The Top Five Reasons Why Articles Beat Advertising in Terms of Marketing Content
Encountering the most effective marketing techniques is now more difficult than ever before. The good news is that if you understand a few simple concepts, you will be able to gain a valuable edge over your competitors.
We often hear such terms as SEO, web design, social media and big data. Still, one concept which is overlooked is the difference between an article and other forms of advertising such as pay-per-click services. Why are articles still thought to be the best way of reaching your audience and what advantages are they able to provide? The answers may surprise you!
The first point to make is that many articles are considered to be evergreen in terms of their content. In other words, the information that they provide is much longer lasting than a specific advertising campaign (1). So, their benefits will last for longer. Some illustrations of evergreen articles can involve:
• How-to lists
• Reviews of a specific product
• Video tutorials
These can be much more effective to generate repeat revenue than a short-lived advertisement.
The Long-Tail Edge
Long-tail keywords are now very important within the world of digital marketing. First, they are able to cater to the discrete needs of the individual performing an online search (2).
Long-tail keywords are also those used during the end of the buying process. Finally, these phrases are also to rank higher within the SERP; providing better online exposure. It is much easier to fit these keywords within an article when compared to an advertisement that relies on brevity. Examples can be:
• Cheap hotels in New York City
• The best website design software for 2016
Long-tail keywords will also appear to be less “clumsy” within a content-laden article.
Addressing the Client
Articles have always had a rather personal edge when compared to an advertisement destined for hundreds or thousands of potential consumers.
These days, people are more fickle than ever before in terms of what they choose to read. If they feel that their needs are not being addressed, they are much more likely to move on and look for greener digital pastures.
Articles have the innate ability to target these desires and therefore, the product or service being offered tends to be more appealing.
The Presentation Itself
Most (not all) advertisements tend to work with a limited amount of space or text. Whether referring to a pop-up ad or a widget within a website, only a certain number of details will be observed. It can be hard to convey the main points of your product within these confines.
Thanks to modern coding techniques, articles are able to offer videos, infographics, flash presentations and numerous links to other sites (think of a good SlideShare presentation as an example here). This can be accomplished without appearing to overwhelm the reader.
Qualified Calls to Action
Many individuals who click on a link within a short advertisement are only mildly curious. So, conversion rates will be rather low. When this very same link is placed at the end of the article, the reader is much more likely to take action. He or she is likely to have read the entire piece; thus appreciating what you are offering in more detail. So, qualifying nurtured leads is much more of a reality.
Now, this is not to say that advertising is useless within the digital domain. We are rather pointing out that a well-presented article can have a massively positive impact without detracting from the appeal of what it is that you are offering.