Creating original, compelling content is one of the best ways to increase search engine optimization (SEO) and online visibility. With that in mind, one hardware chain is using original content this weekend in a marketing campaign aimed at do-it-yourselfers.

Ace Hardware has announced that it will be using original content for a Labor Day online marketing campaign which will have pieces on topics like "How to Replace Your Shower Head" and "How to Lay a Brick Patio."

The content will be aimed at homeowners who are inclined to work on household projects this Labor Day weekend and will be searching the web for tips on how to get the work done.

Brian Wiborg, director of consumer marketing for Ace Hardware, said the company expects the marketing campaign to result in improved search engine optimization (SEO) for the retailer.

"This targeted online marketing campaign is designed to make these projects and our solutions even easier for consumers to discover through organic search," he said.

The use of original content appears to be working for the hardware retailer as this will be the 10th time the company has undertaken a campaign of this sort.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.