How to Build Your Content Infrastructure

To take advantage of the benefits of content marketing for your business you need to put some infrastructure in place.

Start with a Website

First, you need to build a home base on the Internet — your website. The website will serve as the hub of your business online. All your best content will live here — blog posts, articles, case studies, white papers, guides, toolkits, etc. You can promote the content on other web properties, i.e., Facebook, Twitter, Stumbleupon, other people’s websites — but you’ll mostly be sharing links, excerpts, or guest posts on those other places, all in an effort to direct people back to your hub.

You do this for a number of reasons, primarily so that:

  1. your prospects and clients will always know where to find you
  2. you’ll be consistently building a valuable content library for which you control and own the access
  3. the content you create will build a strong SEO position so that you’re more easily found in top-ranked search results by your prospects and clients

Own Your Content Home

Now, you may decide to post some or all of your multimedia content (videos, podcasts) on sites such as YouTube or Libsyn which are specifically geared for streaming video or audio. But, you’ll want to also embed your multimedia content on your website, preferable with a written transcript. But, we’ll get into that later in the series.

What’s important to keep in mind is that you want to spend most of your effort and resources building your home base, and the content that lives there. Think about it. Would you build your dream house on someone else’s land? Of course not. You’d want to own the land that supports your dream.

The Technology

Which brings us to where and how you should set up your hub.

You can still hand-code and build a website using HTML/CSS, but a web content management system (CMS) makes frequent content updates to your website and blog so much easier to manage, and that goes for whether you choose to do that internally or outsource to a content creation service.

In addition to ease of use, there are many open source (free) CMS options available today. Popular ones include WordPress (our personal favorite), Joomla, and Drupal.

Chances are you already have a domain (URL) and corporate website in place, you can install a CMS such as WordPress and run that as your content hub.

Don’t be scared off if any of that language sounds foreign to you — there are many web developers out there who can quickly and affordablly handle the process for you.

Next Up

Now, once you have your CMS set up there are some features you’ll want to incorporate to help you get the most out of your content marketing program. We’ll dive into those next.

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