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We all know that content is king nowadays for those who are looking to boost their organic online presence. With most back links being devalued considerably, and Panda chewing up inadequate content left, right and centre, it is becoming incredibly daunting for those looking to promote their businesses online. How can they get ahead?  Google tells us to create as much useful and informative content as we can, both for our own websites and sites we are looking to promote our brand on. Links from these authority, external sites do still hold value, both as links for Google, and traffic for your businesses. This posts looks to explore the ways that we as marketers can promote content, for ourselves and our clients, and gain not just authority links, but brand authority and traffic for our websites.

Brand Is So Important Now.

Before we look at how to promote our content, we should first think about what sort of content we are looking to create. Google is chasing brands big time now. It wants to see authority in its search results. Content, therefore, must be created to appeal to both your potential clients, and also your peers. Your peers can help add authority to your business by following your advice and information.

For those within your industry content should be informative, contain tips and insights. You can release strategies that work for your business, and explain how those looking to emulate your results can do so. This will help elevate you within your business community, and gain links from sights that are going to be niche related. Those links are incredibly important for ranking on the search engines.

For potential customers there is no point trying to capture their attention with overly complex strategies and info graphics. Simplified advice that is specific to the particular problems you help your current clients overcome is going to be more readily digested and appreciated. You can also inform potential customers and clients why the strategies or products you offer are so useful in what they can do, and achieve for those who use or buy them. You are always going to be trying to promote your services at the same time as you are going to be advising and informing. This is a very important skill to be able to learn. There are many companies that market to their customers as if they were marketing content to their peers. Most of the time the level of understanding is going to be massively different.

By marketing content effectively, as suggested above, you will see your brand authority and exposure grow. Your own business community and also your targeted clients and customers will begin to associate your information with the niche that you are in, or promoting. This is what Google wants to see, and this is what will help create,  “Domain Authority”, and cemented rankings, high up the search engine listings.


Some of the ways you can promote content


–        Guest Posting. You can find blogs, and places to post content on most sites nowadays. You want to have authority to make sure that any links pass on a decent level authority to your site as well as traffic. If you are writing for potential customers and clients you will look for blogs and sites that are frequented by these people. You should apply the same logic when looking for places that are going to be used by your peers. You posts should be written with your target in mind and be at least 750 words in length. You should clarify how many links you are allowed, and where the site owner is happy for them to be placed. These links will bring you traffic, and heighten your sites authority in the eyes of the search engines.


–        Onsite Blog. Your own website should have a blog attached to it. This blog should be updated regularly, I would say at least once every two days, depending on your targeted keywords competition levels. You should different posts, some for peers, some for potential clients and customers. The quality level should not drop. This is your site after all. Once written, posts can be tweeted, Facebook added, Pinned and any other platform that you may be a member of. You can interlink posts into your own website. Google likes to see sites that have a lot of useful and valid interlinking between pages. Each blog post should also have a title, Meta data and pictures alt tagged. You want these pages to be found by the search engines and indexed. Remember also that nowadays long tailed keywords are losing their value, and keyword stuffing is not worth the hassle. Just write about a subject that is relevant to any keyword you are looking to rank for and make sure that the content is of a quality that will be read by your target audience and appreciated.


–        Social Media. As I have mentioned above, social media can be used to promote all posts and content that you are writing, or have written, to your followers or “friends”. It is worthwhile creating promotions to get your customers to join you on Facebook, or follow you on Twitter. The more people you have to read and follow your work, the more your brand will increase, and your website will obviously feel these benefits. Cross referencing between posts and perhaps articles you have written, can also be a good idea, if you have other material that is relevant to something that you are currently writing. You will have to make sure that his is okay with whoever owns the site you are writing for.


–        Article Writing. Does it still work? It does if you write something interesting or useful and don’t send it out to more than 1 outlet. You also need to stick to the authority article distributers like Ezine, though Squidoo is very much in favour with Google. Make sure articles are at least 700 words, ( I know the minimum is 500 words, but more content is better now), and are associated with keywords predominately in the title. The whole flow of the piece written should be done for someone to read it, as opposed to just getting hold of a link. You should write with exactly the same discipline you use to write guest posts. Do not over use article submission platforms; they are not as potent at syndicating content as they once were. A good article can still be picked up by multiple sources and this gives exposure to your content. Links will follow once it is syndicated, and these links will be from interested parties. The better quality content you write, the more quality links you can expect to see coming back to your site.


Businesses of any size can use content of marketing to enhance their presence online. Marketing agencies that work within the SEO framework should be doing this already anyway. The value of the links that come from marketing good quality content around the web will always have a lot more value than the created links of yesteryear. The thought process should go beyond link building anyway. Traffic will be created from people wanting to get to your site, because they associate your business with the information or promotion that they have read elsewhere online. Traffic is important. Traffic creates links on its own. Traffic comes from strong links that have something to offer the people being targeted. Quality content does this, and is the only effective way to promote your company effectively posts 2012.


This is a guest post by Daniel Vassiliou and the opinions expressed in this post, are the ones of the author. He is the CEO of www.enduranceseo.com, and has been involved in internet marketing for over 12 years now. If you want to get in touch with Daniel you can follow him on Twitter @enduranceseo. He will be happy to discuss anything related to seo and content marketing, and is happy to offer advice to businesses that may well be looking to enhance their own online marketing strategies.


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