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2 posts from March 2010

Building traffic by being in charge of a subject

In my opinion, SEO will become increasingly based on a site's ability to provide fresh content. Being authoritative will be less important than being up-to-date. You can afford to make a few mistakes if you busy observing and revising your opinion. People rely on you to know what's going on.  

A List Apart: Articles: The Content Strategist as Digital Curator.2009-Dec-8, by Erin Scime

When a site launches, your audience arrives to learn more about what you know most about. It’s critical to create a content experience with purpose, that is consistent and contextual. This helps to assert your brand’s authority, establishes relationships with your audience, and secures a return visit based on your content’s value. The content strategist-as-curator is the one who makes this happen. How? Exhibit your collection’s greatest assets Just as curators produce thoughtful exhibitions that juxtapose pieces of work against one another to create meaning and spur excitement, content strategists must approach a business’s content as a medium that needs to be strategically selected and placed to engage the audience, convey a message, and inspire action.

Social capital becoming a competitive tool, so be afraid of not having any (via Brian Solis)

Okay, now you can be afraid of not participating in Facebook, Twitter, and LinkedIn. In this brilliant article, Solis points out that if you're not establishing an online reputation, you're falling behind competitively. He also notes that you can't be everything to everybody, so you'll have to prioritize who you're trying to reach (but that's just fundamental to all marketing.) He does a good job of summarizing the implications, and I recommend you read the whole article.

Social Capital: The Currency of the Social Economy. 2010-Mar-2, by Brian Solis

By participating in relevant online communities and publishing content that promotes our expertise as it empathizes with those seeking information and direction in a way that literally speaks to them, we begin the process of building and shaping our online reputation, brand, and persona that traverses virtual, augmented, and actual realities. ... Essentially, our brand as defined by our views, opinions, thoughts, observations, and actions, becomes a social object that requires dynamic cultivation and placement.

So one way of looking at this development is that if you want to keep your market, you better keep them infomed of your thinking.