Making News

(Sept. 11, 2007)

REPLACING COPY FOR TRAFFIC
By Melanie Strachan

The art of drawing attention to your company can be tricky in today’s Web-savvy world. Gone are the days of lengthy, drawn out articles and press releases. The majority of people don’t have the time, nor the patience, to sift through pages upon pages of information. Instead, consumers are seeking to gain the most information possible in the shortest amount of time.

So, how do you ensure your information is readily available on the Web? The new, hip, free flow of information commonly used is called “article marketing.” Not sure what this technique is all about?

Article marketing is the practice of submitting articles and press releases to directories such as Ezine, with permission for them to republish your work. Your article then has the ability to reach a wide variety of outlets including industry blogs, Web sites, company e-newsletters, among other venues.

In return, your brand, company, product or service will receive additional exposure while your company may also be regarded as a resource for those looking for information on related topics. You get to include a brief bio and links back to your site in the “resource box” that appears at the end of the article. And the best part? It’s free!

Below are a few suggestions to keep in mind when drafting content for traffic.

1. Identify your target market.
Like most branding, understanding the specified demographic you want to reach will help determine the content and tone of your writing.


2. Avoid the temptation to write for SEO.
If you’re going to write something, it needs to have a purpose. And the sole purpose shouldn’t be just to gain exposure – consumers will see right through that. Tell them something they need to know and mean it. The only way they’ll keep reading is if you provide them with consistent valuable information.


3. Use your creative juices.
The majority of articles read on the Web include attention-grabbing headlines. You have a very short amount of time to catch viewers’ attention (about seven seconds) so peak their interests while you can.


4. Get to the point.
If your topic requires a complex explanation, you don’t always have to spell it out. Including links to other resources, subheads and bulleted lists will allow readers to gain more desired information without losing their attention or disrupting the flow of their reading. 

 
5. Create a user-friendly resource box.
An effective resource box contains your name, business and a description of your services. This is primarily utilized for lead generation and link-building but can also be a space where you provide key summary points. Remember to always keep the information simple, uncluttered and positioned in a highly visible place (top right-hand corner is usually best).

Once you understand the basics, article marketing can be an effective aspect of your promotional campaign. The more resourceful information out there with your name on it, the more your company, product or service will be seen as valuable to your audience.


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