Search engine optimization and publication
With updates to Google's algorithms that reward high quality content from reputable sources, publishing is becoming an important part of any organization's internet marketing strategy. In-house publications like blogs and whitepapers are valuable, but so is getting company content published on outside websites, according to Search Engine Watch. The larger and more reliable the publisher of this content, the better. Here are some tips on how to approach corporate Internet publishing:
- Choose an author with a positive reputation, if possible. If there is an employee at the company that desires to publish externally who already has a personal brand built around thought leadership, have him or her author the article or guest blog. This sort of reputation may be built through designing a product, speaking engagements or a strong online presence.
- Pitch to the appropriate website. Organizations should consider which online publisher would be best for their content. Considerations like the number and quality of visitors and the connection of the website to the industry are key. Of course, the more well-known a publisher is, the better chance a business has of its content being seen.
- Ensure that the content for publication is informational in nature. Over half of search queries are for informational content, according to Search Engine Land. Content for publication should follow the general principles of content marketing.
Publishing corporate content on an outside website will drive leads to the organization itself and increase its online reputation, making it an excellent choice for online marketing.