Avoid Credibility-Destroying Content Spam

Avoid Credibility-Destroying Content Spam

December 28th, 2012
Avoid Credibility-Destroying Content Spam

Google's spam-fighting algorithms have made it harder than ever for content marketers to use cost-effective promotion strategies. Inexpensive techniques are easier to execute and abuse, which makes them more susceptible to being penalized in future Google updates; harder strategies, meanwhile, are less scalable and profitable. When balancing the fine line between using low-cost, low-value promoting strategies that work for now and long-term, non-scalable solutions, here are five trends to keep in mind when developing your 2013 content marketing strategy.

1. Quality Content Rules
Clients are shifting not only to higher-end writers, but to subject matter experts. In 2013, demand will increase not just for good writers, but for good writers who know their stuff, to increase in 2013.
 
2. Content Needs a Voice, Personality, or Branding
The mere presence of evergreen content will no longer rank for your keyphrase because your competitors have the same content. Marketers face the challenge of separating themselves from competitors not by price but by brand or personality.
 
3. Longer, More In-Depth Articles
The easy stuff has already been done, often to death. Longer articles tend to get more interaction. The insight represented by those pieces builds brand authority, builds trust with your clients, and improves conversions.
 
The trick with longer articles isn't the word count but the ideas and concepts delivered. A concept or argument that adds to the knowledge graph will usually result in a longer article simply by its nature.
 
4. Social Media Grows in a Link Building Role (Especially With Bing)
The multiplicity of platforms means adapting or prefacing content for each social media platform. While this doesn’t necessarily fall in an SEO’s traditional bailiwick, agencies can help their customers out by preparing social-ready content.
 
Instead of creating just a piece of on-site content, have a tweet and a preface for Facebook or Google+ ready. That way, when you deliver, the client can easily promote the content. It can be as simple as asking your writers for a short summary or teaser.
 
5. More Multimedia
Recent studies have shown that photos boost post interaction. Videos have a similar but smaller effect.
 
Ensure that your visuals have the proper textual corollaries to be found. Use alt tags, captions and descriptions to enhance your visual content and improve accessibility. Videos should have either a script, edited for readability, a transcript, or at least a summary.
 
Some are already proclaiming infographics as passé, but there is still a case for these visual content pieces.
 
Together, we see the need for an overarching content strategy that coordinates written, video, and visual content pieces with social media that fully engage audiences and add to the knowledge graph.
 

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