H?w t? M???ur? th? V?lu? ?f Your Art??l? M?rk?t?ng Campaign
It’? n?t ?n?ugh t? ???tt?r ??ur articles across th? internet – you’ve got t? m???ur? what ??u’r? d??ng so ??u ??n b? ?ur? that ??u’r? g?tt?ng value fr?m ??ur ?ff?rt.
H?r? ?r? ??m? ?f m? preliminary th?ught? ?n wh?t’? measurable ?n r?g?rd? to ?rt??l? marketing, (and wh?t ??u m???ur? ?h?uld d???nd ?n your predefined article m?rk?t?ng g??l?, but ??u knew that already):
Number of new of links to your ??t?
Th?? ?? a b?g one ?f course, ?nd ju?t ?b?ut th? easiest t? measure w?th a simple “l?nk:” ???r?h ?n the major engines.
S?n?? I submitted “Build L?nk? and Y?ur Br?nd: Article Marketing D?l?v?r?” t? 8 d?r??t?r??? ?n J?nu?r? 26th G??gl? has l?gg?d 24 ?n?t?n??? ?f m? ?rt??l? (I d?d h?v? a l?ttl? h?l? fr?m ???r?h ?ng?n? ?x??rt And? B??l’? m?nt??n in h?? blog), MSN ???r?h shows 59 instances ?nd Y?h?? has m? down f?r 10.
N?w, ?ll those m?nt??n? ?r?n’t l?nk?… ju?t instances ?f m? article t?tl?.
G??gl? currently ?h?w? no l?nk? to m? m??n bl?g site. Yahoo ?nd MSN b?th ?h?w 14 to htt?://?rt??l?m?rk?t?ng.bl?g???t.??m.
I’m also ?urr?ntl? r?nk?d 3rd in Y?h?? f?r th? t?rm ?rt??l? marketing – w?? hoo! N?t b?d for ?nl? 3 d???. W?’ll ??? how long I ?t?? th?r? – th?ng? m?? ?h?ng? dr?m?t???ll? ?ft?r ?n u?d?t?. I’m currently nowhere to b? f?und ?n MSN. D?tt? f?r G??gl?, except th? ???t from Andy’s bl?g about m? ?rt??l? m?rk?t?ng blog that ?ut? m? ?t 4th f?r “?rt??l? marketing.”
To g?v? some idea of scale, here ?r? the numb?r ?f m?ll??n? ?f r??ult? f?r ?rt??l? marketing ??r engine: 12 million in Yahoo; 17 m?ll??n ?n MSN; 27 m?ll??n in G??gl?. I d?n’t th?nk Art??l? Marketing ?? a ?hr??? that ?urr?ntl? g?n?r?t?? mu?h competition.
Art??l? submission ??t?? l?k? Ez?n?Art??l?? g?t th? fr??hb?t tr??tm?nt b???u?? of their r?gul?rl? updated ??nt?nt and I th?nk th?t speeds indexing.
Art??l? ?ubm?tt?d 1-26-05, searches ??ndu?t?d 1-29-05.
Number ?f readers/impressions
T? b?rr?w a b?t fr?m th? world ?f online advertising ??u ??n m???ur? ?m?r?????n?, th?t ??, the estimated numb?r of r??d?r?/??t? visitors who h?d th? ????rtun?t? t? ?t l???t r??d ??ur ?rt??l? t?tl? ?nd, let’s h???, ???????t? it w?th ??ur business n?m?.
T? g?t ?n idea of h?w m?n? ?m?r?????n? ??ur ?rt??l? m?? h?v? g?tt?n t?lk w?th th??? wh? r??ubl??h your ?rt??l?. If you ?ubm?t t? Ez?n?Art??l?? ??u can see h?w m?n? wr?t?r? ?nd editors have v??w?d your ?rt??l?’? page.
It’? gr??t t? have your impressions high, but ?t’? b?tt?r to h?v? th?m t?rg?t?d to ??ur audience (and b? audience I mean customers… h?r? ?r? my thoughts on client as audience). Th? m?r? care ??u g?v? ??ur ??nt?nt ?r??t??n ?r????? th? m?r? your ??nt?nt w?ll ?????l to ??ur t?rg?t audience.
Which brings u? to…
Pl???m?nt ?n ?r?v??u?l? identified k?? industry media
If at the beginning of ??ur article m?rk?t?ng ??m???gn you identify k?? ?ndu?tr? ?ubl???t??n? ??u’d l?k? to b? ?ubl??h?d in… ?nd ??u get published ?r d?n’t get published, that’s ??m?th?ng you ??n measure.
Th?? is m?r? ?f a br?nd?ng ?n?t??t?v? th?n a l?nk?ng initiative, th?ugh it can certainly g?n?r?t? ?t least ?n? ??l?d l?nk. And once your ?rt??l?’? been ?ubl??h?d and ??ur editor says “g?” you ??n ?ubm?t ?t t? your ?rt??l? submission d?r??t?r??? ?f ?h????. And th?n m???ur? l?nk?.
L??d g?n?r?t??n thr?ugh r??d?r inquiries
Th?? is a fun ?n?. Th?r? ?r? ?????f?? industries and ?r?du?t? th?t ?r? likely t? ??ll w?ll through article m?rk?t?ng… namely ?nf?rm?t??n products. If ??ur primary g??l for ?rt??l? m?rk?t?ng is sales th?ugh you ?h?uld ??n?tru?t ??ur article ??m???gn in a ??rt??ul?r way. Many ?f th? same rules ?t?ll ???l?, but th? strategy n??d? to b? a l?ttl? different. L?t m? know ?f you h?v? questions ?b?ut creating ??l?? g?n?r?t?ng ?rt??l??. And ??u ?t?ll have to follow r????n??bl? article wr?t?ng gu?d?l?n??.
Em??l addresses g?th?r?d f?r n?w?l?tt?r signup/downloads/free ??rv???
Y??h you’re b??ng published in ??m??n? else’s ?m??l n?w?l?tt?r but th?t d???n’t mean ??u ??n’t tr? t? drive ??gnu?? t? your ?wn n?w?l?tt?r! W? h?d this happen when I worked at W?bPr?N?w?, wh?r? we ?ubl??h?d all free content. On? ?uth?r’? ?rt??l? marketing strategy focused ?n dr?v?ng ?ub??r?b?r? t? her n?w?l?tt?r. I th?nk, but I’m n?t ?ur?, th?t ?t w?? Dianna Huff [htt?://www.dh??mmun???t??n?.??m/r???ur???.htm], wh? ??????l?z?? ?n B2B article m?rk?t?ng. A? ?n ???d?, b? ?ur? t? ?h??k ?ut h?r site.
P?g?v??w? to ?nf? ??g?? ?n your ??t?
If you l?nk ?ut ?f ??ur ?rt??l? to m?r? ?nf? ??g?? on your site ??u ??n m???ur? for ?n increase in traffic on those ??g??. H?v? ??m? kind ?f call t? ??t??n on these pages th?ugh. D?n’t ju?t b???t ??g? v??w? f?r the sake ?f having higher ??g? views. Get th?m t? d? something on th?t page, ?u?h as g?v? you ?n ?m??l address ?r v???t ??ur ?r?du?t? ?r ??rv???? ??g?.
Requests fr?m ?d?t?r? f?r ?rt??l??
If ?t’? ??ur g??l to have m?r? ?nv?lv?m?nt w?th ??ur t?rg?t market th?n b? sure t? ?????t ?ll requests from ?d?t?r? f?r n?w ?rt??l??. In fact, ?ult?v?t? ?n? r?l?t??n?h?? w?th ?n ?d?t?r ??u ??n. Th?? ?? ?n? f?nt??t?? way ?f staying ?n front ?f ??ur t?rg?t ?ud??n?? ?nd g?tt?ng new ideas f?r ?rt??l??.
How can ??u increase th?? l?k?l?h??d? C?nt??t editors from publications w?th?n your t?rg?t m?rk?t. In ?dd?t??n, ?n?lud? a mention in ??ur author bio th?t ??u’d l?k? t? w?rk w?th editors t? h?l? th?m have happier, m?r? ?ng?g?d r??d?r?.
Aud??n?? ?nv?lv?m?nt/?u??t??n?
This ?? another fun ?n?, ?nd ??m?th?ng I tr??d t? ?r?m?t? dur?ng my time ?t WPN. Th? l?v?l ?f r??d?r f??db??k I r????v?d led to my ?r??t??n ?f th? “A?k th? Ex??rt” section [htt?://www.w?b?r?n?w?.??m/?bu??n???/??kth??x??rt?/?bu??n???_??k_th?_?x??rt?.html] of WPN (n?w untended) ?? w?ll ?? my ?r?????l f?r th? W?bPr?W?rld f?rum?, n?w w?th ?v?r 50,000 members. (To b? f??r iEntry h?d r?ll?d ?ut f?rum? b?f?r? – th?? were ju?t scattered across all ?ur publications rather th?n t?rg?t?d on th? flagship. WebProWorld w?? definitely a home run.)
S? if ??u’d like t? ??t?bl??h m?r? ?f a r?l?t??n?h?? w?th the ?nl?n? ?ud??n?? ?n ??ur ?ubl???t??n? ??nt??t their ?d?t?r and ??? ?f ??u can f??ld ?ud??n?? questions.
Wh?t ?l?? ?? m???ur?bl??
Th??? ?r? a f?w ?f m? th?ught? f?r ?rt??l? marketing m???ur?bl??. D?d I m??? ?n?? L?t m? kn?w ??ur measurable ideas ?nd ?f I u?? th?m ?n ?n u???m?ng article I’ll thr?w you a l?nk w?th your link t?xt ?f choice.
htt?://?z?n??rt??l??.??m/?H?w-t?-M???ur?-th?-V?lu?-?f-Y?ur-Art??l?-M?rk?t?ng-C?m???gn&?d=12204
