Most business owners and many online marketers still don’t understand the importance of content in their overall marketing strategy. I have been saying for years that if you want to dominate a niche, you need to be a dominant source of content for that niche. In other words, you need to become THE AUTHORITY for your niche.
Most people want to take shortcuts with their marketing and SEO strategies. I had a client paying me a substantial amount of money to be at the top of Google and it was almost impossible to get them to produce any decent content I could use. They just didn’t get it. I tried over and over to educate them on the importance of this content, but nothing ever seemed to change and I never was able to get the content I needed.
The good news is that most of the business owners still don’t get it. That means that, chances are, you can become the authority in your niche.
Here is a good read on content:
Proprietary Content
This category of content is the most important and will form the basis of SEO, social sharing, and lead- and demand-generation objectives. It’s the stuff your teams produce, completely original and owned exclusively by you. It’s the stuff you write for blog posts, press releases, e-books, conference presentations, original research and static Web site copy. It also includes your proprietary video, audio, webcasts and animated demonstrations. This content also includes your information graphics, illustrations and photos. Whether in-house teams produce this stuff or you hire third parties to produce it on your behalf, proprietary content can only be called that if you own all the rights to it.
Central to the development of all proprietary content should be three considerations (there are others, but these are primary):
1. Your audience, their interests and tastes, and the ways in which they look for subject matter related to your business.
2. Your keyword strategies and SEO objectives.
3. Rising and falling memes and how those relate to or can be leveraged in your own content.
Because it is completely original and owned just by you, your proprietary content is the stuff that will be indexed by the search engines; linked to by bloggers, social sharers and the news media; and referenced in places like academic research or conference presentations. It takes priority above all other forms of content.
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