Article marketing remains one of the most effective ways of boosting your search engine presence. Not only do you begin to ‘own more of the web’ you also generate those oh so important back links to your website.
But it is only effective if you produce quality content that:
- Is well written
- Addresses the needs of your readers
- Gives value
Many companies are more hung up on quantity rather than quality. They’d rather pay a few pounds per article from writers (who are frequently based abroad and for whom English is not their first language) who churn out dozens of articles, than pay a decent fee and hire a professional copywriter.
It’s not a numbers game
Yes you need a lot of articles to build links. But submitting quality articles that are well written over a period of time is far more effective than bulk submitting sub-standard ones.
Many companies out there do value good quality writing (and are prepared to pay for it) but too many don’t.
Putting a good article together isn’t about scanning the internet and cutting and pasting bits from other articles.
It’s about taking time to discover:
- What topic is to be discussed
- The focus of the discussion
- Who your audience is
- What they are looking for
- What tone should be used
- What do you want to achieve with the article
It’s a pretty safe bet that writers willing to create your articles for a couple of quid a throw won’t ask any of that.
It’s your neck on the line
You might think that it’s only article marketing so it doesn’t matter what you submit.
Wrong. It matters a lot.
If you are putting your name to it, it’s your reputation on the line. You are using these articles as a way of establishing yourself as an expert in your field. If you submit poor quality articles you’ll come across as a cowboy and not someone people want to deal with.
Articles are not just about link building—people do read them—can you really afford to be that careless with your brand?
You will need an element of SEO within your articles so they are found by your target audience.
But cheap articles often lead to shoddy SEO resulting in complete nonsense that’s unreadable. Many of the cheap outlets will just stuff your article with your keyword. The result is gibberish.
A professional copywriter understands SEO and knows how to craft your article so it is search engine friendly and reader friendly. In fact, done well, you’d be hard pushed to spot the keywords.
You get what you pay for
As with all things in life, you get what you pay for.
If you want high quantity you’ll get poor quality.
But if you are more interested in your reputation, traffic and quality you’ll pay more but the end result will be far superior.
Every company wants to get the most out of its marketing budget, it’s only natural. But investing in quality copywriting will pay dividends in the long run—to your bottom line and your reputation.