Get the most bang for your buck when you write or commission a writer by disseminating your writings far and wide.
I’ve spoken in a previous E-news about the importance of content and defining your key messages. In regards to copy, if you’ve put the time, effort, money (or all three) into writing or commissioning articles or quality blog posts, how do you ensure they reach as many as possible?
Your site first
Your website should be the home base for all your quality content on the web. If your blog is separate from your website, all the rage a few years back, consider combining them under one domain. Keeping them separate disperses your ‘link juice’, or links from other websites back to your site.
Extend the reach of your conversation
After posting content on your website, link to them on your social media sites such as Facebook and Twitter, inviting comments and initiating dialogue on the subject.
A few days later, submit them to article directories far and wide, making sure to always link back to your site. A popular article directory is Ezine.com. You can also offer them to online magazines, popular blogs on related topics and other, complimentary businesses for use on their website or in their e-newsletters.
The key here is quality – a quality article will get picked up and you’ll gain links without you doing much.
Benefit: Improving search engine ranking
Links from to your site improve your search engine ranking. Ideally, links from sites back to yours should be from key search phrases that you are targeting, directing people to your key web pages that are relevant to the article and search phrase. For example: Yoga Reach specialises in online marketing for wellbeing businesses.
Benefit: Establishing authority
Talking about topics relevant to your business helps create and cement your reputation as an authority in your area of specialty.
Benefit: Increasing awareness and familiarity
Increasing your business profile on other people’s sites makes it far easier to convince people of the value of your product or service when they are on your website. Your web visitor is less likely to bounce away and more likely to hear what your website has to say and to appreciate value in your goods and services.
Notes on copyright and duplicate content
In most cases, copywriters own their articles and permission is needed to assume authorship. Having a copywriter author your article doesn’t make them less valuable than if you’d authored them. Readers may assume that you’ve been written about due to the writer’s interest in, and respect of, yourself. You can also be quoted at length, which looks silly when you are the author quoting yourself.
Google uses a duplicate content filter to ensure its search results don’t display the same content repeatedly. Your website may not actually be returned in the search results if, for example, Google chooses to display a version of your article from the highest-ranking site.
There’s not a lot you can do about that but it’s not a big problem. Your website ranking still reaps the value of back links.
