“Topics, not Keywords: How to Make Content Work for Brands with Google Hummingbird”
The presentation provides valuable insight as search engines move away from keywords and into semantics to find the best answer for a users’ inquiry.
The gist is that search evolution toward the semantic web is good news for content marketers in that the need for keyword-focused content is being replaced by thematic relevance and authority. Google is essentially catching up to what user-focused content should have always been.
The punch line is that future success in content marketing will be more dependent on system building than line-level content production and output. Create a centralized content strategy and integrated delivery systems to guide your content marketing efforts now.
Per the theme of the conference, one way content marketing creates value for customers is when its output is usable for both businesses and users. Unfortunately, what’s sometimes created is not usable content—it’s often a blog post developed to plug a missing SEO ranking for a keyword.
But what does result in something usable is when content is developed around a theme a brand is authentically authoritative on—coming from a true point of understanding user intent—and that the brand is proactively anticipating and creating content to be as useful and evergreen as possible.
All you have to do is ask yourself what kind of content would BEST fulfill users’ needs?