CMCX 2019 - Thank you Google!
Say what you will about the search engine giant – but after two days at CMCX, Europe’s largest trade fair dedicated to content marketing, we should all feel one thing above all: Gratitude.
Gratitude for the high standards that Google’s algorithms place on content quality. No speaker, no company, no brand can afford to ignore this anymore. If you want your messages to stand out in the constant noise targeting your audience, top-quality content is a must.
Let there be better content
This pressure has led to bigger budgets, more professional productions, and shorter publication cycles. Companies are now building in-house video studios or outsourcing productions. Shaky smartphone videos, once praised for being "authentically raw," only work (if at all) in the realm of influencer marketing – and even there, they’re losing effectiveness.
But with higher budgets comes a need for monetization. The days when internal interdisciplinary teams could publish quirky content without clear goals or KPIs are fading fast. Content marketing today needs strategy and purpose.
Patience is also key: you can't widen the funnel overnight to magically boost awareness, drive more traffic to the site, or sell more hotel rooms — especially if we look at examples in the tourism industry.
Marketing meets sales
An important takeaway: marketing’s role is becoming increasingly sales-oriented through content marketing. We’ve seen this shift first-hand at sitegeist.
That’s why we offer our clients partnerships at eye level — supporting content marketing with:
- SEO expertise
- Motion design for visual storytelling
- Smart CMS solutions to quickly and easily publish content online
In the end, we all become contributors — helping Google get the high-quality content it craves to better understand users and markets.
And the searching community? They benefit from ever-improving answers across the web.
You’re welcome, Google.
