Creative Content Marketing & Blog Auditing

Content was king. That is until it started to become poorly curated. Whilst marketers realise the importance of content they completely misunderstand the principles of curation. The very nature of relevance and visibility means that there’s a constant need for new content, but this is at the cost of engagement and longevity.

ThinkSearch have a slightly different view of the world. While we appreciate the needs of the algorithms we also see a bigger picture – one where the value of content can be extended, and one where the depth of knowledge of content is more greatly appreciated. 

The practice of SEO these days can quite heavily be one of content marketing. A good SEO strategy will involve research and auditing to determine the needs of those users that may be more willing to link to you and share your content, but this content, just with any content you publish on your website needs to be seen as part of your network and curated as such. How often do you review what you’ve written over the months and years and refer back to it via citation?

Strengthening your offering, as the publisher that brands are having to become, is not the only aspect of this brave new world. Another big consideration is authorship.

To layer on top of it’s automated technical link-based algorithm Google is also now starting to look at who has written which articles and bias it’s results based on criteria to do with this association. In the future the more well published you are the more visibility your content will receive over your peers and competitors.

In an article today that AOL’s CEO Tim Armstrong backs up this fact with his observation on how their bet on content strategy would save AOL, and it appears to be working.

A video-based creative content marketing strategy might not be accessible to all but ThinkSearch would certainly suggest starting with blog auditing. Do you know what content you’ve published has been working better and why? Do you know who it reached and how? Even a simple WordPress plug in can help breath life back into a blog that has become a dumping ground for content on the advice of your SEO agency.

Content can be king again, but not until it receives the contextual associations it needs to keep on receiving, both from citations (internal and external) but also from association with an author.