The creation of valuable content represents the key goal in both marketing and search engine optimization. This content should be diversified and include press releases, bylined articles, e-newsletters and blogs, to name a few. The most successful campaigns will be organized into a time-related effort; for example, we recommend one press release per month, one blog entry every week and an e-newsletter every other month.
By following these guidelines, companies will create more content in the long run than if they exceeded these frequencies in a more organic approach. Moreover, they will be complying with Google’s overarching goal in search engine results: the location of valuable content. This white-hat approach to search engine optimization always works best because Google is continually updating their search engine algorithm to foil those who try to cut corners to manipulate the results.
In determining the nature of the content created, it is always better to create “evergreen” material. Evergreen material stands the test of time; that is, the information will possess a generic aspect so it won’t become stale or dated. Evergreen content will continue to draw readers on an ongoing basis.
In the creation of valuable content, some basic writing skills must be employed. While ideally the content will be drafted by a public relations professional, often the CEO or another executive must act independently. We suggest following three basic rules; 1) Do not subordinate your ideas with “that” or “which;” 2) Avoid using the verb “to be” in favor of most active and colorful verbs; 3) If you can say something in two words instead of three, do so; economy of writing always works best.
Of course, the writing also depends upon the format you are using. Press releases are best for newsworthy material, a change in personnel, procedure or new products. Bylined articles demonstrate your expertise in various topics and establish you as a guru. Newsletter articles must cover topics of general interest to your industry. We will delve into these formats more deeply in subsequent entries.