SEO, Engagement Base Content vs CGC

Consumer Generated Content. Really, we are looking at Engagement Based Content. This is far more than semantics. The first presents an aura of complete lack of control on the part of a company. The second recognizes the reality.

When we acknowledge that it is Engagement Based Content, we take a step toward changing our paradigm. We begin to recognize that even “original” content is really in response to stimuli that the creator experienced. With this in mind, we can see how positively powerful the internet is for companies. Not just in influencing consumer behavior, but, perhaps more importantly, allowing consumers to influence ours.

We have already built some of this into our ethos. There was a time when the financial risk to a company for a bad decision could be easily contained; thus allowing companies some latitude in the gray area between right and wrong. Now, in recognition of the likely Engagement Based Content that will be generated, companies have much more at risk, and are therefore more likely the follow the “right” path.

But it really goes way beyond that. With honest stimuli, companies can generate extremely positive responses in the marketplace. And it has to be honest, as the dishonest are quickly unveiled and skewered in the pike of Engagement Based Content.

I guess what I am getting at is that we have gone from a time when companies tried to make us “feel good about what happened”, to “making good things happen.”

By recognizing that content is generated in response to what happens, companies have a great opportunity to make good things happen and spawn a plethora of good content.

For those not involved in the world of Engagement Based Content, there is opportunity. They need to get there because, the content will come but they will have no input.

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So, why does a guy who writes about search care about so much about Engagement Based Content? Because SEO is no longer just about your site; SEO is about the web content about your brand, products or services. As we think about CGC as Engagement Based Content, we begin to see how our SEO efforts really extend beyond our SERPS, but are about SERPS of content about “us.”

It becomes a time when we can demonstrate the dangers of bad decisions. Inbound links are great, but not if they are derived from bad press, derisive blogs or bad experiences posted on boards or personal pages. High rankings resulting from defective product stories are not positive.

I have often argued that SEMs have to get out of their comfort zone. They need to understand the whole business of the company, how it makes money the marketing goals and objectives and how all marketing efforts are built to support them. Understanding and trying to influence Engagement Based Content is simply one more part of this.

Influencing Engagement Based Content is harder than SEO. But, it is no less vital an effort. Nor is it a lone wolf tactic. It requires a pack to work together. Every pack needs a leader. If your company does not have one, then you should think about stepping up.