Some days I wish I was as smart as some of my friends. Today, that friend is Andy Xhignesse, a colleague in Canada doing similar work to what I do here in New England. I read his recent blog post about the content you post online and was inspired by the wonderful metaphor he used for the Internet as it relates to your content.
Andy says, quite rightly, that the Internet is like a library, which makes the search engines Dewey Decimal experts with their little spectacles hanging off their noses while they perpetually catalog the contents of the Internet. Much of the time, he notes, visitors don’t want the whole book; they just want the chapter or paragraph on the particular subject they’re interested in.
The Internet allows companies to develop online content that can be indexed by individual words and phrases, rather than solely by titles of the whole book. And, to continue the metaphor, the “books” on the Internet can be single pieces of information, pictures, videos, blog posts, news articles, press releases, your website, case studies, tweets, powerpoint presentations, announcements and as many other types of content as you can imagine and optimize.
For a time I was the associate publisher at a statewide business magazine. It was exciting to be developing and creating and publishing something that so many people would read and refer to and talk about. This was before the Internet went social and online content became king.
Today, we don’t need access to paper and ink and printing presses to develop the same level of influence. As much as I still adore print media, it’s no longer the only game in town. Now you can become a publisher and your company can develop and create and publish content that your customers, clients and prospects – not to mention your colleagues and competitors – will find valuable and informative.
And the finding it is the key point. By creating content that is based on your expertise and targeted to your audience, you will naturally create content in certain subject areas. By using keywords and phrases to optimize that content, you can ensure that your content is located in the right “section” of the library for your audience to find.
As to Andy’s last point, the more ‘books’ your company has on the Internet, the more likely visitors will find you and ‘check out’ yours. Even better, nobody has to worry about late fees at this library!