How to Make a Good Investment in Content


[YouTube, 5:08]

You know what they say, you get what you pay for. Is cheap content going to cost you more in the end? How can you think of content in more holistic terms and get more bang for your buck?

The prevalent thinking, says Wil Reynolds, CEO, SEER Interactive, is how can I write a piece of content for $25, post it on a site, and get a link. That's fine, you get a link today. 

We talked about how what we learned in the sandbox applies to search, then we got more granular and took a pragmatic look at writing content to help people become more educated and make better decisions about a topic.

Last week, Reynolds showed you how you can eliminate risks in Web content production by doing 3 things. For the final installation of this series before the Conversation Agent Workshop, we look at how to make a good investment in content.

The search community and marketers need to look at problem solving for a better use of their resources. Looking more broadly at running your business by solving problems for certain people. SEER Interactive, for example, solves the problem of being found on the Web through helping you with organic search.

How can you help people figure out what it is they are looking to achieve? If it makes a sense to put a link in there, great. The idea is to diversify by contacting authors, contacting people with popular YouTube channels, there are many ways to produce high quality content with people who already have social proof, instead of sending something out to an anonymous engine writing content shop.

For the Conversation Agent Workshop, Reynolds will challenge us to do what we may be thinking of doing with bad content with good content and actually get leads from it. Why don't we turn it from just getting links, to getting leads.

There is a different way of going about that.

Separating myth from reality — if you don't get links to your site for the words you're trying to rank high for, you're probably not going to win today. We will learn how a keyword that has a lot of competition can rank high.

From time to time, it happens that it wouldn't, but that's an anomaly, says Reynolds, and he's been doing this work every day of his life for 13 years. If someone comes to you and tells you not to worry about links because Google has gotten it figured out, don't believe them. It doesn't.

What Google is going to look for is thought leadership. When it starts to figure out who are the right people when I type in "wine", for example, it should reward their links. How do I get a link from Gary Vaynerchuk? I probably need to develop something that is extremely relevant on wine and is very, very good.

When Google figures out that Gary Vaynerchuk's profile looks like "this", those links have more value — that's what Google is working towards. Anyone can put up a Website and post content to it. Getting juice on content from people's social profiles, now that is a much better indication.

So the challenge is how are you connected with people in social? So when Google figures out how to integrate that, what side of the fence are you going to be on?

Will you get blindsided? Or are you building a site that saw this coming for years and started making investments today and connecting with those thought leaders so that they want to follow your business and want to talk about what you offer?

That's what we'll be preparing people for in the workshop. It's coming, It's just a matter of time. Don't wait this one out.