The way most companies approach content marketing is predicated on the unspoken idea that Google knows best.
For any keyword, they search through results page after results page to work out what Google “wants” them to write. They create content that aggregates tactics and ideas from the top-ranking content. Most of all, they avoid anything risky—new formats or angles—because they’re afraid to deviate from the status quo.
In fact, when faced with page after page of carefully ordered search results, virtual carbon copies of one another, it’s natural to think that Google’s vast databases and powerful machine learning algorithms have “solved” the search results.