Content marketing has been a hot buzz word this year and is a verified inbound marketing tactic. The concept is simple – frequently publish unique, problem solving, entertaining and/or thought-leader type content. The content can be in the form of a web page, blog post, download, slides, video, image, widget, audio and anything else that can be published online and provide value.
For years Google’s webmaster guidance has recommended to webmasters to focus on unique value-added content. Unfortunately, many webmasters choose to game Google’s algorithm by manually building backlinks in lieu of creating quality content consistently. There’s nothing wrong with building backlinks, but by ignoring Google's recommendations and guidance completely the webmaster is gaming the system. Ask J.C. Penney what happens when Google’s webmaster recommendations are ignored. If a webmaster is caught the consequences can be devastating to a website’s rankings.
Content marketing is not easy and requires time and effort. However, over the course of a few months it becomes easier and the level of efficiency increases. Also, consider strategies such as content repurposing and inviting guests to blog or do webinars. This takes some of the burden off of daily content production. In addition, leverage employees and their expertise in order to create a constant stream of content. Six months after the content marketing campaign is deployed do an organic search comparison between day one and 180 - the results make the hard work worth it. For additional help with search engine optimization feel free to download our SEO cheat sheet.
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