Matthew Barby says, “Content marketing has seen a lot of changes over the past few years, in particular around the way that marketers have went about actually developing their content. A lot of this has come down to the rapidly evolving search engine landscape, as well as a huge shift in the way that people are discovering content.

All that said, I still hear the same pain points coming from content producers that I did over five years ago:

“I struggle to measure the ROI of the content I create.”

“We create great content but we still don’t seem to rank high in Google for our target keywords.”

“So, I’ve done my keyword research. Now what?”

As a response to these problems — in particular the second one — a lot of marketers will respond with increased content output. Unfortunately, creating larger volumes of the same underperforming content will often result in the same underwhelming results — just at a greater expense”.

Topics Over Keywords: A Simple Framework for More Effective Content Creation

HubSpot

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