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Introduction of Content Marketing

Creating great content, publishing it, and then promoting it effectively for increased business visibility can be referred to as content marketing. This can be a great way to build your reputation online, and can be used to bring prospective customers to your web site, as well as obtain high quality links to your site.

As always, there is a right way and a wrong way to go about doing this. The key realization is that the primary goal for a content marketing campaign should be to build your reputation and visibility online. Consider what Matt Cutts had to say in a 2012 interview he did with Eric Enge (http://www.stonetemple.com/matt-cutts-and-eric-talk-about-what-makes-a-quality-site/):

“By doing things that help build your own reputation, you are focusing on the right types of activity. Those are the signals we want to find and value the most anyway.”

Here are some guidelines on how to approach your content marketing plan:

  • Focus on developing the best strategy to build your reputation online. Make this your first priority. Publishers that focus on obtaining links as their first priority can too easily lose their way and starting doing the types of things that the search engines do not like.
  • Develop a content plan that closely relates to your business, mission, or vision. The great majority of your content should be on topic, though it can also be quite effective to publish occasional pieces of content that are off topic if they are worth remarking about, and that attract attention to you.
  • In an ideal world, build a plan that combines publishing great content on your site, a strong social media plan, and publishing great content on authoritative third party sites. This provides you with a way to build your audience by gaining exposure in places where your target customers can already be found with giving them a reason to visit your site.
  • While building your reputation is the primary objective, you should also look to obtain links back to your site in the process. When you publish content on third party sites make sure that any links back to you are ones that a reader of the article might be interested in clicking on. This is a key way to validate that you are implementing your content marketing effort in an appropriate way.

Building a powerful content marketing campaign will likely take some time and you can’t be afraid to experiment with different ideas and learn what works for you. If you are a small business owner with very little time to invest, you may need to be quite a bit more  focused and implement only pieces of a full plan as well.

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Content Marketing Strategies :

Content can be marketed in many ways. Some of the most basic strategies include:

=> Guest posting :

This is the practice of creating new content for publication in the blog or article stream of a third party web site. We will discuss this more later on in this chapter in “Guest Posting” in Developing content
for third party sites.

=> Rich Content for Third Party Sites :

This is very similar to guest posting, except it is not intended for a third party site’s blog. This type of content is designed for  publication on static pages of the partner’s site. This will be covered in “How to Design Content for Third Party Sites”.

=> Content syndication :

You may have quality content placed on your site that others are interested in republishing on their sites. This can be a very effective tactic, but it can come with some SEO risks if it is not done properly. We will discuss this more in “Proper Use of Content Syndication”.

=> Social media :

Social media sites such as Facebook (http://www.facebook.com), Google+ (http://plus.google.com), LinkedIn (http://www.linkedin.com), and Twitter (http://www.twitter.com) can be used to promote content on your sites. These will also be discussed more in “Social Media Networking”.

=> Viral Content Creation :

Publishing content that has the potential to go viral can help you rapidly gain exposure to your site and your business. This is not always so easy to do, but this is discussed more in “Creating Link Worthy or Viral Content”.

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