Historically, many businesses started their content marketing programs because they believed it would help them rank higher for organic search results. When their target audiences would search for potential solutions to their needs and wants, they would find the brand’s vast array of content and believe that brand is the one that provides the most value.
Unfortunately, what many businesses discovered was that a foundation built on being “found” in search meant they had to focus on content that chased traffic. That created an inherent pressure to create content designed to rank rather than content intended to lead, entertain, or inform.
