SEOmoz Whiteboard Friday - Generating Unique Content from Scott Willoughby on Vimeo.
Not let's dissect what Rand Fishkin is saying here and how it relates to Search Marketing via Business Blog Software...
The Need For Unique Content....the search engines want new content because that makes the searchers happier. At the end of the day, the more fresh content, the better.
I love how he talks about the search engines desire for fairness. He says with linking there is a problem of "only the rich get richer" and you need to counter that by showing a lot of "diversity in the results." This is exactly why every organization should be doing what Gartner advised and starting a widespread Corporate Blogging program.
Let's start with what Rand calls Editorial Content. Seth Godin calls these stories. At Compendium Blogware, we advocate freeing all of your employees to blog. Let them tell the stories of the company, the customers, the problems they solve and the people they help. Even developers or guys on the loading dock can be potentially valuable content providers. The video talks about how Editorial Content is hard to scale, but don't overlook your fellow employees.
He talks about Machine Generated Content as well. Of course any content can feed into your blogs and should, so I'm not going to talk too much about that here.
Finally, Rand discusses User Generated Content. What he misses is how easy it is to get UGC if you only ask. Rand talks about building community etc... but the simplest and most reliable way to get User Generated Content is to use your email program to simply ask.
I've seen many successful programs that trigger an email after an experience (a sale) "Hey how do you like your new xxxxxx?" "We have this blog and would love to feature your story...visit this link and tell us all about it.." (see example here....)
Something that simple can generate literally hundreds if not thousands of user submissions. You just have to make it easy (something automated email does) Check out this example:
2nd Generation Blog Software makes this all pretty easy. Give it a try and see for yourself.
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