If you didn’t have any luck finding usable content today, don’t despair: tomor-
row you will work on some easy strategies for creating
Tuesday: Develop New Content
If yesterday’s explorations didn’t unearth any unique, linkworthy, and search-engine-
friendly content for your website, you’ll need to create some new content instead. Here
are two approaches:
• Develop new content in-house.
• Use other people’s content.
You’ll look into these options today.
Develop New Content In-House
Of course, you could hire a staff of professional writers and set them to work full-time
building fascinating, linkworthy content for your website. If you’ve got the budget for
that, set down this book and call HR today! For everybody else, here are some ideas
for building out your website content with limited resources:
Is there anyone in your organization that might be interested in
running a regular monthly (or weekly, but we won’t hope for daily!) column on the
website? Perhaps an “Ask the Expert” or “Helpful Hints” type of column, with no
marketing agenda in mind. Once these columns build up steam, you might even begin
sharing them with other websites through syndication or simply by contacting other
site owners and requesting inclusion. Industry publications and e-mail newsletters are
always looking for new content. But if you’re going to be generous with your content,
make sure you get as much SEO benefit as possible: articles posted elsewhere should
always link back to your website.
Many organizations are finding that the easiest way to keep a fresh
presence on the Internet is through a corporate blog. This type of blog might allow
contributions from many employees or just one. A blog can even be a great format for
posting press releases.
The Need to Feed
As you learned in Chapter 2,“Customize Your Approach,”blog-specific search works differently
than standard search. If your content-building effort is taking you in the direction of blogs, pod-
cast, vidcasts, vlogs,and so on, read on for tips to get your voice in front of the masses:
Ping me, baby
First and foremost,make sure that your blog or ‘cast is set up to send out a ping
to an updating service (such as Weblogs.com,blo.gs,BlogRolling.com,or Ping-O-Matic,which will
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