Dusty Old Content Marketing Method Gets A Retool (Thanks to the Current SEO Shakeup)
I’m not an SEO guy.
In fact, I think most SEO strategies are like a car running on three wheels — they’re missing a crucial element.
And with AI’s shadow looming large, there’s a lot of chatter about SEO’s future.
I’ll discuss what I think can be done about it in a moment, but first…
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These days it feels like we’re all at a masked ball, trying to recognize familiar faces in a sea of AI-generated disguises.
Some AI-created content is super obvious — with telltale phrases and themes that come up over and over again.
But it’s not the quality of the content that matters as much as the fact that AI (and paid) results are pushing organic (SEO ranked) search results farther down the page.
Here, for example, is a screenshot of a search I did for a replacement dishwasher rack…
Notice how far down the first organic (SEO ranked) result is?
That’s a problem… and it’s going to continue to get worse, especially as ‘traditional’ online search engine become less central to our regular routines.
Yet content is still a critical part of the way businesses and buyers connect
So I suggest you start to think of your content as a dual-purpose tool.
One side sharpens your SEO, cutting through the digital noise to get noticed (for whatever that continues to be worth).
The other side is about sparking action, propelling your reader to leap from observer to participant.
Here’s an example…
A B2B SaaS company specializing in CRM solutions publishes a whitepaper titled “10 Cutting-Edge CRM Trends for 2023.”
Good for SEO, yes, but it can also become a lead magnet by adding an invitation at the end: “Join our exclusive on-demand webinar to see these trends in action.”
Suddenly, their whitepaper isn’t just informative; it’s an intentional gateway to deeper engagement.
Unleashing the Power of AI
Now, while AI is part of the problem here, it can also be part of the solution for you. Here’s a prompt to use with ChatGPT or your AI tool of choice:
Act as a Digital Marketing Strategist specializing in Content Optimization for Small Businesses: Review my existing content and suggest specific calls-to-action that align with the content’s theme. Provide examples of how these calls-to-action can seamlessly integrate into the content, encouraging reader engagement and conversion without disrupting the informational value.
[INSERT CONTENT]
Your turn to take the wheel
It’s time to revisit your existing content.
Look at each piece and ask: “Is this just informing, or is it also inviting?”
Think of your content as more than just a beacon; make it a bridge.
A bridge that not only catches the eye but also leads the reader across, straight into the heart of what you offer.
Let your content do double duty.
Don’t just catch eyes; catch hands ready to click, sign up, and buy.
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