Post Panda and Penguin updates, content marketing has taken center stage and has become the holy grail of linkbuilding. Recognizing this trend, SEO practitioners have joined the bandwagon leading to a content arms race.

In today’s Whiteboard Friday, Rand Fishkin talked about winning the content arms race. Now that everyone is investing in content marketing, how do you get ahead of the competition? What are the things that you can do to outperform your competitors?

Watch the video below to get the answers.

Video Summary

To summarize Rand’s points, here are his recommendations on how you can win the content arms race:

  • Choose some creative content formats – Traditional content marketing such as setting up a blog, using articles and sending out white papers are no longer enough. If you want to win the content arms race, you need to think outside of the box. Some strategies that Rand recommends are the use of webinars, slide shows and creating videos. He also encourages conversations such as the use of Q & A types of formats, forums and blog comments. Rand also recommends using comics, quality graphics and interactive tools.
  • Share information that others are unable or unwilling to share – Publish the results of your research or case study for public’s consumption. Replicate previous research and studies and do it better. Be consistent with your content marketing and make sure that you give premium to quality over quantity.
  • Build a community – According to Rand, it’s a valuable asset to have a community for marketing content. If you don’t have a community of your own, Rand recommends inviting people who have established their own community and ask them for contribution. Sometimes, you would have to pay them or offer them something of value.
  • Invest in places where your competitors are not – Rand points out that you should consider targeting the long-tail in your content marketing. Considering that these are less competitive and that your competitors may not be investing on them, you have a bigger chance of success.

Do share your thoughts and comments. Your recommendations are most welcome. Thank you and you enjoy your weekend. :)