I need an article that introduces small business owners/entrepreneurs who ARE NOT internet savvy to:
old school on/off page elements such as meta tags, keyword density, inbound/outbound, 1 way - 2 way links, submission, google site map, a few tricks
Discusses Google's adwords (ppc and cpm models) as well as a few other ad networks such as msn, yahoo, ad brite.
Article should recommend starting with Google ppc adword campaign because of tighter control while optimizing ad campaign and website/sales optization using split test/placement control then scaling winning ads to other cpm models and other networks.
Should also caution readers about focusing only on CTR without lead/sales conversion consideration but should briefly cover benefit of higher CTR in terms of discounted CPC and better positioning at lower cost.
Social Media Marketing:
New, improved seo. SE's prefer it because ranking is largely determined by non-employee humans which alleviates SE's burden of algorithm tweaks to thwart black hat abusers, etc...
-List popular social sites and briefly describe what they do and possible marketing benefit... facebook, myspace, twitter, digg, you tube, etc...
Briefly discuss the term copywriting, what it is and how it helps convert eyeballs into leads, leads into customers.
Cover some examples of small tweaks that could be made to improve performance and demonstrate long term benefit of incremental improvement... ex. improve eyeball to lead conversion from .15% to .30% you double business... but convert resulting lead to sales conversion from .15% to .3% you've quadrupled your business.
suggest some things that can have more dramatic improvement in conversion (headline, call to action, business designed for market (consumer might respond better to single page long letter - business exec might think single page long letter looks amateur and leave witout reading copy).
Discuss necessity of tracking and analytics and briefly cover a/b split testing and multivariate testing pros/cons.
Don't suggest solutions. Just briefly discuss the concept and pros/cons of analytics, ad tracking, split testing (a/b and multivariate).
This article should have some beneficial information but it will be used to promote a seminar that covers these topics in depth so provide useful content but leave them wanting more info.
You can suggest word count and bid accordingly.
I'd prefer a 1 day turnaround if possible.