I’ve been a technical writer and editor for 10+ years and never imagined I’d attend a content marketing conference. Then, just a couple months into a new role with SEO and lead-gen as an important part of my responsibilities, I was lucky enough to attend MozCon 2017.
I love that my career has focused on technical support content and online self-service because being good at my job helps my company and customers at the same time – that’s still true with my new focus.
I was excited to bring back new insights to my team, which would ultimately benefit our MindTouch customers too.
My notes of takeaways took up 8 typed pages, but I can summarize the information-dense week with two main themes.
Focus on intent
Google AI is trying to answer questions better and quicker. It’s more important than ever to be the content you wish you found and be the best answer to the queries you seek to rank for. If you’re not the right answer to the question, Google will 86 you.
Conversely, content that doesn’t guide users to the right answer is the most disruptable. Those are your easy-target opportunities. The best strategy is to attempt to understand user intent and deliver what they need, instead of playing SEO games.
User behavior and adaptive technology is evolving rapidly, therefore you should operate as if your biggest lead-gen source(s) could disappear tomorrow. At the same time, it’s essential to be hyper aware of resources vs. reward for each of your channels and prioritize accordingly. Users are increasingly expecting personalized experiences AND they often have different expectations on different channels.
Staying agile (and successful) requires constant testing, measuring, and tweaking. Experiment with different media types and delivery methods and don’t be afraid to take risks or be bold.