A “content writing and publishing” strategy on the Internet can be sustained by building “rivers of information”.
Rivers of information is a term I first heard from Scott Klososky a recognized expert on social technologies. He includes “rivers of information” as part of a 12 step process to gain proficiency with social technologies in the enterprise and SMB terrain.
Rivers of information can be a powerful tool to automatically receive filtered web information on certain topics so you and your company can build knowledge from the global wisdom available on the Web that includes information from experts, non-experts, researchers, news publishers, users, competitors, colleagues, etc. and using them in this fashion even helps marketers conduct market research that provide important insights that help fine-tune their strategies.
But there is another way to consider the use of “rivers of information” : you create them.
Yes, when you decide to implement a content writing and publishing strategy you are actually creating rivers of information for other people. The strategy requires planning because, besides generating the content, you must also define though which channels your content will be published and how will your potential readers find such content. Obviously when you become a recognized publisher as HubSpot or Marketing Profs or Mashable or TechCrunch, you have to worry no more, their prestige has gained them the right to have thousands, or millions, of readers, they have build a “media power”… but it was not for free. They became the media and they planned their rivers of information cautiously at the beginning.
So, if you want to write and publish content, it is not enough to place it in a web site… you have to plan how the information will arrive to your target audience and how such content fits into your digital media plan, if your content is valuable, the recipients will engage and (most probably) will keep reading the next posts.
Rivers of information also serve other purposes of the strategy: they help your search engine optimization as they build relevance for your site and they can feed all your social channels with useful information for all your current followers, a sure way to build brand credibility.
More on this topic tomorrow…
If you would like to design and implement a write and publish strategy and launch a “rivers of information” initiative, contact Prospect Factory
Carlos Guzman D | WSI Certified Internet Marketing Consultant.
