What's Your Content Strategy for 2012?

Since the New Year is less than a month away, the next few posts are going to focus on ramping up for a successful 2012. Today, we're going to discuss how to get your content strategy in line.

What Does Google Want?

During 2011, Google made several changes that had a significant impact on the way they view content. While many Internet marketers were left scratching their heads throughout the year, two things were made very clear by these changes. The first is that quality is of utmost importance to Google. Although quality can be a somewhat subjective issue, the important thing to remember is Google uses general signals and guidelines to determine the quality of content.

The other thing they made clear is that for topics that change, they want information that is relevant and fresh. While this doesn't impact every business, it does have an effect on many of them. As a result of these two key takeaways, a big focus of your 2012 content strategy should be quality over quantity. This means that instead of cranking out three articles on closely related topics, put the same amount of time into creating one article that can be viewed as an authority resource on the topic.

The same can be said for blogging. Instead of feeling the pressure to blast out multiple posts a week, invest your time into a single post each week that people are going to truly like and want to share with others.

Should You Do Article Submissions?

Although backlinks from article directories may still pass some link juice, it's safe to say that the heyday of article submissions is over. Not only have the bulk of the articles in these directories turned into web pollution, but it's important to remember that even though they're not great, it still takes time to write these articles. As a result, you're much better off investing the time it would take you to write a couple of low quality articles into a single guest post for another blog. Unlike most article directory submissions, publishing a real post on another blog means people will actually read it. This can result in potential customers finding out about your business who otherwise may have never been exposed to it.

Do Press Releases Still Matter?

Press releases can still be an effective form of content. The problem is most people seem to forget their purpose. Although they're commonly used to build links, this isn't their primary function. Instead, the main goal of a press release is to get the attention of members of the media who have an interest in what your business is doing or announcing. While potential customers may see your actual press release, it's generally a tool that can be used to persuade reporters and bloggers to write about you. Since you want people to write about you, make sure you only use a press release when you actually have something to announce.

How is your 2012 content strategy going to be different from your strategy over the last year?

About The Author

Brian Waraksa

Brian Waraksa, founder of Raxa Design in Houston, Texas has been in marketing and small business branding since 2002. He writes the Raxa Design blog on issues affecting small business marketing and corporate brands.

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