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How to Create an SEO Strategy for 2022 [Template Included]

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How to Create an SEO Strategy for 2022 [Template Included]


Here’s a cliche among digital marketers: search engine optimization (SEO) isn’t what it used to be.

Here’s a true statement you don’t hear as often: your SEO strategy for 2022 shouldn’t focus on keywords.

These days, most businesses understand the basic concepts of SEO and why it’s important.

However, when it comes to developing and executing a sound SEO strategy for your business, just creating content for the keywords your customers are searching for is both arduous and, well, wrong.

In this post, we’ll explain what an SEO strategy is, and how you create your own to help you meet your content marketing goals.

Know exactly what you need? Jump to one of the following sections:

 

Having an SEO strategy is important because it helps you stay on track when creating content. Instead of just creating what you think people are looking for, your strategy will ensure that you’re creating content that people are searching for. 

For content marketing, an SEO strategy is a critical piece of the puzzle because it is how your content will come to be seen in the first place, especially in search engine result pages (SERPs). If your content is scattered and unorganized, search engine bots will have a harder time indexing your site, identifying your area of authority, and ranking your site pages.

Mobile SEO Strategy

Mobile SEO is an important factor to keep in mind when creating your overall strategy. Mobile optimization involves ensuring your site and site content is available and accessible to visitors on mobile devices, so they can have the same experience and receive the same value as desktop browsers. 

Mobile optimization is incredibly important, as Google practices mobile-first indexing. This means instead of crawling a desktop site, the algorithm will use the mobile version of your site when indexing and ranking pages for SERPs. In addition, 61% of Google search queries in the U.S. occur on mobile devices. So, all things considered, your SEO strategy would be ineffective without prioritizing mobile optimization. 

While it’s not an entirely separate process, there are distinct considerations for mobile SEO like monitoring page speed, responsive site design, local SEO, and creating content that is high-quality, regardless of device it’s viewed on.

What is an SEO?

Search engine optimizers (SEOs) are people who optimize websites to help them rank higher on SERPs and gain more organic traffic. In essence, an SEO is a highly specialized content strategist that helps a business discover opportunities to answer questions people have about their respective industries.

There are three types of SEO that an SEO strategist can focus on:

  • On-page SEO: This SEO focuses on the content that’s actually on site pages, and how to optimize it to boost the website’s ranking for specific keywords.
  • Off-page SEO: This SEO focuses on links directed to the website from elsewhere on the internet. The number of backlinks a site has from reputable sources helps you build trust with search algorithms.
  • Technical SEO: This SEO focuses on a website’s backend architecture, like site code. Google cares just as much about technical set-up as it does content, so this position is important for rankings.

Bear in mind that every business has different objectives, so it is an SEO’s job to examine their industry, determine what their audiences care about, and develop a strategy that gives them what they’re looking for. 

Below we’ll go over some steps you can take to ensure your SEO strategy sets you up for success. 

1. Make a list of topics.

Keywords are at the heart of SEO, but they’re no longer the first step to achieving organic growth. Instead, the first step is to make a list of topics you’d like your content to address. 

To start, compile a list of about 10 words and terms associated with your product or service. Use an SEO tool ( Google’s Keyword Tool, Ahrefs , SEMRush or GrowthBar just to name a few) to research these words, identify their search volume, and come up with variations that make sense for your business. 

By doing this, you are associating these topics with popular short-tail keywords, but you’re not dedicating individual blog posts to these keywords. Let’s go over an example of this process using the image below.

google adwords keyword tool screenshot resized 600

Let’s say a swimming pool business is trying to rank for “fiberglass pools,” which receives 110,000 searches per month. This short-tail keyword can represent the overarching topic for creating their content, but the business will also need to identify a series of related keywords to include in their content. For example, they could opt to use the “fiberglass pool prices,” or “fiberglass pool cost,” to achieve additional rankings for the overall keyword of fiberglass pools. 

Using search volume and competition as your measurement, you can create a list of 10-15 short-tail keywords that are relevant to your business and are being searched for by your target audiences. Then, rank this list based on monthly search volume. 

Each of the keywords that you’ve identified are called pillars, and they serve as the primary support for a larger cluster of long-tail keywords, which we’ll discuss below.

2. Make a list of long-tail keywords based on these topics.

During this step you’ll begin optimizing your pages for specific keywords. For each pillar you’ve identified, use your keyword tool to identify five to 10 long-tail keywords that dig deeper into the original topic keyword.

For example, we regularly create content about SEO, but it’s difficult to rank well on Google for such a popular topic with this acronym alone. We also risk competing with our own content by creating multiple pages that are all targeting the exact same keyword — and potentially the same SERPs. Therefore, we also create content on conducting keyword research, optimizing images for search engines, creating an SEO strategy (which you’re reading right now), and other subtopics within the SEO umbrella.

This helps businesses attract people who have varying interests and concerns — and ultimately create more entry points for people interested in what you have to offer.

Use your long-tail keywords to create blog posts or web pages that explain the specific topics within the pillars you’ve selected. Together, all of your long-tail keywords create a cluster around a pillar topic. Search engine algorithms depend on the relationships between clusters to connect users with the information they’re looking for.

Here’s a short video on this concept:

Think of it this way: the more specific your content, the more specific the needs of your audience can be, and the more likely you’ll convert this traffic into leads. This is how Google finds value in the websites it crawls — the pages that dig into the inner workings of a general topic are seen as the best answer to a person’s query, and will rank higher.

3. Build pages for each topic.

When it comes to websites and ranking in search engines, trying to get one page to rank for a handful of keywords can be next to impossible. But, here’s where the rubber meets the road.

Use the pillar topics you came up with to create a page or post that gives a high-level overview of the topic using the long-tail keywords you came up with for each cluster in step two. These pillar pages can essentially be a table of contents, where you’re giving a description of the main topic, and briefing readers on subtopics you’ll elaborate on in other posts.  

Ultimately, the number of topics for which you create pillar pages should coincide with your business needs, like the number of products and offerings you have. This will make it much easier for your prospects and customers to find you in search engines no matter what keywords they use.

4. Set up a blog.

Blogging can be an incredible way to rank for keywords and engage your website’s users. After all, every blog post is a new web page and an additional opportunity to rank in SERPs. If your business does not already have a blog, consider creating one.

As you write each blog post and expand on your clusters, you should do three things:

  1. Don’t include your long-tail keyword more than three or four times throughout the page as Google doesn’t consider exact keyword matches as often as it used to. In fact, too many instances of your keyword can be a red flag to search engines that you’re keyword stuffing to gain rankings, and they’ll penalize you for this.
  2. Second, always link out to the pillar page you created for your topics. You can do this in the form of tags in your content management system (CMS), or as basic anchor text in the body of the article.
  3. Once you publish each blog post, link to it within the parent pillar page that supports the subtopic. By connecting both the pillar and the cluster in this way, you’re telling Google that there’s a relationship between the long-tail keyword and the overarching topic you’re trying to rank for.

5. Create a consistent blogging schedule.

Every blog post or web page you create doesn’t necessarily need to belong to a topic cluster. There’s also value in writing about tangential topics your customers care about to build authority with the Google algorithms. 

With that in mind, make it a point to blog at least once a week. Remember, you are blogging primarily for your audience, not search engines, so study your target market and write about things that they are interested in.

It may be helpful to create a content strategy to remain consistent and focused on your goals. 

6. Create a link-building plan.

The topic cluster model is your way forward in SEO, but it’s not the only way to get your website content to rank higher once it’s been created.

While our first five steps were dedicated to on-page SEO, link-building is the primary objective of off-page SEO. Link-building is the process of attracting inbound links (also called backlinks) to your website from other sources on the internet. As a general rule, sites with more authority that link back to your content have a more significant impact on your rankings. 

Dedicate some time to brainstorming all the various ways you can attract inbound links. Maybe you’ll start by sharing links with local businesses in exchange for links to their own sites, or you’ll write a few blog posts and share them on different social media platforms. You can also approach other blogs for guest blogging opportunities through which you can link back to your website.

7. Compress media files before uploading them to your site.

This is a small but important step in the SEO process, especially for mobile optimization. 

As your blog or website grows, you’ll undoubtedly have more images, videos, and related media to support your content. These visual assets help retain your visitors’ attention, but it’s easy to forget that these files can be very large. Since page speed is a crucial ranking factor, it’s important to monitor the size of the media files you upload to your site. 

The bigger the file size, the more difficult it is for an internet browser to render your website. It’s also harder for mobile browsers to load these images, as the bandwidth on their devices is significantly smaller. So, the smaller the file size, the faster your website will load. But, how do you compress images and still retain quality?

It’s worth considering the use of a compression tool to reduce file sizes before uploading images, videos, and gifs. Sites like TinyPNG compress images in bulk, while Google’s Squoosh can shrink image files to microscopic sizes. However you choose to compress your media, keeping files in the kilobytes (KB) range is a good rule of thumb.

8. Stay up-to-date on SEO news and best practices.

Just like marketing, the search engine landscape is ever-evolving. Staying on top of current trends and best practices is an important strategy, and there are multiple online resources that can help you do so. Here are a few resources to check out:

9. Measure and track your content’s success.

SEO can take a lot of time and effort, and, because of this, you’ll want to know if your strategy works. It’s important to track your metrics to understand the success of your overall process, and identify possible areas for improvement. 

You can monitor organic traffic using your preferred web analytics tool or create your own dashboard using Excel or Google Sheets. Also, tracking indexed pages, conversions, ROI, and your rankings on SERPs can help you recognize your success as well as identify areas of opportunity.

SEO Report

An SEO report is an overview of the SEO efforts you’ve enacted over a specific period of time. It essentially shows how successful you’ve been, as well as any areas that need improvement. Having a consolidated report also helps you present the data to relevant stakeholders to display why your SEO activities are important, and how they drive growth for your business. 

Your SEO report can contain metrics like organic traffic results, the SEO health of your website, inbound link generation, and also address any areas where growth has declined that need to be addressed for future improvement. 

The image below is an example of an SEO report from Ahrefs, where it has given an overview of the link building progress of the SEO efforts. 

seo report example

Image Source

In order to fuel your SEO report, you’ll actually need to have completed some SEO activities, and below we’ll give some high-quality examples of successful SEO.

Best SEO Examples

As mentioned above, there are a variety of different things you can do for your business to enact your SEO strategy. Below we’ll go over some examples of what this looks like in practice that you can use as inspiration for your own processes. 

There are a variety of different things you can include in your SEO strategy, like: 

1. Writing compelling meta descriptions.

A meta description is the snippet of text below a title and link in search results. The description, well, describes the content of the page to the person conducting the queries so they know what to expect. 

The image below is the result of a search query for market research. 

seo example: seo meta description

This is a high-quality meta description because it lets Google know exactly what the page contains, helping your content surface in the correct search results and helping audiences understand exactly what they’re about to click on. 

2. Getting content backlinks and inbound links.

A backlink, also called an inbound link, is when another website links back to your website or blog content. It’s usually placed as a hyperlink on a string of text that relates to your content and, when clicked, they’re taken to your site. 

 

Backlinks are an effective SEO tool because they show search engines that your content is authoritative and relevant, helping you rank higher in SERPs. The image below is an example of a blog post from Kicksta that has a backlink to a HubSpot Blog post. 

best seo examples: SEO backlink

Image Source

3. Optimizing your site pages for page speed.

Page speed is how quickly the content on your website loads when someone visits a specific page on your website. Google began taking page speed into account for SERP rankings in 2018, making it a critical area of focus when you enact your strategy. 

 

4. Local SEO

Local SEO is improving search engine visibility for your business’s location. An effective local SEO strategy will surface your content in search queries from customers in your local area, letting them know your business is there to meet their needs. 

The image below is a SERP result for “best restaurants Brooklyn.” The three businesses that appear in results have an optimized Google My Business profile that contains information that helps it surface in results for Brooklyn-area restaurants. 

best seo example: local seo serp resultImage Source

SEO Process

Once you’ve created your SEO strategy, you should also build a process to continue optimizing for new keywords and evolving search intent. Here are a few steps you can take. 

1. Historically optimize your content. 

Devote some time each month to updating old blog posts with new and up-to-date information to continue ranking in SERPs. You can also use this time to add any SEO best-practices that weren’t initially addressed, like missing image alt text.

2. Look out for changing keywords and new search intent.

After a few months, track how your blog posts are ranking, and which keywords they’re ranking for. This can help you adjust subheadings and copy to leverage new search intent that your audience may be interested in.

3. Add more editorial value to your old content.

Sometimes, you’ll find that a post is completely out of date. In this scenario, you should go beyond the average historical SEO update and give it a full refresh. You can do this by updating out of date information and statistics, incorporating new sections for added depth, and adding quotes or original data to give the post more referral traffic.

4. Create a monthly content plan.

To keep up with your SEO strategy, it can be helpful to create and refine a monthly content plan. You can place it into a spreadsheet, and your teams can track accordingly. The list below is an example of a content monthly content plan that takes the above steps into account. 

 

With a monthly SEO plan like the one above, plus a tracking document like a search insights report, you can build out and execute on an efficient SEO strategy. You can also identify and leverage low-hanging-fruit topics to discuss related to your industry.

Create A Strategy That Supports Your Business Goals

Ranking in search pages can be difficult. While it may seem enticing to create content that is centered around high-traffic keywords, that strategy may not help you meet your business goals. 

Instead, opt to create an SEO strategy that helps you address your individual business needs, like increasing customer acquisition, for greater marketing success.

Editor’s Note: This blog post was originally published in April 2019 but was updated in February 2022 for consistency and freshness.

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Skills to Look for in a Freelance Software Developer

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Skills to Look for in a Freelance Software Developer

According to Statista, the number of software developers around the globe is expected to increase to 28.7 million by 2024.

Freelance software developers benefit companies because of the ease and speed with which they can be onboarded and used as project-specific resources. This blog will answer the most asked concerns about using contract services.

Benefits of Hiring Freelance Software Developers

When hiring a freelancer, your first expectation is impeccable skills and expertise, followed closely by cost savings, or vice versa. Here are the most popular reasons why companies choose to hire freelance talent.

Cost-efficiency

Full-time employees cost an organisation a salary, as well as added investments in training, equipment, perks, overheads of utilities and rented space, and benefits such as healthcare and social security.

Freelancers work remotely using personal resources; businesses reduce investments without losing quality.

Reduced Risk

Businesses reduce financial risk by working with freelancers on an hourly, monthly, or project basis. Setting a clearly worded contract that the freelance software developer agrees to and signs, mitigates financial risk and clearly stipulates ownership of intellectual property.

Expertise

Freelancers with niche expertise such as software development company in London, provide companies with the best talents for their projects. Hiring freelancers for different projects allows businesses to match the varying demands of each project, streamlines workflows and ensures productivity.

Global Talent

Businesses choose professional freelancers expecting them to complete any given task with minimum input from the organization. You can access talent from across the globe on platforms such as UpWork, People Per Hour, Fiverr, and Toptal, amongst others. Client reviews on such portals help in assessing proficiency and expertise.

Work Quality

A freelancer is as good as her or his portfolio. Successful freelancers achieve credibility by building long-term relationships and providing consistent quality. Freelancer work depends on referrals and good reviews, hence a potential contract employee’s work portfolio, and reviews showcase their abilities.

Skills of A High-Quality Freelance Software Developer

The first criterion for hiring a developer for your project is knowing what skill sets are needed. List your project specifications to customise your search and determine the expertise required for the project. Freelance developers may work on web development (front-end, back-end, or full-stack developers) or mobile application development.

Front-end freelance developers

Front-end software developers design websites and web applications and manage the graphical interface of websites. They use HTML, CSS, and JavaScript, and technologies like Foundation, AngularJS, Bootstrap, Backbone, DOM, and EmberJS to create layouts and graphics.

Back-end freelance developers

Back-end developers handle server-side processes such as website security, speed, databases, servers, application logic, and APIs. Back-end developers are typically skilled in Java, Python, and PHP, as well as SQL, Git, HTML, CSS, and JavaScript.

Full-stack freelance developers

Full-stack freelance developers handle both the front and back ends of the website. They are responsible for everything from project planning to website coding. Front-end frameworks include HTML, CSS, and JavaScript, and backends employ NodeJS, ExpressJS, Django, Flask, and C++. Full stack programmers manage database systems (such as SQL SERVER, MySQL, PostgreSQL, MongoDB, and Oracle Database), version control, and web hosting.

Mobile app developers

Mobile app developers develop, create, and test mobile applications for iOS and Android operating systems. Mobile app developers have programming language skills such as NodeJS, PHP, Python, or Ruby on Rails. They must also be proficient in back-end frameworks, database management and security, and hardware interaction. They need expertise in UI/UX design, security, and the Internet of things (IoT) for mobile devices.

How to Locate the Best Freelancers  Online

Talent portals such as Upwork, People Per Hour, and Fiverr showcase many talented freelance software developers. Here are steps on how to hire talent from an online opportunity marketplace.

Set a Hiring Budget

Look for similar job postings to learn what are the current hourly rates for the work you require. Define a reasonable budget. Beware that a freelance software developer may have higher hourly rates than regular employees.  

Clearly Define Project Requirements

Freelancers can be effective resources when you provide clear details about your project requirements. Be sure to mention the following

  • Allocated Budget
  • Payment terms
  • Project start and end dates
  • Clear job descriptions
  • Project expectations

Shortlist and Assess Freelance Software Developers

Top software developers typically work harder and achieve results because client reviews are essential to their ongoing success. The details you post make it easier for them to determine if they fit your requirements. Once you begin receiving qualified responses, choose according to their ratings and reviews, your interview process, and any sample project to build software and check their skills.

Six Factors to Consider when Hiring Freelance Sofware Developers

Hiring a freelancer revolves around their technical skills, certifications and education, attitude towards work, and ability to deliver results. Here are some crucial pointers to help you find the most appropriate fit for your project.

Technical Expertise

Freelancers must be able to handle the technical requirements of the project. They should be well-versed in software stacks, coding, development and task management software, version control tools, and deployment processes. Freelance software developers may charge more for specific technical abilities such as mobile app development, web development, or project rescues.

Experience

Freelancers who have worked on similar projects will have come across pain points and solutions. Any relevant experience enhances their expertise for your project and boosts their ability to strategise toward productive outcomes. Note that a freelancer’s experience typically increases their pay rate.

Cost

Experience and expertise increase a freelancer’s worth, but their services must provide value for your money. Knowing current hourly or project rates ensures that you are connecting with the right candidates. Freelancers that accept less payment may be new to the market and want to create a client base. Or, are choosing to supplement their income with multiple projects, which may reduce their work quality.

Professionalism

Education and certifications improve a freelancer’s pay scale, but they do not signal a freelancer’s abilities. The easiest way to gauge work ethic is from social proof such as client endorsements and their portfolio. A professional freelance software developer will openly share these details, with their client’s approval, of course.

Reliability

A reliable freelancer will have a long-standing client base, developed by consistent efforts and proven results. The more repeat customers a freelancer has, the better the chances of them being dependable. The following actions demonstrate the integrity of any freelance work and can be testified by customer reviews.

  • Following instructions
  • Regular updates
  • Quickly responding to queries
  • Willingly accepting critique
  • Meeting deadlines consistently

Location

One of the best features of acquiring freelance talent is access to global resources. Ensure that your communication skills match. Also, check that the culture and holidays in the freelancer’s location do not conflict with project development. Location can also affect fees, where freelancers in the USA charge the highest as compared to their Asian counterparts.

Conclusion

Finding and hiring the right freelance software developers is easy when you have the necessary checklists in place. Software development work is complex, make sure you are vetting your candidates carefully to get the best fit for your project. Good luck!

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State of Content Marketing in 2023

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State of Content Marketing in 2023

I just pressed send on the manuscript for my book to be released in September. It’s called Content Marketing Strategy (snappy, eh?), and Kogan Page will publish it.

Last week, marketing professor Philip Kotler wrote the foreword. I won’t spoil it, but he mentioned the need for a strategic approach to owned media.

He writes, “(T)he company doesn’t carry an account of showing these marketing assets and their value. As a result, the company cannot show the CEO and company board members a return on owned assets or content.”

Luckily, my upcoming book shows exactly how to do that. Funny how that works out.

In any event, all this struck me that now is an opportune time to look at where the beloved practice of content marketing stands today.

First, let’s go back to 1999 when Kotler published Kotler On Marketing, one of his more than 70 books. The latter 1990s – a time of tumultuous change – fueled most of the thinking for the book. But he knew that it was merely the beginning.

Kotler concluded the book with a section called “Transformational Marketing.”  In the next decade, he wrote, “marketing will be re-engineered from A to Z. Marketing will need to rethink fundamentally the processes by which they identify, communicate, and deliver customer value.”

Well, it’s taken over two decades, but it’s finally happening.

Consumers have changed, but marketing operations are just starting to

In case you didn’t notice, almost every marketing conference these days starts with the same four or five requisite slides:

  • Digital technologies, such as search and social media, empower consumers today.
  • Consumers research, engage, buy, and stay loyal to brands in ways that have fundamentally changed.
  • First-party data and privacy are of the utmost importance.
  • Artificial intelligence begins to threaten the idea of the usefulness of search and pressure companies to deliver better and more personalized experiences.

You get it. Consumer expectations in the age of the social, mobile, and AI-driven web are different than they were.

However, the continuing challenge in 2023 is that content and/or marketing operations in enterprise companies are only beginning to evolve. Most marketing departments have remained as they were when Kotler wrote his book — they still work from mid- to late-20th century hierarchies, strategies, and processes.

Most marketing departments still work with mid- to late-20th-century hierarchies, strategies, and processes, says @Robert_Rose via @CMIContent. Click To Tweet

Content marketing isn’t new, but a content marketing strategy is

For hundreds of years, businesses have used content to affect some kind of profitable outcome. But the reality is this: Whether it was John Deere’s The Furrow from the 1800s, Michelin’s guide to car maintenance in the early 1900s, or even Hasbro’s GI-Joe partnership with Marvel in the 1980s, content was not — and is not for the most part now — a scalable, repeatable practice within the function of marketing. In short, companies almost always treat content marketing as a project, not a process.

That fundamental change will finally take hold in 2023. It could happen because of the digital disruption and ease by which you can now publish and distribute content to aggregate your own audiences. It could happen through the natural evolution that the ultimate outcome – more than the marketing – matters more.

As we roll through 2023 and beyond, content — and the exponentially increasing quantities of it produced by every organization — deeply affects not just your marketing strategy, but your business strategy. Content in marketing is now bigger than simply content marketing, and it should be dealt with as a component of that business strategy throughout the enterprise.

#Content in marketing is bigger than #ContentMarketing. Treat it as a component of the business strategy, says @Robert_Rose via @CMIContent. Click To Tweet

In 2023, the No. 1 focus of my consulting and advisory practice these days: help companies transform content into a repeatable, scalable, and measurable function that drives value through a multi-channel strategy. It’s bigger than publishing a blog, creating a lead-generating resource center, or sending an email newsletter. Today’s content marketing team is being absorbed into marketing because marketing and its various operations are fundamentally transforming into a content-producing machine.

It is not good enough to produce content “like a media company would.” The goal must be to operate as a media company does. Your job is not to change content to fit new marketing goals. Rather, your job in 2023 is to change marketing to fit the new business content goals.

Your job in 2023 is to change #marketing to fit the new business #content goals, says @Robert_Rose via @CMIContent. Click To Tweet

The unaware builds a case for the aware

The term “content marketing” continues to evolve. Even today, I run across those who still call it “brand publishing,” “custom content,” or “inbound marketing.”

My take matches with what Kotler described in 1999. I always thought the term “content marketing” would become part of “marketing” more broadly. In 2023, that happened. So, returning to the lexiconic debates of 2013, 2014, or 2015 doesn’t seem terribly productive. Content marketing is just good marketing, and marketing is just good content marketing.

That said, two kinds of companies do well at the broader view of content marketing. Some of them, such as Cleveland Clinic, Red Bull, Arrow Electronics, HubSpot, and REI, have purposely devised content marketing strategies as differentiating approaches to their marketing. They are succeeding.

Others, like Amazon, Microsoft, JPMorgan Chase, and Peloton, backed into a smart content marketing strategy. But executives at those companies probably don’t recognize it as such. If asked (and some have been), they would say acquiring or launching a media company operation was just a smart business strategy to diversify their ability to reach their consumers consistently.

They’re right, of course. Many have yet to read books about content marketing, been influenced by the Content Marketing Institute, or even recognize content marketing as a separate approach (as far as I know). And they are also succeeding.

Consider this proof: As I write this article, six companies have a market capitalization of more than $1 trillion. Four of the six wholly or partially use the business model of media creation to further marketing and business strategies. Apple, Microsoft, Alphabet, and Amazon are all, in part, media companies that also sell products and services.

Why would you not avail yourself of that same model?

The future looks cloudy and bright

As for the overall state of enterprise content marketing, it’s in transition, as all marketing is. As a focused project-based approach, working in ad-hoc ways across a business, content marketing appears to have proven its worth. Hundreds of entries every year to the Content Marketing Awards feature myriad case studies using content marketing techniques in strategic ways to profitably affect business results.

And yet, it remains to be seen whether you can make content marketing a scalable, repeatable, measurable function within marketing.

As to what the discipline’s future holds? At last year’s Content Marketing World, one of my favorite events, the Executive Forum gathered senior leaders from brands succeeding with content marketing. As we talked about the future, one participant said: “The only certainty is change. I can’t tell you where or when, but I do know there will be change, and this is the principle we build on now.”

As for my take, Kotler’s idea of transforming the marketing function seems to have gotten lost along the digital road traveled by marketers. In so many cases, marketing – and especially content – remains just an on-demand service function within the business. Its sole job is to produce ever more voluminous amounts of content that describe the value of the brand (or its products or services) so that sales can sell more efficiently, customer support can serve more effectively, and all manner of customer interfaces are more beneficial to both sides.

However, and maybe because I need to rationalize now that my book is finished, I passionately believe it’s finally time for marketing to reclaim its ability to create value — not just reflect it in the polished shine of your traditional products and services.

Almost 27 years ago today, Microsoft founder Bill Gates wrote an essay called Content is King. In it, he said that “(C)ontent is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”

It certainly was one of his more prescient moments. Nearly three decades later, his words have proven true. The essay title has become the rallying cry for thousands and thousands of entrepreneurs who now make their living on creating, managing, optimizing, and measuring content on the internet. (A Google search for “content is king” nets more than 1.7 million results.)

But it’s the last line of his essay that I find the most visionary: “(T)hose who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products – a marketplace of content.”

That’s what content marketing is for me in 2023. It’s just marketing – optimizing the value of ideas, experiences, and products in a marketplace of content.

Time to get to work.

It’s your story. Tell it well.

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

https://www.youtube.com/watch?v=videoseries

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. 

HANDPICKED RELATED CONTENT:

Cover image by Joseph Kalinowski/Content Marketing Institute



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27 Best About Us and About Me Page Examples [+Templates]

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Your about page summarizes your history, values, and mission — all in one place. That’s a tall order for just a few paragraphs. If you’re feeling stuck, turn to these about-page examples for inspiration. 

about us page example: laptop held in palm of hand

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