Do you really need a hyper-optimized website to 'get found' in search? I don't think so any more and +Mark Schaefer and +Jay Baer seem to agree. Is it now ok to start 'building on rented land'? This example from my own Google Plus Page and website might be interesting to you…

Originally shared by +toddlohenry.com

The new “liquid” model for content marketing strategy

I read an interesting post by +Mark Schaefer of +Schaefer Marketing Solutions on this new 'liquid' model and I agree — it's time to start building on 'rented land' [follow this link to read his article: http://www.businessesgrow.com/2015/07/06/content-marketing-strategy/].

This page is a good example of why. In the past 30 days, my content on this page has received 57k views as opposed to 1,202 on the website. If my primary purpose in using any tool is to 'get found' in search, then it's much smarter to post the content here than on the site. I think it's also important at this point to mention that I'm a WordPress developer and I have taught Content Marketing, Search Engine Marketing and Social Media at the college level so my site is well designed and optimized for search — even with the technical advantages I have, my results on Google Plus are 57x better!

For years, I have been teaching 'don't build your house on rented land' and that you need to take a blog centric 'homebase and outpost' approach to content marketing but thanks to +Daniel Treadwell's excellent SM2WP WordPress plugin, I don't even have to choose between the two strategies of 'homebase and outpost' vs. 'liquid'! I post my content to my Google Plus page and then once per day, my WordPress site collects my Google Plus posts and turns them into blog posts. In this way, the site is archiving my thoughts so that people only need to go one place to find them but I'm no longer emphasizing the blog in the way that I once did.

As we think about how to apply this approach, I think many benefits become apparent — not the least of which is we don't need to spend as much time or other resources on website development. I still think that WordPress is the best platform for content marketing but the site itself is just not as important when we have tools like Google Plus that help us get found better and faster. Agree? Disagree? I'd like to have your comments, please…



For the first time in history, the platforms are dictating our content marketing strategy instead of the other way around. Here’s a response.

Originally posted to Google+ here.

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