Half the art to getting found on the Web involves putting out great content. Your marketing communications writer needs to know this and produce accordingly.
A post at Problogger this week extols the virtues of linking to other content on the Web: Linking reinforces the relationships – both human and digital – that make the Web go round. A quote at the end of the post from Google’s Matt Cutts:
I would recommend the first-order things to pay attention to are making great content that will attract links in the first place…
Your writer needs to know that her job is not merely to generate copy to keep up with everybody else. Her job is to create valuable content that will attract eyeballs and prospects and links (“oh, my!”).
Here are three things that will help her succeed in that:
- Your keyword basket. If you’ve done the research and know the keywords you’re chasing, use them liberally. After you’ve enhanced your Web pages with them, have your marketing communications writer use them in press releases, white papers, case studies, blog posts and industry articles.
- Your messaging. “Great content” is the right message in front of the right reader, eliciting the right response. If your messaging emphasizes how safe your products are, you don’t want your writer wasting words on how economical they are; that’s off-message. As a marketing manager, you should know your messaging and be able to articulate it to outside writers.
- Your competitors’ copy. While your competitors zig, you should zag. Whatever they’re doing in their copy, you should be doing something else. A good writer can use competing copy like a bumper on a billiard table to bounce your content into a different direction and help you position yourself differently.
Once you have the great content, you can take it to the Web and social media teams and have them hang it in all the right places.
photo credit: WolfgangRieger