Must Market

Interesting to think of content as a currency. Content does act like a currency in a lot of ways including:

* Earns Interest (older content continue to contribute). 

* Costs lower over time (as engine gets more efficient and archive is built). 

* Returns multiply exponentially once authority is established. 

* Investment is required to have a chance to create authority. 

Content is like having a savings account when you were a kid. Your parents made you open it with your grannie's birthday money. The sum may have been so small you missed the BIG LESSON. 

The BIG LESSON is money only has one purpose - self replication via compound interest. Money's natural state is one of decay. Eaten away by inflation and other natural enemies money can wilt, dry up and blow away. 

The only way to overcome money's natural decay is to create a "money tree" that replaces the fruit you pick. Content marketing acts like money too. Its natural state is decay. You must tend your "content crops" with social support and links to "evergreen" or "tent poll" posts. 

Think of linking in like watering. When you water your content marketing crops they become strong and are able to fight off content marketing’s decay. The more sophisticated your engine is about watering the better off your content crop is. 

Features such as:

* People who've read X, also like Y.

* Similar posts "upsale" lists.

* Related posts "cross-sale lists.
* Most popular lists.

* Most commented on list.

By treating content as the "products" and "currency" it is your website and Internet marketing team is more likely to have content do the most magical thing - clone itself via social likes and shares. 

"Clone" isn't exactly right, but each social signal tells Google your content is valuable (no matter when it was created) AND prevents decay. Soon, when author rank is fully incorporated in SEO, your content will have generations of benefit it can gain or share. 

Content is the new "currency' of search marketing.