Jeff Korhan has been sharing his knowledge of how to market your business online for years now. He has seen changes both big and small. Here are three rules he sees as vital for content marketing in the future.
One of my predictions for 2012 was that the quality of online content would rise to meet the expectations of the general public.
To be honest, while that is exactly how things are playing out, even I have been surprised by some of the developments.
When you make predictions, it’s easy to look back and point out how you made the right call. Yet, if you are being honest, you often have to admit that how everything unfolded wasn’t exactly what you had envisioned.
#1 – Quality is More Important than Frequency
It goes without saying that quality is always important, and Google certainly made that clear with their Panda update last year.
This is one of the primary reasons I made this prediction, and why I changed my frequency of publishing to 3-4 times per week to deliver consistent quality. What I did not expect is that the traffic to my site would actually go up as a result.
For the most part, evergreen content is responsible for the consistent traffic to this site, and I suspect many others too.
Thus, creating more of it will serve to sustain that traffic. That’s my new plan, along with occasionally serving up some casual observations such as I am in this post.
I happened to notice earlier this year that my friend Chris Brogan is adopting a similar practice. Chris is one of the top business bloggers worldwide, and someone who has singlehandedly published on a daily basis or better for quite some time.
I was used to reading new articles from Chris every single day. Now, when nothing shows up in my news reader for a day or so I find myself intentionally going over to see what I’ve missed. And isn’t that the idea behind content marketing – to attract an audience and keep them interested in more?
Sometimes I learn I haven’t missed anything. Though, it’s interesting that I have been conditioned to make the visit, isn’t it?
So, it seems the old rule of publish or perish is becoming less relevant.
#2 – Original Perspectives are Essential
There are simply too many media outlets summarizing the news – we don’t need another.
Today I came across another me-too article on the death of QR codes. The commentary was the same as dozens of others that have been published over the last year or so, with exactly the same message – we don’t know what will happen, so we’ll have to wait and see.
It’s one that provides absolutely no value, and yet surprisingly still gets published on more than a few reputable sites.
If you are going to go to the trouble to share information, take a stand. Even if you are wrong you will get us to think – and there is value in that.
Will QR codes last? My most recent article is an in-depth study of 2d codes (QR codes and MS tags), and how they can be used as mobile triggers. Quality articles such as this take time to prepare – more than I care to admit.
To read the rest of this post, please go to http://www.jeffkorhan.com/2012/03/new-rules-information-marketing.html Posted with the permission of Jeff Korhan.
(Photo by pedrosimoes7)
