound links<br />
  116. 116. Article marketing bonuses<br />
  117. 117. Article marketing bonuses<br />Awesome submission sites<br />
  118. 118. Awesome submission sites<br />Posterous<br />
  119. 119. Awesome submission sites<br />Posterous<br />Allows easy remote posting<br />
  120. 120. Awesome submission sites<br />Posterous<br />Allows easy remote posting<br />Is another website that can build authority<br />
  121. 121. Awesome submission sites<br />Posterous<br />Allows easy remote posting<br />Is another website that can build authority<br />Ease of publishing will make this a very popular blogging tool this year<br />
  122. 122. Awesome submission sites<br />Posterous<br />Allows easy remote posting<br />Is another website that can build authority<br />Ease of publishing will make this a very popular blogging tool this year<br />Squidoo<br />
  123. 123. Awesome submission sites<br />Posterous<br />Allows easy remote posting<br />Is another website that can build authority<br />Ease of publishing will make this a very popular blogging tool this year<br />Squidoo<br />Requires set up<br />
  124. 124. Awesome submission sites<br />Posterous<br />Allows easy remote posting<br />Is another website that can build authority<br />Ease of publishing will make this a very popular blogging tool this year<br />Squidoo<br />Requires set up<br />Has great authority potential<br />
  125. 125. Awesome submission sites<br />Posterous<br />Allows easy remote posting<br />Is another website that can build authority<br />Ease of publishing will make this a very popular blogging tool this year<br />Squidoo<br />Requires set up<br />Has great authority potential<br />Complete publishing flexibility including photos<br />
  126. 126. Awesome submission sites<br />Posterous<br />Allows easy remote posting<br />Is another website that can build authority<br />Ease of publishing will make this a very popular blogging tool this year<br />Squidoo<br />Requires set up<br />Has great authority potential<br />Complete publishing flexibility including photos<br />Will pay you if you drive traffic<br />
  127. 127. Awesome submission sites<br />Examiner.com<br />
  128. 128. Awesome submission sites<br />Examiner.com<br />Pat Kitano - San Francisco’s “second” newspaper, the Examiner, launched Examiner.com last year not as the online equivalent for the San Francisco paper, but as a national forum for recruiting citizen journalists to report on the variety of topics a typical newspaper would cover.<br />
  129. 129. Awesome submission sites<br />Examiner.com<br />Pat Kitano - San Francisco’s “second” newspaper, the Examiner, launched Examiner.com last year not as the online equivalent for the San Francisco paper, but as a national forum for recruiting citizen journalists to report on the variety of topics a typical newspaper would cover.<br />Huge perceived authority!<br />
  130. 130. Awesome submission sites<br />Examiner.com<br />Pat Kitano - San Francisco’s “second” newspaper, the Examiner, launched Examiner.com last year not as the online equivalent for the San Francisco paper, but as a national forum for recruiting citizen journalists to report on the variety of topics a typical newspaper would cover.<br />Huge perceived authority!<br />Get paid<br />
  131. 131. Awesome submission sites<br />Examiner.com<br />Pat Kitano - San Francisco’s “second” newspaper, the Examiner, launched Examiner.com last year not as the online equivalent for the San Francisco paper, but as a national forum for recruiting citizen journalists to report on the variety of topics a typical newspaper would cover.<br />Huge perceived authority!<br />Get paid<br />Need to be approved by an editor<br />
  132. 132. Awesome submission sites<br />Examiner.com<br />Pat Kitano - San Francisco’s “second” newspaper, the Examiner, launched Examiner.com last year not as the online equivalent for the San Francisco paper, but as a national forum for recruiting citizen journalists to report on the variety of topics a typical newspaper would cover.<br />Huge perceived authority!<br />Get paid<br />Need to be approved by an editor<br />No article approval needed once an “examiner.”<br />
  133. 133. Frequently asked questions<br />
  134. 134. Frequently asked questions…<br />How long should articles be?<br />
  135. 135. Frequently asked questions…<br />How long should articles be?<br />300-1000 words<br />
  136. 136. Frequently asked questions…<br />How long should articles be?<br />300-1000 words<br />Cover the subject well<br />
  137. 137. Frequently asked questions…<br />How long should articles be?<br />300-1000 words<br />Cover the subject well<br />Divide coverage to create two articles<br />
  138. 138. Frequently asked questions…<br />What about duplicate content penalties?<br />
  139. 139. Frequently asked questions…<br />
  140. 140. Nigel SwabySwaby Online Media, LLC801-634-4950<br />

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