"Search has been less and less relevant since Facebook released News Feed. Now we get the vast majority of our traffic via social, and about 1-2% from search"
– Chris Dannen from Fast Co Labs
"We benefited a ton from an early SEO audit thanks to IAC's SEO pros, but once the right framework was in place, it's been up to us as content creators to really dig deep into Google Analytics to determine where the opportunities lie…"
– Jordan Shakeshaft, editorial director of Life by DailyBurn
"None" was another person's response to my question about the role of SEO within her company. "There's very little of actual value in it for us." This from a respected British magazine.
In preparation for this post, I started thinking about publishers and their plans for 2014, specifically their growth strategies for the coming year. My thought was that as the publishing industry usually leads the way when it comes to new content techniques and products, it is at the forefront of publishing initiatives. As publishers blaze new trails, we as consultants have the opportunity to learn by proxy, observing what has worked and what has not. These observations can then be applied to our own clients' content creation. In this post-panda arena, the scramble to produce high-quality, compelling content is as real as ever, and lessons need to be learned fast. Let the publishing industry be your guide; come, walk with me.
In researching this post, I spoke to a combination of editors, industry analysts and publishing company employees. The quotes are representative of my contacts and their responses, but it is in no way comprehensive for the publishing industry as whole.
As per the quotes above, the sobering reality is that, at best, publishers see SEO as just one small part of their marketing strategy. Moz's very own legend, Dr. Pete, has been trying to tell us this for a while, encouraging the search community to look beyond rankings. Our goal as consultants is to continue to add value in this altogether more varied landscape. The good news is that we can if we leverage our technical knowledge and use this to present some of the newer ideas, beyond our usual scope, to our clients.
This post is an examination of some of the other opportunities publishers are pursuing this year, along with my dreams for what they could be doing and some tips on how to present these ideas to clients.
What are publishers doing for growth?
1) Investing in site redesigns
The internet was all aflutter earlier this month, when The New York Times launched its site redesign. That project, in addition to generating buzz, traffic, and links, was the site's first major redesign since 2006. The main visual changes include:
- Changing of fonts and font colours so it more closely resembles the print edition. The links from the home page to the categories page are now black, not blue for example.
- Article comments now appear on the right-hand side of the article, allowing comments to receive the same level of visibility as the article.
- Infinite scroll, rather than pagination.
- A much more minimal look on article pages with more white space.
This redesign freshens up the look of the page as a whole and the cleaner, sparer UI is more in keeping with what other publications are doing. This video from Fi talks us through its process for redesigning USAToday.com, which has several design features in common with the Times' update.
The insight: Good design matters.
Your access point: When presenting ideas of this ilk to your clients, it is important to be in cahoots with the designers. Your aim is to collaborate in these projects, ideally from initial conception. The advantage of being an outsider weighing in on a site redesign is that you are invariably not bound by the limitations of a CMS or the like; you are free to see the site and where it stands in relation to industry competitors with a detached view. You can represent SEO and call on your experiences with redesigns to offer suggestions.
2) Embracing social
You probably already know that social networks are an increasingly important means of discovery, and amongst the under-45s, they are the most popular method of finding content. Social becomes more and more important as user groups get younger. For example, 44% of 18- to 24-year-olds rely on social, versus just 19% of users over 55. This is illustrated by this graph from the Reuters Institute's Digital News Report 2013:
Clearly, if you wish to build long term trust with your users, social networks are critical for getting your content in front of younger users. It goes without saying that social networks are also now critical for engagement among all age groups.
What is surprising is the extent to which publishers are still missing this opportunity, whilst newer companies such as Upworthy and Buzzfeed are swooping in and winning traffic. This recent article from the Media Briefing visualizes how some of the media players are doing on Facebook, and the newsworthy part is that none of the more established players feature at all. In short, they are not getting it right. The winners in this particular data set are companies that have been formed within the last eight years (Buzzfeed was formed in 2006, Upworthy in 2012); the Huffington Post is the old guard here, and that is only nine years old.
The results are clear Upworthy and Buzzfeed have mastered the sort of content that gets people sharing. Whilst the audience may eventually tire of cats in unlikely situations, photoshop-shaming, and listicles, you can be sure that both companies are investing time and effort to evolve from their current strategy. Mark Suster expanded on this idea in a recent post, saying "I think companies like Upworthy can build really compelling businesses in the future – but I'm willing to bet serious cash ... that it won't be by sticking to the playbook [that is, writing content to generate as many social shares as possible] that has worked tremendously well to date."
The insight: For all of the chatter about social networks, publishers are still not getting it right.
Your access point: Present working in social networks as a series of easy-to-implement A/B tests.
Using the Upworthy premise, as outlined below, clients have a quick, clean testing method that should give them confidence to test their social network content.
Upworthy produced a wildly popular slide deck back in 2012 that outlines some of their tactics, which makes for an interesting read. The key takeaway, regardless of the sort of content your client might produce, is the idea of testing multiple headlines. Upworthy writes 25 different headlines for a post, and then tests the headlines in two demographically similar cities within Facebook for an hour or so. They then push the headline with more shares.
This is both agile and data-driven; keep this example in mind, as it's deliciously simple and reasonably easy to implement. It can also be applied to subheadings, images, and more. As consultants, A/B Testing is very much within the traditional scope of your work. By using this experience (and the client's trust in this experience) you are moving into new terrain via a familiar method.
Let social embrace you back
To approach the opportunities of social networks from another angle, Facebook and Twitter are both making a concerted effort to woo publishers. Facebook's algorithm tweak in August 2013 has increased the amount of traffic sent to news sites. Buzzfeed saw a 69% jump during this time, and they were not the only ones. In December 2013, Facebook gave us more insight.
"We've noticed that people enjoy seeing articles ... and so we're now paying closer attention to what makes for high-quality content and how often articles are clicked on ...
"Starting soon, we'll be doing a better job of distinguishing between a high-quality article on a website versus a meme photo hosted somewhere other than Facebook ... this means that high-quality articles you or others read may show up a bit more prominently in your News Feed, and meme photos may show up a bit less prominently."
(Is this the end of memes? Maybe so if Facebook gets its way)
The insight: Facebook is working to keep its users entertained with your content
Your access: Leverage your Analytics prowess; you are an Analytics tiger!
Analyse your Facebook referral traffic comparing August-December 2013 with the previous six-month period and the same period in 2012, and assess how much impact the algorithm update had on your site. In the same article quoted above, Facebook claims that they have increased the amount of traffic to media sites by an average of 170%. If you did not see a significant jump it suggests that the site is not sufficiently integrated into Facebook. The sort of numbers referenced by Facebook (the 170%) are considerable, all publishers would love to see traffic increases in this range, let this be your approach to re-evaluate your Facebook strategy.
But wait, there's more
Beyond sending more traffic to publishers, Facebook is also working with publishers to share the vast trove of data about what is trending so publishers can incorporate it into their stories. Facebook's Public Feed API shares public data and is open to anyone with the functionality. A second API, the Keyword Insights API, is only available to a select number of news organisations. The Keyword Insights API allows news organisations like CNN, Today Show, and BSkyB access to programmatically search through Facebook's public data for anonymous keyword data. This data can be sliced by gender, current city, and age range. There are no plans yet to release it to a wider audience, but it seems inevitable that (if successful) it will be rolled out in the future. (Note, an email to Facebook about this has not yet been answered. I will update in the comments if I hear more.)
The insight: other publishers are working with Facebook, if only in the sense that they are incorporating new data sources for their users.
Your access: Shaming (gently!). Depending on the size of your client. The Keyword Insights API isn't publicly available yet, but you can present opportunities for anyone consistently producing content to get access to similar data. For example, try Mass Relevance, a Facebook Preferred Marketing Developer, which can provide insights and trends from Facebook slicing data by a variety of metrics, including device.
What publishers could be doing
Now we have a general sense of how some publishers are trying to grow, I've also compiled a short list of some of the opportunities or ideas that have not been mentioned thus far. This list is based on stealing ideas from other industries, general common sense, and no small amount of wishful thinking.
1) Embracing Google products
Google's range of products is staggering. For publishers this can lead to confusion about how to use the products available. To address this, Google has created Google Media Tools, a valuable hub designed to demystify many of the products in the roster, explaining everything from hot searches and trends to Google Earth to Google Crisis Response, and references examples of how publishers are using these products. For example, NBC Today uses Google Trends each Monday to give viewers a sense of what was popular over the weekend. At the Google For Media Summit, hosted earlier in January, attendees tweeted about BBC News' integration with Hangouts.
Quick note: Make sure you get it right. This screengrab of a Google search for "bbc news" is from 22nd August 2013, not 2001...
Clearly, it can be difficult to implement, but do not give up. Again, referring to Dr Pete's slide deck, as Google products increasingly appear in the search results, pure organic search results will be forced lower down the page. Embrace Google's products to maximise your client's chances of staying on the first page.
The insight: Competing for organic rankings is only ever going to get you so far. (Again, Dr Pete said so!) Encourage clients to embrace the suite of Google products out there, in the spirit of trying new things and also offering new products to the end users.
Your access point: Your expertise. Most people do not differentiate between Google Search, Google News, Google Local, Google Trends, etc. Anything to do with an internet search engine is your domain.
Your second access point: Training.
Offer your clients and their writers training in using these new products. As an experienced consultant, there will inevitably be a few training slide decks or "best practices" guides in your past. Use this didactic approach to showcase your knowledge and support the clients when they start to use them. As with the BBC example above, it might not be perfect immediately, but persevere.
2) Planning for change
"The pace of technological change will not abate, and to think of our current time as a transition between two eras, rather than a continuum of change is a mistake."
– Richard Gingras, Senior Director of News and Social Products at Google
The New York Times appears to have taken this advice seriously, for amidst the redesign fanfare, the most important feature is the Times' decision to change the back end. I interpret this as a commitment to the future; this fluidity is admirable. As referenced in this Fast Co Labs summary of the redesign:
"The new system, however, is more dynamic. "We can continually iterate on the site and take advantages of the trends as we see them happening, rather than having to do a big unveil."
Insight: Change is the only constant. (this is probably true of more than just technology used in the publishing industry)
Your access point: this will be the toughest sell of anything else recommended in this post. Persuading clients that it is important to invest money in the backend system without any proven ROI is difficult. I'd welcome any ideas in the comments, but know this: It still has to be done. The best method I have so far is to use sites like the New York Times as a case study. The theory being that as they can present new ideas quickly, they get more press (possibly with links), and maybe even more readers. By monitoring new products on The New York Times and monitoring their search visibility using a tool like Searchmetrics, you should hopefully see traffic growth. You can then present this data to your clients. The good news is that you don't have to manually check the Times' site everyday; instead, sign up for the free email digests from Mediagazer, as they monitor new product developments.
3) Understanding paywall models
Paywalls are starting to work, and you can be certain that your clients will be watching how competitors are starting to use them. As a consultant, it is important that you understand the variety of paywalls out there and how to implement them. These articles from SEO Book and Mashable are excellent resources to get you started. Google also has some limited information about using First Click Free, their solution for publishers wanting to charge for their content whilst still appearing in the search results. The goal in this instance is to develop an opinion on paywalls as well as an up-to-date idea of how your competitors are using them (and if they are successful).
The insight: As paywalls are beginning to pay off, you will be asked about them
Your access point: Forward planning. By researching ahead of time, you will be ready with an opinion when asked (and you will be asked).
4) Putting their content to work
Publishers are in the enviable position of having plenty of content to play with, however now it's a question of putting that content to work. Here are a few ideas, some riskier than others.
i) Creating new page types
Creating new page types is a classic tactic to get more traffic. If this is what your client is looking for, look at different ways of categorizing your content.
As referenced in Sara Wachter-Boettcher's Content Everywhere, the BBC Food pages tried this approach in 2011 by introducing pages organizing their content by recipe and also by ingredient. This led to an increase of 150,000 in organic traffic, and overall traffic doubled to 1.3 million visitors.
The insight: New page types lead to more traffic
Your access point: Grounding the creative task of thinking of new page types within standard information architecture best practices. Abby Covert, Information Architect extraordinaire, explains it well: there are 5 methods of categorizing. Use these as a starting point for inspiration when thinking about how to group your client's content:
On this theme, I would love to see news publishers in particular tagging their content with zip-codes. I think it would prove a useful resource for tourists, anyone looking to rent or buy in an area, historians, and even schools. This could become even more useful on portable devices if there was an opportunity to tie news stories of particular importance into existing map products. But I'm getting carried away.
Some news organisations are already trying new page types, the AP has, frankly, had some fun experimenting with Archive page types to commemorate pivotal moments in history, and has used its own images and stories to add to the narrative.
ii) Partnering with new businesses
Partnering up with other businesses can be seen as risky because success cannot be guaranteed. One option would be to partner up with some of the newer content creation services on the market. LinkedIn has just bought Pulse, a service that pulls in news it believes will be of interest to you based on your LinkedIn profile.There is also the wistful Kennedy app, which automatically supplies iPhone users with context when taking notes and writing deep thoughts.
Insight: Your client's content can live on in different formats.
Your access point: Introducing this and other like ideas to your client. In terms of publishers, the opportunity lies in being part of the potential newsfeed as it is a valuable branding opportunity. You might be able to generate revenue from supplying products like this with your content.
5) Looking to other niches within publishing and adapting their best ideas.
The academic eBook publishing industry is in a stage of rapid change as it moves beyond the basic eBooks into much more exciting enhanced eBook territory. The broader industry themes are:
- Interactivity
- Socially-connected groups
- Adaptive eBooks
Interactivity
Bookry, a Welsh company, is just one of the many companies out there building interactive components for eBook. The company specializes in building widgets that allow eBook users to play with data tables. This allows users to see how positive coefficient correlation looks and how the data points, when changed, change the graph. By allowing users to play around with the data, you make them think about the material itself. The most obvious use is to improve educational resources, but there's no reason why it couldn't be applied in a broader sense for all publishers.
Socially-connected groups
The idea behind this is that eBook publishers are trying to encourage commentary and interaction with the course material. Most publishers are already offering social sharing as a matter of form, however some eBook publishers are going one step further and developing products that allow all the comments, notes and questions to be stored in the cloud, all in one place. This allows the user to keep track of where she has interacted but also is useful for professors looking to grade a student on the quantity and quality of her interactions. It would be incredibly useful for users to track all comments and interactions in one place, other than on the site of the comment.
Adaptive technology
McGraw Hill launched what they call Smartbooks last year, designed to assess the reader's understanding of the material and then adapt it based on her knowledge of the subject.
Another company, Knewton, based in New York, specialize in adaptive technology and offer education publishers the opportunity to personalise the reading experience. The effect on students' pass rates has been impressive, which supports the idea that tailoring content to the user's comprehension boosts retention. Any publisher or content-producing site looking to launch a body of work for a large audience of differing ages might find these developments interesting.
This is an extremely top-level summary of some of the developments in the eBook publishing sphere, as documented in the Digital Book World Conference held last week in New York.
The insight: use developments in a related industry to inspire your clients, in ebook publishing as per my example, the industry leaders are pushing ebook content in new, exciting, immersive directions, adapt these ideas to suit your customer's content.
Your access point: Your expert curation skills. By taking the time to understand the broader industry trends, you can skim the very best ideas and present them as opportunities to your client. If you assume responsibility for industry developments, you save your clients time and headspace whilst also expanding your sphere of influence.
Have you seen new publishing products, or been involved in building them? Do you have any strong opinions about where content creation is heading next? Please share in the comments below. In terms of reading around on this subject, I've included a limited list of resources that I have found helpful.
Resources
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Ebook Publishing - useful for quickly gleaming ebook industry trends
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Future of StoryTelling - the best thing I watch; it covers the new ways to tell stories
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Understanding Media by Understand Google - a free and useful Coursera course (sign up for the next semester!)
People
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Tim O'Reilly - an ebook pioneer. He's thinking at least two years ahead.
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Charlie Melcher - of Melcher media, founder of the Future of StoryTelling mentioned above and also involved in Al Gore's Our Choice app, as referenced in this Tedtalk.
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Frank Rose - Frank Rose writes beautifully on immersive content, he will inspire you to think about the role the audience plays in telling a story.
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Tim Pool - now at Vice magazine. Tim's livestream of NY's Occupy Wall Street has changed the perception of citizen journalism.
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Jeff Jarvis - this post from 2008 has some thought provoking ideas.
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Chris Danen - Fast Co Labs, tends to write about the future of media and often brings in Fast Co examples.
Very comprehensive post indeed: kudos to you Sarah.
If I could a tl;dr it would be this:
1) don't get stucked to your success... if the Internet is "liquid", it is because its users are;
2) if you are a new player, move fast, test, don't be scared by punctual failures and pass over to new approaches.
From a more higher strategical point of view, your series a lessons from wins and defeats of existing big publishers is showing how much the concept of crossmedia is important. And for an SEO that means be open and flexible in order to create the right synergies between channels.
For instance, the case of the suggested use of adaptive design instead of a simpler responsive design is very poignant to this case, as it involves design, development, SEO, but also a strong implication of the content/editorial team and analytic one in order to understand what to prioritize in the front end.
Again, great post - one to save for a second read - because it fits very well with the idea of brands like publishers.
Thank you Gianluca! You're right, a TL;DR would have been useful in a post of this length..
Great insight regarding Upworthy and their content. What they have is definitely something to emulate. Thank you for sharing this Sarah.
Fantastic post, but I'll be honest...these comments are great to read as well. Very insightful feedback.
Interesting post. I am an in-house for a publishing company. Working on a CMS [whether its WP, SiteCore, Joomla] & doing SEO/SEM in a publishing setting where you have really big sites -- its different than working on a company site.
Thanks for the tip on Upworthy. As far as the paywall discussion goes, it really depends. I would say for very niche, mission critical information regards to a specific industry that companies like that would pay for, then yes, you can find examples. If you are interested, then check out
https://www.siia.net/index.php?option=com_content&view=article&id=1249&Itemid=1295
The oil and gas industries; farm industries, specialized technologies come to mind where there are examples of a paywall working - but not for general news and regular news bureaus.
I also think that publishers are grappling with the semantic web. Its one thing to initiate say authorship or article article schema on a small blog but its another thing entirely when you are grappling with it across a large CMS that is used to manage many different online publications and all the implications that go with it.
Ask your own Matt Brown https://moz.com/about/team/matthewbrown as he and I have talked about this at SMXeast a few years back before he joined MOZ.
Suppose you cover up all the elements related in it. Although the strategy is always worthfull for any king of business & their objectives.
All I wanted to Say is Thanks .... !!!
Excellent article, I continue learning more and more in this Seo, thank you very much for your contributions, I will continue investigating on the subject in different places to continue learning and updating, good luck
It's interesting to see how traditional SEO evolving into so many branches with the recent changes in what works and what does not. While before an SEOs' job description could entail everything from link building, copy writing, technical and more- it seems the need to specialize is becoming more and more necessary.
Social media, especially Google Plus, plays an integrated role with SEO. Another helpful and informative post from the SEO, Blogging, Social Media guru.
I hope Distilled are paying you enough.... This is very very good stuff!
SEO innovations are certainly approaching new heights and your post has presented the big picture. It is very important that you are aware about Google's signals. They will guide you towards your destination naturally. It is a never-ending task. Count on more of the same in the years ahead! You have done a great job, Sarah.
Some fine points here, but that paywalls are "beginning to work" is not one of them. The citation apparently supporting this claim is from the Online Publishers Association, which desperately wants news subscription models to work - and we often see such propaganda emanating from the ranks of the reactionary and flummoxed business managers of doomed newspapers and their industry associations as they struggle to make the case, again and again and again, for a doomed strategy.
Propaganda for paywalls are not "beginning to work." Newspapers continue to lay off staff, cut back their coverage, reduce their print runs and, in many cases shutter, precisely because publishers have drunk deeply of the koolaid that users subscriptions are the answer to their woes. But even the most successful paywalls have produced returns that are small fractions of the previous decades lost advertising revenues, and even those "successes" are restricted to the few publications with the brand equity and amount of quality, original content that supports readers becoming buyers. For the rest it's a death watch, and in part the reason for is publishers' misplaced hope in paywalls.
I would still say SEOs can learn a lesson from publishing here. Namely, don't be afraid to make bold and innovative moves even as the bulk of your industry is mired in the glory of bygone days, and don't let hubris and wishful thinking keep you committed to a strategy where the price of partial success (in this case a small incremental gain in revenue) is not worth the harm it does (writing off the revenue possible from non-subscribing readers, while stifling innovation in any other realm that conflicts with this antiquated model).
The future of the SEO industry can be found in posts like this! If we're ever going to get a seat at the serious table of business discussions, we'll need to speak in ways that this blog suggests.
SEO tactics and strategies will ALWAYS be valuable, but being able to speak at the normal business owners' level will be crucial in giving us the opportunity to pitch, introduce, and run those campaigns.
Awesome work, Sarah.
Thank you!
Think about adaptive technology & social signals on more priority.
Hey Sara,
Thanks for the awesome post!
Do you have any thoughts on the utilisation of Google News and Authorship, considering that value of a news reporter is increasingly based on the content they produce and their recognition they have through their social media following?
I also know that a lot of existing publishing companies, more smaller players are leaning towards content marketing and data visualisation professionals with "SEO experience" i.e. Daily Mail, Bauer Media Group and that they are building their digital marketing and search teams around these skill sets. There is only two in Australia I am aware of who have dedicated search marketing professionals working as part of a broader digital marketing team.
I think because there's a split between the school of thought of companies looking to "create a customer journey" to drive leads for their advertisers (hence leveraging content marketing) vs. driving website engagement (holistic SEO with social media and digital PR) for increasing overall subscribers based on their set internet business models. What are your observations and experiences with both?
Thanks,
Vahe
Hello Vahe,
Thanks for reading the post. In answer to your questions:
Google News and Authorship - yes! Although Authorship in particular can be tricky to implement, I see it as invaluable for writers. Ruth Burr did a great post about it here on 21st January but then again, perhaps you already knew that? (smiley face)
With regards to your questions about how publishers plan the content, whether it is to create a customer journey or to drive leads for advertisers, I haven't ever really thought about it in this way but there is probably some weight to this idea. A recent article over at AdWeek addresses this issue from a slightly different angle. The article discusses Time Inc's new internal hierarchy, which has the editors reporting to the business side, namely mixing 'church' and 'state', itself a big no-no hitherto. This development isn't that surprising however as it publishers are looking at new ways to generate revenue and The Atlantic debacle last year demonstrates just what can happen when the editors and business departments don't communicate!
Also, Vahe, I have seen your email and will respond anon.
Hey Sarah,
Of course I've seen Ruth's post on authorship (smiley face). The links you have included just show how important it is becoming to make digital marketing and editorial content writing more accountable to the business in general. Making an aspect of SEO everyone's responsibility within in the organisation, based on a data driven value approach is what will bring down the silo's and encourage more efficiencies in generating more revenue, at least from existing initiatives.
Look forward to your email reply.
Very interesting to see the success of Upworthy and to see if they will successfully 'evolve' as time goes on... That multivariable Facebook headline testing is insanely brilliant. I still think people will start to get bored with their over-the-top clickbait style, which I think is subject to huge diminishing returns, besides making it harder for truly valuable content to stand out.
Hi Sarah,
Thanks for the great post, the only concern I had however was your comment, "New page types lead to more traffic".
Isn't this just going to cause duplicate content issues if they are just using the same content for different categorized pages?
I have always loved borrowing ideas from other industries and applying them to my own. It is amazing how many great ideas can be adapted to add huge UX value.
Splendid article! Thanks for sharing all of this! Definitely shows how effective focusing on the content and social benefits a company more than by focusing on SEO alone.
I never knew UpWorthy did so many tests on their headlines. That's definitely another thing interesting to note -- testing matters just as much as the focus on content itself. Thanks again for sharing, Sarah!
Sarah, thanks for the insightful post! To me, case studies from the publishing industry specifically are very useful because they already understand one of the most-important parts of digital marketing today: content. So it's interesting to see what else they do.
I would just take issue this this excerpt:
"the sobering reality is that, at best, publishers see SEO as just one small part of their marketing strategy. Moz's very own legend, Dr. Pete, has been trying to tell us this for a while, encouraging the search community to look beyond rankings."
I think many publishers have the wrong idea about what "SEO" actually is. As I mentioned in this comment on a recent Moz post, "SEO" is actually just a slang term for a collection of website best-practices that include what you have described:
"SEO" is not a collection of "tricks." I just hope the publishers were not thinking that. :)
I also would echo other comments in that I wonder to what extent large publishers are embracing individual Google+ authorship as well as collective Google+ publisher markup.
Plus, I'd be curious on a strategic level. Publishers like these generally have business models that aim to maximize pageviews and advertising revenue. So, the question: How are these lessons applicable in other contexts -- if a B2B company wants to generate more leads or a mobile app wants to maximize downloads (for example)? Publishers seem to be racing towards the bottom (hello, BuzzFeed!) in an increasingly-crowded market and tend to focus on quantity of content rather than quality. I'm not sure other sectors can or should do the same.
Small and medium businesses need strategies for their business. Thanx for sharing the great post!