When inbound marketing was on the rise in 2006, search engines were the primary way readers discovered new content. In 2017, this still holds true.
Social, video, and messaging apps now occupy a fair share of the content landscape — but with over 3.5 billion searches per day on Google alone, search is a channel marketers still can’t afford to ignore.
Over the last ten years or so, it feels like we’ve figured out a pretty standard content formula: publish a large volume of content to target long-tail keywords, and convert that organic traffic into leads via gated content offers.
But this way of thinking about content has hit a wall. Search has changed, and it’s time content did too.