One Article, Many Channels

If you’re not currently using content as a marketing tool, why not? The power of the written word combined with the social tools available on the internet make any writing you (or a representative of your brand) do extremely valuable. Here I’ll show you how a single article can be chopped up, mixed around and spit out in different channels to maximize efficiency.

1. Start With an Article

It should be on a topic that solves a problem or educates your target market on something in your industry. Maybe it’s an article about writing articles for small businesses and startups Winking smile. Or tips on home grooming pets for a pet groomer. How to create a podcast for an audio recording service. The list goes on.


2. Post it to Your Blog

The best place to start with content is your business’ blog. You have one, right?? If not, go to WordPress right now and get started. It’s free. Link your blog to your website. Write at least 2 times a week. More is better.

3. Rehash it into Another Article

Next, you want to change the article enough that search engines don’t recognize it as duplicate content. The going word is that 20% of it should be changed. Shift words and paragraphs around. Shouldn’t take you long. Then distribute it on any of the many article distribution sites out there. Some of the better ones with high SEO are EzineArticles and IdeaMarketers. Include a bio with a link back to your company website.

4. Share on Twitter and Facebook

If you’ve got a smart social media strategy, you’re connected with your ideal target market already. By sharing a link to this article, your followers will be more likely to click on it as it’s relevant to what they care about.

5. Share on Social Bookmarking Sites

Post each article from your blog (keep it close to home rather than sharing the link to the article marketing site) on bookmarking sites like StumbleUpon and BizSugar. The more people like it, the more they’ll share it.

6. Include Link in Your Signature

Your email signature is another great place to share your article. Use the title, which should capture the reader’s attention, to encourage clicks.

7. Post in Newsletter

I like to include about half of an article in my monthly newsletter. I then link to the entire article to encourage traffic back to my site.

As you can see, one article can go a long way. Get a strategy for content writing and a solid writer on board. (You can always outsource the work). Make a list of topics to keep you busy for a few months, and add new ones as ideas or news sprouts up. Measure results by checking on your Analytics every once in a while.

About Susan Payton

Susan Payton is the President of Egg Marketing & Communications, an Internet marketing firm specializing in marketing copy, blog and article writing. She is the blogger behind The Marketing Eggspert Blog, and also writes on Small Business Trends, Growth University and BizLaunch. Follow her on Twitter @eggmarketing. Susan Payton on Google+!