Myths and Misconceptions: The Real Truth About Content Marketing and the Search Engines: Part I
[Editor’s note: This is Part One of a two-part series.]
Lately, I’ve been hearing a lot of people saying things such as: “Google doesn’t like content or article marketing since they changed their algorithms” and “article directories are not useful for search engine marketing and link-building efforts anymore.”
I like to remind people of a few fundamental rules of online marketing, specifically involving content, that virtually never changes and is extremely helpful to know (and do!).
1. “Mix” it up. It’s always a smart thing to have a diversified online marketing mix. I suggest to clients to look at their online marketing plan like a pie, and each slice is a tactical allocation—organic and paid strategies. As with your financial planning ventures (such as with your retirement account), it’s always safer to diversify than put all your eggs in one basket. The same holds true for your online marketing plan. Mix it up and keep it diversified. Some allocations may be smaller than others, based on budget, objective and other variables. But it’s good to spread it out across many tactics and online marketing channels, such as organic search, paid search, social media, online PR, content marketing, etc. Then if one tactic is a laggard and others are leaders, it all balances out in the end. This also helps compensate for algorithmic “bumps in the road” that may temporarily affect your search engine optimization (SEO) and search engine marketing (SEM) efforts.
2. Doing It “Right” Can’t Be Wrong. Google and other search engines often change their algorithms to keep search results relevant and fresh to related queries, as well as impact unscrupulous “black hat” practicing marketers who use no-no tactics such as gateway pages, keyword stuffing, link baiting, link farming, content farming and more. These are the folks who link to irrelevant sites with irrelevant content to the equivalent of content spamming. For compliant content marketers or those using the SONAR Content Distribution Model, the core strategy is to leverage high-quality, useful content through synchronized, synergistic and relevant online distribution. SONAR and content marketing, when implemented correctly, include “white hat” SEO principles. And if you’re using quality, original content with either of those marketing tactics and distributing your content to targeted, relevant sites, you really can’t go wrong.