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This is one of the reasons why I would probably never, ever, ever try build a business around any kind of content marketing (as controversial as that sounds.) I
by Uptrenda 11y ago
This is one of the reasons why I would probably never, ever, ever try build a business around any kind of content marketing (as controversial as that sounds.) I know that content marketing is all the rage at the moment and few books would advise against doing it for customer acquisition: but there is always that hidden, implicit assumption with this technique that the organic traffic you build up belongs to you (which is provably false.) It's quite deceptive to think of organic traffic as an asset when Google can take it away at any time (and often without even realizing.) Instead: I would much rather use explicit paid channels and relationships with advertisers then depend on the good graces of Google for my conversions.
I hope that OPs business can recover in time and thanks for posting this. You will probably save a lot of people thousands of dollars in the long run.
- michaelbuckbee 11y agoI think you need to make a distinction between "a business around content marketing" and having content marketing be one of the many marketing channels for gaining users. Even if you entirely set aside the hope that you'll eventually gain some organic search traffic, content marketing in the business and startup space still typically has a return 10x of what paid does since it tends to be so much more self selecting, shared on social, etc.
- hayksaakian 11y agoIs content marketing by definition designed for organic search? This is a lesson for everyone: despite how someone gets to your website the first time, you are in charge of bringing them back. For many people that means aggressive email capture. Of your site is not providing any sustainable value to users, then don't be surprised.