I often get the question from my customers and prospects I work with, “How in the hell can my web marketing strategy keep up with all the disruptive things that Google is doing?”
My typical answer is, “Focus on your brand and content marketing…and don’t worry about Google”.
The typical response is a baffled facial expression.
Allow me to explain. Stay with me on this.
More than a year ago, I started to focus on Google’s Authorship program. This program allows content to be ranked by the authority of the author. As a regular blogger, I felt it was important to understand how Google’s Authorship program worked for me, as well as my clients.
Then in September Google pulled the plug on all the hard work, study and research I did to comply with Google’s “wishes”. Google cancelled their Authorship program.
Talk about an 800 lb. gorilla. Talk about pissed off.
Over the years I have become accustom to Google changing the rules of the road…right in the middle of the race. When Google changed the way they ranked our customer’s keywords, it almost put my previous company out of business as we had built our business on search engine optimization and understanding the nuances of Google’s ways.
After Google’s cancellation for the Authorship program, I thought long & hard. What would happen if Google took away search rank? More realistically,…what if they changed the rules again concerning search rank?
Many of our clients have come to rely on good keyword ranking for lead generation. What would happen if, all of a sudden, their keywords were no longer ranked on the first page?
Google giveth. Google taketh.
Then my spirts were lifted when I thought about the gift of content marketing. Some call it inbound marketing.
Let us assume that the internet is not going away. If it does or we have some sort of electromagnetic terrorist attack, we have a lot more to worry about than no internet.
The advent of content marketing, in my mind, has been a blessing for industrial marketers. Content marketing is plan B, C and D for further market and technology disruptions.
If you focus on many of the tenants of good content marketing then you are forced to become a better industrial marketer. You are forced to serve your audience first. You are forced to listen to the same people that will become your customers. You are forced to respond quickly to the whims of your customer. Putting out good content will force you to pump of your industrial brand so the rest of your content is consistent and effective.
Don’t’ worry about Google. Thank God for Google.
Want to know more about content marketing for industrial marketers? DOWNLOAD NOW, Beginners Guide to Industrial Content Marketing.
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Author: Tom Repp
A traditional industrial marketer...now a passionate evangelist for leveraging the digital channel for lead generation. View all posts by Tom Repp