Public Relations & Social Marketing Insight

As more companies move to embrace content strategies as part of their SEO efforts, we hear over and over again from all sources that the key to getting those content pieces found is about creating good content that users find engaging. Don’t worry about old school SEO tactics – write good content, and they will come. Not so easy, is it? Millions of items of content are generated online every day, and chances are not all of them serve the reader. And realistically, can we expect people to read blog content from every company they might purchase from? Would you, in your own personal time? Do you regularly read your own company’s blog?

In the absence of good strategy, content marketers sometimes end up using easy metrics to prove success, and those metrics don’t necessarily rely on the quality of the content. Using the wrong metrics to prove the value of content can result in false success reporting, and therefore masks the reality of wasted content efforts, and stops you from getting better....