• TopRank , Monday, January 21, 2008 11:15 AM

Lee Odden serves up a set of content management strategies that go beyond the basics of SEO, including the need to develop a content promotion plan. By planning content ahead of time (much like magazines do with their editorial calendars) you give the search marketing team time to brainstorm ways to promote those articles, videos and blog posts via social networks, deals with other Web sites in your niche, and possibly even paid search campaigns.

Using social media effectively is also key--but so is understanding how each channel works, be it a widget, a Twitter or Facebook account, or an avatar. Odden used the example of a blog devoted to puzzles that used a group on Facebook to drum up interest and drive traffic, and kept group members continually updated about new content via a Twitter account.

Lastly, Odden says to make the most of Universal Search. Take a step back and think about all the assets you have, from articles and press releases, to images, videos and podcasts, and make sure to seed your content with these kinds of multimedia.

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