Fresno, CA -- (SBWIRE) -- 07/22/2014 -- Guest blogging was probably the biggest buzzword throughout 2013. SEO professionals and online marketers preached the value of this tactic for building links, brand authority, credibility, and myriad other benefits. For many marketers, that was all turned upside down when, in his January webmaster video and blog post, Matt Cutts made the startling and controversial pronouncement: “Stick a fork in it: guest blogging is done.”
In response to misinterpretations of his statement, however, he scaled his announcement back by differentiating ‘good’ guest blogging from bad. In short, ‘bad’ guest blogging means doing so solely as a means of getting links; ‘good’ guest blogging means contributing excellent content to build your audience and reputation.
He writes: “There are still many good reasons to do some guest blogging (exposure, branding, increased reach, community, etc.). Those reasons existed way before Google and they’ll continue into the future.”
Guest blogging will continue to remain an excellent strategy for building your audience, your brand and your personal thought leadership plan. And yes, those inbound links will still count. However, spammy, low-quality guest blogging is a thing of the past, and smart marketers will focus instead on using guest blogging for the many other benefits it provides
SEO is becoming more expensive as it becomes more difficult to get inbound links and create link-worthy content
Pre-Panda, producing content that would rank highly was relatively easy. Slap up some keyword-rich content, get a few keyword-rich links to it, and you were good to go.
But as ranking well becomes more difficult, marketers and business owners are realizing the need to increase their investment in content creation and link building in order to rank in the search engines.
Roles like Content Manager, Director of Content, and Content Marketing Officer (CMO) are becoming increasingly mainstream, as is the outsourcing of content creation and link building. I predicted the rise of this responsibility in a June 2013 post titled “The Job Title That You’ll Need to Hire by the End of 2013.” According to recent research by Kapost, 54.1% of marketers are prioritizing content marketing team hiring above any other sub-discipline.
This hefty investment in content creation and SEO is meaning brands are having to carefully re-evaluate the types of content they’re producing, and actively track whether that content is helping them achieve their goals.
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