Content Creation & Digital Assets

Posted on Categories Marketing Communications, SEO/SEM

One of the most challenging aspects of owning or managing a website is the consistent need for new content. Unless a website is frequently updating its pages with new product information or service offerings, it will see its influence, with both readers and search engines, decline over time.

We talked about the hazards of becoming a “tombstone” web property in a recent post.

I’d like to share ways to generate content that not only will help you maximize your website’s visibility, but also improve its usefulness to your visitors.

Leveraging Your Digital Assets

I’ve borrowed a page from the so-called “Internet marketing gurus,” who’ve mastered the art of re-purposing their “must-have” e-book. You, too, can leverage your existing content and enjoy better search results at the same time.

There are portions of your site that are easy to forget: a letter to shareholders, pictures of the company sales convention, a podcast of a new product demo, etc. You may not realize that this content can be optimized for more search value. These are your digital assets. They took just as much time and money to develop as your user-friendly navigation or your killer app.

Optimizing Images

If you’ve paid for professional photography and own the rights, you need to start earning back the money you paid by optimizing those images for search engines. Allow the search engines to reach the directory they live in, and offer a plain image behind any that are displayed in Flash enhancers, so they can be indexed.

You can also leverage your images in social media profiles such as Flickr or Photobucket. I knew a photographer who had a limited budget but wanted to showcase his fabulous portfolio. His web developer set up an account and linked the website directly to Flickr. Unfortunately, the images were named 0700154scl.jpg – not search friendly at all.

Ideally, you want to include alt tags, a link title tag, a proper title (not some number useful only for filing) and metadata inside the images to better associate them with branded and non-brand keywords.

Re-purposing PDFs & Documents

Besides being a great B2B lead generation tool, white papers can enjoy a shelf-life beyond their initial post date. Most companies spend hours developing sales materials, press releases and collateral material as well. Not only do your visitors see this as valuable content, but search engines do too! They are capable of crawling and indexing this content if you provide a pathway to it.

When you post your PDFs, or similar documents, to your site, make sure they contain at least one link back to your site inside the document, preferably with anchor text pointed to specific pages. This is a great way to leverage “free” downloads of your case studies. You’ve now created an incoming link from web properties that have downloaded and shared your content, which helps lift your pages in search engine results.

YouTube No Longer “Kids Only” Content

YouTube is the world’s second largest search engine and a marketing channel not to be ignored. The Diet Coke & Mentos experiments went viral with 11 million views in 3 years. I’m sure every B2B has a “how-to” video just waiting for an audience.

Post the video to your website, and let the search engines get to the files. Give your video its own page with corresponding copy, and submit a simple video sitemap via your robots.txt file.


With these three tactics, you’ve solved the problem of creating new content on a regular basis. Make re-purposing your digital assets a way of life for your business website.

Additional Resources: Optimizing for Universal Search

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