Most organizations treat content like some kind of horrific disease. They try to shove it as far away as possible from the "real" web site, like a bad case of body lice. Where do they put it? The blog, of course. They also incorrectly define "content." Content isn't "stuff we write to rank higher" or "infographics" or "longform articles." Content is anything that communicates a message to the audience. Anything. We all need to change our entire approach to content. Treat it as part of the user experience, instead of a nasty skin disease: - Integrate content that can enhance the user experience - Optimize what you already have Get the full story at the Moz blog