One of the things I have been mulling lately has been the difference between article marketing and content marketing.
By Definition, article marketing is a form of content marketing. Article marketing is the process of generating awareness and traffic through writing and posting articles online. Content marketing is the process of generating awareness and traffic through writing and posting content online – content which can include articles.
Of course, content could also be blog posts, videos, audios, pdfs, etc.
So writing articles then is a sub-set of content.
Now, consider this.
We often seem to think (at least I do) about article marketing in terms of writing so many articles, getting so much traffic and exposure. But if we think about content marketing, we might tend to think along the lines of simply creating a “thereness” (meaning that our content is “out there” on the web – pulling traffic (and people) towards us.
So maybe we think of article marketing as “push marketing” but content marketing as “pull marketing” –
But if article marketing is simply a sub-set of content marketing then wouldn’t article marketing also be a “pull marketing” vehicle? And if that’s the case – which I believe that it is – then shouldn’t we be thinking about article-marketing from the perspective that it is just one part of a content marketing campaign? Meaning that it would be more effective if instead of just using it to generate raw traffic – which we would later try to convert into buyers – instead we were to use it as part of a pull marketing campaign?
So if we were to indeed do that – integrate article marketing into a content marketing campaign – what would that campaign look like?
Here’s my idea:
You write an article and post it to your favorite (or top 3) article directories.
You then write a blog post and put it on your website, with a link in your blog post going to your article that you wrote earlier that day.
Then you perhaps record a YouTube video and direct listeners to your blog.
And when they get to your blog, they might subscribe to your newsletter.
And since you have a newsletter – couldn’t you send your blog post out as an email?
And since you generally tend to write blog posts as informative content instead of a sales message, wouldn’t people like to read emails like that?
What happens in a content marketing campaign like this is that people begin to develop more trust in you and your campaigns, because they are exposed to you via different mediums at different times.
So instead of focusing on one-time conversions from articles to subscribers, instead you focus on developing relationships – whether someone is a subscriber or not. And they choose when they become a subscriber. And they choose when they want to become a buyer. Instead of forcing them through a path.