Crafting Content in the Social Web

There is a lot of talk about chasing search engines with ‘relevant’ topics to grab more eyeballs for your website or blog. What’s often missing in these discussions is the simple fact that you’re running an organization, and the goal is to reach people. So why are we crafting content as if we’re talking to dumb machines? The advent of the social web requires that content be engaging and part of an ongoing conversation. An attractive website by itself is simply not enough, it needs to be a living, growing entity, something that dynamically moves with the market. In short, your site needs to be social. Weigh your social content strategy at the outset, but don’t delay too much: If you don’t update key online channels your brand will read as ‘stale,’...