Home
>
Article Writing
>
Guest Articles: Good for Some, Bad for Others

Guest Articles: Good for Some, Bad for Others

A recent debate started me thinking about how some marketing strategies can be right for one Web site, but wrong for another -- depending on the site's purpose and the underlying reasoning behind the action.

If an action doesn't directly and logically plug into site goals, then there are likely more profitable ways to spend that time and effort.

Publishing third-party articles on a Web site is one of those marketing strategies that can be right for one site, yet wrong for another.

Publishing Guest Articles as a Strategy

Publishing guest articles as one of your Web site marketing strategies can help broaden the amount and quality of content on a site, which in turn can lead to a more solid, stronger reputation. James Edwards of Umbrella-Consultancy explains:

IMO having quality articles on your site will show that you are...someone who embraces the industry and respects the work of others. Most research scientists post links to other respected scientists' work... I think it can only be good to have quality material by other people in your field posted on your site.

Helping Web Site Visitors

Another situation where adding others' articles to your site can make strategic sense is when a lot of visitors arrive looking for a solution other than the one you provide on your site. Rather than have them wander off, no closer to an answer to their problem, you can build goodwill and credibility by having articles on the Web site that give them more information.

For example, several types of people arrive at my site through the search engines:

* Some are people researching marketing consulting services.

* Some are students looking to write a paper or finish an assigned project for school.

* Some are looking for marketing software.

* Others are looking to buy printed material (e-books, templates, workbooks, etc.) in order to proceed, step-by-step, on their own.

The only ones that are going to be interested in what I have to sell are those in the last group. Instead of letting the majority of visitors go without a fight, I have articles on the site from handpicked individuals or companies.

Those articles are chosen according to how good the quality is, how well the subject matter fits, and whether I think the information will help site visitors.

Information Sites

If a site (or section of a site) is informational in nature, guest articles can be a viable Web site marketing strategy, for several reasons:

* Repeat, purchase-related visits. A good information library can help potential customers through the decision-making process. If they find the information on your site especially helpful, they will be predisposed to coming back later, when they are ready to purchase.

* Increased Web site revenue. Publishing others' work can generate more revenue for your own site. For example, when I publish a third-party article, elsewhere on the page I include one or more of the following: AdSense; an advertisement for my own products; a newsletter sign-up box; or a relevant affiliate link. That way, every path off the page satisfies one of my own goals (direct ad revenue, new newsletter subscriber, or product sales lead).

* Increased targeted traffic. Each new page of quality content has the potential to bring in a happy chunk of incremental traffic from the search engines.

* Future collaborations or other projects. An indirect benefit from publishing others' articles is contact and future collaboration with authors. For example, after one author received several new sign-ups to her newsletter through an article published on my site, she contacted me about collaborating on an audio product.

Poor Fit With Marketing Strategies

For some business models, including guest articles in a list of Web site marketing strategies does not make sense. For example, it can be counterproductive to include guest articles on Web sites where the primary goal is to sell.

Service Web Sites

If the goal is to generate direct sales and leads for your own services, it doesn't make sense to dilute the message and call to action with diversions. Karon Thackston explains:

The purpose of my site is to get those in need of copywriting services and SEO copywriting services to contact me in order to do business. People who come to my Marketing Words site are looking for information about copywriting. They are also looking to hire a copywriter.

Therefore, you will find only material written by Karon on her site.

Product Sales Sites

Some sites have a single goal: to sell product. Every page on the site is devoted to product descriptions or copy designed to move a visitor toward a purchase. In these cases, where the predominant call to action is "buy the product," articles could hurt sales by diverting visitor attention away from the products.

Visit your favorite online retail sites, and you are likely to find product descriptions, reviews, photos and other product-driven content -- but little or no guest articles. Their absence on many e-commerce sites is an illustration of the poor fit of such articles as a marketing strategy for those sites.

Understanding how different techniques support, or sabotage, Web site marketing strategies can be critical to a site's success. Align your strategies with overall goals, and your business is more likely to flourish.

About the Author

Bobette Kyle draws upon 12+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network, http://www.websitemarketingplan.com, and author of the marketing plan and Web promotion book "How Much For Just the Spider? Strategic Website Marketing For Small Budget Business." ( HowMuchForSpider.com/TOC.htm )

last minute cleaning help Arlington Heights ..

In The News:

Fox News Digital's artificial intelligence newsletter digs into a robot in Russia that faceplanted, George Clooney's alarm and OpenAI's rivalry with the New York Times.

Major data breach at Conduent exposes personal information of 10+ million people. Government contractor hit by cyberattack affecting Medicaid, child support systems.

Texas startup Janta Power raises $5.5M for innovative vertical solar towers that generate 50% more energy than traditional panels while using just one-third the land.

NASA's twin ESCAPADE spacecraft launched aboard Blue Origin's New Glenn rocket Thursday afternoon from Cape Canaveral, beginning their journey to Mars with arrival expected in 2027.

Learn how to set email reminders on iPhone and Android so you never forget to reply again. Simple built-in features help you stay organized and on top of messages.

Discover how Apple's passkeys revolutionize Mac security by replacing vulnerable passwords with biometric authentication and encryption for ultimate protection.

New survey reveals 78% of parents fear AI scams targeting their kids, yet nearly half haven't discussed these threats. Learn why this dangerous gap exists.

Chrome now autofills passport and driver's license info automatically. Google's latest browser update adds official document support with encryption and user control.

Scammers impersonate Department of Veterans Affairs employees claiming veterans owe money, but real VA communications only direct to VA.gov or official channels.

The AltoVolo Sigma hybrid-electric aircraft flies 500 miles at 220 mph while operating 80% quieter than helicopters, featuring safety systems and compact design.

Google search scam alert: fake customer service numbers can give scammers remote control of your phone. Learn how to spot these traps and protect yourself.

Electric vehicles overtake gas cars in total CO2 savings after just two years of driving, with emissions benefits growing over time as power grids get cleaner.

Louvre Museum reportedly used "Louvre" as password for surveillance system during $100M jewel heist. Learn how weak passwords put even famous institutions at risk.

Bipartisan AI jobs bill from Sens. Hawley and Warner would require companies to report AI-related layoffs and hiring to Department of Labor quarterly.

Joe A. from Shelton, Connecticut, lost $228,000 to a ZAP Solutions cryptocurrency investment scam after his divorce, highlighting rising online fraud.

AI-powered autonomous trucks from Waabi and Volvo target U.S. freight driver shortage with Level 4 self-driving technology and NVIDIA computing platform integration.

Survive flight disruptions with expert travel tips: Book early morning flights, download airline apps and know your refund rights during service cuts.

Apple's iOS 26.1 update delivers major security fixes, performance boosts and enhanced privacy controls for your iPhone. Discover why updating now protects your data.

Russian hackers use fake CAPTCHA tests to spread dangerous malware targeting governments and journalists. Learn how to protect yourself from these deceptive attacks.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Miami-Dade debuts America's first autonomous police SUV with AI cameras, drone deployment and real-time crime detection in groundbreaking law enforcement pilot.

Bank impostor scams cost Americans $2.9 billion as criminals use AI voices and caller ID spoofing to steal life savings. Learn nine essential fraud protection tips.

Foreign-owned apps secretly harvest personal data from seniors, making them prime targets for scams. Learn how to protect your privacy and stop data brokers today.

Sens. Josh Hawley and Richard Blumenthal introduce bipartisan GUARD Act to protect minors from AI chatbots through mandatory age verification and disclosure requirements.

Ghost-tapping scammers exploit wireless technology to drain accounts through small transactions, but RFID-blocking wallets and transaction alerts can protect you.