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Are you fed up of spending a fortune on marketing with little or nothing to show for it? If so, expert articles are one of the most powerful and affordable ‘foot soldiers’ your business will ever have. But perhaps you’ve already jumped on the content marketing bandwagon only to discover that it’s a nightmare writing and publishing top-quality articles consistently. If you’re ready to get tangible results from your efforts, there is a more intelligent way to go about things. Read on to find out how. 

It’s no secret that well crafted articles can attract your dream clients and partners from around the world (whilst you focus on other aspects of your business or take a well earned break). Much of the traffic flowing to my websites come from articles that I have written and published on my blog, on external high traffic platforms or in well-known print-based publications.

I have also grown my email database steadily over the years, positioned myself as a credible industry expert and secured speaking engagements simply by educating people via the writing and publishing of articles. The big secret however, is what makes the difference between articles that get read, shared and acted upon and articles that fall flat on their faces.

The first thing you need to know is that you can’t afford to write articles that sound just like everyone else’s does. You need to step back for a moment and ask yourself what makes you different from the multitude of coaches, consultants and providers of high-value goods and services who are rapidly creating content.

Yes, ‘content is king’ and you should be dishing out unique and top-quality information to your readers, but at the end of the day, not much is new under the sun – especially when Google makes information freely available at the click of a button.

The good news is that there may be millions of experts at large but there is only one person with the unique life experiences, business perspectives, passion and ‘voice’ that you possess. So, who are you as a person and what makes you different in the business context? What’s your brand essence and success story? When you develop a strong sense of this and taint everything you write with it, you will STAND OUT and be one step ahead whilst growing your business with Intelligent Marketing Content.

For example, sometime ago I decided to write an article educating members of my Enterprise Network on how to get more results out of business networking. As my business, Creativity and Sense Consulting, has creativity at its very core, I published a humorous yet informative article showing how people behave very much like pets in business networking situations (hint: some curl up in a corner of the room like cats and others get in your face like bulldogs). The article was well received with some readers emailing to say how much they had enjoyed reading it. This presented an opportunity to add value and engage more deeply with my audience.

In a nutshell, whether or not you are writing articles about conventional subjects like book keeping or on more technical topics for the Corporate or SME sectors, don’t be boring and typical – don’t crouch behind the words or hide underneath your expertise. Be confident and allow the real YOU to shine through. This will make building a thought leadership platform and spreading your ideas a far more enjoyable and productive experience. For you – and consequently for your article readers too!

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The Editor

Ogo Ogbata is a writer, teacher, innovator and strategist.

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