Insights on Marketing & Technology

Create original content and avoid the consequences

A high-frequency output of relevant, original content can have a measurable impact. Using real life examples, this article discusses how producing one’s own content can affect SEO and what the consequences can be of stopping.

  • By: Bernt Elkjær Pedersen
  • Published: 13-05-2014

CONTENT MARKETING IN BRIEF 

Searching the Internet you can find many blog posts explaining how traditional SEO techniques are not only outdated, but also counterproductive. Today, the most powerful marketing tool is content. This especially holds true with content that is original (i.e. written by you) and relevant to the recipient. It should be tailored to their interests rather than to search engines. 

We all know the basics, but sometimes it can be difficult to see the direct association between writing a blog post on a Wednesday afternoon and increased business revenue thanks to increased search traffic. A lot of companies leap into content marketing without giving any thought on how to determine the KPI’s. 

Therefore, it’s nice to refer to some examples from the real world once in a while. 

CONTENT MARKETING IN PRACTISE 

The graph below illustrates a website that continually and frequently posted its own content. The purpose of posting this content was to establish the company as experts and thought leaders in the particular subject area that the website was dedicated to. The content was of high quality, and as a result, created many loyal readers from the business sector, increased search traffic and steadily increasing SEO visibility. In short, it was a success. 

But then it happens: The production of new and original content comes to a hold due to a strategic prioritisation. Instead they focus on recycling existing content. Basically, some good ol’ articles are reused and rotated on the front page. 

A question comes to mind. Are there any negative consequences when recycling content in terms of SEO even though the content still holds a lot of quality? 

If we look at the graph then the answer is yes. This is noticeable in the last quarter. It’s not a major disaster but the SEO visibility has stagnated and steadily decreased from the point in time where content creation stops. 

THE SPILLOVER EFFECT 

A fun twist to the end of this example is that the website didn’t exist in complete isolation – it was linked to and from another site in the same industry in a sort of “curated content” approach. The purpose of doing this was to achieve a spillover effect to the benefit of both sites. 

In the graph below, observe that the affiliate website (illustrated by the green line) actually follows the website with the original content during the increase in SEO visibility. 
When the production of content is stopped the SEO visibility for the affiliate website is also decreased. 





Let’s follow the lines. On several occasions they peak in the same places. This is rather remarkable when you consider that the affiliated site was not just some contact info page. It had a lot of self-produced content and less than 5% of the content was actually linked between the two sites. 

WHAT IS THE LESSON LEARNED FROM THIS? 

For starters, when your boss says, ”We don’t need to create as much new content, we already have a lot of content that we can use”, then you can show him/her these graphs. 

It shouldn’t hurt your SEO visibility to much if you slack on your content creation for a short while. However, it will come of a cost of lost momentum 

It has always been a rule of thumb with content marketing that you have to produce content that is original (self-produced), relevant and interesting to your targeted audience. Output should be relatively fixed and without too many fluctuations. This rule of thumb is clearly true in the above example. 

CONTENT MARKETING IS THE TOOL FOR GETTING RECOGNIZED ON GOOGLE 

Customers navigate their way through an excess of marketing and communications channels and each customer is guided by their own buying and decision making processes. This is a major change from just a few years ago. 

A potential customer who visits your website and interacts with your company and brand is, to an increasing degree, expecting quality content. They expect that you will know what type of content will be most relevant to them and that you don’t “push” content that serves you own interests. 

Google tries to honour this expectation through search results. Through Google, you are therefore rewarded for producing content that others find interesting and useful. 

This is what Google Panda and Penguin updates are all about. If you have experienced a sudden drop or increase in search traffic and SEO placement, have an online marketing agency find out whether or not this correlates with a Google update. By doing so, you will be able to figure out if it’s your content marketing style that is the cause of these results. 

This way, content marketing is key when you want customers and leads to find your business in web searches. It also facilitates keeping your customers interest over the long run. 

Create a blog that addresses the challenges of your customers, produce videos, write your opinions on social media, or come up with something completely different. But make sure your messages aren’t saturated with sales pitches and don’t stop producing content because you think you’ve created enough. It will never be enough :-) 

Bernt Elkjær Pedersen 
Bernt Elkjær Pedersen is Senior Marketing Architect at Increase A/S. 
Experience includes 9 years as CMO of a listed IT company and 8 years in solution sales.

This post originally appeared on www.increase.dk/originalt-indhold, and is published with permission. 


This post originally appeared on conversionscientist , and is published with permission.

- See more at: http://www.marketcommunity.dk/Content/articles/MARKET-72---Marketing-Automation/3-must-use-Facebook-ad-tactics-for-2014#sthash.kjYLthP7.dpuf

This post originally appeared on conversionscientist , and is published with permission.

- See more at: http://www.marketcommunity.dk/Content/articles/MARKET-72---Marketing-Automation/3-must-use-Facebook-ad-tactics-for-2014#sthash.kjYLthP7.dpuf
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