There are a lot of content strategies that help businesses create inbound content for their target audiences. As tweaks in the algorithm, technology and AI all impact the search process, there is one constant to connect with target audiences – compelling storytelling for businesses.
As the Vice President of Strategy at KWSM, I lead a team that leverages SEO best practices as part of the digital marketing strategies we create for clients. It’s our brand journalism approach that connects our clients with their desired prospects. We emphasize Voice of Customer research and close collaboration with our clients to really understand who their audiences are, what pain points they are trying to overcome, and what the desired outcome they are looking to achieve.
While some content strategies that rely on quick wins can succeed, relying on tools like Google Trends or People Also Ask may have less long-term impact than a richer brand journalism content. Here are some examples of “easy” SEO content creation tactics and what at least one senior Google senior search analyst is saying.
Google Issues a Message About Over-reliance on Google Trends
It’s important to note that Google Search Central has launched its November 2024 update, and one message in particular caught our eye. Google’s Senior Search Analyst, John Mueller, discussed how Google Trends can provide insights into what people are searching for. However, he also cautioned about over-relying on using numerous variations of the same keyword. In this YouTube video, Mueller says:
“It’s easy to go overboard with tools like these. You don’t have to create pages to cover every possible related search term. It’s important that the content you publish actually adds value to the web overall and it doesn’t just repeat what others have said. Be selective. Focus on your own expertise. Focus on your users that are likely to be relevant for your business.”
-John Mueller, Google Senior Search Analyst
Google Trends: A Quick Win or a Long-Term Loss?
Google Trends is a powerful tool for identifying trending topics, and it has become a popular resource for content creators seeking to capitalize on current events and popular searches. By leveraging this tool, marketers can quickly generate content that aligns with what people are actively searching for. This approach can yield immediate results, such as increased website traffic and higher search engine rankings.
However, excessive reliance on Google Trends can lead to several drawbacks:
- Lack of Originality: By constantly chasing the next big trend, brands risk producing generic, uninspired content that fails to differentiate them from competitors.
- Short-Term Focus: Google Trends can encourage a short-term mindset, prioritizing immediate gains over long-term brand building.
- Potential for Keyword Stuffing: Overemphasis on trending keywords can lead to keyword stuffing, which can negatively impact search engine rankings and user experience.
- Core Brand Messaging: A sole focus on trending topics can divert attention from the brand’s core values and messaging, diluting its brand identity.
Also Read: Is it worth paying for Search Engine Optimization (SEO)?
The Role of “People Also Ask“
Similar to Google Trends is “People Also Ask” (PAA) queries. While using People Also Ask for keyword research can provide valuable insights into user intent, it can also lead to a cycle of repetitive, low-quality content. By focusing solely on answering PAA questions, content creators may miss opportunities to create truly original and valuable content.
Glenn Gabe, President of G-Squared Interactive and prominent SEO influencer commented on LinkedIn added perspective regarding the similar dangers of relying on PAA queries to an SEORoundtable article related to the video titled: Google Cautions About Using Google Trends For Content Ideas
Mueller, agreed in a comment on Gabe’s post.
At KWSM, we evaluate whether the topics within PAA are relevant. If so, we may develop content using the question, ensuring that brand journalism best practices are used.
“Our digital strategy team spends a lot of time researching the voice of the customer, talking with our clients’ clients about their process in finding a solution. Of course, we explore which keywords and questions they used in their searches to find their potential partner. Then, we ask what made them say “yes.” A compelling content experience is the best way to increase conversions.”
– Kyle Cavaness, Senior Copywriter
Why is a robust content experience important? Because Google and Bing are constantly updating their algorithms to find helpful information to feed to searchers.
On November 11, Google issued its latest Core Update, which evaluates whether online content is good for audiences or just more noise in a crowded space. The rollout typically takes a few weeks. KWSM closely monitors the performance of all of our clients’ sites. We look for any impact on performance during these changes. We are proud to say we have never had a client’s website drop significantly in search results as a result of the updates. One of the main reasons is that we practice Brand Journalism in our content creation strategies. We collaborate with our clients to develop insightful Brand Journalism content tailored for their audiences.
Brand Journalism: A Sustainable Approach to Content Creation
Brand journalism takes a more strategic, long-term approach to content creation. It involves producing high-quality, informative, and engaging content that tells a compelling story about your brand. By adopting a journalistic perspective, brands can build trust, credibility, and loyalty with their audience.
Key benefits of brand journalism include:
- Stronger Brand Identity: Consistent, high-quality content reinforces the brand’s values and positioning.
- Deeper Audience Engagement: By providing valuable insights and solutions, brands can foster deeper connections with their audience.
- Improved Search Engine Rankings: High-quality, original content is more likely to rank well in search engine results.
- Increased Brand Awareness: By sharing stories that resonate with the target audience, brands can expand their reach and visibility.
Which Tactics Does KWSM Use in its Brand Journalism?
All of our clients’ content strategies are born out of our six-week digital marketing strategy process. Our digital strategy team conducts Voice of Customer research, assesses both internal and external digital reputation, evaluates competitors’ marketing practices, and crafts brand messaging before developing a comprehensive playbook for lead generation.
When crafting the content portion of our strategy, we look at inbound, outbound and nearbound tactics to create a holistic plan that produces results. What we’ve found is a recipe for compelling content that moves prospects further into the sales funnel. These elements include:
- Quotes: Most of the content online is authorless. And with the emergence of AI, there’s even less personal connection in content. But when you have a series of quotes from a business principal, you get to understand who they are and how they can be the right partner the prospect is searching for.
- Data: Actual statistics, percentages, and numbers deliver factual proof that can inform and inspire a prospect to act. Hyperbole is common online, but when it’s not backed up with true numbers, it fails to influence.
- Case Studies: Further, applying the who and why to those numbers can build confidence in a prospect. They want to know someone like them had the same challenge as them and succeeded. Case studies are verifiable and pack the most punch in content.
- Testimonials: Where case studies provide factual elements of a marketing success, positive experiences from those who benefitted can be immensely influential in assisting your prospect to convert.
- Visuals/Infographics: Seeing is believing. Everyone loves a before-and-after sequence and visuals in a blog article always enhance the storytelling.
- Video: We are a society that values video. Why? Because it demonstrates capabilities and brings a much more intimate and authentic approach to storytelling. Seeing and hearing the emotion, happiness, and enthusiasm behind a successful partnership, transaction or campaign can remove fears and illicit excitement for your prospect to move forward.
Also Read: Incorporating Brand Journalism in Web Design
Launch Your Long-Term Content Strategy with KWSM’s Brand Journalism
Are you confused about content creation? You’re not alone. While the tools and technology may change the way prospects find your business, the most compelling story that provides the most diverse information will always win. Contact us to talk about creating a content marketing strategy that positions you as an authority in your industry.
