Article marketing is becoming a major specialty in the field of advertising and marketing. As the Word Wide Web (WWW) has matured, compelling co...
Article marketing is becoming a major specialty in the field of advertising and marketing. As the Word Wide Web (WWW) has matured,
compelling copywriting has become more important than ever. It can mean higher site traffic, more sales and more repeat business.
Good article marketing employs three facets: Strategic keyword placement, presentation and relevance. Strategic keyword placement drives visitors and potential customers to your website. Keywords are “salted” into your copy that will be picked up by someone doing an online search. For instance, if a searcher is looking for “gourmet coffee” they might search for “home delivery,” “specialty coffee,” “dry roasted coffee” or any number of phrases that are related to coffee.
If you are selling gourmet coffee you would want to make sure that your product descriptions have all of the references to coffee you can think of. This way, when someone searches for coffee online, they are more apt to notice your website than a competitor. Strategic placement of keywords that bring up your web site no matter what a person types as long as it is related to your product or service is vital to driving traffic to your site.
Presentation is the second most important aspect of article marketing. If your site is too busy, or worse, boring, visitors will not spend much time reviewing it, much less opting to make a purchase or request information. We have all seen websites that provide so much information or are so tedious that we spend a minimal amount of time visiting them, regardless of how important their product service or information is to our interests.
A good website is interesting to look at, flows easily to other related pages and displays information in a fun and easy-to-navigate manner. Sentences describing a product or service should be concise and as short as possible.
Colors used should be easy to read and should not cause eye-weariness after prolonged review. The background color should also be benign and selected to enhance the visual affect and readability of the copy. Pictures or graphs are also effective, but they must be easy to read or view.
Some good colors for article marketing are basic black, red or, if there is a background color, any color that is easy to read, but not harsh to the eyes. More than any other form of marketing, ease of review is critical to successful websites. Muted colors work better than harsh or bright hues.
Examples of colors that usually do not work are blue (it is hard to read), pink or orange. For reversed copy, white and grey are best, but it is important that whatever color used, it does not distort when viewed with monitors of varying quality. The color of the copy should be tested on several viewers and on several different types and quality of monitor and the choice of color should be dictated by what is easiest to read.
Relevance is the third major factor, and often the most overlooked. Too often, websites either do not provide enough information, provide too much or do not provide information that pertains to the subject matter. For instance, if you pitching fishing guide services, your article marketing should include your history as a guide, the rivers or lakes you have access too, lodging, price, equipment provided, licensing information, and not, a discourse on how you met your wife how much you love the Boston Red Sox (trust me its out there).
All copy should be salted with keywords, visually pleasing and easy to navigate, and most importantly, relevant. Following those three guidelines will help you design a killer website that attracts interest, motivates visitors and prompts action.
