There’s a competitive online war going on in your niche and there is a good chance that you may not even be aware that it’s happening.
The savvy marketer’s may have already written you off as an inconsequential competitor…
Imagine two entrepreneurs… one is the technician and one is the marketer. Assuming a quality product or service, which one do you think will be doing better in (5) years from now? In most cases, the marketer will be doing better because he or she is focused or obsessed with identifying wants and needs of a very defined ideal-client. They make sure that their products & services are continually promoted as the solution to those needs & desires.
The technician, like the ‘writer,’ is focused or obsessed with delivering a quality product or service first and marketing second. Sometimes their attitude is: If I build a better mousetrap, the world will beat down my doors to find me.
If you want to really thrive online, you must understand the war that the marketers have waged and are planning to continue waging in your niche online. Let’s talk about how this relates to article writing and marketing:
True marketers are market demand specialists (they create a market demand for their products and services) and their weapons include an arsenal of metrics, analytics, research, surveys, skillful copywriting and plenty of campaign planning/management & execution/follow through.
When a typical marketer approaches the concept of writing articles for purposes of exposure:
- They will normally leap to quickly quantify the metrics behind how success will be defined
- What specifically must happen in terms of quantity and quality of article production
- Plenty of keyword research will be done to project market size and depth of possible impact
- Followed by the deployment/syndication and follow up to ensure the articles in their inventory are an appreciating asset that reflects favorably on their enterprise and brand(s)
When a typical writer approaches the concept of writing articles for purposes of exposure:
- They will normally do some research to be comprehensive…sometimes producing too many words per article
- And then obsess over proper use of language, spelling, grammar, and sentence structure.
- While they often produce very high quality articles; this often comes at the price of never achieving a significant volume of articles and therefore their impact may be limited.
The best approach is at the intersection of both of these types… the writer or technician role to produce very high quality articles that reflect well on your personal or business brand and the marketer role so that you go deep enough to dominate your niche using numeric metrics rather than gut feel to advance your market position.
Your Goal: Take a fresh look at your article writing & marketing strategies through the eyes of the analytical metrics driven marketer and see your article writing inventory building as part of a campaign or a series of campaigns designed to achieve very measurable objectives (in terms of lead generation and traffic attraction) rather than a haphazard approach that we see very often.
Now, a question for the MARKETERS: If you had to give one piece of brief advice to non-marketer oriented expert writers to help them see the world through your marketing eyes when applied to article writing, what would you recommend or what tip do you think is the most important to understand?