Publish or Perish: The New Rallying Cry for Businesses that Want and Need an Online Presence

Publish or perish, a long-time requirement in academia has left the ivy-covered walls of college campuses and has become the rallying cry for businesses as well.
Search engines are demanding new, relevant content and companies have had to find ways to fulfill that need— not such an easy task when the rules on how to do it change almost daily.

Publish or Perish Rules

To help you better grasp what to do with your online content, here are some rules.
•    Be Relevant—Online content, and I cannot stress this enough, must be relevant to your topic. For example, if you sell apples you write about apples, apple orchards, recipes for apples, why apples are healthy for you, how apples compare to other fruits, and where people might purchase your apples, etc.
•    Be Direct and Concise—Make sure your text is to the point. Google picks up the first 50 to 60 characters of a description. Choose your working carefully. If it doesn’t explain who you are and what you do then potential customers won’t find you.
•    Include Active Verbs— When someone goes to your website, you want them to take action. What type of action would that be? Is it to get them to drill down for more information? To contact you for an appointment? Or to make a purchase? Your text should reflect what action you would like them to take.
•    Be Informative—Search engines, Google, in particular, prefer web pages that have at least 300 words and articles with a minimum of 500 words. Although some companies have had great results with longer more involved content (2500 words or more). If you’re going to post a long article or blog, make certain it contains information that will bring value to the reader.
•    Repurpose Content—If you’ve written an article, you can take some points from it and create a tweet. Or use it for a blog or a blog series. You don’t have to keep reinventing the wheel.
•    Curate Content—Determine the information your customers or followers are looking for. Then find and share the best of the information on this topic.
These are only a few of the ways you can create relevant content for your website, blog, online articles, etc.

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