The Sunday Talk – Content Marketing


I am cleaning my car and I am thinking: We never talk about old content clean up. Can old content hurt our SEO?
Yes, it can. And I would give you an example. We all have some leftovers in containers somewhere in the back of our fridge. And those containers may get our attention one day because of the smell they produce. It’s exactly the same when it comes to old content.

  • Old content can hurt our SEO without us even realizing where the smell comes from. And I would give you an example.
  • Old content can waste our crawl budget.
  • Old content could be thin content.
  • Old content could be duplicate content.
  • Old content can talk about things that are not relevant anymore to our company’s current direction.

We should all go and clean up our old content before it tanks our SEO rankings. Pay attention to your old content, people.

By the way, I hate cleaning this car.

Google only finds you when everybody else is looking for you.

Saturday morning. it’s almost nine o’clock. Early start of the day. In about five minutes I’m gonna have a chat with Gerry White about a new analytical tool – more visual but I am thinking now when it comes to Content Marketing there is something even better than visual data. And I know you are all asking about more visual data. But as I said when it comes to Content Marketing what’s better than visual data is you actually visualizing how your customer is finding your content. Visualizing how your customer is interacting with your content. Visualizing how the visitor is interacting with your Call to Actions in your content.
Yes, visual data is good but visualizing how a real human being is interacting with your content is even better.

Only you can change your life. I can’t do it for you.

Only you can change your life. I can't do it for you.

Just coming back from a small meeting with top CEOs in the UK – hence I look like a million bucks. A guy invited me so I can support him with any questions they may have about Technical SEO but the guy was actually talking about Content Marketing trying to convince them Content Marketing does work.
But then everybody in the room was like ‘We are not happy with the ROI (Return on Investment). Our content is a bit too boring because we work in a boring industry. People don’t read our content.’
Obviously, the guy was struggling.
So at one point, I stood up and I asked everybody a very simple question. Is your content any different from your competition?

Suddenly there was a silence in the room.

I went to a guy and I said: According to the newspapers last year you spent 3 million pounds on your Christmas advertising. Three million pounds yet if I go to your website I can see a video on your homepage that costs probably not more than 5 thousand pounds.
S instead of spending 3 million pounds on your Christmas campaign why don’t you invest those 3 million pounds in your content team and then you can produce one video a week so you end up with 52 videos a year talking about your branding talking about your company. it’s not worth it having 10% more visits in December instead of 10% more visits than the previous year.

Another guy was talking about an article they produced and he was like ‘Hey Omi look at this article. The stats. It’s so much different than anything else out there. The competition they never wrote anything like this. So I looked at the article and it was full of stats, numbers. But my question was: Ok this article is talking about rice in inflation next year. What’s gonna be the price of bread? What’s gonna be the price of petrol? What’s gonna be the price of milk?

So you’ve got a good article but you forgot to connect it to your audience. You wrote this article for fellow bankers, not your customers. Yeah, it’s a good article. So instead of starting with numbers – scaring people with numbers they don’t understand why didn’t you just go to your nearest branch – interview some people, show them the numbers, see their reaction, take this reaction and incorporate it in your article.

So the wisdom of this story is:

Content Marketing is all about connecting with your customers on a human level.

Have a good week, guys. And don’t forget to come back to my Sunday Talk next week.
You’ve got the problems. I’ve got the solutions.