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Article Marketing: Revised
Published By Google+ started 10+ years ago as the world’s first automated article distribution service and made a huge impact on online marketing worldwide.

Article marketing became an industry in its own right, millions of articles were submitted worldwide, article directories burgeoned everywhere, and numerous competing article distribution services sprung up and borrowed our model.

Unfortunately, despite our best efforts through our own editorial controls, spam content also proliferated. This gradually decreased the effectiveness of article marketing over the years and forced Google into numerous algorithm updates such as Panda and Penguin.

Of course, written content is more important than ever …

But you have to use it in the most effective way to meet the changing online environment.

So how should you now approach creating content, for the purposes of growing traffic, building your online visibility, and putting your business in front of people you want to attract?

This post examines a revised approach to article marketing that I’d strongly recommend.

It’s nothing particularly new. In fact, this approach forms the very root of content marketing, which is a very powerful way to build your online presence.


1. Create Content For Your Own Site First

The traditional article marketing model is based on creating articles in the first instance for other sites (eg. article directories), letting them take the value of the content in exchange for:

  • Â A link back to your site; and
  • Traffic from people who read the article and clicked-through.

This was fine when that approach worked well for SEO and such links bore fruit.

However, with Google’s various updates over the past couple years or so though, the approach is not as effective today as it once was. The main benefit now is direct click-through from the readers of your articles, thereby siphoning off some of the traffic these other sites receive.

But with the links no longer passing SEO benefits to your site, it’s vital to build the authority of your own site in other ways. And that means ensuring it’s rich in high-value content.

The quality of your content enables your site to be worthy of good rankings in its own right. You also get the added advantage that you can now rank for many different keywords (including long-tail) for all the different content your site contains.

For the majority of businesses, the best way to approach this is to have a blog. A surprising number of businesses still don’t have a blog or see it as particularly important.

Instead, unless you’re happy to rely completely on paid traffic, a blog should be the very foundation of your online marketing strategy.

Your blog allows you build a solid (and growing) body of valuable content. It’s very search engine friendly, attracts links from social media and other sites, and enables easy interaction and communication with your community.

So you publish content to your blog in the same way that many of us used to publish articles and submit them to other sites.

Your blog content can (and probably should) be richer content than the standard free reprint article. You can easily incorporate powerful imagery, videos, and so on. None of this was possible with article marketing which was mainly text-based.

And because it’s on your site, take care to give as much value as possible. Make it as high quality as you can. As your content builds, offering real and increasing value to your visitors, your site gains authority and organic traffic starts to grow.



2. Then Syndicate It Elsewhere

Only once you’ve got the value from your content for your own site should you think about passing that value around. The idea is to get your content in front of new audiences on other sites. These other sites usually enjoy far higher authority and traffic levels than your own, which you then use for the benefit of your business.

And no, I’m not talking about article directories, although they can still play a part as described below. Instead I’m referring to the following approach.


A. Use your content for social media updates.

Use your content to help keep your social media profiles active, build your social media following, and attract audiences to your site.

For example, when you publish a new post, send out a few hand-crafted Tweets over the course of a few weeks or months linking back to your content ( has just launched a service that takes care of this for you automatically).

Update your Facebook page, post to Google+, share on LinkedIn …

Plus the fact that you now have a blog with high-value content means that other people can share your content over social media too. These social signals are increasingly important in how search engines now judge the authority of your site.

In the same way, you should be sharing other people’s content too, where it’s relevant to the type of person you want to attract. This builds your social media following, as well as your own authority. It also makes it more valuable when you do link back to your own content, because you’ll have more followers than you would have had otherwise.

(Generally speaking, although it can seem counter-intuitive at first, you get the best results by sharing a lot more of other people’s content than your own. BTW,’s service can take care of this too, making it a whole lot easier.)


B. Repurpose your content in other ways

Interestingly, it’s no longer so important that your own site ranks well in the search engines. It’s equally important to have a diverse range of content on other high-authority sites, indirectly attracting your audience and funneling traffic to you.

It also makes you a lot less vulnerable to future Google algorithm changes. You’ll have a wide range of sources for traffic referrals., and won’t be wholly relying on your own site occupying a particular ranking position.

Having said that, you’re far less vulnerable anyway. You’re concentrating on building the value of your own site, as described above, rather than the SEO hack ways of old, and search engines will love you. It frees you from the torturous cycle of SEO uncertainty.

Create other types of content based on the original blog post by repurposing it as follows:

  • Create a presentation and upload to SlideShare
  • Create a video (even based on the presentation above) for YouTube
  • Share images from your post on Instagram and Pinterest
  • Rewrite your post as a free reprint article and submit to top article directories – this is where the more traditional type of article marketing still plays a part. It will only take half an hour or so to do (or a few dollars to pay a writer), and remember the remaining article directories tend to still be high-traffic sites. It can still therefore be worth doing, as the idea is to get your content – your business – in front of as many different audiences as possible.

And so on …

All of which of course gives you more material for providing value to your followers over social media.


In Conclusion

So in brief, article marketing is no longer about solely creating articles for other sites like article directories, which article marketing was generally all about. Instead, your articles and other content fits into a much broader content marketing strategy:

  • Publish content to your own blog first – this is the jewel in the crown of your online marketing activities
  • Syndicate it elsewhere:
    • Use the content for social media updates, attracting followers and driving traffic back to your site
    • Repurpose it in other ways too, so the same content (albeit repurposed) has multiple ways in which it can show up in search engines and an high-authority, high-traffic sites

In this way, you gain a number of strong advantages for your business, such as:

  • Increased authority, credibility, and online visibility
  • Loyal social media followers; and, of course …
  • Ttraffic to your site.

This is how strong, resilient businesses and websites are created.

NOTE: Please be aware this content may now be outdated. For the latest quality content on how to build massive publicity for your website, please go to The vWriter Blog - Helping Businesses Grow Traffic, Build Engagement, and "Be Everywhere"

One Response to “Article Marketing: Revised”

  1. In this post on “Article Marketing, Revised” the suggestions that you offer;
    1) post articles to your Blog
    2) submit those articles to social media (I understand that Pintrest has a large following) have a lot of value.

    I am publishing to your site and it is doing a fine job of posting the content and articles, this all drives traffic back to my WordPress blog, “Walking Smart Over”. This article is valuable for most article writers.

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