March 19, 2015: In his latest ClickZ.com article, Didit’s Kevin Lee discusses “content oblivion,” the place on the Internet where good articles go to die. He observes that even when such articles are vigorously promoted on social media, “visibility on these fast-scrolling social streams may last for less than a minute. Google will spider it, of course, which means your content will enjoy a shadowy afterlife in the long-tail query space. But aside from that – it’s just another pebble scattered on the Web’s infinite beach of content.”
Kevin recommends several methods to save your precious articles from oblivion. First, by building sharability into content using his Yearbook approach to content marketing. Paid promotions may also be effective, although Kevin cautions that content marketers shouldn’t start buying clicks “without carefully mapping out what you’re going to do with these people once they arrive. Think of your articles as “social landing pages” that drive people further into your web of influence.”
Guest-blogging and syndication are also powerful oblivion-fighters. Although there’s no direct SEO benefit in doing this, guest blogging both introduces content to “other people’s audiences” and can add prestige. Finally, Kevin recommends that content creators plan for intelligent reuse of the content they create. He notes that “having an inventory of long-form, high-quality assets such as e-books is critical for the inbound marketing method to work,” but generating such content can be expensive. To shave costs and cut production time, such e-books can be incrementally created using sets of thematically related blog posts that are staged out over time.
Read complete article at ClickZ.com: http://www.clickz.com/clickz/column/2399487/fighting-content-oblivion
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