Finding a company that develops a well blended mix of articles for your website is only have the battle. 

Many internet brands have purchased significant amounts of content over the last year without having a clear plan of implementation.  They’ve jumped on the content bandwagon and made purchases based on recommended keyword phrases and guestimations according to how many pages their competitors possess. 

In theory this is a step in the right direction but without a clear road map and infrastructure to manage the site most of these investments have not generated a significant ROI. 

If an internet brand truly wants to establish itself as an authority there are certain measures that need to be taken internally to ensure the success of a well developed content campaign.

My Point:

What sites typically earn the highest amount of Page Rank? 

CNN - 9 out of 10

ESPN - 8 out of 10

LATimes - 8 out of 10

SearchEngineWatch - 8 out of 10

These sites are building organic links daily due to the pure volume of fresh content being added to their sites.  It is much easier for a publisher to link to one of their articles than to rewrite or cover one.  These one way links pointing to the internal pages of a CNN.com or an ESPN.com are helping them build link popularity which intern helps them with their organic rankings when new articles are added. 

What publishers and online marketers should learn from this? 

1) Train or hire someone to manage the content of your site on a daily basis. This person should be writing new articles, posting on the corporate blog, developing a list of site favorites for news rewrites, looking for potential interviews, partnering with sites that are relevant in nature for content swaps, and much more… 

2) If you aren’t trying to become an online magazine but want to have a site that is managed like one, find a company that can do it for you.  The only company that provides this comprehensive of a content solution that I know of is this one boutique agency located in South Beach and Santa Monica by the name of Content Kings Media Group. (wink, wink)

3) Treat your site like an online magazine.  The moment news breaks that directly or indirectly affects your business/customers you should be covering it.  How else are you going to grow into a trusted authority of up to date information?

4) Buying content because you read in a blog or forum that content is king is not the right posture to take.  Develop your strategy first and then deploy a progressive content campaign.  Combine free sources of content with your article purchases to maximize your dollar. 

-Tom Elliott