The BEST marketing content includes interactive backlinks and is evergreen content, always fresh, and forever popular. Is your content evergreen, and relevant to many common topics? When the content you provide includes backlinks to other content within your blog – it automatically captures the interest of search engine crawlers. But then, it might catch the attention of real people as well. At least that’s the general intent!
In a recent firestorm between two ad clients, who serve similar, yet distinctively different niches, I found myself trying to explain the benefit of linking to other articles within related niches. There are three common reasons to include interactive backlinks to a variety of articles and evergreen content within a website, but one of the most effective is increased traffic.
1 – Cornerstone Content
The most significant content you can write on a topic becomes Cornerstone Content; an article that is longer than average, usually a thousand words or more, and includes a good number of quality interactive links. These links are most useful if they include several different resources, both inside the blog site, and outside the blog site.
Graphics linked to a variety of sites, using several well selected keyword phrases as anchor links, help with this process.
Links to other content on the blog site offering relevant and perhaps related links.
If the cornerstone content is also evergreen, meaning it will be relevant for many seasons, the value increases. These kinds of content actually will draw more readers to the site, and promote ads and interactive links even more than content that is relevant for a short while.
2 – Evergreen Content
Perhaps better known as content for which there is no end date, evergreen content is relevant for the long haul. As long as your blog is active, links back to evergreen content can improve your overall presence on the internet. This content drives traffic long after it’s publication date, and often attracts a brilliant variety of new traffic as well.
One of my favorite blog posts referenced as the Best Fish Sandwich in the world. A top seller on my website, this killer blog post has been rocking the search engines for more than two years, and I vaguely remember the whole process of how it came to be. Some crazy fool told me that any blog post touting the BEST anything would top the charts on search engine results because people search for the BEST of anything a lot. So, I tried it.
READ: BEST Graphic Elements
The BEST evergreen content ever, was titled the BEST Fish Sandwich. Backlinks to popular traffic driving posts increase your visibility on the search engines.
3 – Valuable Graphic Elements
Your best evergreen content includes valuable graphic elements that link to relevant articles. One graphic element should link to your target site, and all others should respectively link to either content that is directly relevant, with a call to action to your target site, or a specific relevant supporting article – on a separate page – so your readers always return to the page with your target link.
Mixed purpose graphic elements should be in place on your page. One graphic using an ad campaign or banner ad is appropriate, with one or two picture graphics, and one graphic should include a direct click link to a value loaded website, relevant to the banner ad.
Graphic #2 – Eye candy appeal, backlink to a relevant article featuring direct reference to “eye candy.”
Usually a colorful bright, graphic.
Graphic #3 – Banner or Block ad relevant to the topic of your article, may be call to action ad.
Graphic #4 – Related, if not specifically directive, to content and how to apply elements of the article being created. This often includes pictorial details of the written elements.
This graphic could be recognized as a Pinterest graphic, with marketing materials included.
Graphic #5 – Signature or sponsoring graphic. This is the grand finale of graphics, the one that includes the “call to action” elements of your content and features either a clickable link or a printed link taking the reader directly to the action page.
Key Elements of High-Quality Marketing Content
When I started writing high-quality marketing content, I realized I’d have to get really good at it to charge better prices. And I’m not fond of writing low-quality anything, anyway. I like being paid well. So I focus on getting better results for my article marketing efforts.
1 – Design or layout of articles is almost as important as the end-result content. Sub-headers, graphics, READ-Links, and other specific details about our articles make a huge difference in the overall appearance and readability. I often try putting at least one element in each section of my article. The break up the content with graphics. Sub-headers should be used at least every 250 words, or less. Bullet points, and numbered items are important inclusions too.
2 – Keywords and keyword phrases optimize your content. For search engines, the keyword count, or keyword phrase counts are extremely important. How you use them will determine the overall quality. How often you use them is dependent on the quantity of words in your article. I always try for twice per hundred words.
For evergreen content, 2.4% of your content should be keyword elements.
3 – What are you selling? This can make or break your article. Learning to sell without actually pointing to your product is one key way to sell successfully. If your reader finishes off your content with a desire to purchase whatever it is you’re selling, without having read or seen a directive to purchase that item, you’ve done well. This requires some talent and skill in the sales arena. But it can be done!
4 – Don’t overdo the code in your content. Be sure there’s enough text to be valuable, but if you’ve overdone the code portion of the content, it will look bad on the search engine side. Your reader may not notice, but the web crawlers will be left spinning indefinitely. That’s never a positive result for content. Code writers and readers automatically cut the amount of code on the backside of an article… Newbies, occasionally get lost in the concept. Don’t worry it to death. Just write clear and concise sentences, with a focus on content and quality.
5 – Every article should include an outside the website link, and a backlink to content within the site. These links are every bit as relevant as your call to action link. Without them, your article has no outside access, and it doesn’t offer any continuity when web crawlers are viewing content on your website. These elements improve the value and placement of your website on the search engines.
7 – Meta Data Matters – Do you write a description for your blog posts?
Evergreen content offers the best value, when creating high-quality marketing content. Since article marketing is one of my favorite methods of adding income to my business, I have learned key elements that make a huge difference in quality and results!
8 – Plan your content for results. This is always a key element of writing. Your writing should have a purpose, a direction, and a basic plan or strategy. Without a strategy for writing, you’re wondering in the content wilderness. Nothing evergreen grows in there, it’s all based on emotional drivel. Use a matrix to formulate your plan, whether you write 7 X 7 or 10 X 10. You should have a stand alone Cornerstone Content or Tower Article, and either 7 or 10 supporting articles that arise from the sub-headers of your primary content. This matrix will save your cookies more often than just about any other thing you do!
“Believe in yourself! Have faith in your abilities! Without a humble but reasonable confidence in your own powers you cannot be successful or happy.” —Norman Vincent Peale
9 – Intuitive writing speaks to the one person in your reading audience who needs most what you have to offer. When you start writing, you’ll actually be able to hear that person asking you a question. They may be arguing with your, or battling you for control. But they need you more than you realize. They intuitively sent you a message, inspiring you to write directly to them. Put them on the chair beside your desk (real or intuitive) and show them the solution to their quest.
I think the most shocking response I’ve ever had to an article was after writing a marketing article for a client, on a marketing site, I was ‘unfriended’ because the article didn’t link ONLY to their splash page. There were links to other related niche sites. READ link to relevant content. But not links went to anything directly competing with their product. In each case, the links landed on separate pages, and the specific marketing content written for them, remained front and center.
The venom and anger may have been lack of understanding.
I presumed that to be the case and tried to explain at first, but ultimately… I truly believe the venom was directed at me due to other reasons. Ultimately, I removed the links they didn’t want on their content page, and left only the requested link, on every graphic.
Ultimately, this will devalue their content, due to all the key elements listed above. Not only will their one article not show well on search engines, but because the outgoing links are only to their splash page, I won’t be able to backlink to that article from other articles on the site as I will more pro-active content.
The saddest part of this is not the loss of a client. It happens. But rather the client will move on with their business, never learning, never asking, and never realizing that they cost themselves a lot of organic advertising because they were greedy and wanted only links to THEIR splash page from otherwise high-quality content.
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