Simply Put, You Still Need a New Content Strategy

I can’t shake the feeling that the latest Google Core update mushroom clouded the SEO landscape. 

I can’t stop thinking of the images of the Bikini Atoll nuclear testing and subsequent aftermath, aptly named (for my metaphor, at least) Operation Crossroads.

The Actual Bombs

That’s metaphorically what happened to SEO over the last two years. But here are the actual bombs:

First was the E-E-A-T update in late 2022.

Then, there was the quiet release of a little thing called ChatGPT. You might have heard of it.

Finally, the latest core update was finished mid-April, although we weren’t told it was complete until late April. 

The Aftermath and My Crossroads

That brings me to my current crossroads.

Things for SEO are so confusing right now that I’m seriously considering getting out of the game. 

Yeah, yeah, yeah, I’ve been following the influencers on LinkedIn and reading all of the heartwarming articles from SEO experts on Search Engine Land and Search Engine Journal.

You know, the ones that tell us that SEO has changed, that it’s not dead, that we have to think of it in a new way. 

But I don’t believe all the propaganda. I don’t believe the hype. I’m not optimistic. 

I think we need to ring the death knell: SEO is dead. But I’m trying to think of it from a different perspective. 

SEO Is Dead

So.

If SEO is dead, I suppose I should follow up on where I think search marketing is going, right?

Well…the truth is I don’t have a fucking clue right now. I’ve been kicking around this theory for several years that your brand is what you need to focus on.

That’s not innovation on my part, BTW. That’s pretty much been the underlying message every SEO and online marketer has been sending for years. 

I just don’t think that any of them have been saying clearly…saying outright.

I definitely don’t think that business owners and decision-makers get it yet. 

Right now, I like the idea of creating shorter articles and adding a video to everything I do.

But creating a video is going to be interesting for me. I have a lot of self-confidence issues I’ll need to get over.

My Take on Content Strategy Now

The obstacle is the upfront cost of creating, following, and managing a modern content strategy. 

From the jump, you need to think like a brand. 

You need a brand identity.

You have to invest early in creating awareness. This means paid ads and boosted posts. Essentially, you are shelling out dollars early and hoping/praying that you see an ROI.

You should also have high-level content writers and creators lined up to create top-notch content for organic purposes.

It also means content strategies have changed. 

You have to think high-quality content in digestible pieces. You won’t need to create super-basic awareness content like “how to’s,” “why’s,” or “what’s.” 

The search engines do that now. 

Instead, you need a digestible, authoritative, entertaining, and informative strategy encompassing several channels. 

You must weave a brand web across the internet, cloud, and metaverse.

It’s Harder and Harder to Find Grassroots Digital Marketing Success as a One-person Army

Ok. So…HOW do I/you/we do this?

I hate to do this, and I hate to say this, but I don’t want to sound like I’m promoting myself or trying to get you to spend money. 

But the truth is, business owners and decision-makers need to consider what I’m saying to determine whether they can create and execute a branded content strategy on their own or get help.

Talk to a content strategy expert: someone who will tell you the truth about whether you can do this alone because they care about your business goals and the quality of content. 

Here’s what’s going on with me. I’m a business owner and a content strategist. I know that I must create content for my business. Most SMBs in 2024 know that they have to focus on digital marketing to find success.

But because I’m an SMB, I’m chasing clients, completing daily tasks, handling operations, and worrying about marketing myself and creating the content. 

You know that’s not even half of what an SMB goes through. 

Guess what I push way down the task list when deciding between gaining clients, keeping clients happy, and then creating branded content for myself.

Yes. My stuff. I focus on client-related operations first. 

A week, day, month, or six months pass, and I may have only posted a handful of blogs or social media posts. Posting infrequently doesn’t help keep you top-of-mind to your target audience.

So it’s better if you have help, and it’s better if I have help. I’m learning that as I write this. 

So…get help. 

How?

I’ll write about that soon.