Ezine Articles and Ezine Marketing
Ezines are fantastic marketing tools but good content can be hard to come up with. Here are six easy ideas for content you can use in your ezine.
Share the content burden by partnering with other, non-competitive organizations and individuals. Whether they’re peers, clients, prospects, professional media organisations, industry authorities or whatever, lots of people can be persuaded to give you content if you remind them what’s in it for them: exposure with a relevant audience. This works both on the level of the business, and the individual (smart professionals recognise that their profile within an industry is a major factor in their employment prospects). And it works even better if an interviewee, for example, has their own following, because it can provide an opportunity for you to cross-fertilize your lists. But be careful not to come to rely on third party content – remember it is YOU and YOUR expertise that the ezine is there to showcase! Three tips on successfully sharing the content burden: * Brief contributors properly. Ensure contributors have sufficient information to do a good job for you: be clear on what you want and expect: format, number of words, and so on. * Produce a one-page profile of your ezine to guide contributors. This is the easiest way to keep outside contributors and in-house staff alike ‘on message’. Include information on your ezine’s readership, purpose, history, usual subject matter and business objectives. * Get your deals with contractors straight from day one. If you’re planning a more obviously commercial or ongoing relationship with a contractor to produce content for you, make sure you agree, preferably in a contract and certainly in writing, expectations, rights and obligations, from the very beginning. When should they submit material? How long should it be? Who owns the material, and where and when can it be used? Consider all these issues now, before they become problems later, and take legal advice if necessary.
If you don’t have any budget for advertising in Ezines, that’s okay. One way to approach Ezine owners that won’t have any cost is to reach out to a targeted Ezine owner and see if you can find out what topics will be covered in upcoming issues. If you can successfully find out this information, you can then write an article directly related to one of the topics and convey to the owner that you would like to contribute at not cost. (If they insist, you may offer to set this up as a joint venture ad where you split potential profits). Or beforehand, write a handful of articles related to the general topics covered by the Ezine. As long as your article has solid, free and valued content that will benefit the subscribers, you stand a good chance of having your article included. You should be able to include your contact info in your signature portion at the end of your article.
Use subscriber feedback as a source of, or inspiration for, content. With a reasonably sized audience, you should start to get feedback from subscribers anyway, so comment on their feedback, or ask if you can reproduce their comments verbatim. This can be a way of garnering feedback, generating content AND getting more customer contact, particularly if you offer incentives for feedback. For example, you might offer a 20% discount voucher for your store each month for the subscriber who provides the most useful feedback on what they like about your service. Not only can you learn about what you’re doing well, but you can package it into ezine content in the form of a ‘good news story’, AND get to build the relationship with your happy customer when they come in to use the discount.
Once you’ve completed your pre-advertising homework, you’ll want to figure out what type of ad you want to place. The basic choices are solo ad, sponsor ad, classified ad or a joint venture ad. Negotiate the cost of your ad directly with the Ezine owner. Consider your budget and plan on testing your ad to smaller groups of say 10,000 to 20,000 subscribers before going big. Never spend your entire budget on one ad. Be absolutely sure to use a solid ad writing strategy. (Stay tuned as this will be covered in my next article). This is vital if you want to grab people’s attention by rather blatantly letting them know you can help solve their problem, get them involved by providing some form of education, figure out how to let them know what you have is real and can work for them, and of course getting them to take ACTION! If you don’t follow the basic marketing steps in a congruent fashion, the system tends to break down and your efforts are not as effective.
Confirm the placement of your ad with the owner and be sure you actually see it yourself in the proper issue. Make sure you double-check your tracking URL before submitting the ad so you can track your results. When your leads begin to come in, calculating the cost per lead will help you determine the effectiveness of the ad campaign.
So, you can promote your product easily, if you have the strong and powerful tool ezine marketing with you. You can increase the sales by following the two simple tips. One is you should create your ezine with useful information and with some spicy jokes or entertainment. The second thing is you should allow your readers to participate in ezine writing.
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