As the year dies, I continue to feel that my SEO and content marketing enthusiasm is also on its deathbed.
Luckily, the bells haven’t tolled yet due to one client I’m enjoying working with. Their weekly excitement during meetings has inspired me enough to chase more clients in their niche.
The best part is that I’m seeing (small…teeny…tiny) results and wins for myself, and that’s motivating, too.
Backstory: Chasing success is pretty much the only motivation I’ve ever known, whether in sports, school, personal life, or career. I’m not sure there’s anything else.
Unfortunately, there’s also a lingering feeling of inauthenticity. That feeling probably has a lot more to do with my personal demons than anything else. Namely, the one that won’t let myself believe I’m good at something.
But overall, it’s all just a temporary patch. I need to get another client or win to show that SEO and content marketing haven’t become walking-dead marketing methods.
Meanwhile, I’m still fed up with SEO, and I don’t know Why
Right now, I’m breaking even with my monthly revenue. I need to get ahead, so I’ll talk about how I plan to branch out later.
My ongoing internal battle with the state of SEO continues to gnaw away at my core. Google’s latest algorithm updates have given me hope that they’re attempting to fix a few things. I’m not going to lie; I was wildly entertained when I learned that Fortune Recommends and Forbes Advisor would be hit hard and de-ranked.
That was until I found out one of my close friends in the industry was laid off because those two would have to cut back on staff.
It was a direct reminder of how Google’s changes can hurt.
Prior to this, I had a few more degrees of separation from the consequences of core algorithm changes.
But I also know exactly why
“Fed up” with SEO is probably the wrong way to describe my feelings. What I mean is it’s entered a new phase and I don’t feel it’s as “prestigious” as it used to be.
SEO entails understanding and fixing technical site issues. It also involves a lot of data analysis, which is why the skill itself has been segmented.
There are SEOs who are better at tech and data analysis and those who are better at the content side.
SEO from a content perspective involves pairing data with sales, social, and pysch skills to create content that connects with your customers.
But on the content writing side, it’s become so mixed up with social media, PR, and advertising copy that it’s essentially all just advertising and marketing spin.
I don’t know if I’m talking out of my ass here, and I’m sure there are those of you who will tell me that what I’m feeling and saying is precisely what content marketing has always been.
But I’m telling you now that the pandemic ramped up the demand for content marketing.
And AI ensures that anyone and everyone can create content. There’s no more mystique to it.
We’re trying to convince clients that content writers are needed by telling them we all need human-generated content, but do we?
I mean, if people are getting used to hearing from an AI, do we care if we’re hearing from a human anymore?
I’m saying this: Eventually, the mass perception of our population as a whole will be more in tune with AI.
AI is becoming the zeitgeist.
Not to mention that marketing’s purpose is creating a psychological connection with things.
If people are used to using AI to create content on a mass scale, then they will also get used to communication from AI.
So I’m Trying Some New Things (to me)
I specialize in written content. Written content can be broken down into:
- Blogs
- Social media
- Press releases
- eBooks
- Website copy
- Landing pages
- Ads
Honestly, the list can go on. Just know that written content is any marketing material that includes words.
The two other types of written content I didn’t mention are email and podcast or video scripts.
Email Outreach
Email campaigns involve writing the emails that turn a faceless email address into a client you consider part of your family, and is an art form unto itself.
Companies that offer services (every company, duh) must also learn to build and manage lists of email leads.
But if you dig into that statement, building a list is a skill.
And managing those lists is another skill.
Writing a sequence of emails that creates awareness and eventually entices a recipient to respond is another high-level skill.
The best email writers I’ve seen convey emotion and create demand with the fewest words possible. That’s a skill I will be working on perfecting throughout 2025.
Incidentally, I want to give a shout-out to Mitchell Keller. Folks, if you’re reading this and you need help streamlining email or any processes, this is the man to talk to.
Video
The second skill I’m working on is creafting video content. I should have been doing this years ago, but I’ve shied away because I’ve feared how I’ll look.
I’ve also avoided it because, although my ego tells me I’ll be good on camera, I know I’ll face a ton of comments and criticism if I really put myself out there.
I’m the kind of person who wants everyone to like him…to the detriment of my relationships. I’m not sure I’ll be able to handle the comments section.
Anyway, I’m not sure what my video channel will entail, but SEO and content marketing will likely be included.
I’m definitely going to add videos to my website. I’ve been dragging my feet on that, too.
Why I’ve Been Reluctant (or Scared) To Adopt These Methods
Honestly, the main reasons are because
- I’ve always thought email was spammy and beneath me.
- Creating video content means I must be prepared to be told (vehemently) that I’m wrong or don’t know what I’m talking about.
That second one locks me up.
Remember, I’m constantly questioning myself and need validation from peers, clients, and ultimately, the data because I’m the first person to be surprised when I’m good at something.
It’s a catch-22…I need data to prove my methods work, but I need theories to test and clients to work with.
I’m working on that personal glitch now.
Big Thing: I’ve Finally Realized Early Adoption is Important
As I’m picking up deeper email campaign and video creation skills, I’ve begun to realize why early adoption in online marketing is extremely important. For one, had I learned these skills long ago, I would have been at the forefront of the email copywriting or YouTube industries.
Regarding email, I learned that, although I was an early adopter of AI, I’ve only used it for writing. I haven’t used AI to help with data analysis. That would have helped my content marketing efforts because I would have been able to understand my audience faster.
Instead, I’ve spent the last two years with a chip on my shoulder, trying to tell others I can do a better job than AI.
I still can, but I haven’t been using AI as a tool to make my work more efficient…and that’s what’s hurt me the most.
Video is such a no-brainer that I’m kicking myself.
If I could go back to 2005 and start making videos to post on YouTube, I’d probably be in a totally different career now—one that involves fun, travel, and writing that screenplay I’ve been kicking around in my head for almost ten years now.
Long/Short: 2025 is going to be a year of rebirth. I’ve always imagined it would be because it’s a milestone year for me chronologically.
Stay tuned…
Deven Bhagwandin 