<< by Kari Rippetoe on April 26th, 2013
It’s National Tell A Story Day tomorrow, April 27th – and as a marketer, I love to tell stories. Ultimately, that is what your content should be doing: telling a story your customers can understand and relate to. But the biggest mistake we as marketers can make in our content is telling a story about our companies and products, and NOT our customers. You must know what challenges they have, how what you’re selling will help them with that challenge, and then create content that shows them this while making them the hero of your story.
I recently participated in a panel of very smart marketers at the Mid-Atlantic Marketing Summit, and we talked about how Google’s Penguin and Panda algorithm updates created a fundamental shift in how we view content creation. All of a sudden, we needed to create content that was useful and people liked to read (gasp!), rather than just content to feed the Google monster and get rankings. So, the way we approached SEO also shifted – no more over-optimization practices, just good content that was not only searchable, but shareable.
But that doesn’t mean that SEO goes completely out the window when creating content. You can still optimize, just don’t over-optimize. You want to make sure that Google is still indexing your content correctly and for the proper keywords. Here are some tips to ensure your content is telling Google the right story: