The white hat SEO mantra tells us that content is king. Of course, this is true and creating content that is engaging, relevant and link worthy takes time, skill and, sometimes, a lot of money.
Whether the cost of great content is associated with your own time or an actual line item expense to hire someone to write for you, there is an expectation that great content is going to offer some organic benefit to your business website. Unfortunately, he notes, that doesn't happen automatically and great website content still fails or is outperformed by inferior content, because it wasn't marketed properly.
Great content is simply an asset. It is an opportunity to utilize its SEO benefits in a link, increased rankings, more sales or organic traffic.
However, content needs to be nurtured so that it can grow and work to a business's advantage.
Pushing Your Content
The idea behind nurturing content is to work to have it linked repeatedly.
Let's say you have a great piece of video content. Just uploading it to YouTube and hoping that it is found isn't going to work.
Whether it is a video, an infographic, a how-to guide, or any other form of content, businesses need to get the word out. This can be done by sharing the content on social media websites, with industry bloggers, journalists, on content directories and with customers themselves.
The bottom line here is that when you publish a piece of great content, you need to link to it from every social media site possible, to ensure that everyone in your network is aware of it. It should also be mentioned in press releases, forums and on industry blog. This is the best way to ensure that your great content doesn't go unnoticed.
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