I recently saw a post describing how the demise of content marketing would be a great thing.
This post got me thinking about my role in the creation of web content, and whether it’s truly valuable, and will stand the test of time. I was already thinking about writing this post, but didn’t want to be to risque to other people in the industry, but JR Hennessy’s post both annoyed me and spurred me on. His title “Content marketing is ruining the web. Its decline will be poetic justice” is click-bait. With a subtitle of “The blight of search engine optimisation, the toxic fuel which propels the internet forward, needs to be eradicated for mankind to reach its true spiritual potential” the article is merely a way to get people in, and then essentially flips the script and says ‘not really, but maybe.’
JR says that he is part of the hoard of content marketers on the internet and that with Google’s changing algorithms, content marketers are scurrying to catch up and not get left behind.
To me, this just solidifies me in the way I had been thinking about it before; put out the best, most useful content you possibly can for your prime demographic and let the cards fall where they may. Keywords are not going to carry the same kind of weight that they once had because of changes to Google’s algorithm, and once sneaky content strategists come up with a new way to game the system in whatever regard, the algorithm will change again.
You can keep on trying to play cat and mouse, trick or treat with a technology Behemoth or just understand what their end-game is, be a team player and create content that’s actually useful for people, and relax a bit.
Think less about what google wants, and think about what your customer wants.
Google is essentially trying to serve the person searching the best possible results that it can come up with. So yes, you can find niches where your content is reaching the customer best, and capitalize by creating more content, but you should always be writing and creating that content with the customer in mind. Key-word stuffing, content marketing blather that’s not really of value to anyone is poised to waste peoples time. If you were able to master the algorithms that the internet gods have presented us with today, than you should be smart enough to create a piece of content that enhances my life in some way. Whether it be spiritually, socially, financially, or whether it just stimulates my mind with thought provoking questions, a quote, an idiom, or a story.
If anything it’s crazy that a corporation like google can essentially incentivize people on such a grand scale to try to create quality content. A youtube video, an infographic, a blog article; the more useful the better. I challenge you to think of another corporation that’s set its business model up in such a way that it almost forces people to create more and better content to try and keep up with it.