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Mastering the World of Marketing: The Ultimate Training Resource from the Biggest Names in Marketing by David Riklan, Eric Taylor

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Chapter 18

Two Key Elements to Article Marketing

The Perfect Title and Resource Box

Christopher Knight

Article marketing can be a key strategy for many small and midsize businesses.

Unfortunately, most authors are wasting their time producing dozens to hundreds of high quality articles that never reach a fraction of their traffic potential. It's a darn shame.

When I review the behind-the-scenes traffic statistics on over 20,000 articles that have produced over 1 million monthly page views in my article marketing lab . . . one thing is clear: All articles are not created equal even when everything about them is identical except for the title.

The reason is probably not what you think.

If you've been schooled on traditional copywriting, you know that in the offline world, the headline determines as much as 95 percent of the success of the book or article. This statistic takes into consideration what makes the book title successful: Whether a human buys it or not.

Article marketing on the Internet is a whole different story because of the way your articles reach humans who have an interest in them.

Myth: Most people will read your articles because they came to a web site and started browsing just as they would have done if they had gone to a local bookstore to find a book of personal interest.

Fact: Wrong! Most people will search the Internet using one of the major search engines, and they will be putting in between one to five keywords that are related to the topic of the article ...

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