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Does content or promotion of content elicit links?
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3 Answers
The likes of Dave and I have built solid businesses over the last decade on the backs of big brands and the highest quality content publishers who routinely get their asses handed to them by smaller, more aggressive promoters of their content. Nearly every Fortune 500 CMO or Senior Editor I've worked with has gone nuclear in front of me because some random blogger or affiliate is crushing them for some key query. Be that guy, not "Shakespeare In The Closet".
Chicken or the egg question. Unless what you've said is truly groundbreaking or paradigm-shifting, you need to first have at least somewhat of a reputation to elicit links. That reputation results in "promotion of content."
But I also think the word "content" is over-used. It's not just HAVING content that means something to people. It's having VALUABLE ideas making up that content. You can talk a lot but say nothing...and what good does that do you? But have ideas that challenge peoples' current thinking, or make them think more deeply on a subject, and then you've got something.
Considering David's background I hope he weighs in on his own question. Aside: the egg came first, the first "chicken" hatched out of the egg of its precursor species as a genetic variation (see Darwin.)
I believe that promotion (proto-buzz or buzz-bait, cute no?) fuels and fans the flames of attention and recognition. I think David my have stats on the difference between 1) posting an article and waiting for buzz via a site's current community and 2) the effects of blasting it to a set of the article post services with back links. My guess is that the latter makes for better SEO and entailing second level links before the actual content is fully evaluated.
This does suggest an follow on question: which portends the most long lasting links? My vote here is on the value of the content directly.
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