The ‘Why’ of Content
A phrase often uttered where online marketing is discussed is ‘Content is king’. Even the search engines are in on the act, with many of their guides directly mentioning to keep tabs on content, it’s creation and how you have it on your site. What no one has really every asked or wondered in these discussions, seems to be the why part of the equation, why is content so important.
Firstly, content is a rather broad term, it can be text on your site, images, videos, interactive forms, almost anything you can place on your site to engage visitors is deemed as content. Once you have your content on your site, it’s up to either yourself, or your visitors to spread it around the web. Some of the faster ways you can do that for yourself would be via a Twitter or Facebook feed, obviously one with your clients as followers. The idea is that your followers link to your content, and help spread the word that you’re the leading authority in widget and doohicky sales in town.
This is where your content has started to generate back links to your website, and where your authority can be proven in your niche market. This you could call the third step of being relevant in the search engines, as the path to this point has been Content -> Followers -> Back links. If you follow the hype that the greener SEOs out there try to sell, it’s that you have no control over who links to your content, and to a degree they are correct. Almost every small business owner out there doesn’t have the hours in the day to devote to creating content, monitoring followers and the policing where there links are coming from. There aren’t really even that many who know how to view their backlinks profile in a search engine.
This is where a small portion of the real search engine optimization work comes into play, online body guards. It is in our best interest to ensure that any single backlink you have coming to your site, is from a reliable and relevant source. Once you create your content and make it available online, it’s in the wild and you really do have no control over who links to it, but we have the time, the expertise, and the steps in place to take care of who links to your site and content. So in the end, a simple four steps as to why content is king could be viewed as follows:
Content -> Followers
Relevance < – Backlinks