Google slapped who? Why did you click on this story, was it because of the headline? Content marketing exposed, see who just got Google slapped. Well if so you are not alone, I like so many others always want to know who got Google slapped. It is the curiousity factor, like times ten. In a sense, the title is true. Last week Google announced a change in the magic formula or computer algorythym focusing on minimizing the result’s that content farms get in Google search. It was inevitable really. There were many big content rich type companies that felt the smack. This is not however why I titled the post this way.
You see it is about headlines, it always has been. Why do we grab for one magazine over another? Why do we want to read one article right away. Simply put it is because of the headlines. The headline would sell newspapers, and those headlines would create controversy or stir interest. So when you do your content marketing, remember to engage your readers with a catchy headline to let them know it is going to be an interesting article that might help them solve a problem, get a good laugh, or have a nice cry.
Let me just say however headlines alone are not enough to create those beautiful content pieces, you know, the ones that seem to permeate all over the Internet. No in order to do that, what the content needs to do is connect big time, and resonate with your audience. How do you make that connection and really create something good, well first, it must be genuine. You see if you solve a problem for your reader no matter how big or small, if you make them laugh or make them cry, or give them inspiration, they will return. If you do a good enough job they might even tell somebody. You see the one thing these content farms were doing a lot of is creating a lot of keyword rich content, but what they were losing was the stuff that makes us fall in love with content, and much of the genuine human interest. It was simply put, a ploy, as if eyeballs equal cash.
One of my favorite movies from a few years back is Jerry Maguire. Do you remember Tom Cruise had a search of conscious and decided to right the paper that ended up getting him fired. Less client’s, was a theme of the paper and if you haven’t seen the movie, check it out, if you did you know what I mean. I don’t want to say it, but I gotta, “Show me the money” this was the great line from the movie, and you know, what was even better, for the Academy Awards that year the actor Cuba Gooding Jr, whom I have always liked, one the Oscar that year for best supporting actor in a male role. You should see his acceptance speech, it was pretty cool. He was still almost like in his character from the movie. It flashes to Tom Crusie who does the laugh.
The idea for Tom and the revelation was to emphasise more on quality over quantity, and to focus more on the relationship then the money. Great things happened, and I believe great things do happen for people that place a significant value on a relationship over everything else. I am above all a thinker and I like to think about what I hope are important topics. If we lose are feelings for one another, if we never let someone else shine, if we ignore the best in us and only focus on the worst how can we make a differnce in our own lives and a difference in others. This is the message I got from the movie, perhaps you got another.
Structure your content in a way that is a genuine reflection of who you are, and let your voice shine through. Above all don’t simply write the peice in the way that would make Google love it, right it to make people love it, cause Google might send out the spiders to read it, but it can never feel what you feel. You feel me? Write so someone might want to feel something about it, and write it to be in the game, instead of for who is running a game. If you do and you shine through, as witty intelligent, sincere, or unique, because you are , I think you will strike a chord with someone, somewhere, maybe across the world, in a different language, but the right set of eyeballs might read it, not the ones that can do something, but for the ones that truly might need it. With this in mind your content may get elevated to an inspirational level, and hey let’s face it, who among us doesn’t need a little inspiring?
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