When creating articles or for distribution to gain exposure and backlinks, those articles must appear objective or many content distributors like eZine Articles and kissmetrics won’t accept them. Further, readers don’t like being blatantly sold.
One way to write an objective article is to make it purely informational. For example, an article written for a company that sells batteries titled ‘How to Replace a Golf Cart Battery’. With this type of article, you hope that someone who needs to replace a battery will read the how-to information and then follow the link at the end of the article to purchase the battery from the article author. But this type of article doesn’t necessarily sell the reader on purchasing a golf cart battery.
For an article to be objective AND promote a product, it must offer a variety of different viewpoints or resources. For example, here are a few recent articles I wrote to promote companies and how I worked in some objective viewpoints.
For a company that offered a 100gig iPod hard drive storage upgrade:
- Title: 3 Ways to Store More Songs on Your iPod
- Points presented: Hard drive upgrade, reducing bitrate, eliminating clutter
For a company that sold white noise machines:
- Title: Unique Baby Shower Gifts- Shopping Outside the Baby Isle
- Points Presented: white noise machine, food processor, hand painted portrait
For a company that offers high-quality replacement windows
- Title: 3 Home Investments that Significantly Reduce Energy Costs
- Points Presented: replacement windows, solar panels, replacement siding
But how can you do that without undermining your agenda? Sometimes an objective article does drive traffic to other resources and that’s ok. If readers honestly preferred the other options you were presenting, then most likely they wouldn’t have purchased your products or services first.
As you can see, the agenda of the company I’m promoting is always the first of a list of three. When writing it this way, you have the opportunity to compare the second and third options to the first.
For example, with the replacement windows article, I could mention that solar panels have a much higher up front cost than replacement windows but does in fact save more energy over the long run and that replacement siding can really add to the look of your home, but doesn’t have as high of a return on investment as replacement windows but does offer more aesthetic value than solar panels. Comparing and contrasting this way also gives you an opportunity to work in more keywords.
As you can see, comparisons of each are objective. Throughout the article, the pros and cons of each are mentioned, but because of that, replacement windows are sold throughout the entire piece.
Objectivity is a good thing for conversions as well. If you only talk about the great things about your product, consumers will naturally want to go check out the competition. When you compare and contrast different options, you can actually create more of a well-balanced persuasive argument than if you were to only talk about the plusses. This makes readers feel less wary about making a purchase since they already know the downsides. At the same time, you have a great article that can be distributed to hundreds of online content providers and really beef up your backlinks.