Spreading Your Content Around…you hussy!

We often expound here at Constant-Content on the pragmatic value of Content to your site's search engine ranking.  But there is another way that content can be used to increase the value of your site.

One of the most important indicators of the success of a website is the presence that the site has in other corners of the web, not just the position that it sits in the search engines results pages.  When consumers are searching for information on a particular subject they often turn to blogs and advice sites to start their info-gathering process.  When we see names on these respected blogs, advice or news sites, we begin to develop a sense of the experts and trusted names in the particular field.  This presents a particularly unique opportunity to develop a non-commercial version of your business message.

The first step to successful message placement is to build a list of topics that you would like to be seen as an expert on.  As yourself what solutions you are providing to the consumer, then try to imagine the tentacles that radiate out from there.  By developing a good list of top level topics and lower level topics that you feel would appeal to your clients, you can build a set of articles that cultivate your 'expert' status.

Once you've done this, you now need to have the articles written.  It is important to remember that unlike articles on your site, these articles need more expertise language than sales message.  Avoid making these articles too direct in their underlying call to action.  Authors should stick to generating solid, well researched information and you will be ready to begin placing these articles in front of your potential clients.

The next thing to do is to find the best places you can post these articles.  Look for busy blogs in your space, advice columns, or even a wikipedia page if there isn't a lot of other stuff already out there.  Send out lots of emails asking if you could publish one or two posts, and all you ask is that you get a byline at the bottom of the page.  Most sites are looking for more and more content every day, so you should find a good reception for these inquiries.

Good luck and remember, expertise is something that people depend on to make good decisions on the internet.  Use content to position yourself as an expert in your field.

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