In this article by Robert Rothschild he emphasises the need for companies and brands to invest in decent content. 

He says

“Marketers and advertisers have traditionally relied heavily on paid online media because of its ability to track and retarget consumers via cookies. But the ongoing viability of that strategy became questionable the moment Google announced plans to move away from cookies, eliminating the tracking method by the end of 2024.

However, it's vital for brands to maintain—and even grow—their brand presence during these times of change to establish and keep customers' trust.

The result? Marketing and advertising teams will be forced to re-evaluate advertising spend and consider new tactics to target their core audience and attract audiences without using cookies.

The obvious answer? A renewed focus on organic search marketing.

Marketers and advertisers who prioritize organic search in their advertising strategy, especially during times of economic strain, can expect a faster and higher return on their investment than those who choose to focus solely on a paid media strategy.

Approaching your search marketing strategy with an "and/both" mentality instead of the antiquated "either/or'' belief—and shifting your budgets to do the same—will help educate teams and prepare them to reallocate accordingly.

For example, teams should consider generating contextually rich, high-quality content that resonates with user intent instead of outdated strategies that focus primarily on keywords.

If your brand isn't showing up when needed, others will. Botify's recent study found that a significant portion of consumers (51%) in the UK and the US said they place more trust in a brand that ranks high in natural or organic search results. Moreover, nearly 50% of respondents in both markets also said they favored brands featured in the Top 5 search results.

In the same study, we also found that instead of clicking through to page two of search results, more than one-third of respondents in both markets said they would change their search terms if they were not satisfied with the initial results.

Those findings indicate the critical need to ensure that a brand's content is featured in top search results—organically.

Organizations that opt to reallocate a portion of their advertising budget toward organic search drive both short- and long-term results, which helps build and sustain brand authority."

If you are thinking of using AI to create all this content, think again.

Why I'm not using ChatGPT to create content and why you shouldn't either in this article I explian why Google will downgrade any content it thinks has been written by AI. 

 

Want to know more about social selling, check out my new book

"social selling techniques to influence buyers and changemakers - 2nd edition".

In this brand new edition, I have updated all the text, I have also got 15 practitioners, so people who are doing this already to explain how they are get (practical) business benefit. From the CEO that has been running a digital business for over 18 months to sales leaders who use social selling every day.  

Articles on how these business have and are implementing digital, from Mercer, Telstra Purple, Ring Central, Cyberhawk, Namos, Ericsson, DLA Ignite and more.

What does Mark Schaefer, Marketing guru think of the book "social selling - techniques to influence buyers and changemakers - 2nd edition"? watch the video here

It's available on Amazon worldwide.  Link to Amazon.com here and Amazon.co.uk here.