Incoming lead generation is the key to survival for any business. Whether you’re a recruitment specialist in your niche, or selling another product or service, the business that you generate will always be directly linked to your success. Not long ago I hosted a session that detailed the process of publishing articles, and the impact that this would have on lead generation.

What’s the best thing about these articles? The fact that you won’t even have to write them yourself!

Why do We Write Articles?

Not everybody loves to write articles, but if you’ve been marketing online, even for a short time, then you will know that content is important to your business.

  • Writing articles will raise your profile as a subject matter expert. You could know everything there is to know about your market and your niche. The problem is that your marketplace doesn’t know this yet. Articles will educate them and change their perception.
  • Articles will build trust with your market and clients. It’s necessary that you earn trust over time. Your articles will contribute to this.
  • Long term potential and sustainability can be shown through your published content. This is essential for bringing clients and even partners on board with you.
  • The audience available to you is staggering. As an example, you could reach 10 million people through an article published on LinkedIn alone.
  • Articles are business assets. As soon as you publish an article it becomes an asset, a permanent resource, and it increases your footprint and penetration. I’ve picked up business from articles posted online, and this includes large corporate clients.

What Do Your Articles Need?

Your articles need to educate first and foremost. Imagine that you’re selling predictive analytics. Not everyone knows the value in the product, or even what it is. Educate about the product, and relate this to the fears and aspirations of your market.

It’s not necessary for you to write your own articles. In fact, that is an important premise of this entire strategy. You can even automate the distribution of an article. You could send your article out to 100s of sites. This strategic method of building exposure ensures a higher capture rate.

A Case Study

How do you get articles produced without writing a word?

My client James used one of our partners to produce his content. He chose his topic, and sent specifications out to the writers on the site (Advancing Manufacturing in 8 Articles). These detailed articles with specific tone and research ranged from between $15 and $25 to produce.

James chose to distribute his content in three ways. His original strategy was to send out newsletters from his own database. However, after discovering new distribution methods on LinkedIn he decided to publish through pulse, on his own page, and through his LinkedIn groups. The beauty of this is that you can also send updates over twitter when connected through LinkedIn.

In the end, he also decided to distribute the content over Facebook. I wouldn’t immediately recommend Facebook sharing if you’re tight on resources. From a business perspective, LinkedIn will be the most valuable and rewarding social media platform.

The Results

The influence of James’ articles meant that he was invited to host a webinar for the American Society of Manufacturing engineers. This put James in front of an audience of 140,000, enabling him to further promote himself.

James now has 1536 followers, brought back some inactive clients, and even gained a brand new client.

If you want to hear from James and see what he did in more detail check out

This webinar and others produced by James allowed him to promote his articles and himself, while discussing the content in more detail. James also found networking opportunities as he signed up influential keynote speakers to join him for presentations.

The webinars provided ongoing benefits. James had NAA develop articles from the recordings of his webinars, which were again used to boost his online presence.

James’ Tips for Article Delivery Strategy

  • Just Do it, Never overthink it
  • Get as much feedback as possible, it can help to streamline and direct future content
  • Be consistent and keep up distribution, it maintains presence and keeps you in front of your audience.

There are other ways that you can improve the distribution of your content. Try adding your content to an auto responder, and it’s a good idea to recycle content through your site and your social feeds. There are plugins for platforms like WordPress that are designed specifically for republishing content.

Choose your main feed for all content. This could be a platform like LinkedIn, or your business website.

Automating the Process

You now know why publishing content is important. You also know that it’s incredibly simple to get custom, expertly written content from a site like Need an Article. All you need to do is identify the unique topics that will gain attention and offer value within your niche.

I haven’t mentioned this until now, but having a VA is incredibly helpful. Once you set up a systematic process of ordering articles, your VA can take care of distributing the articles through your channels. This leaves you with little hands on work when it comes to publishing articles, allowing you to focus on your core business rather than online marketing alone.


Use automated ways to drive traffic

Or if you are hungry for this now and want to get started immediately schedule a 10 minute discovery call at www.rmi.acuityscheduling.com/schedule.php to see how you can apply inbound one to many strategies in your business now.

Andy Whitehead