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Despite the fact that cyberspace seems filled, the world still craves fresh, interesting and unique content. To be successful both online and offline publishers must provide a steady stream of zippy content to catch and retain today's demanding readers and viewers.

Viewers want content that is relevant, interesting, informative, entertaining and makes them feel something. Once viewers find good content they will keep coming back for more. And publishers know that. It's their business to know that.

This content can include a positive article about your company written by a third party. You can take this story and use it as a promotional article for your business.

The article needs to be at least 700 words for widest Internet exposure and not be an obvious commercial for you. In fact, your company name may only appear in the article a time or twoand probably not even in the title.

There has to be an angle or hook about your company that lends itself to a good story. Everybody has a story and most likely you have several angles a writer could use in an informational article.

The third party makes the article appear as if a reporter is doing a story on you and not a promotional public relations piece. To pull this off requires it be written in a lower key. Today's savvy viewers know when they see an advertisement.

A good informational article writer will retain the copyright since many of the biggest article distribution services require the author own the copyright. But you should be able to get the use rights so you can use the article as a multi-purpose marketing tool, especially if you are paying a fee.

Depending on the nature of the article, it is possible to gain widespread exposure for your company including having the article posted on dozens or hundreds of websites and blogs.

You may even find that the article may be spreading across the World Wide Web and if you Google your company's name you might find your own website way down on the search results list.

But not to worry. When your exposure suddenly leaps you should be glad. Remember the article contains the backlink to you so if someone is curious about your business they can just click. And the backlinks pull your own site's search engine ranking up which is what it's all about, no?

The first step is to put the article on your website. Make sure you use the author's resource box or byline to show readers it was written by a third party and not you. If you have a company newsletter be sure to include your

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