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Some say that the best things in life are free.  As marketers we know that it’s the combination of organic efforts, paid media and great SEO that gets the client noticed.  Though the idea of article marketing is nothing new, it remains an effective way to promote a service, product, website or blog to a broad community free of charge.

So how does article marketing work?  According to Dr. Bruce Kaler, Expert Author with EZine Articles, a popular online database of quality, original articles, “Article marketing allows credible authorities to give away something of value for free in order to sell something else.  It is also a way to establish your voice and brand in a more structured professional manner than typical social media.”

When we utilize article marketing for our clients, the purpose is to establish credibility and drive traffic back to their website.  Articles are available free of charge for use on other websites as well as free reproduction of the content.  For Dr. Kaler, article marketing serves as a method to educate and share information about the human condition.  Physician by day and author by night, Dr. Kaler’s focus is to provide readers with health-related articles that are clear, concise and accessible.  “I feel my articles are just extensions of my conversations with people,” comments Dr. Kaler.

“I am using my Ezine productivity and blogging to promote my personal brand as an author and speaker. I get regular inquiries for on-air media consults usually radio spots on current health related topics as a direct result of my blogs. EzineArticles allows me to follow activity generated by my postings including article view, clicks to my bio and click-throughs to my author website. I also get to see how many times my articles are reposted on the web further expanding  views of my content and ultimately increasing traffic to my author website,” comments Dr. Kaler.

Writing credible, informative concise articles isn’t as easy as it looks.  Becoming an expert on the topic you are writing about is essential and will establish credibility with your readers.  Conducting keyword research at the onset of your research will help you understand what readers are looking for.  When you are writing, utilize those keywords into the body of your article and headline. Not only will keywords assist your reader but it will also help increase your search ranking and increase the chances of your article being noticed by search engines.

Effective article marketing refrains from selling within your article.  Utilizing resource boxes, summaries and links are smarter places to provide this information to your reader.  The content of the article should be reserved for valuable, useful, relevant content alone.  Keep in mind that articles need not be long.  A concise article that is 500-700 words is effective.  Subheadings can also assist the reader to quickly locate the exact information that they are searching for.

Though there is some debate over the effectiveness of article marketing, it can be a valuable method of informing visitors about products, services and information.  Persistent, relevant information can drive up traffic and conversion for you and your brand.

Written by: Daniel Griffith on April 20, 2012

Daniel is an Author, Designer, and Entrepreneur. With over 10 years of industry experience, Daniel utilizes his unique blend of mathematics and poetry, engineering and creative thinking to solve both technical and business challenges.

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