Historically, many businesses started their content marketing programs because they believed it would help them rank higher for organic search results. When their target audiences would search for potential solutions to their needs and wants, they would find the brand’s vast array of content and believe that brand is the one that provides the most value.
Unfortunately, what many businesses discovered was that a foundation built on being “found” in search meant they had to focus on content that chased traffic. That created an inherent pressure to create content designed to rank rather than content intended to lead, entertain, or inform.
Successfully organizing content to optimize organic search has become more difficult over the last decade. The quality of competition, the sheer quantity of content, and the growth of paid search advertising have made digital real estate on the first page of Google more expensive and more challenging to maintain. And appearing on anything but the first page is not just second place; it is tantamount to failure. As my good friend and SEO expert, Arnie Kuenn used to jokingly say – “the best place to hide a dead body is the second page of Google results.”
However, the classic SEO-first mentality still exists in building a case for a content marketing platform. In two recent conversations, clients expressed frustration about where they were in launching their new content marketing program.
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By: Robert Rose
Publication Date: 2022-11-04