A win-win way of writing an article

Here’s a fabulous way of creating an authoritative article, and getting widespread exposure too, courtesy of an electronic components company which I know. The article in question already ranks highly in Google searches, is accumulating links steadily, and has quickly become the most popular page on the company’s website. Interestingly, Google traffic to other pages on the company’s site appears to be going up too, indicating that the page may have had some sort of a knock-on effect on the site’s overall rank ‘strength’ in the search engine.

This is what the company told me that it did. First, it identified a technology niche in need of better Google exposure, and which didn’t appear to have overwhelming competition there. Then, it developed an idea for an authoritative background article which would probably satisfy what many prospects were searching for.

Now here’s the cool bit. The author went on a LinkedIn discussion group and asked for ideas about the topic. Amongst the replies were some quite interesting comments, and the author asked for (and received) permission to use those in the article. He also contacted a couple of magazine editors for opinions, and got quotes from them too.

The article came together nicely, and was made all the better for having some nice quotes from people with respectable job titles. But here’s the real result: three of the people quoted in the article subsequently promoted it online, one of them in his publication’s email newsletter. In terms of personal and corporate publicity, everyone seemed to gain from the exercise. That’s the way to do it.

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