Why Most Businesses Fail with Content Marketing

Ever since Google launched their Panda and Penguin algorithms (in 2011 and 2012, respectively), businesses operating in the online arena have had to change their strategy and content marketing approach. With these algorithms, the search engine giant made a statement about acceptable behavior for earning search rankings. No longer would gaining rank through any means other than providing the best possible content be tolerated. Users demanded value and relevance, and Google aimed to deliver.

Linking schemes, keyword stuffing, content farming, and other shady practices (black hat SEO), or even a hint of impropriety in SEO practices was met with swift justice from Google, which began demoting and delisting websites that didn’t meet quality standards. Then came Google Hummingbird in 2013, with an emphasis on user intent.

These changes to Google’s algorithms gave rise to the concept of content as king, and paired with a growing understanding of the millennial market, the birth of content marketing. The concept seems simple enough. According to the Oxford Dictionary, content marketing is: “A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.”