Historically, when digital marketing agencies venture into content creation, it’s with the hope of increasing the number, or strength, of backlinks. This post however, aims to challenge you to think more broadly about the value of your content.
We, as digital agencies, are not traditional advertisers. Yet global ad agencies are increasingly edging into our field of play, for example, producing integrated campaigns with far-reaching social effects. There is clearly a demand and need for this type of work. But on top of this, it may well be time to use your content for more than just a link-generator anyway. At SearchLove San Diego this year, Tom Capper presented a balanced argument for why it’s possible that links are becoming increasingly unrepresentative of how Google choose to rank your pages.