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...When it comes to organic search, Google and other search engines place a premium on backlinks. They interpret backlinks as “votes” for the content.Of course, to generate backlinks, you must create content that prompts other digital properties to share your content with their audiences.
For the type of content that grades out as shareable, it’s typically not product information or a personnel announcement or an industry award — information we characterize as company-centric. Instead, it’s the type of business storytelling that’s useful or informative and ultimately helps people in their jobs.In short, thought leadership plays at the industry level, not the company level, ideally offering takes that can’t be found elsewhere.
Such dot-connecting points to blogging as one of the best platforms for thought leadership....
Lou Hoffman shows how blogging can be an essential part of building thought leadership.