As a marketing-minded copywriter, I am an advocate of the "streamlined article campaign." This is where you write targeted copy in the form of a mass distribution of web articles. Just like any other ad campaign, your articles should all speak to one audience and build on a single theme. Just like any other web ad
campaign, the resource box in each of your articles should point to one URL where you showcase your product.
Yet, I know from experience that not every article that blooms from our
writer souls always fits the category mold.
Today, a member of my article marketing network, let's call her Jane, mentioned that she was inspired to write an article about business achievements, but it "wasn't her niche." Well, let's see. Jane's niche is nutrition and health. What type of reader might be interested in learning more about those things?
As another member, "Carol", illustrated in HER posts... the interested reader might be someone like Carol, who is really working toward all-around body/mind/spirit harmony. Yes, Carol's current principle goal is to grow her dream business, and she's on her way. But Carol's also recognized that you must keep the machine well-oiled if you want it to function. Part of the machinery is body and spirit. Nourishing both of those is critical to someone like Carol who is going for all-around success and fulfillment.
Would Jane qualify to talk about business achievements, even though her "niche" is nutrition? Why yes, if she has great information to share, she certainly would. Would Carol qualify to discuss how exercise should be part of that plan to further your business goals? Absolutely.
I call this "article cross-pollination." The point I'm making with my anecdote: even though Jane didn't consider inspiration or biz achievement her category, she's still as qualified as anyone else to write the article if the article just seems to be manifesting itself from her own experience.
So why the heck not just write the article
For all we know, someone who's hunting for nutritional information could take a left turn at Motivation or Inspiration and land right on the article Jane's written. And there's your Article Cross Pollination at work.
If you write articles, I'm not suggesting you quit working in your primary niche, building on your article campaign theme and feeding your goal. But if you feel something coming out in the form of a mismatched article, just let it come. Go with the flow and see where it takes you. Instead of using the usual author bio that you've written for your article marketing campaign, write a "generic" bio that tells who you are in an all-around get-to-know-you sense. And of course... don't forget the URL. Even though we've veered from the usual topic doesn't mean we should skip the part where we "send the reader home."
Who knows who we'll meet up with in our meanderings. After all, this is the web, not everyone takes the direct route. Wouldn't it be funny to meet up with one of your future prospects or business connections when the both of you were totally blown off course?
Article marketing is funny that way.
Copyright 2005 Dina Giolitto. All rights reserved.
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