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MARKETING FESTIVAL @jonoalderson
Contentless
Marketing
Jono Alderson
Independent technical SEO consultant
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MARKETING FESTIVAL @jonoalderson
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I look at a lot
of websites
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MARKETING FESTIVAL @jonoalderson
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I see a storm
on the horizon
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MARKETING FESTIVAL @jonoalderson
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Almost everybody
does some form of
‘content marketing’
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MARKETING FESTIVAL @jonoalderson
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Content must be
your differentiator
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MARKETING FESTIVAL @jonoalderson
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Yet most ‘content
marketing’ is done
(solely) for SEO
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MARKETING FESTIVAL @jonoalderson
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You probably have a
blog for this reason
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Most of this is bad
…Or just confused
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Content is often
an afterthought
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MARKETING FESTIVAL @jonoalderson
https://www.duncandental.co.nz/post/10-reasons-you-should-consider-teeth-whitening
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MARKETING FESTIVAL @jonoalderson
https://mycarneedsa.com/blog/what-is-a-car-air-filter
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MARKETING FESTIVAL @jonoalderson
The process is
lazy and broken
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MARKETING FESTIVAL @jonoalderson
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You perform
keyword or
market research
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You inadvertently
copy your
competitors
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You get stuck
when it comes to
production
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You outsource
or delegate
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You use AI for
scaling content
production
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You’re just making
more word soup
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…Or maybe you’re just
not creating value
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MARKETING FESTIVAL @jonoalderson
This no longer works
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This no longer works
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This will no longer work
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The internet
is full
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Storage and
processing is finite
and expensive
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Why would they
index your page(s)?
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Search engines
are evolving
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Now they can
synthesize results
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Now they
can create
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They can solve
complex problems
Stolen from Tom Anthony
[@TomAnthonySEO], Search Pilot
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They don’t need
your content
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And your content is
a risk to theirs
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MARKETING FESTIVAL @jonoalderson
arstechnica.com/information-technology/2023/09/can-you-melt-eggs-quoras-ai-says
-yes-and-google-is-sharing-the-result/
futurism.com/google-search-ai-melt-eggs
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This shift is already
happening
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twitter.com/realchasecurtis/status/1714694293233779176
twitter.com/NicheAlchemist/status/1694439346210811954
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MARKETING FESTIVAL @jonoalderson
All of this changes how
people search
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You’re now blind
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This has huge
implications for
paid search
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This has huge
implications for
a liates
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So what do we do?
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1. Solve your audience’s
problems
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Talk to your
audience
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MARKETING FESTIVAL @jonoalderson
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alsoasked.com keywordinsights.ai
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MARKETING FESTIVAL @jonoalderson
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Make your website a
problem-solving
platform
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Influence what
happens next
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Remove your
audience from
competitor ad
ecosystems
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They were
doing it right
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2. Become a publisher
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Perform original
research & create
new value
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MARKETING FESTIVAL @jonoalderson
twitter.com/blairmacgregor/status/1692870627902787914
“If you don't have unique value to
bring to the conversation…
…be it market positioning, a truly
distinct editorial perspective, a
more visually-oriented approach
etc…
…you ain't ranking.”
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MARKETING FESTIVAL @jonoalderson
twitter.com/DarrenShaw_/status/1714302971276898804
“Does your content look
like everyone else’s?”
“Are you mainly
summarizing what others
have to say without adding
much value?”
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MARKETING FESTIVAL @jonoalderson
twitter.com/NicheSiteLady/status/1696855643263471786
“I should have been visiting places in
person, emailing the companies, digging
deep into forums…
”
“I should have added sections with my own
experiences, analysed the data and drawn
my own conclusions, and added my own
personal touch”
“I should have also added real photos and
data visualisations like charts”
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MARKETING FESTIVAL @jonoalderson
3. Compete elsewhere
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You have to build
‘outposts’ for
discovery &
preference
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3. Compete elsewhere
everywhere
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In summary
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Stop producing
content that doesn’t
create value & solve
user problems
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MARKETING FESTIVAL @jonoalderson
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Start thinking about
the role of content
on your website,
(and beyond)
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MARKETING FESTIVAL @jonoalderson
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If you have a blog,
understand what a
blog is/isn’t
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Use content to build
trust, preference,
and recall
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Be a brand that
users would expect
to see in the search
results.
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Be the last click
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Be the last click
Be the first click
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MARKETING FESTIVAL @jonoalderson
Contentless
Marketing
Jono Alderson
Independent technical SEO consultant
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MARKETING FESTIVAL @jonoalderson
Set your
content
playbook on fire
Jono Alderson
Independent technical SEO consultant