Recently I have written a fair bit about optimizing web content.
My thinking has been, and still is, that too many companies rush to publish new content without first establishing a clear purpose for each page or post they create.
In other words, marketers often feel that the simple act of publishing a new page or post is enough.
For web content to deliver value – to both your audience and your company – it has to be purpose-driven. You have to figure out WHY each piece should be published, and then optimize it accordingly.
For example, one post might be optimized for the search engines, while another is optimized for social media. Another might be optimized to attract inbound links, and so on.