In 1999, I wrote an article for Guru.com, a popular website for solo
professionals, about how to publish articles as a marketing strategy.
Almost immediately after it appeared, I landed a new client, was
invited to submit two proposals, and added dozens of names to my
mailing list. The article was later reprinted as a newsletter and
included in a marketing kit.

The article stayed on Guru.com for several years, and the benefits
continued to roll in. The most powerful testament to the effectiveness
of syndicating my articles online came when a reader who later became a
client requested a proposal from my company, even though her company
had almost finalized a decision to hire a competitor.

“We came across your article as we were researching public relations
companies, and it made all the difference,” she said. “We knew from
your article that you could help us.”

Placing articles on websites that reach your target market is one of
the most powerful marketing techniques available. Whether you’re a
management consultant, corporate executive, or masseuse, publishing
articles under your byline will do wonders for your business.

Websites Welcome Content

Many websites have an ongoing need for content, but simply can't
produce enough themselves. Whatever your niche or area of expertise,
there's an audience out there who wants to learn more, and online
publishers who are looking for free content.

Online article syndication is a strategy based on writing and
publishing articles on websites that reach your target market. You
offer your articles for free, and in return include a short description
of your business and a link to your website.

People interested in topics as diverse as Java programming, retirement
planning, and landscape architecture seek information on websites
devoted to these subjects. The trick is to provide useful content that
ultimately drives readers back to your website to see what you have to
offer.

Instant Credibility

Prospects you’ve never met are forming opinions about your business, at
the click of a mouse, twenty-four hours a day. You need to ensure that
they get a positive virtual first impression. Developing this positive
virtual first impression is within your control, but you must be
proactive.

When prospects read your articles on a trusted website, and then click
back to your site, it’s the online equivalent of being introduced by a
friend or associate. Moreover, articles can remain online for years and
bring you thousands of visitors.

Demonstrate Thought Leadership

Syndicating articles online is a powerful method of establishing
thought leadership in your industry. Consumers are becoming immune to
marketing messages and cynical about advertising, so an informative,
useful article with no pressure to buy is a welcome change.

Syndicating articles builds goodwill between your business and members
of your target market: it’s a way to position your business as a
trusted resource by offering your expertise with no strings attached.

When your articles appear all over the world via the Internet,
potential clients begin to trust your name and your brand. When
prospects read your article, they are likely to click back to your
website for more information.

Online article syndication boosts your online “findability.” By
creating and distributing articles about your business expertise, you
help search engines find you, which helps Web searchers learn about
and, ultimately, engage your business.

Anatomy of Online Articles

Here are some special considerations for online articles:

Write for ease of online reading. Because most people reading text on
their computer screens simply skim the content, make your writing easy
to read. Write headlines that catch attention. Keep paragraphs short,
typically no longer than two or three sentences. Use subheadings to
separate long stretches of copy, and bullet points for lists and action
steps. Most websites want articles of less than 1,000 words; 500-750
words is ideal.

Write for the search engines. Include keywords and phrases that are
popular with searchers in your target market. Research potential
keywords and phrases relevant to your business and include them in your
articles.

Create a compelling resource box. The resource box, which appears at
the end of your article, should contain your bio, a brief overview of
your business, and an incentive that encourages readers to click back
to your website. Here is a resource box that I have used:

Steven Van Yoder is the author of Get Slightly Famous. His company
helps executives, consultants, and professional business owners become
recognized thought leaders in their fields and attract more business
with less effort. Visit http://www.getslightlyfamous.com for free
resources and to download his free marketing guide.

Not every article you write will hit the jackpot, but once you start
getting your articles out to relevant websites on a regular basis, you
will reap many benefits. An article published under your byline gives
you instant credibility because it’s editorial matter – not advertising
– and hence is endorsed by the website on which it appears.