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Better PR: Custom Blog Creation or Article Writing and Distribution?

There are lots of reasons you might want to focus on creating an ample amount of high-quality content for your business. The biggest is the social factor: the more you say (intelligently and well, that is), the more people on sites like Facebook and Twitter will talk about what you said. The more they do that, the more traffic you get, the more (free) backlinks get built on your behalf, and so on.

So, knowing this, some people have come to use with a pretty simple question: if you’re going to focus on creating killer content and putting it out there, where should you put it? Google’s recent focus on “fresh” content seems pretty solidly in the camp of “don’t duplicate it”, so that’s out. And really, when you get right down to it, there are two basic options — you can put it all up on a blog, or you can post it to various article directories.

So which is better PR?

If you go for custom blog creation:

  • Readers are much more encouraged to move from one post to another, learning more about your company as they go.
  • You can add your own widgets and tools to make your blog more SEO-friendly, more reader-friendly, and more ‘you’.
  • The various tags, titles, categories, and other natural blog elements all add to your ability to focus each page, SEO-wise, on a specific keyword or two.
  • As you add more pages to your blog, it will grow in relative authority and each post will benefit from that.

If you go for article writing and distribution:

  • Readers reach the call-to-action and they’re much more likely to follow it to your site’s landing page than they are to click off to another article.
  • Article directories tend start with higher authority (and thus significantly more readership) than a blog will, no matter how well-SEO’d.
  • Article directory pages benefit (or suffer) from the overall quality of the directory as a whole, so a very good directory will pass even more juice onto your content.

On the whole, it’s somewhat of a conundrum, because if you have an established blog with a pile of content on it, you’re better off posting to the blog in most cases — but if you don’t, you’re better off posting to an article directory. But if you keep posting to the article directory, you’ll never get that blog off of the ground. In the end, as was probably entirely predictable, the best answer is to do both.