Content is king, quality content is the king of kings and with Google's foray into the world of socialised 'expert' content, you really need to ensure you are making the most of the exposure Google will afford your marketing message. Welcome to the world of Knol's...

--- Web Writing Is Different

Writing for the web is an interesting blend of skills that exceed your typical writers skill set. For instance they need to understand SEO (search engine optimization) strategies, they need to understand web page programming - at least at a basic level and this requires a working knowledge of HTML and the elemental tags. And let's not overlook the requirement to understand how the web is woven into one complex, interconnected network...

--- Some HTML Required?

And even though the interface for Knol creation is intuitive, you still need to understand how to embed links, images and other decoration (and more importantly, why these decorations are important and when and where to use them.) Sure you can experiment through trial and error, but unless you are making Knols as a hobby I respectfully suggest you leave it to the professionals and focus your energy on doing what you do best.

--- And Then What?

Of course, once you've created your knol, then what? A "wait and see" approach is not a sound business marketing strategy and so implementing other online marketing techniques is key. If you have an Internet marketing system set up to promote your content then simply add your Knol's URL into the mix and watch the positive results. If you do not, then it's one more reason why you should consider outsourcing making your Knol.

--- What Do Professional Knol Makers Do?

I'm glad you asked. They create keyword targeted, unique SEO optimized content for your knol - typically around 500 words (the optimal balance according to many web readability experts.) Then they upload your copy to your knol and add in suitable images and graphics.

They also include links to your sites - whether they are affiliate links, or direct to your main company or brand site, or simply to some other site that you wish to promote - they're included. The professional Knol maker also adds in suitable decoration and other "tweaks" to give your knol visual appeal too.

Finally a professional Knol maker will promote and publish your knol. Typically this process takes a couple of weeks from start to publication. It's not something you want to rush since content online represents your brand and reputation.