Article Marketing

Summary & Overview

Article marketing is a type of advertising in which businesses write short articles related to their respective industry. These articles are made available for distribution and publication in the marketplace. Each article contains a bio box and byline that include references and contact information for the author's business. Well-written content articles released for free distribution have the potential of increasing the authoring business' credibility within its market as well as attracting new clients.

Article marketing has been used by professionals for nearly as long as mass print has been available. In paper-print form (as opposed to online forms), article marketing is utilized commonly by business owners as a means of obtaining free press space. A local business provides useful content to the newspaper free of charge, and in return the newspaper prints the business' contact information with the article. Because newspapers and other traditional media are expected to present content on limited budgets, this arrangement is generally advantageous for all parties involved.

For example, an accounting firm may market itself by writing an article entitled “The Top 10 Ways to Avoid Being Audited” and offering it to the local newspapers several weeks prior to tax season. Similarly, a roofing company may offer radio stations a concise article entitled “How to Avoid Ice Damage to Your Roof this Winter” shortly before the winter season.

With the rise of e-commerce and internet marketing, article marketing has made a move to the online world as well. As in traditional forms of media, online article marketing has served the dual role of providing publishers with what amounts to free content, and advertisers with similarly free advertising.

The website where an author can post an article is known as an article directory. The primary reason an author can post an article without cost is that the directory owner places advertising on each article page and collects the revenue generated from the advertising. The article directory site gradually increases its own search engine popularity as more articles are posted, benefitting both the author and the directory owner with increased visitor numbers and therefore article page views.

However unlike the off-line version, there are additional dimensions to article marketing online. Most notable among the differences is the use of articles for search engine optimization. Articles are written to target particular keyword niches, and distributed to content publishers that cater to those markets. Authors are able to target their audience with informative content, sent to an already-interested group of readers.

Many online article marketers enjoy the low cost of this type of advertising and so have written hundreds and sometimes thousands of articles. One online article writer has written 12,900 articles. These prolific article authors also enjoy abundant backlinks (i.e., links pointing back to the business' website). When the articles are distributed via RSS, the exposure to the authoring business and number of backlinks is increased greatly.