How do you keep your Web site content compelling when you have hundreds – maybe millions – of pages to maintain? Should you use "link-baiting" tactics, such as Top Ten lists and quizzes, to build traffic and coveted links? Or are you better off repurposing that tried-and-true marketing brochure that worked so well on Your Company Site 1.0?

In this webcast, Vanessa Fox, Features Editor at Search Engine Land, and Rupali Shah, Senior SEO Consultant at 24/7 Real Media, will discuss link-baiting – the process of creating compelling content that gets people talking and linking your way, how it has become a proven tactic for companies large and small – and how you can use it to maximize your online marketing success. With their combined experience, you will get both the search engine and the client/ agency perspective.

Specific discussion points include:

• The difference between link-baiting vs. link-building – and why it is important
• Why fresh content is still the most effective way to build links
• How to leverage link-bait content to maximize your marketing success

Ms. Fox will cover how viral marketing and link-baiting are intertwined, why it’s still necessary to have strong content, and why it’s risky to rely only social media sites like Digg to build traffic. She will also discuss what’s effective – and what’s not – and what’s in store for link-builders in the coming year.

Ms. Shah, Senior SEO Consultant at 24/7 Real Media, will describe the basics of link-baiting and provide some examples of successful corporate link-building efforts. She will also share her experiences with corporate Web sites and discuss the common obstacles to link baiting and possible solutions.