There has been a great deal of debate, in recent months, about the role of content creation within a reputation management campaign. Some reputation management pros are clinging to the view that Google’s Penguin update changed everything—that the face of content creation, and of reputation management in general, has been forever altered. Others say that nothing has changed at all, and that we should all just go about content creation as usual.
So who’s right, and who’s wrong? More to the point, what should a good content development strategy look like in the post-Penguin Age? Read on for a bit of historical perspective, and for some tips on how reputation management pros can create future-proof content for their campaigns.
Content Then and Now
The bottom line is that content has always been important—since long before Penguin was a thing. Some say that, back in the Wild West days of SEO, keyword-stuffing and shady link-building tactics worked a lot better than they do now, and that’s true enough. For reputation management professionals, though, the need to create compelling content has always been there. That’s just how this industry works—period.
What has changed, and what is likely to continue changing, is the way in which content is used. Because content use is ever in flux, some reputation management pros feel like developing a good content strategy is a little bit futile. Knowing the basic categories of content use can help you write content that is built to stand the test of time, however.
What is Content Used For?
Content serves three basic purposes:
The Moral of the Story
What all of this means is that content creation has a few very basic, foundational purposes—and for reputation management professionals, content creation is something that simply cannot be neglected. What’s more, these three uses of online content feed into one another—if you’re writing content for your visitors, you’re likely also getting some links from it, as well.
Google may change on a nearly daily basis, but content creation is not going anywhere. Keep these three uses for content in mind, and let it encourage you to keep plugging away at your content development, no matter what kind of algorithmic updates Google unveils.
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