Article Marketing

August 8, 2010

Do Clients Care About What You Write?

While there are obviously many reasons why we write articles: to attract traffic to our sites, building backlinks, establishing credibility in our marketplace, enhancing our visibility in our niche, etc. There really should be one BIG reason why we write - so that potential clients, customers, read them and find value in them. With that in mind, I pose a question to you: Do your clients care about what you write?

If your answer is "I don't know Lisa" or better yet "I don't think they read them at all", then let's take a minute to discuss how you can begin to write articles that your clients and prospects really care about.

Pick Good Topics
Are you writing about topics that your clients and potential clients find informative? Are you teaching a new concept? Explaining an old one? Are you solving a client problem? Are you discussing a hot topic in your niche? It's really important that when you sit down to write an article that you are tapping into article ideas that are a source of interest or pain of your clients. If you are disconnected from the needs of your clients it will show. You will consistently write articles that get only 10 hits on high-traffic article directories, that receive zero comments on your blog, that are never shared or tweeted about.

So How To Do You Get Connected?
It's simple, just ask. You can write an email to your list and ask them what they need help with. What questions they need answered. What they're stuck on. You can also use social media powerhouse sites such as Twitter or Facebook to connect with people in your niche and get a pulse for the topics that interest them. See what they're tweeting about, re-tweeting, and again you can directly ask them what they want to know on these sites as well.

Care About Quality
Make sure that you are holding yourself to a high standard when you write and publish articles for your clients. Your articles are a reflection of how much you care about your topic, how much you know, how much attention you paid to spelling and grammar. In other words, your work is a direct reflection of you.

Establish A Voice
I'm going to assume that you have competitors in your field. That means that you are not the only one writing about what you are writing. So if you and another coach write about the same topic (ex. How To Find Your Passion), how does a prospect make a decision on which one to read. That's simple. Your article will resonate with readers who can relate to your "writer's voice". Your writing voice is totally unique to you and its what keeps readers coming back for more.

Many of my clients have told me that I have a way of explaining concepts in very simplistic terms, without being condescending. They like that about my articles, and it's what gives me my unique writing voice.  You will find your voice too as you continue to write on a consistent basis, AND as long as you write from an honest place. Don't try to imitate or copy another writer. Write in your own natural voice "the way that you would talk to a friend about your topic" and you will find die-hard fans of your articles that will easily convert to future clients!

*Bonus Tip - Take a look at the stats on your blog or on your favorite article directory. Which of your articles receives the most hits? What articles have been commented on or shared the most? Those are the articles that you need to create article series from. That's how you get clients to care about what you write.

Article Marketing Coach

Article Marketing Coach

Lisa Angelettie is a professional coach, published author, and article marketing expert. She's been using articles exclusively since 2003 to drive traffic to the websites of her clients as well as her own. Lisa is the Article Marketing Expert for Group Coaching Mastery. Stop by and read some of Lisa's free article marketing tips over at her site: Article Marketing Tips.

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July 1, 2010

Why Coaches Should Write Article Series

writingHave you experienced that wonderful feeling of writing an article and getting great feedback on it from readers? Or how about a lot of wonderful comments on an article you may have written on a blog. There's nothing like feeling that you were able to reach someone, educate someone, or make someone laugh. Yet imagine that feeling multiplied by 10 - when you write an article series.

While many business owners write article series, the reason why coaches should write article series is a little "special". As coaches, we have to work much harder than the average business owner to stand out in a sea of competitors and marketing clutter. I don't know about you, but I don't have a huge marketing team behind me or my own publicist on retainer; but what we do have is a distinct coaching perspective and a unique voice. There is no better way to express that "voice" than by writing a series of articles that walks your prospects through a process, explains a concept, or discusses a hot topic in depth.

Then there's the added bonus that article series improves site stickiness, length of time on site, reader interest, and ultimately conversion. Some of my most loyal readers and active ones (those who comment, retweet, etc.) are people who have read my article series. It's really basic psychology if you think about it. Most people won't (or can't) stop reading until they know the ending of the story.

Now if this sounds like a lot of work and you are a little intimidated - don't be. Writing an article series is nothing more than writing one long article and cutting it up into chunks. So here's an example of what you could do…

1. Write an article explaining how to housebreak a puppy in 7 days (yeah right:).

2. There are a lot of steps to cover in this process, so you write a 1200 word article (which is much shorter than you think).

3. Break that article up into three 400 word articles. So basically articles covering step 1, step 2, step 3.

4. You write a small introductory article about housebreaking which can be about 250-300 words. Perhaps how you learned or why it's important.

5. You can also write a wrap-up or conclusion article too. This article can remind folks about the housebreaking steps and how to maintain good housebreaking habits — and can perhaps mention your "housebreaking bootcamp program" if they run into problems.

The intro and conclusion article will not contain any "new" information about the topic. Just introduce it and wrap things up. So those will be short and easy to write.

6. IMPORTANT - make sure to include links to the previous articles in the series at the bottom of articles. This will encourage more clicks and keep folks on the site and reading.

*Bonus Tip - You can create an article series from previously written articles. Just use a couple of related articles that you can bring together. Write a quick introductory article to give them a "series" feel and you're done.

Article Marketing Coach

Article Marketing Coach

Lisa Angelettie is a professional coach, published author, and article marketing expert. She's been using articles exclusively since 2003 to drive traffic to the websites of her clients as well as her own. Lisa is the Article Marketing Expert for Group Coaching Mastery. Stop by and read some of Lisa's free article marketing tips over at her site: Article Marketing Tips.

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April 25, 2010

What Your Articles May Be Missing

As a coach, you probably already know the importance of building relevant and useful content to attract and retain coaching clients. The "rules" around building that content have pretty much always been the same. Useful for the reader. No spammy content. Yet it's what you may not know about writing articles that can set you apart from your competitors — identifying just what your articles may be missing.

Search Engine Optimization (SEO) experts agree that there are some essential elements that should be included in every article. Don't worry, it isn't a long list - just the essentials - and maybe one or two things that you haven't heard of before (SEO guys are secret sallies!)

1. Do your article titles have relevant and rich keywords?

2. Are your articles at least 250 words long? If so, great - but the search engines even love 400 words better!

3. Are you using your keywords throughout your article - naturally? Not too many or that's considered spam.

4. Do you have links in your articles? The search engines love content that refers to other RELATED content. So if you link to another related article on your blog or 3rd party site, in your article - it's better seo. Think Wikipedia.

5. Do you have some sort of clipart, photos, infographics, or related videos in your articles? Search engines love multi-media content, and other site owners tend to link to content with visuals more often. Now don't panic! You don't have to add images to every article you write if it's going to slow down your progress — but if you can spruce up an article with a little clipart (so inexpensive to use) - why not?

Would you like more article marketing and writing strategies like this? Then I invite you to grab my multi-media article marketing toolkit and get started adding the missing pieces of your articles today.

Article Marketing Expert

Article Marketing Expert

Lisa Angelettie is a professional coach, published author, and article marketing expert. She's been using articles exclusively since 2003 to drive traffic to the websites of her clients as well as her own. Lisa is the Article Marketing Expert for Group Coaching Mastery. Stop by and read some of Lisa's free article marketing tips over at her site: Article Marketing Tips

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