From Expertise to Results: the Path of a Successful Article Marketing Campaign
Posted by Beth Hrusch on Tue, Dec 29, 2009
At one point or another, the path to successful article marketing involves 
successfully marketing yourself as an expert. Peers, potential clients and reporters value expertise but some experts are better than others.
Understand What it Means to be an Expert
Successful article marketing should have an authoritative tone. To bolster your expertise, consider incorporating the following supporting research into your articles:
- Statistics or poll results
- Links to other articles or blogs
- Interviews with other experts
- Evidence from published books
Be Bold and Branch Out
People tend to focus too much on the blogs of peers and competitors. Having a general sense of what your peers are saying is an important part of a successful article marketing strategy. While it helps you stay current and address any timely questions in your general professional sphere, ultimately you want to be different and superior to your peers-not a carbon copy of them.
One way to rise above peers and achieve successful article marketing is to write a counter-story. Take a counterintuitive viewpoint or a unique approach to what is otherwise considered popular industry dogma. Another strategy is to draw from other industries or to bring in guest writers (see our previous post "Fresh Article Writers Bring Fresh Perspectives").
Get Known for Something
There's no better way to become an expert in something than to invent your own field of expertise. If you work in Northeastern Ohio green housing development, for example, consider where you might best be able to originate your expertise. Maybe you can be the first person in Northeast Ohio to publish an annual survey of local green builders or a quarterly top ten list of new green products manufactured in Northeast Ohio.
How do you package this bold, new expertise? Consider writing an ebook series, an offline book or a regular, quarterly report. None of these forms need to be too tedious or technical. Instead, they should be vibrant leadership documents that provide unreported or underreported insights into your industry.
This isn't cocktail party expertise. This is the type of expertise that propels your article marketing and leads to new business.