Leveraging Assets, Tools and Process-Change to Create Business Stories
In my presentation at ION Search 2013 I spoke about how search marketers can use genuine business stories from which to create meaningful content for earned-link strategies. The main premise of my talk is that advice around “create engaging content” for linkbuilding might be well-intentioned, but it’s no magic bullet. In fact advice like this raises more questions than it answers; like “what makes content engaging?” “what do our potential customers want to know?” “what do we do with the ‘engaging content’”?
There’s so many ways to answer these questions and a sophisticated content strategy will encompass a range of approaches. Much of this is dependent on your business brand- image in terms of what kind of tactics and content-types are fitting. For example an irreverent and humorous social media campaign wouldn’t sit well with a business that manufacturers medical equipment. For reasons of time and brevity I focused on something that every business has in common; which are assets around people, products and policies.