In some circles, “content marketing” is the hot new trend that’s like platform shoes and mini skirts — it fades, and then comes back into fashion.
It’s two words: “content” and “marketing”, but the marketing aspect gets lost, so it becomes all about the content. It’s NEVER about the content, it’s always about the marketing.
Content, no matter how “keyword rich” is just useless words. As this article points out regarding content, Break Free of Bad SEO Advice – Optimize for Customers:
“But how much more effective would those ranking-centric efforts with content marketing be if there was more consideration of target audience needs during the buying cycle? What about optimizing for customers and business outcomes vs. keywords and rankings?”
Your keywords need to be the right words, at the right time
Google delivers results for a billion searches a day. Those billion searches are all made by people. Those people have intentions — goals — when they search. They want information about something, or they want to buy something, or they want to get to a specific site, or page on a site.
The more words in the search query string, the clearer the searcher’s intention becomes. A search for “iPad” tells you nothing at all. The search “iPad accessories” tells you a little more, as does “iPad cases” and “iPad 3 cases”. What about searches like “iPad 3 apps free”?
What about the words no one’s searched for — yet. Some 25 per cent of Google search queries are new, in the sense that no one’s ever searched for those words, in that particular order, before.
Wen I’m working with my Web content creation clients, it’s usually about the keywords for which they want to rank, at least in the beginning. Then we decide which keywords are worth ranking for. That depends on their marketing goals.
What keywords would you like to rank for? Are they the right words? Can you deliver them to your clients at the right stage in the buying cycle?
It’s always about the words, but they need to be the right words, at the right time.
Try this: think products, customer personas, keywords, and then content
Stop thinking CONTENT marketing. Take the focus off content for now. Put your focus on your products, and customer personas first. Then work on delivering the right content, at the right time.
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