Content marketing has become every marketer's favorite topic in the past year. And for good reason. The benefits to your site SEO and overall traffic volume, as well as the fodder for social media sharing and conversations are well documented.
It is also rather well known that more frequent generation of content is better. This helps you raise your visibility for Google's Freshness algorithm, show them that you are managing an active and vibrant site, and provide relevant content in a wide range of long tail topic areas. And it also gives you a frequent chance to share your thoughts with your social networking contacts.
In a perfect world, this all makes sense. But as we all know, the world is far from perfect.
How does your content stack up against the work of others? Quality, entertainment value, and writing skill all play into the equation. Quantity alone won't cut it.
The slideshare below (authored by Velocity Partners) reviews this situation in more detail. It also raises a very important point - are we on the verge of having content suffer the same negative connotations as email marketing? Is there such a thing as content spam?
Sadly, the answer is yes. I've seen it a thousand times. Some bloggers are masters at building headlines that earn clicks. While that is great, it's nowhere near enough.
Headlines don't earn shares, only the initial click. If the writing stinks or is shallow, marginally useful material, no one will share it further. Basically, it fails to accomplish the very purpose of writing it in the first place.
They introduce a concept of your "Content Brand", including commentary on how to build one. They are definitely onto something, so take a few minutes to scroll through all of the slides. It will be time well spent.