How to Win at Content Marketing When Google Keeps Changing the Rules (Ali Orlando Wert) скачать в хорошем качестве

How to Win at Content Marketing When Google Keeps Changing the Rules (Ali Orlando Wert)

Presenter: Ali Orlando Wert. For the last few years, the Google gods shined their faces upon content marketers. The mantra "If we build it, they will come,” when done well, actually worked! Chaotic Era for Content Marketing But now... between Google's devastating algorithm changes, the proliferation of AI-generated content, the rise of user-generated content in the rankings, and the rapid rejection of cookies by consumers... let's just say, content marketers are in their chaotic era. A Content Strategy That Doesn't Rely on SEO Good news: we're in this together! In this video, Ali explores a wealth of ideas to build and execute a content strategy without a reliance on SEO (plus we’ll look at how SEO does still fit into the picture)! From identifying topics of interest to leaning into new distribution channels, we'll exchange the old playbook for future-proof content marketing strategies that work, no matter what Google ate for lunch that day. Takeaways Understand how the state of SEO-driven content has shifted Understand where SEO-focused content still brings value, what's working, and what's not Learn a framework for building your content strategy that’s not pigeon-holed by SEO Explore a variety of proven ideas to expand your content marketing beyond SEO 00:00 Introduction 03:42 Google Algorithm Changes 05:37 Zero-Click Marketing 12:00 Longer, More In-Depth Content 13:50 Go MOFU (middle of funnel) and BOFU (bottom of funnel) over TOFU (top of funnel) 23:01 Build Authority Through Thought Leadership 26:19 How to Reduce Reliance on SEO 33:34 Re-Evaluate How You Measure Content Marketing 39:25 Audience Q&A