When developing an editorial calender of blog posts, white papers, or other digital asset, choosing the topics and focus that will bring customers to your website or blog is vital.

However, when looking at the content that most companies churn out you have to wonder if the MarCom folks ever meet a customer in their life.

Customers don’t want, or read, repurposed marketing-crap speak, but you wouldn’t know that from what appears with startling regularity on company websites.

So, how do you make smart content choices?

Lee Odden is one of the top blogger and speaker on all things SEO, and seemed like the perfect expert to ask how he advised client to tackle this problem. This is what Lee shared with me:

Watch The Video Here 

This video was shot at the 2011 Vocus User Conference held in Baltimore, Maryland.


Lee Odden CEO TopRank Online Marketing 

About Steve Farnsworth @Steveology

Steve Farnsworth provides digital/social media, online marketing, branded journalism, content marketing, and lead generation to companies so they can increase customer preference for their brand, shorten their sales cycles, and generate better qualified leads.

Disclosure: I was a guest of Vocus at the Vocus User Conference 2011. They covered all my travel expanses and the costs of attending the conference.