Content Strategy vs. SEO – What Do You *Really* Do?

content strategy versus seo

Creating pages or creating experiences? We know that being popular relative to your competition is how to rank in search engines going forward. Coincidentally, it’s good for business. Content is a means for communicating with your audience. Content done right supports a competitive advantage. Content builds and supports your relationship with your customers pre-sales and post-sales. Yet when SEOs-turned-content-marketers are tasked with creating new content or with finding opportunities to create a competitive advantage via content, far too often this is the process: What are people searching for? Create a…

Trade in Your PR & Creative Agencies. SEOs Do it Better.

To understand why, you need to understand SEO today. Think you already do? Read on. What is it that SEOs really do these days? Is it marketing? Is it creative? Is it PR? Is it search engine optimization anymore? What about “real company shit”? Not only what is it to us, the people who’ve been in the space watching it turn from technical SEO to link building to riding the coattails of content marketing, but what is it to marketing managers and CMOs at the Fortune 1000’s of the world? As…

Why Your Expensive, Time-Consuming Content Doesn’t Work.

Peacock Alley, Photograph by © Andrew L. Moore http://www.andrewlmoore.com/photography/detroit/peacock-alley-detroit/

Which question would you kick-off a content strategy with? What do we put on our landing pages and in our white papers and on our blog? What gets our audiences excited or helps them do their job better? You might say #2 because it sounds right, and you’ve probably thought about this before. But check yourself. Is this really what you’re doing? Or are you producing content because that’s what sites are made of? Tell me if this sounds familiar: “We need to create landing pages to attract search traffic.…

Think Bigger: There’s a Glaring Marketing Industry Opportunity Up for Grabs

Think Bigger

SEO, we’ve got a BHAG (big hairy audacious goal) to address. It’s clear the SEO industry is changing in new and different ways. It’s not as much about the latest new tactic as it is about the latest shift in paradigm. We’re not just asking questions like “how do I address this code issue?” but much more often we’re also asking “how do we address this visibility issue?”  or “how do I get a piece of that marketing or PR action?”. We’re clearly defining the divide between a site’s technical…

John Maeda and his Electric Dots

image courtesy of Mark Mahaney www.markmahaney.com

“During the day, on a completely black surface, a white dot appears like a bright star of hope. As night falls, attempts to resuscitate the star with liberal amounts of white paint inevitably lose to the will of nature. The light of fire enables us to see after the sun has hidden, but its roar and crackle continually warn us of its immediate hunger for fuel. Our uneasiness has been resolved for the present by removing the flame from plain sight, fire, heat, and fission translate to electrical power. Transported…