Smarter Content

If you haven’t checked in on the latest insight from the Google researchers ,you really should. This month, Google advises marketers to step back from the minutia and take a look at the bigger meaning of Search. Whether this advice is just serendipitous or strategically timed to counter the gnashing of teeth by SEOs over the loss of detailed metrics associated with keyword data is up for debate. What I found valuable is the reminder that search is often not as directed as we tell ourselves as marketers and brand managers. Sometimes it’s just about discovery and exploration. You can find the whole of the publication at Google Think; but there are four questions Google has posed that got our creative juices flowing:

  1. What are the core needs your brand fulfills — or could fulfill — in people’s lives?
  2. Are you driving awareness and consideration for your brand amongst those showing interest in your category — or the key benefits that your category makes possible?

  3. What brand associations and core positioning do you drive through other media that you could be reinforcing through search?

  4. Do you (or should you) have content to market that searchers might find valuable?

What I like about these questions is that they provide a different take on the advice we often give to Bloofusion clients. Specifically, to step away from their own agenda of creating content focused on market differentiation and instead assess the learning needs of their buyers at the various stages in their information journey. This is particularly important for technology marketers who are often primarily focused on trying to respond to analysts at Forrester or Gartner. The role of these analysts is to catalog differentiation (although I often feel it is manufactured) and not necessarily move a System Architect from being among the uninitiated to becoming a subject matter expert that the CTO/CIO can rely on when making purchasing decisions. So to these four questions, I’d like to add one more… “Do you have content that makes visitors smarter?”