There are several reasons why it's a great idea to publish articles on topics affecting your industry and target markets on the web.
Firstly, it shows that you have your finger on the pulse of what's happening in your particular industry and that you're aware of what challenges are facing your target markets. Understanding and empathy will attract potential clients who will naturally be seeking a solution.
In addition to establishing a solid online reputation through displaying your knowledge, publishing online articles is a great way to engage in two-way conversation with present and potential clients. This is particularly the case if you comment on topics which are likely to trigger a discussion.
Of course, in order for your articles to be read, they first need to be found. By including a small number of keywords both within your title and the body of your article, search engine spiders will be able to read and rank your article. Over time, you'll be able to build a small library of articles which should be stored on your website, encouraging visitors to remain on the site for longer, but which will also help to push your offerings further up the ranks of the search engines.
So it is generally agreed that online article distribution should play a vital part of an organisation's marketing activity. But how do you go about creating articles which will be read, valued and trigger discussions?
The simple answer is, listen to your clients. What are the specific challenges they are facing, what knowledge or tools would they find useful and is there anything happening in the industry which might affect them either positively or negatively?
By keeping a record of strong themes emerging from discussions with your clients, you'll soon build up a bank of article ideas. However, if your writing skills aren't top notch, be in no doubt that this will reflect poorly on your business image. If you don't have the time or the skills, hire a professional writer. They'll produce a quality article for you, probably in half the time and more cost efficiently.
Ensure that the content of the article makes for quality reading and isn't simply peppered with key words. Use one or two principle sources to support your information, but never simply cut and paste content as you may be faced with claims of plagiarism.
Stay clear of printing controversial views. Journalists are, on the whole, detached from their subject matter and can write pretty much anything, but if you offend potential or actual clients, this may well have a substantial, negative effect on your business. Simply report factual details and why not ask them for their opinion to trigger a discussion?
Finally, in addition to posting your article on your website or blog, make sure you also add it to an article distribution site such as EzineArticles. These sites are regularly crawled by search engine spiders and subsequently their better articles tend to be ranked relatively highly.
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