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Don’t Make SEO the Reason for Your Content Marketing Strategy



Don't Make SEO the Reason for Your Content Marketing Strategy

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.

Each had asked their digital agency to help them identify the best way to bring their content marketing program to life. In each case, the consultants came back with a 30-slide deck making the business case for content marketing by saying:

  • Your audience searches Google X times.
  • Here are the most popular search terms.
  • Here’s what they are finding.
  • Here are the terms they search that you care most about.
  • Here is the gap (in other words – what they are not finding).
  • Conclusion A: The number of searches you care about is limited.
  • Conclusion B: The number of answers for the terms you care about and your audience isn’t finding is low (it’s going to be hard to compete).
  • Recommendation: Focus short-term on creating content about the terms you care about but for which your audience isn’t finding answers. Focus long-term on competing for the highly sought keywords. Put simply: Game on – let’s start creating a lot of content.
  • Last slide: We can help you with creating that high-quality content that will compete for that precious real estate on the front page of Google search results.

Now, if it sounds like I’m denigrating the fine work that good SEO firms do, let me be clear that I’m not. I absolutely understand good firms do amazing work in this space that goes well beyond my pay grade.

But that slide deck illustrates an all-too-common argument for launching a modern content marketing program. It presents two problems. First, SEO has arguably never been a good foundation for a content marketing platform. Second, and more importantly, is that web search itself changes in a way that fundamentally changes the content marketing equation.

#SEO has arguably never been a good foundation for a #ContentMarketing platform, says @Robert_Rose via @CMIContent. Click To Tweet

Let’s look at each.


Lesson 1: Google isn’t here for your brand

Google has never been interested in helping you build an audience for your brand’s platform. Quite the contrary, it always has been interested in you helping them build an audience for theirs. They designed web search as a helpful tool to create just enough commoditization in results that advertising featuring exactly what the searcher seeks is more attractive.

In today’s world of web search, using Google results to form the foundation of your content marketing strategy is like watching the freeway from an overpass to determine what kind of car you should buy. Sure, you can count the traffic, but you have no idea about the value of any one of the cars.

You can’t know the social or emotional context of your audience’s needs or wants by seeing if they find what they’re looking for on Google. All you can tell by looking at search velocity and keyword competition is whether a topic is popular and/or well-covered.

For example, a high search volume term may indicate a huge search audience. But it also could indicate many in the audience find it difficult to filter anything that differentiates (and thus might not rank well). Therefore, popular search terms might indicate an audience desperately trying to find good quality content on a topic (so they search for it frequently). In those cases, you would mistake popularity for frustration.

On the other hand, a low search volume may indicate a small audience, making it not worth the time trying to rank for that keyword. Or perhaps the low volume indicates tomorrow’s new hot topic that few have thought to try and find it.

For example, if we used search volume in 2009 to decide whether to launch a platform to evangelize the topic of “content marketing,” we probably would have decided against it. Look what we would have missed. (In 2009, the term “content marketing” was 18. By 2020, it had grown to 100.) Spoiler alert: We didn’t look at the SEO of the term.

1667752813 732 Dont Make SEO the Reason for Your Content Marketing Strategy

You should know more about your audience than Google does. When formulating a new content marketing platform, you should realize that Google search has been (and is) helpful for understanding the zeitgeist of popular topics and terms. But it hasn’t been as helpful in understanding what your audiences will be interested in tomorrow.

You should know more about your audience than @Google does, says @Robert_Rose via @CMIContent. #SEO Click To Tweet

Too many SEO plans for content marketing platforms feel like they are always chasing their tail. Teams spent 12 months chasing traffic on keywords popular a year ago. By the time they see progress, it’s too late. Great, you’re on the first page of Google, but it’s for a term no one cares about anymore.

But what’s changing now is even more important to content marketing. The transition of web search itself is incredibly important – and your business case must reflect this.

Lesson 2: Google still isn’t here for you

Content discovery is changing the way audiences interact with digital content. And Google still isn’t interested in that happening on any channel other than Google.

New research, as detailed in Search Engine Journal (SEJ), shows that 30% of search users are “forced to redo their search queries in order to find what they’re looking for.”

30% of search users must redo their queries to find what they’re looking for according to @sejournal research via @Robert_Rose @CMIContent. Click To Tweet

Audiences become more and more frustrated with the results Google provides. Many are simply wrong or unhelpful. The SEJ article references a user who searched for “calories in a bottle of wine.” The rich content returned on the search page showed 123 calories (the amount in one glass of wine). As the user exclaimed: “I swear Google gets dumber by the day.”

But interestingly, this isn’t because Google is getting dumber; it’s because Google is getting smarter. Of course, that “wrong” result is an early indicator that it can get smarter.

Consumption of digital content, and its sheer quantity, are getting to a place where broad informational searches are less efficient and useful. Instead, many search platforms, social media, and other big content platforms are leaning into what’s called content discovery.

Content discovery might be best described as “content recommendations.” The discovered or recommended content is delivered without an explicit ask. In the wine example, Google assumes what the searcher meant to ask and provides the answer. Google knows a lot more people care about the number of calories in a glass of wine than people who want to know how many calories are in a bottle. Thus, Google served up that content before the searcher even knew that’s what they wanted.

If you’re looking for the best example of content discovery, look no further than the astronomic rise of TikTok. The TikTok experience delivers more and more relevant content as the viewer uses it more and more. To varying degrees, “recommended” articles at the bottom of blogs follow the content discovery idea.

Content marketers should see this discovery trend growing. Content suggestions based on a customer’s intent, demographics, and other first-party data are growing in thought leadership resource centers, websites, and e-commerce platforms.

From a web search perspective, the manifestation of content discovery is that the content appears on the results page. Searchers don’t even need to click to get the basics of that enhanced content. While today that content may be wrong. Tomorrow, it will be better. And next week, it may be better than yours.

Remember, Google is still not trying to help you – the content creator.


Content marketing starts with your audience

If you look to launch a new content marketing platform, look at something other than search optimization as the core benefit. Those days are gone if they ever really existed. Yes, learn about SEO and how the evolution of search into content discovery will affect how your content is distributed.

Again, I’m NOT suggesting you stop employing the best practices of SEO, especially as they evolve in the content discovery direction.

What I am suggesting is that you will not find the foundational story that differentiates your brand by looking at SEO and the benefits of organic search. You’ll find that story in the hearts and minds of the audiences you want to reach – and by matching their desired value to the value you can deliver.

Then, and only then, should you look at how you might write the content, position it, and promote it so it can be found. Or better yet – discovered.

It’s your story. Tell it well.

Get Robert’s take on content marketing industry news in just five minutes:

Watch previous episodes or read the lightly edited transcripts.

Subscribe to workday or weekly CMI emails to get Rose-Colored Glasses in your inbox each week. 

Cover image by Joseph Kalinowski/Content Marketing Institute

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Why We Are Always ‘Clicking to Buy’, According to Psychologists



Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.


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A deeper dive into data, personalization and Copilots



A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)



Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.



To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

1716755163 123 Why The Sales Team Hates Your Leads And How To1716755163 123 Why The Sales Team Hates Your Leads And How To

Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.

Disruptive Design Raising the Bar of Content Marketing with Graphic

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