Content Marketing – more than just more buzz…

13 Mar

biggest-content-marketing-challenge

I was talking at the Dublin Digital Media Summit last week, along side a lot of much brighter than me colleagues from the digital world. The common theme. Content. Web site content, blog content, social media content, mobile content, all interconnecting to improve the overall performance of a client’s digital marketing.

Why is content so central to the conversation?

Because people are becoming more engaged by good content, and rejecting the bad.

Google, which is the central platform for most digital marketing activity, has made the quality of content the prime mover for their search engine. The days of writing blogs that have little or no value, and are only posted to increase the number of times a word appears on a site are numbered. Links being the main driver for search can actually be risky, unless they are genuine and deemed valuable, as JC Penny saw when the bottom dropped out of their search.

The phrase ‘Thought Leadership’ has been around for a few years now, but it too has a value, as Google promotes the author ranking of a writer to increase the value of a blog, depending on their digital presence, and the content that they have created in the past.

Social media content is becoming more important, as Facebook Edge Ranking will quickly drop your brand off a news feed if there is no interaction. The currency for Facebook is not likes, it is engagement.

With the emphasis on content, and author ranking, Google+ is playing a more important role in search marketing, and links from a web site to an author, who is also on Linkedin, can help  your search performance.

If you want to hear it straight from the source, follow Matt Cutts on Twitter, he is Google’s head of search compliance, and worth a follow.

If you want to know more, give us a call.

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One Response to “Content Marketing – more than just more buzz…”

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  1. Content Marketing – more than just more buzz… | Kenneth Carnesi - March 13, 2013

    […] Content Marketing – more than just more buzz…. […]

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