2. Leveraging Articles for the Web
You don’t have to be a professional writer to write articles for the Web. You do, however, need to think like an online marketer to make them bring in business.
Online articles can’t be treated like offline articles. That’s because online articles boast several advantages over their offline counterparts, including the following:
• Web articles have “sticking power.”
They can be continually discovered by new readers and rediscovered by previous readers. What a branding benefit. And the publicity potential is high, too. Web articles can be linked to by Web sites and blogs (and passed around by e-mail). By contrast, offline articles in print-only publications don’t have sticking power or viral potential. Once the ...
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