In today’s world, content has so many requirements. It needs to be smart, witty, resourceful, and entertaining. It also needs to be fresh and generated constantly without delay. Understandably, this content creation machine needs more than one person fueling the fire. Enter third-party content onto the scene. Not only can third-party content help you build content on your own site, it can also enable you to expand your brand if you’re interested in being a third-party content creator yourself. Are you ready to learn more?
Why is Content Important?
In his Forbes article “Content Marketing Strategy: Tips for Distributing Both On-Site and Third-Party Content,” Kristopher Jones discusses the world of third-party content, specifically content distribution.
If SEO is top of mind for your brand, a good mix of on-site blogs, third-party guest blogs, and publication publishing will get you there.
Search engine algorithms are now a fine-tuned science and are amazingly smart. They rule out the content that doesn’t matter (creation is just the tip of the iceberg) and they give critical weight and emphasis to solid useful content. In other words, never create content for the sake of creating it because algorithms and search engines will call you out.
If you’re looking to raise the likelihood of your products and services showing up in search engine results, hone in on your on-site content and capitalize on longer-tail terms within your blogs. If you are looking to build and strengthen your backlinks (which builds up your website’s credibility), third-party published content can work to your advantage. When content is published on a third-party guest blog or publication, make sure you get a backlink to your site if possible. It gives you credibility, authority, and SEO value. In general, you’ll also improve your backlink strategy through constant blog updates due to the increase in keywords and sharing boosts. Plus, the more engagement you have, the better it is for rankings.
Netting it down, why exactly is third-party content important beyond SEO? Simply, it’s a brand builder. When quality content is published (whether it’s a third-party on your site or you on another website), you are establishing your business (and possibly yourself) as an expert that deserves to be heard. Your business suddenly isn’t a salesperson, but rather a landing place for actionable information and useful steps to take. While that may seem indirect, it is this content expansion that builds your brand.
How to Build a Content Team
Now that you have the why, let’s move to the how.
In his Social Media Examiner article “How to Help Your Staff to Curate Content,” Aaron Orendorff uncovers the process of building a content creation team.
The first step in building this important team is to build a structure that identifies the coordinator and the group of contributors. This makes it clear of exactly what needs to happen and who holds the responsibility.
The coordinator has a big job. What are the topics that the audience cares about and wants to read about? For instance, is this group of people clamoring for the latest details around email marketing strategies or do they just want to be entertained? The coordinator must identify all these hot topics and compile a list. Without this, there is no point to publish anything.
Once the topics are firmed up, it’s time to find the right contributors. These are the expert resources that are best suited to provide value to these topics. That means you may need to search far and wide for the best people, and don’t stress about the time it takes to do this since the payoff in the end will be huge.
The coordinator needs to be specific around the details. How much content needs to be produced? When does it need to be delivered? The contributors need all this information before setting off with their mission.
Then, it’s time to collect. This author mentions various content collection tools that can help gather and schedule content in various forms like blog posts, infographics, charts, videos, and more. These tools are quickly summarized below.
Slack: This tool is focused on topic-specific channels (i.e. #products) that allow contributors to create content for channels they resonate with. Contributors can also share their content suggestions here.
Trello: This is a social media collaboration board that can be organized by type of content, whether it’s an image or slide deck.
Memit: If there are multiple users that need to contribute directly to topical collections, this is the appropriate platform. The coordinator can also share content directly to platforms like Twitter, Facebook, Google+, and LinkedIn with metrics visibility.
What Do You Think?
Have you tiptoed into the waters of third-party content as either the receiver or the contributor? Did it improve your SEO? What other top benefits did this content strategy bring to your business?
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