Landing Pages Linked From Your Syndicated Articles

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I recently wrote about the difficulty we face in attempting resolve a contradiction in content marketing. Here’s the issue boiled down to its core: Readers of our articles are still in the early part of the information gathering phase of the buying decision continuum. Yet, because we want our links to optimize our income pages in our sites, the readers’ clicks on our article links will take them to a web page that assumes that they are ready to buy a particular alternative. In that article, I combined that conflict with another related issue: With good website design, each page should have a single purpose. That purpose is to satisfy our visitor’s desire. In other words, we should not deliver a prospect to our money (product) page until they already want to go there–in other words, they’re ready to buy.

I did not offer a solution in that original article. Simply bringing the problem to the attention of article marketers was my goal in that previous piece. With this article, I’ll try to bring some resolution to the dilemma.

There are actually at least two solutions to the dilemma. One is to violate the rule of website design by letting our linked page offer two alternatives allowing our readers to satisfy their information seeking and provinding an opportunity to buy the product or service from the same page. Another solution to our dilemma is to include two different kinds of links from our distributed articles. One link option or type leads to a landing page filled with valuable, additional content (and an opportunity to learn even more by signing up for our newsletter), while the other link category will direct the visitor to a product (or purchasing) page. In these cases, our anchor text must make clear what to expect on the landing page.

I recommend the second of those two options. Allow me to elaborate on why I endorse this approach and what the respective landing page for each type of link will contain.

Remember that our distributed article attracted the readers because those readers intended to gather useful information. The only likely way we are going to attract those readers to our site is to offer them even more information than our article provides. I trust that I don’t have to tell you that we always must deliver what we promise our prospects. In order to encourage our readers to actually click our link, we must give them truly interesting and valuable information the first time, while simultaneously leaving them with the impression that there is still more to learn. Hence we link to a content page.

We also want to move them along that decision making continuum by implying that there is a product or service that will provide the ultimate solution to their current problem. By making the implication that our product or service will be their ultimate solution, even after they have gathered all the necessary information, we have justified linking to our product or money page.

It is always easier to logically include both types of links within our articles if we syndicate directly to websites that are within our general niche category; in those cases we can make our links contextual within the article, itself. On the other hand, when we publish on article directories, we must make the connection between our informational link and our selling link more quickly as it must fit within our resource box and not within the article.

On of first type of linked page, we will move our prospects along the decision continuum. Remember that the visitors have already been persuaded to accept our initial offer by clicking on our link, so they are in an agreeable frame of mind. They are no long “just readers,” they have become serious prospects. Consequently, we make our link to the actual buying page very prominent on this content page, but we focus primarily on getting them to take one more small step by asking for the contact information in exchange for the promise of even more valuable content.

In our syndicated article we use our content to sell our expertise. On the linked page, we’re selling our credibility and integrity. After they have signed onto our mailing list, we can actually begin selling our product by building our relationship with our new prospects and then more blatantly recommending our product or service.

The second type of link from our article marketing content leads directly to a product page. The primary purpose of that link is increasing our SEO, so we must be especially careful to research and have anchor text that is a long tail keyword with implicit commercial value.

As marketers, all of our efforts are toward increasing revenue through a sale. As writers we must make the sale without disturbing the flow of our content. So our first objective is to convince the article readers that they need more information, and that the necessary information can be found by clicking our link. Second we sell the search engine robots on the accuracy of our description of our selling page by making sure that the anchor text and the page’s content match in fundamental ways.

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