The most powerful thing AlturaSolutions brings to the marketing table is writing and publishing articles in major trade publications—the ones your end-customers read. The power comes in the “weaving.”
Here’s how this happens.
We pitch article ideas to #B2Beditors in a variety of industries, from government and health care to professional cleaning, distribution, food service, and packaging.
The article is prepared according to the guidelines discussed with the editor. These articles are typically very educational, just the type of content the editor is looking for, for his or her readers.
But here’s where the magic comes in: we tactfully weave the client’s products or services into those articles as solutions to challenges: ways to cut costs, improve worker productivity, and much more.
The Drawbacks of Branded Articles
Now, some people ask us, isn’t this the same as publishing branded articles? In so many words, the answer is no. Here’s why.
First, #brandedarticles, also known as native advertising, are paid placements, and they can be very costly. There are no placement charges for the types of articles we write and they are far less expensive.
Second, our articles have far more credibility. Every branded article is required by law to have words such as “advertisement” or “sponsored content” somewhere on the page. Readers know from the minute they read it—if they read it at all—that this is a paid placement and, because of that, may lack credibility.
Third, our articles hang around. In print, branded articles are lost the moment the publication is tossed in the trash can. Online, branded articles are only posted per the length of the marketing contract and then drift into Internet heaven. However, the articles we prepare for our clients are in print and then posted online, where they may stay for years.
Finally, anyone can publish an article or blog just about anywhere online. The astute reader may read the item but with a skeptical eye.
However, if that same article is published in quality, credible publications, readers are much more likely to trust the content. Adding frosting to the cake, the article is also far more likely to get picked up by search engines.
When done right, article placements are a very effective way to sell a product or build a reputation.