I learnt a great lesson yesterday, when I was trying to convince an agency owner about the effectiveness of content marketing. He is an old school SEO professional and thinks that content marketing is either a magic bullet or some premium practice that only high budget organizations can try! He might have read the blogs and articles about content marketing, but his interest in it is limited to fishing some cash rich clients. Alas, he is not the only one among the ignorant masses….he has some 10 years of experience in SEO and SEM and enjoys good lifestyle, but he is not ready to change his attitude. Recently, I heard that his old school SEO practices are backfiring and he is quite concerned about his agency’s performance as far as helping clients gain search engine rankings is concerned.
Stop shouting and complaining and start understanding
Poor guy! Didn’t I say that SEO, social media marketing and content marketing are no more different streams; they are actually interwoven together? ….and Google’s latest signals confirm it. Then why on earth you think that submitting low quality 500 words articles, local listings and forum submission will do some magic as far as your rankings on SERPs are concerned. And the worst part…if it doesn’t happen, you ask your SEO managers to overdo these things… 😦
Try to understand what Google wants from you
Content marketing is a buzzword, but it’s very difficult to explain it to people. It’s difficult to convince the old school SEO professionals and digital marketing agency owners about the effectiveness of content marketing, let alone laymen and clients! Now, when Google says that they love authoritativeness of a website, usefulness and credibility of on-site content and above all the user-experience on your website, don’t you still understand what’s happening around you???
The right practices
Then why do you worry about Google’s algorithm updates as if you have invested in a fluctuating stock market? The things are pretty clear; it’s you who is creating confusion and panicking around. Adopt content marketing and integrate it with your SEO campaigns and you will see wonderful results. Create downloadable ebooks, PDFs, white-papers, interviews, case-studies, video discussions, podcasts, quizzes, games, questions and answers for Yahoo and Quora and lots of “educational” and “how to” stuff both on your properties i.e. your website and blogs and outside of it including social media, Slideshare, and Pinterest etc.
Anything which can help your prospect and engage them should be tried. They must have a choice to read a blog, see a Slideshare presentation, or learn through a wonderful infographic, watch a video or listen to a podcast while they are driving. Give them the freedom to consume your content the way they prefer, try to answer their queries and help them resolve their burning issues.
Lesson for today
So, please unlearn the old fact that “content marketing is a premium practice” and learn the new reality, “content marketing is the only way to increase your visibility and improve your SERP rankings”.