An article in marketing terminology is generally a piece of writing with informative content, written for the purpose of promotion, or otherwise raising awareness or exposure for a product, service, or brand. It usually consists of a text that focuses on providing a message, helpful advice, an opinion, offering insight or delivering news regarding the product or brand in question. Articles can be used to create interest and drive customers to visit a website or make a purchase, thus having a direct impact on sales.
Article writing is an effective marketing technique as it is more persuasive than traditional ads and allows brands to make a much more lasting impression on their target audience. As such, writing articles for marketing purposes should be undertaken with tact and consideration for its audience.
The following paragraphs provide an overview of the article writing process, as well as offer guidance and best practices for creating effective articles to promote products and services.
The first step in the article-writing process is to decide on the type of content to be included. Articles should inform the reader about the product, service, or brand they are promoting but they can also be used to give advice, share an opinion, or provide entertainment. When deciding on the type of article, consider the specific interests and needs of the target audience and create articles that address these interests in an appropriate manner.
Once the type of article is decided on, a keyword should be chosen to focus the article on. This should reflect the content of the piece and help narrow down the scope of the article. The keyword should then be used throughout the article in order to help search engines and readers to locate the content.
It is also necessary to decide on the style of the article. Articles can be written in an informative, persuasive, casual, or formal style, although marketing articles are usually written in an informative or persuasive style. The style chosen should reflect the needs of the audience and fit in with the style and tone of the brand.
The next step is to decide on the structure of the article. Most articles are divided into three main sections known as the introduction, body, and the conclusion. The structure can, however, vary depending on the type of article. For example, a ‘how-to’ article may be structured in step by step, numbered sections, whereas an article providing opinion may be structured in a debate format. The main aim of the article should determine its structure.
Once the structure of the article is determined, content should be gathered, researched and written. The introduction should give a brief overview of the content and explain what the reader can expect to find in the article. It should also introduce the keyword and any other keywords used, as well as introduce the brand and product being promoted.
The body of the article should establish the main argument of the article and answer any questions raised in the introduction. When constructing the text, ensure to use grammar, spelling and punctuation correctly, use comparisons and analogies whenever possible, and include figures and facts where relevant.
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The conclusion should summarise the main points of the article, as well as include any direct or implied call to action. This could be in the form of pointing readers to the website of the company or providing advice on how they can purchase the product or service.
Finally, links to sources should be provided where needed, such as quotes and links back to the company website. These help to add credibility and authority to the article, as well as give readers more information on the topic.
To ensure the article is effective in conveying its desired message, there are a few best practices to be followed when article-writing for marketing purposes.
First, focus on the audience and provide content that is of value to them. This not only increases the effectiveness of the article, but it also reflects positively on the brand, as it suggests that the company values the audience and is willing to provide them with helpful and informative content.
Second, keep the article short and concise. Longer articles are not necessarily better, and readers may become bored or disinterested if the article is too long and unfocused.
Third, use keywords throughout the article, as this helps to make the article more visible to search engines and easier to find by readers.
Fourth, promote the article on social media and other online platforms to increase exposure.
These are the general guidelines and best practices for writing effective articles for marketing purposes. When article-writing, remember to keep the audience in mind, write relevant content, use keywords throughout the article, and market the article on social media and other online channels to increase reach and visibility. If these best practices are followed, the article is likely to be effective in promoting the product or service.