Article marketing has always been an important component of SEO link building campaigns. The strategy was always to write helpful articles and submit them to online article submission sites and document sharing sites to build links and increase the chances that a target audience finds it. There was nothing wrong with submitting the same article to multiple sites. Then, along came Panda. Or Farmer. Or whatever else it has been called. The Google update that occurred a few months ago was launched to combat poor content. This included duplicate content that could be found on multiple sites. Oops. Many well known article and document sharing sites saw their content take a hit in the search engines, which negatively affected everyone that had submitted to those sites, even if the content was of good quality. Following the update, things got a little chaotic in the land of online marketing. Jobs were lost and traffic disappeared. Article and document sharing and submission sites were forced to reevaluate their model and have implemented new procedures.
The result of the Panda update is that marketers have become gun shy when it comes to article marketing online, which is understandable. It takes time and effort to write a good article. You don’t want to write something, only to have it never be found in the search engines. However, what marketers need to realize is that article marketing is still valuable, it has just evolved.
The algorithm update to combat poor content should actually be viewed as a blessing in disguise. Businesses and writers began to get lazy. Too often content was being submitted to these sites just to get some links. It was forgotten that article marketing should be for the readers, not the search engines. Article marketing is about quality, not quantity. It’s about establishing yourself as an expert in an industry and as a trusted resource of information and gaining a positive reputation online.
Article marketing has now morphed into a version of content marketing. The focus is on quality and being unique. There is a misconception that it’s not okay to submit articles to multiple sites. This is still a good marketing strategy. The only difference is that the articles that are submitted to each site need to be unique. Building up a brand on multiple sites is still valuable, as it establishes equity. The links and traffic from each source are still important.
Article marketing is still a viable strategy as long as it’s mixed with other online marketing tactics. The process has changed, but it’s for the better. Article marketers are now forced to be a little bit more creative and think of multiple ways to discuss or argue a variety of topics. It might take a bigger effort, but it will pay off and your target audience will benefit from it.