Q&A highlights from the session include: What makes good content?
- Quality content is content that answers a question. Regardless if the content is copy being optimized for your site or if you are working on content for your social channels, make sure you have first listened to your audience and design your content so that it answers a question or need of the audience.
- Keywords in content are useful but make sure they’re relevant.
- Content, particularly content for social channels, should be written intentionally as shareable content.
- Write content that your customers will like.
- Fresh content will help you rank well but producing frequent content requires resources. You also need to know your audience and their comfort level for content frequency. It helps to define a rule of thumb for publishing consistency for your audience (twice a week, once every other week, three times a month). Regardless of frequency, it’s critical that you publish relevant, quality content.
- You can overcome resource challenges by creating one piece of content that you can leverage in different ways to show customers you are engaged (i.e., summarize a blog post in an email campaign that then drives your audience to a social channel where they can connect with you).
- Because Google+ is Google’s social network and Google isn’t’ going anywhere, you can’t ignore Google+. Without a Google+ profile you lose an opportunity to be indexed. In particular, make sure all authors of your content have a Google+ profile so that you can benefit from author rank.
- Author rank is based on credibility, the type of content, the author’s audience, who the author links to, and the response to the author’s content.