In previous blog posts we discussed how building authority is an effective business-building tactic, and an important component of building authority is building a robust “content web.”
What is a content web?
A content web is an interlinked network of content that is strategically posted to a number of media properties. So, for instance, you may have a white paper or position paper that you’ve developed and posted to your website. That’s great, but if you stop there you’re missing a tremendous opportunity for inbound marketing and search engine optimization. Consider developing an extract and posting it to an article site like ezinearticles, or building a lens on Squidoo that highlights key concepts. Post a summary and link to the article at Facebook or Twitter. Ask other industry experts to comment on your content at their blog.
If you’ve been in business for any length of time, odds are you have content that you can use to build a content web. Mine your communication materials, including sales presentations, industry statistics, white papers, product specs, support documents, etc. Even marketing brochures and product sheets can provide great content that can draw prospects to your website.
Remember, because of the sheer number of registered users, there is a lot of SEO ranking power to sites like Squidoo, Facebook, Twitter, YouTube and other “social hubs.” Leverage this to build quality links to your content, and you’ll pull prospects from these sites to your website or blog.
