In a world of SEO, does content matter?

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Well, yes. If you have bad content then it doesn’t matter how many people come to see it. Consider this visual from Mark Smiciklas.



Wait, it’s worse than that. If you have bad content, then the more people who see it, the worse off you are. Because now you’re simply broadcasting the fact that you suck.

I would argue you’re better off with great content that only a few people see — because at least those few people will have good things to say about you.

About 10 years ago, I was involved in a magazine that was all about business-to-business commerce. Our readers were intently trying to build e-commerce platforms that would increase the velocity of their business; our advertisers were trying to sell them 7-figure solutions to do so. But the discipline was in its frontier days, and much of what they were doing was first-generation inadequate.

The problem wasn’t that the e-commerce systems failed. It’s that everything else was built for a slower world. Warehouses weren’t organized well enough to handle the high-speed demands of e-commerce. Inventory wasn’t well-enough planned to keep fast-moving items in stock. Shipping contracts didn’t include the kind of pick-up and delivery guarantees that e-commerce requires.

Companies could take the orders with lightning speed, but then the old, slow processes took over.

Which resulted in what became known (at least in my own head) as Rosenbaum’s Law: Enabling e-commerce at a company with bad processes merely makes those bad processes apparent at a much higher speed to a much larger number of people.

The point: Make sure you have something intelligent and/or compelling to say.

Then communicate it.

Then — and only then — promote the heck out of it.


About the Author:

Bob Rosenbaum is founder and principal of The MarketFarm, a content-oriented strategic communications firm.

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