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| Guest Articles: Good for Some, Bad for Others |
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Guest Articles: Good for Some, Bad for Others
elsewhere on the page I include one or more of the following: AdSense; an advertisement for my own products; a newsletter sign-up box; or a relevant affiliate link. That way, every path off the page satisfies one of my own goals (direct ad revenue, new newsletter subscriber, or product sales lead). Increased targeted traffic. Each new page of quality content has the potential to bring in a happy chunk of incremental traffic from the search engines. Future collaborations or other projects. An indirect benefit from publishing others? articles is contact and future collaboration with authors. For example, after one author received several new sign-ups to her newsletter through an article published on my site, she contacted me about collaborating on an audio product. Poor Fit With Marketing Strategies For some business models, including guest articles in a list of Web site marketing strategies does not make sense. For example, it can be counterproductive to include guest articles on Web sites where the primary goal is to sell. Service Web Sites If the goal is to generate direct sales and leads for your own services, it doesn?t make sense to dilute the message and call to action with diversions. Karon Thackston explains: "The purpose of my site is to get those in need of copywriting services and SEO copywriting services to contact me in order to do business. People who come to my Marketing Words site, http://www.marketingwords.com, are looking for information about copywriting. They are also looking to hire a copywriter." Therefore, you will find only material written by Karon on her site. Product Sales Sites Some sites have a single goal: to sell product. Every page on the site is devoted to product descriptions or copy designed to move a visitor toward a purchase. In these cases, where the predominant call to action is "buy the product," articles could hurt sales by diverting visitor attention away from the products. Visit your favorite online retail sites, and you are likely to find product descriptions, reviews, photos and other product-driven content - but little or no guest articles. Their absence on many e-commerce sites is an illustration of the poor fit of such articles as a marketing strategy for those sites. Understanding how different techniques support, or sabotage, Web site marketing strategies can be critical to a site?s success. Align your strategies with overall goals, and your business is more likely to flourish. Bobette Kyle draws upon 10+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network, http://www.WebSiteMarketingPlan.com, and Moderator for the Web Marketing topic at highrankings.com forums. Copyright 2004 Bobette Kyle. All rights reserved.
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| Category
ezine writers and articles |
Author
David Gabbitas |
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