In Part 1 of this series, we discussed why quality content
is important for SEO and how to use social media as a distribution channel to
get your best content out to your audience. In Part 2, we’ll outline how you’re
going to produce all that great content.
The first, and easiest, way to produce content for your
website is to repurpose some of your existing content.
For example, you may
have an article on your website that you wrote a couple years ago and maybe
that article just needs to be updated. This way, you don’t need to start from
scratch.
Besides updating old articles, you can also repurpose
content by converting podcasts, reports or white papers into blog posts. Say
you have a white paper, for example. Maybe you can break that white paper up
into ten blog posts. Genius! You can also mention in the blog post that this
particular tip is from this white paper, and provide a link to download the
white paper. You never know -- maybe your white papers will start getting
downloaded more if you repurpose content in this way!
You also probably have content that you have that you’ve
never used. Maybe you have a video on YouTube but you don’t have a link on your
website to pull that video in. Or, maybe the video’s on your website but it’s
not in your blog. You may have separate followings for your site and blog, so
be sure to post (or link to) your best content in both.
Now, what about all the writing? Let’s say that you’ve
repurposed all of your existing content and now you need some fresh content.
How about starting a blog? Although blogging requires a lot of writing, it
shouldn’t be hard to find guest bloggers. There are many bloggers in your
industry who would be happy to write a guest blog for you in exchange for a
link back to their website or blog. Now, you have free content.
You can also get your whole staff involved in writing your
blog. Maybe each month, X number of people on your staff is responsible for
writing one blog post. They might just enjoy it!
Need more help to produce blog posts, articles, press
releases, etc.? Don’t be afraid to hire freelance writers. There are a lot of good
freelance writers out there for hire. And you don’t necessarily have to pay
them a lot. Find them on Elance.com, Guru.com, Craigslist, or a number of other
sites that connect freelance writers with employers. You may make a good
connection with a freelance writer that you can use on a regular basis.
So, start filling in your content holes. Determine what your
website is missing. Is it press releases? Videos? Infographics? Podcasts? A
blog? Next, determine who will write the content. You? Your staff? Freelancers?
Get your team together. Then, create an editorial calendar for the next six to twelve
months.
Make sure all content is keyword-optimized and
distributed via your social media channels. Once you have good content and
start distributing it, monitor your analytics. See how many people are coming to
look at that content. Is your strategy working? Are your rankings going up? 
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