July 9, 2008
If you visit this site regularly, then you know I’m an avid fan of article marketing. My recent article marketing experiment just reconfirmed what I already knew – article marketing works – if you put in the work.
I increased my ebook sales by 166% during this recent article marketing experiment, which has made me start to do it again on almost a daily basis. And, this is where the title of this post comes into play. With all that being said, what exactly are the two types of content every website and blog should have?
Raising Rates Illuminates the Need for Two Types of Content
I was updating my seo writing website (an old site that has since been folded into this site) this morning, raising rates and fine-tuning some service offerings.
As I was updating my SEO Article Writing page, I realized that the two types of content every site needs is what I call “easy, breezy content” and “foundational content.” To illustrate, take the article I wrote and uploaded to InkwellEditorial.com yesterday, Green Tips for Freelance Writers: How Freelance Writers Can Help the Environment.
The article is over 1,100 words long. It is a foundational article in that it is comprehensive, unique, authoritative (cites numerous sources) and can only be found on InkwellEditorial.com.
I wrote a companion article (easy breezy content) to this article, entitled Green Tips for Freelance Writers and posted it to Amazines.com, an article marketing directory. It’s a little over 600 words long, about half as long as the foundational article.
Even though it carries basically the same title, it’s 100% different but covers the same subject matter. This was done on purpose.
The Differences Between and Purpose behind Easy, Breezy and Foundational Content
Both types of articles are used to drive traffic to a site, but they do it in different manners.
How to Use Easy, Breezy Content to Drive Traffic to Your Site
Easy, breezy content can be distributed to multiple outlets, eg, article directories, forums, blogs, newsletter, etc. It is meant to whet the appetite of readers, giving them enough info to create interest so that they click through to your primary site.
Just because it’s “easy, breezy” does not meant that it shouldn’t be well written and insightful. This must be the case at all times. The real difference is that it is shorter than your foundational content.
How to Use Foundational Content to Drive Traffic to Your Site
Foundational content is your site’s unique content. It should not be distributed elsewhere and it should be extremely informative, highly valuable and make the reader come away with an “aha” moment.
This is the type of content that will garner repeat visitors because it sets your site up as an authority. The article, How to Create Cornerstone Content That Google Loves gives an excellent tutorial on why this type of content is a must for every site. FYI, foundational content is also referred to as “cornerstone content.”
How to Effectively Combine Easy Breezy Content & Foundational Content to Create Sales
Notice how in the resource box of the Green Tips article on Amazines.com I include a link to the foundational article on InkwellEditorial.com? By using easy breezy content to drive traffic to more informative, in-depth content, you have a better chance of making a sale.
When you consider that customers have to see your sales message anywhere from 7-28 times before they will purchase from you, combining these two types of content makes sense.
Your easy, breezy article may appear on 5, 10 or 20 sites. Every time someone sees it, that’s another touch, another impression you make. By the time they click through to your foundational content, they are usually practically sold.
2 for 1: How to Create Easy Breezy Content & Foundational Content from One Article
Now that I’m back into article marketing with full force, when I write an article for my site (foundational content), I automatically create a shorter version to post to article directories.
I include a link back to the foundational content on my main site/blog so really interested readers can learn more. When someone is interested enough to click through to your site, that’s a pre-qualified customer – the kind every business owner wants.
Create Passive Streams of Income for Years to Come
Foundational content; easy, breezy content; and article marketing — the kind of 1-2-3 knockout punch that can create passive streams of income for years to come. And, if you’re a freelance writer, all it costs you is time.
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