Crushing AI Search: Is SEO Still Worth It? What You Need To Know Now
Is SEO still worth it in the age of AI search? The answer is a resounding yes, but doing SEO the same old way will get you nowhere. Here, I share with you the latest in AI search based on what marketers have learned to date.
A quick note: I’m writing this article in late June 2025. The experts I work with at technology companies all tell me that AI is changing so rapidly that it is hard even for them to keep up with the latest advances. I’ll try to update this article over time, but keep the date in mind when you read it just in case some of the advice turns stale (like tomorrow!)
AI search is a type of search driven by artificial intelligence (AI). It uses natural language processing to develop a more comprehensive response than traditional keyword-based search. The goal is to understand user intent and create responses based on perceived user intent.
How Does AI Search Differ from Traditional Search Engine Optimization?
If that definition sounds similar to the traditional definition of search engine optimization (SEO) that’s because for years Google has been telling us that the purpose of search engines is to match user queries with content that answers those queries. Traditional keyword search was based on the phrases people typed in and how page content was optimized for such phrases. Now, however, AI search promises to take it a step further and look beyond keyword phrases.
AI search uses what is called a fan technique or fanning technique. It takes the starting question and fans it out based on what it has learned from its large language model about the query. Then, its response is based not just on a simple keyword phrase but on multiple possible related queries.
Is SEO Still Relevant in the Age of AI?
Search engines still need a starting point to scan and index your content. That starting point is your words on screen, infused with keywords in the traditional manner.
However, your job as a modern SEO specialist is to expand beyond that and think like an AI search engine.
Consider the keyword phrases you’ve chosen not as the single phrase to optimize in your content, but as the starting point. Next, think about all the other things related to the original phrase that people may need to know.
Let’s take as an example a company that sells bridal gowns. Perhaps they are writing an article about attractive styles for the plus-size bride. Starting with that topic, what else might their customer want to know? Perhaps shoes and veils that match the gown, or tailoring and styling tips to help the bride look beautiful on her special day.
A simple keyword search tool reveals multiple branching queries from the phrase “plus size bridal gown” including terms like tea-length plus size bridal gowns, short sleeve plus size bridal gowns, and dozens more. I would work these phrases in naturally into the article to attract the AI engines to it.
Keep in mind that you don’t have to be as literal with this kind of search as with traditional search. As far as I can tell, the platforms are smart enough to recognize similar phrases without having to hit the exact phrase a certain number of times, as in the past.
My Personal Exploration of This Topic
I am actively exploring and testing these ideas in my gardening blog, Home Garden Joy. It’s more than a blog. It’s my sandbox for SEO. Follow it if you want to grow and preserve your own food (I teach you how to grow fruit, vegetables, and herbs, my hobby). And I’ll share here what my SEO experiments yield.
Keep Up to Date: Who To Follow on Modern SEO Practices
Well, yes, follow me on LinkedIn and follow Seven Oaks Consulting. That’s a given.
But here are some of the top minds who I follow to learn all I can about modern search engine optimization:
Google’s Blog: Need I say more?
Ann Smarty, who writes a brilliant weekly Substack on AI and search.
Jeannie Hill, who taught me a lot about retail shopping search.
Help! AI Is Eating My Website Traffic!
Did you notice a dip in your organic search traffic starting, oh, around early January 2024?
The dip probably became a freefall, resembling a black diamond ski slope.
What you’re seeing is AI diverting organic search traffic. For bloggers and site owners who relied heavily on search engine optimization (SEO) tools, seeing the dreaded ‘my traffic fell off a cliff’ graph can make them want to throw away their keyboard and give up on SEO.
Fear not. There are ways to combat the voracious beast known as AI-driven search.
Organic Search Isn’t Dead - It’s Just Changing
First, know that organic search isn’t dead. It’s just changing. Evolving. Remember 2011? And other updates? The 2011 Panda Google update upended the applecart for many site hosts, shrinking site traffic and ad revenues.
Hey, Google makes no promises about SEO. It provides guidelines, not laws, about creating content and structuring websites for good organic traffic.
I view the new AI search snippets as just another evolution in Google’s quest to dominate search. And, just as I did for the Panda, Hummingbird, and other Google updates that shook up my predictable flow of organic search visitors, I am taking steps to update my blogs and websites so that they thrive in the new age of AI.
Let’s take a look at optimizing content for AI in this new world of AI search.
Write for People First
Look, do I have to say it again? I guess I do, because far too often, I read blog posts and website copy that’s a jumble of jargon. Write for people first, and not just any people - write for your target persona.
What’s a persona? It’s an imaginary person who represents your ideal customer, the decision maker, and audience whom you’d like to get in front of to sell your ideas, products, or services.
If you write for this “person,” you are writing for a person, and your content will sound natural and fun.
Have you noticed how stilted AI content can be? Sometimes it’s good, but most of the time it peppers its output with words like unleash, unlock, and elevate. It likes long sentence structures oh-so-perfectly. It doesn’t have anything new to say - no stories, case studies, or personal reflections. And it can’t make a good analogy for beans! (That phrase alone will probably pop a diode somewhere in the AI platform scanning this page.)
Takeaways:
- Write for people first, AI and search second
- Write in your natural, conversational voice
- Use plenty of firsthand stories, anecdotes, and case studies - things an AI can’t add to the conversation.
Personal Branding and Authoritative Content
Developing your online personal brand is an ongoing strategy. Part of that strategy is developing your online presence as an authority in a topic or topics.
What do you want to be known and remembered for? It should be something of keen importance to your persona and your target market. It should dovetail perfectly with your services and strengths. And, it should focus on a niche; something you can do better and differently than anyone else.
If you identify this niche, and create content across multiple channels, you can develop your online reputation as an authority in the topic. This technique does take considerable time and effort but it can serve as a buffer against the vicissitudes of Google’s ever-shifting algorithm.
Takeaways:
- Focus on your persona and niche
- Create original content for your persona
- Rinse and repeat, focusing on a consistent theme or message
Add Branded Content to Your Site
Branded content is content that mentions your company, product, or service by name. AI models need such content to understand who your company is and what it does. When the AI search bot encounters your site, serve it plenty of branded content to build your own footprint within its little robotic brain.
Takeaways:
- Add branded content to your website - beef up your about page, bios, FAQs, and more.
Final Thoughts
AI search is but an evolution of Google, Bing, and other search engines’ never-ending quest to improve search results. If it’s eating your website traffic, fight back by feeding it what YOU want it to eat: branded content, original stories, and ideas only a person can create. By being yourself and working with AI models instead of against them, you have a chance to build your traffic back.
Content Marketing and AI: What's Changing
Content Marketing and AI: What Is Changing?
What works? What doesn’t?
A few preliminary thoughts as I begin to explore this brave new world of AI search engine results.
Content marketing and AI are changing the face of search engine optimized writing.
Blogging and SEO article writing used to be my bread-and-butter work. I contributed to many top websites over the years. In the early days of the internet, driving traffic to articles was more science than art. I remember one client handing me a mathematical formula to determine how many times to use keyword phrases in his articles.
Then, over time, there was a shift away from 500 to 1,000-word keyword-based articles. I learned that the market was saturated with all that good how-to content and overview pieces. The web had its encyclopedia; now what readers wanted was “expert opinions.” Suddenly, websites that published articles from freelancers slapped colorful “expert” badges on them. Everyone talked about Google’s E-A-T formula.
The E-A-T formula stands for Expertise, Authoritativeness, and Trustworthiness. It’s a concept used by search engines like Google to evaluate the quality and credibility of online content, particularly for pages that impact people's health, finances, or safety.
This formula seemed to work – for a while. Then, in late 2023, AI was launched, and AI search became a ‘thing’ throughout 2024. I watched as website after website – sites I owned, sites I managed or contributed to for clients – began losing ranking. Many good articles stopped receiving click throughs from search engines because AI could answer the same question in a short, top of the search page box.
I’m seeing this on my gardening blog, I’m seeing this on client blogs, and everyone wants to know the same thing: should they keep blogging? Or are blogs a thing of the past, like free Yahoo! GeoCities websites and AOL startup CDs? (Now I really am aging myself.)
Blogging Isn’t Dead, But It Is Evolving
Blogging isn’t dead, but it is certainly evolving. Gone are the days when you can slap up enough TOFU (top of funnel) and BOFU (bottom of funnel) content and get plenty of search traffic. Quantity cannot win over AI these days.
What is winning is unique content. How unique? Go as unique as you can. My best performing article on my gardening blog these days is a how-to article for which I took original images of my husband working out in the fruit tree orchard. I documented every step with photos, including our rusty old wheelbarrow and pruners. Search engines seem to like authenticity. I am seeing content for which I took similar realistic images also ranking well, and content for which I licensed stock images not doing as well. I am gradually replacing stock images with original photos to see if that helps.
Authenticity and expertise still seem to win, as does long form content. Original topics – thought leadership pieces and anything that AI cannot readily answer – also does well.
Contrary opinions continue to rank well, too, especially if you can support them with the previously mentioned expertise and authority.
Branded Content for the Age of AI Search
Ann Smarty, a marketer who frequently writes about AI search, wrote about the need for branded content in one of her recent Substack articles. In her piece Build Your Brand Knowledge, she posits that brand-driven content will be at the core of SEO content marketing moving forward. Brand knowledge helps not only with search engines but also helps AI know and share your brand. The more branded content you have online, the better. She gives plenty of examples of how to add brand content to your website. Adding frequently asked questions, using traditional media like press releases and journalist outreach, even creating short, branded videos all helps raise your company or product visibility with search engines and AI algorithms that generate results.
Evolving Information – Follow Us
This world of AI-driven search continues to evolve. Follow Seven Oaks Consulting on LinkedIn and YouTube for the latest and bookmark our blog. We are learning as we go – and growing as we learn. We’re testing what we learn, too, and will share what works with you.
Choosing the Right Marketing Consultant
Tips for Choosing the Right Marketing Consultant: A Veteran Marketers' Perspective
Choosing the right marketing consultant is an art. My dad used to say there were two types of people: those that talk about doing things and those that actually do them. I have found throughout my 30+ year career in marketing that this holds true for consultants, too.
Two Types of Consultants
I have seen consultants that “do”. They roll up their sleeves and dive into the company’s problems. What needs to be done? Who needs support and coaching? How can I help?
And then there are those that “do not.” These are the bloviators. The talkers. The incessant theorizers. They love to attend meetings, host meetings, and meet to meet.
The “doers” explore problems and offer solutions. They focus on tangible results and ROI.
The “do not” consultants love to throw money and people at problems. Not getting enough leads? Well, you aren’t spending enough. (That may be true, but it may not be. The do-not-do consultants immediately throw money at the problem.) Not getting the results that you need? Ah, you don’t have the right people, or your staff is too small. Hire my cadre of best friends to fill out your marketing department and you will see the results.
More often than not, the do-not-do consultants leave before the results are in. They leave behind another story: bloated teams, wasted budgets, and exhausted managers. The talkers love theories, but they hate hard work. They love to delegate the job to the staff while making themselves look like the heroes should any one of their trendy theories work and improve leads, sales, and ROI.
At Seven Oaks Consulting, We Are All Doers!
In case you haven’t guessed, I’m a doer. I’m a roll-up your sleeves and dig-in kind of consultant. I mentor and teach, to be sure, but typically, I use situations as learning opportunities with my clients’ marketing teams to help them improve.
I know the theories, of course, and yes, I apply some of them. Brand story. EOS. Agile marketing. Each bears exploring. But the consultants avoid love to talk incessantly about theories without putting them into practice. When pushed, they rarely demonstrate theories in actual practice.
Finding the Best Marketing Consultant
How can you avoid the “do nots” and hire “can do” consultants? During the interview process, listen to the questions they ask. The do nots often leap immediately to the solution and insist that they have seen it all and therefore do not need to explore alternatives. The can-do consultants request data, plans, and results to date. They want to talk one on one with a few team members. They ask specific questions about what has been tried and what has failed.
Hire can-do consultants. Ask for references. Look at their work. Ask pointed questions during the interview process.
Some questions to consider include:
- How would you solve this problem?
- What experience do you have with X?
- Why do you think this is happening?
- What would you recommend in this example?
Should Marketing Consultants Provide Samples?
Do not expect the consultant to provide samples specific to your company or a written marketing plan for free. I have had potential clients steal sample plans and enact them. I’ve caught them doing this; we’ve met, given them a short marketing plan, and the next thing I know, I see the messaging and tactics all playing out. It’s not a coincidence. It’s happened to me too many times over my 18 years as a consultant, so now I rarely provide details in writing without a hiring agreement. However, during the interview, I am happy to give some industry perspectives, best practices, and a few ideas.
As a senior marketing consultant who has run a successful business-to-business marketing practice for over 18 years, I can help you weed out the talkers from the doers. More importantly, I can help you get the work done. My teams can be deployed quickly to your content needs, providing regular marketing content for social media, blog posts, guest posts, and more. And I promise not to talk theory without practical application. That’s a promise.
What Is an RFP?
What is an RFP?
RFP stands for “request for proposal.” It is a formal, written document issued by a private company or a government entity to secure a standard set of bid responses. These standard responses enable an “apples to apples” comparison so that organizations can find the best products and services at the best prices.
The RFP Process
The RFP process is generally standard across multiple industries.
First, the organization issues the request for proposals. Each proposal includes:
- The purpose of the proposal
- The date by which it is due
- Rubrics or standards by which the responses will be judged
- Requirements, for example, for insurance or location
- The outline of the work required
- Information on where, how, and in what format to submit the response
Every request for proposals is different; most follow a similar format, and depending on the industry, some will be more complex than others. And much depends on the skill of the RFP writer who crafted the original outline. Some are so vague they leave you scratching your head, wondering what the issuing organization intended. Others are so specific you wonder if they were written for a particular response (many are).
How to Respond to an RFP
If you’ve found an opportunity, it is important to begin working on it immediately. Most proposals have strict deadlines. You must work towards that deadline and develop a timeline to complete your response on or before the due date and time. Failing to submit the response by the due date and time means your proposal will not be accepted.
Begin the process by reviewing the proposal guidelines thoroughly. List all of the materials the issuing organization requires in the response. These may include specific information about your company, products, services, and prices. They may also require resumes for key staff members who will deliver the work or information about certifications and licenses. At Seven Oaks Consulting, we work with technology and education companies and provide RFP writing services. We have found that the required responses vary greatly by industry.
Organize Your Response
Staying organized is vitally important during the RFP writing process. Set up folders for the specific proposal, the required documents, and drafts.
Select the team to work on the response. One person should organize the entire response. Identify the person who will submit the response to the issuing organization. This must be someone from the company represented in the RFP. A consultant, RFP writer, or contractor cannot submit your RFP through their company.
Identify Your Win Themes
“Win themes” are reasons why the issuing organization should select your company. For example, your research on the issuing organization may require a reliable company with specific skills. Reliability and an emphasis on those skills become your win theme.
Win themes may be directly addressed in a cover letter or executive summary, but in subsequent areas of the RFP, they are not directly stated. Instead, choose content that reflects the win theme. To demonstrate reliability, emphasize longevity or business relationships, for example. To emphasize skills, highlight licenses, special awards, or certifications.
Case studies and examples provide excellent ways to illustrate your company’s expertise in a specific area. If they are not specifically called for in the response, but the RFP itself allows for an appendix or additional information, add your case study examples there.
Keep RFP Writing Short and Succinct
Writing RFP responses is more like writing short, succinct proposals than writing a marketing document. This is not the time to write a novel! Keep the narrative tight, using active verbs, short bullet points, and other techniques to focus tightly on the responses, win themes (why the issuer should choose your company), and the facts about the products and services you propose.
Format of the RFP Response
The RFP issuer dictates the format of the response.
Many organizations now use electronic dashboards or portals to collect responses. The responding entity uploads documents into the portal. They may have set forms to check off, too, as part of the response.
We see portals and dashboards used more for government, state, and school-related RFP responses than for any other types of responses. Private companies may use portals to receive the responses, but the narrative is written as either a document or a presentation, made into a PDF, and uploaded into the portal with a spreadsheet showing pricing.
RFP Writing Mistakes to Avoid
If responding to RFPs is part of your strategy to win new business, it is important to hire an RFP writer or proposal writer or a company specializing in RFP writing services and RFP response management.
If you do choose to respond on your own, avoid these common mistakes:
- Not Following the RFP Structure: It’s crucial to adhere to the client’s specified format. Deviating from the structure can make your proposal harder to review and may result in disqualification. Label everything exactly as the issuer requests so they can find the answers to their questions.
- Ignoring RFP Requirements: Submitting a generic proposal that doesn’t address the specific requirements can make it seem like you don’t understand the client’s needs. Always tailor your response to the RFP’s specifications. Review the rubric or scoring metric, if available, to understand how the issuer will evaluate responses.
- Lack of Detailed Evidence: Proposals that lack concrete examples and evidence of past successes can appear weak. Include relevant case studies, testimonials, and specific examples to demonstrate your capabilities.
- Poor Use of Headings and Subheadings: Dense blocks of text without clear headings can make your proposal difficult to navigate. Use headings and subheadings to organize your content and make it easier for evaluators to find key information.
- Focusing Too Much on Your Company: While it’s important to highlight your achievements, you should focus on how your company can meet the client’s needs. Show the benefits and value you bring to the client (win themes). Don’t make it all about you!
- Not Researching the Client and Competitors: Understanding the client’s needs and the competitive landscape is essential. Tailor your proposal to address the client’s specific challenges and differentiate your solution from competitors. Look at annual reports, public meeting minutes, and anything the company or organization has published that provides clues as to the needs driving the request for proposal.
- Submitting Proposals with Errors: Typos, misspellings, and grammatical errors can undermine your credibility. Proofread your proposal thoroughly to ensure it is polished and professional. While a typo may creep in now and again, do your best to provide a polished response.
Ready to Respond to RFPs?
Responding to RFPs can lead to lucrative contracts, but they can be challenging to manage and respond to if you are unfamiliar with the process. If you want to learn more, we welcome inquiries about Seven Oaks Consulting’s RFP writing and management services.
Let’s talk results—I’ll help you craft winning marketing strategies!
Contact Us
Phone: (434) 574-6253
A Guide to Writing Manufacturing Case Studies
A manufacturing case study can make a big difference in your marketing efforts. Today’s competitive business climate means that companies must put in the time and energy to position themselves as credible and trustworthy. Manufacturers are no exception to this role. Case studies are one way to achieve this goal. These sales tools communicate your organization’s capabilities, wins, and practical applications.
Choosing the Right Story to Tell
First thing’s first: You need to determine which project might be the best prospect for a case study. The answer will depend on your target audience and their pain points. For instance, does this example speak to how you helped a company boost efficiency, reduce costs, or bring about welcome change that boosted its bottom line? Your case study should address one or more of these areas.
Structuring Your Case Study for Impact
The best case studies invite the reader in through a tight narrative. Here’s a template you should consider following for the most impact:
Introduction
Present your company's expertise and the subject matter.
Challenge
Frame the client’s problem and other details that set the scene for why they needed to look to your expertise.
Solution
Explain how you helped take the client from Point A to B. This section lets you speak to the methods, processes, and resources you used to achieve the outcome. Be sure to call out any proprietary intellectual property your team relied on along the way.
Implementation
This is the place to detail how the company adopted the process internally and any behind-the-scenes actions needed to set it into motion.
Results
Data can speak volumes. Lean on metrics that present an objective picture of your expertise in action. If possible, quantify how the project positively impacted operations.
Embrace Visual Storytelling
Think beyond text to keep the reader engaged. Photos, diagrams, charts, and infographics can bring the success story to life. Be mindful of how and where to use these graphics to break up the text strategically.
Write with Clarity and Credibility
Write with authority, but don’t be pretentious. Avoid using too many technical terms, as this can alienate the reader. The goal is to bridge the divide between technical and non-technical audiences.
Client Testimonials: The Voice of Validation
An impactful case study should include direct quotes or testimonials from your client. These firsthand accounts can illustrate the solution and its implications. You might be able to use the client’s name or make them anonymous if there are concerns about exposing trade secrets.
Proofread for Perfection
Don’t let an embarrassing error soil your reputation when it can be avoided. Distribute the document internally and have your colleagues review, edit, and proofread as needed. You might include a checklist for reviewing grammar, punctuation, and spelling. You might even have someone outside your organization read it and provide feedback.
Format for Readability
Headings and subheadings break up text and allow for scannability. Use them to your advantage when writing a first draft to organize your thoughts.
Beyond the Case Study: Industry Relevance
It’s not enough to write about a success story. You also need to call out how it relates to the bigger picture. Your target audience will want to know how it relates to industry trends or challenges. This is your opportunity to position your company as an innovator.
Spreading the Word: Promoting Your Case Study
Lay out a strategy for getting the case study in front of your intended audience. Use your company website, newsletters, social media platforms, and trade publications. Encourage team members and industry partners to share the resources to expand your reach.
Harness the Power of Storytelling in Manufacturing Case Studies
With these tips in mind, you can be well on your way to outshining your competition. Don’t overlook the importance of sharing tangible results. These real-world examples of manufacturing case studies can put your company on the map for luring potential clients facing similar challenges. Forward-thinking business leaders in the manufacturing sector know that case studies can be one tool in their marketing toolbox to attract leads.
Mailing Violation: Marketing Agency Fined for Lack of Disclosures on Direct Mail
I check several news sources daily to keep up with both local and world news. One story on the AP News caught my attention: Marketing Firm Fined $40,000 for 202 GOP Mailers in New Hampshire.
The story is interesting to me because of my background in direct mail. Before founding Seven Oaks Consulting in 2007, I had a long and happy career leading marketing and direct mail for some of the nation’s largest education companies. My master’s degree in Direct and Interactive Marketing from New York University included many courses in direct mail management, and I spent many hours over the years working with mailing houses, printers, and agencies through the New York tri-state area. I have even led workshops in direct mail for marketing agencies who need to shore up their knowledge of best practices.
The AP report was scanty and did not give background information about the case, so I searched the New Hampshire Department of Justice for the case and read through the PDF on their site that lays out the state’s case against the marketing agency, Deliver Strategies. Deliver Strategies is a marketing agency specializing in political marketing for candidates running for office. Direct mail is often used for political marketing.
According to the document found on the New Hampshire DOJ site, the case began when it was discovered that 189,000 political mailers sent to residents in New Hampshire failed to contain the appropriate disclosure language (paid for by) and return address. Investigation into the mailers led to a tangle of mistakes that began with the client and ended with the mail house.
Mistakes make throughout this case include:
- Deliver Strategies acquiescing to the client’s request not to put the return address and disclosure on the mail piece.
- Trusting that the client’s lawyers had reviewed the mail piece and given it a green light to proceed without the disclosures. (I wonder if they received written confirmation from the client on this).
- The mail house, upon questioning the name to put on postal form 3602-R, taking it upon themselves to search online for the candidate’s name and address and putting it on the form. Meanwhile the candidate neither authorized nor paid for the mailer. The candidate knew nothing about it. It was paid for through a political action committee (PAC).
Reading through the DOJ document, I kept shaking my head. I understand completely how such mistakes happen. The agency wants to please the client. The agency asks for, and receives, reassurance that the legal team has blessed the mailer. Meanwhile, the mailing house tries to do what it thinks is correct and ends up screwing up everything further.
I think the moral of this story is that if a client – or an agency – sends you a creative proof that you feel is wrong, you need to question it. Dig in your heels. Do not go with the flow.
Digital Strategies questioned the client about the lack of return address or disclosure, but in the end, went along with it up on reassurance of its legalities. That’s a reasonable call to make in my opinion as an agency owner. If they did not suggest taking off the return address or omitting the disclaimer, the fault, in my opinion, lies with the client. I hope that the agency asks for the fine to be repaid, counts its blessings, and moves on
Best Content Marketing Ideas for Technology Companies
Content marketing is indispensable for technology and SaaS companies. Here at Seven Oaks Consulting, we’ve adopted some of the best content marketing ideas for technology companies to help our clients generate measurable results. To inspire you to content marketing success, I’ll discuss some of these ideas, paying attention to potential results and companies that do an excellent job of implementing each idea. These content marketing strategies and ideas will help you establish thought leadership, captivate your audience, build trust, facilitate growth, generate qualified leads, and maintain competitiveness.
1. Thought Leadership Content
Thought leadership content dives deeper into relevant complex topics, offering comprehensive insights and data-driven analysis. They include white papers, research reports, ebooks, industry trend analyses, etc., often adopted to establish expertise in a subject or niche, enhance company credibility, and drive qualified organic leads.
This content marketing idea is crucial for B2B technology companies because B2B audiences require detailed information to make informed purchase decisions.
An example of thought leadership content is IBM’s “The Future of Cloud” series, which offers deep insights into cloud computing trends and helps position IBM as an industry leader. Microsoft also publishes white papers and ebooks on technology trends like AI and cloud computing. These resources educate prospects and generate high-quality leads by acquiring contact information for downloads.
According to the Content Marketing Institute, 82% of technology marketers used thought leadership content, and 57% agreed they delivered some of the best results.
2. Educational Content
Technology companies use educational content like webinars, live events, tutorials, how-to guides, online courses, etc., to provide valuable knowledge and skills. They are often interactive, vital for client engagement, and provide an opportunity for the company to showcase expertise, answer questions in real time, and build deep company-client connections.
This technology content marketing idea is highly effective for lead generation and nurturing. A study by BrightTALK found that after attending webinars, 62% of attendees expressed their interest in requesting a demo and making price inquiries from the sales team.
Hubspot has Hubspot Academy, which offers free courses on inbound marketing and sales, attracting professionals seeking to learn and implement modern marketing techniques. Salesforce also adopted this tactic. They host regular webinars covering topics like CRM best practices and digital transformation. Salesforce webinars attract thousands of attendees, many converting into leads and customers.
3. Case Studies and Success Stories
Well-crafted and detailed customer case studies and success story videos showcase real-world evidence of your solution’s effectiveness. According to the Content Marketing Institute’s annual research report in 2022 (PDF), they can significantly influence purchasing decisions. You can also use case studies and success stories to build trust by showcasing detailed accounts of the problems faced by the clients, the solutions provided, and the measurable results achieved.
Salesforce has an extensive library of customer success stories highlighting how businesses have achieved growth and efficiency using its CRM solutions. IBM frequently publishes case studies highlighting how its technology solutions have benefitted various industries and organizations.
4. Interactive Content
Technology companies can also adopt interactive content like quizzes, infographics, calculators, assessments, etc, to encourage user interaction. This type of content significantly increases user engagement, data collection, and conversion rates. According to a Content & Buyer's Journey Benchmark Report (2014) from Demand Metric, interactive content generates conversions moderately or very well 70% of the time, compared to just 36% for passive content.
You can also integrate GenAI systems with interactive content to provide personalized insights and enhance engagement.
Adobe’s ‘What Type Are You?’ interactive quiz is a typical example of using interactive content in technology content marketing. The quiz engages users by analyzing their creative personality traits, subtly promoting Adobe’s design tools.
5. Video Content
Video content is highly engaging and conveys complex information in an easily digestible format to inform, educate, or entertain. These types of content can be crucial to driving substantial engagement and conversion, as 88% of people are convinced to buy a product or service after watching a brand’s video.
You can get some inspiration from Intel’s ‘The Museum of Me’ interactive video experience that visualizes a user’s Facebook data in a captivating virtual museum, showcasing Intel’s technology capabilities.
6. Content for SEO and Organic Reach
Publishing informative and in-depth blog posts, articles, landing pages, pillar pages, and other materials optimized for search engines is the traditional pillar of content marketing.
Search engine optimization is vital in every content marketing strategy. Your content should address searchers’ pain points and most-asked questions about your niche or solutions. Publish content that improves organic engagement, establishes your industry expertise, and generates leads.
Moz’s comprehensive SEO guides and blog posts are good examples. They attract traffic through targeted keywords, establishing Moz as a go-to resource for SEO knowledge. Cisco’s blog is another prime example of the effective adoption of blog posts and articles for technology content marketing. The company consistently publishes detailed articles on networking, cyber security, and emerging technologies and gets up to 7.4 million organic traffic per month, according to Semrush data. Their posts have been instrumental in educating their audience, driving significant website traffic, and generating results. This is unsurprising, considering that 80% of businesses get marketing results with blogging.
7. User Generated Content (UGC)
User-generated content (UGC) is about leveraging the existing customer base to create authentic and relatable content. UGC fosters a sense of community, provides social proof, builds trust, and can easily convince prospects to take action. Encouraging your customers to share their experiences through reviews, testimonials, social media comments, etc., can amplify brand reach, credibility, and engagement.
2023 Power Reviews’ survey highlighted that nine in 10 customers consider reviews when purchasing.
GoPro’s #GoProAwards campaign is an excellent example of using UGC in content marketing. In this campaign, users submit and share their thrilling GoPro footage, creating a community-driven content hub that promotes GoPro’s products organically. Another example is the Adobe Creative Cloud community. They also encourage users to share their creations made with Adobe products on social media using specific hashtags. This shows the capabilities of Adobe’s tools and engages a large community of creators.
8. Podcasts and Audio Content
Adopting podcasts and audio in marketing offers a unique way to share in-depth knowledge, stories, and insights while building a loyal audience. They are convenient for listeners to consume on the go and an excellent opportunity to establish industry authority, enhance brand authority, and reach new audiences.
Edison Research reported that 46% of podcast listeners had purchased a product or a service from a company after hearing its advertisements on a podcast.
A good example of a successful podcast is Microsoft’s ‘Behind the Tech’ podcast, which features interviews with Microsoft leaders and innovators, offering a behind-the-scenes look at technology advancements and strategies. Red Hat’s ‘Command Line Heroes’ podcast is another typical example of leveraging podcasts for effective technology content marketing. Their podcast delves into the stories behind open-source technology and innovation. The podcast attracts a dedicated audience and positions Red Hat as a thought leader in the tech industry.
9. Influencer Collaborations
Influencer marketing involves partnering with individuals with a significant industry following and influence. These partnerships can be in the form of influencer-hosted webinars, product reviews, collaborations, etc.
Taping into influencers’ established trust and reach can help you attract potential clients. The influencers can promote your solutions to a broader audience, increasing visibility and lending credibility.
NVIDIA partners with gaming influencers to showcase the performance of their graphics cards in real-world gaming scenarios, tapping into the gaming community’s trust and influence. Another example is Intel. They collaborate with influencers and experts to showcase their latest products.
10. Engaging Social Media Campaigns
Social media has become vital to content marketing and is crucial for reaching a broad audience, connecting, and engaging your community. Consistent, high-quality social media campaigns can enhance brand visibility and awareness and improve company-client relationships. Technology companies can leverage contests, behind-the-scenes content, live Q&A sessions, etc, to engage their social media followers.
You can take some inspiration from Cisco’s #WeAreCisco campaign, where employees share their experiences and insights, humanizing the brand and attracting both talents and customers. You can also adopt Dell’s social media strategy across LinkedIn and Twitter. They post a mix of product announcements, industry insights, and customer stories. You can also share company behind-the-scenes, employee interviews, etc; the goal is to connect your audience to your brand.
11. Email Newsletters
Email newsletters offer a direct line to your audience, allowing you to share updates, insights, and exclusive content. They keep your brand top-of-mind, nurturing relationships with prospects and increasing existing clients' retention rate and loyalty. Email marketing has a high ROI, with an average return of $36 for every $1.
Tech giant Oracle sends regular email newsletters featuring industry news, product updates, and upcoming events. These newsletters have helped them maintain a steady flow of communication with their audience and drive website traffic and leads.
Drive Growth with These Content Marketing Ideas for Technology Companies
Adopting content marketing strategies that align with arget audience preferences makes a difference for your tech company. You can decide to host the content on owned media or rented media. Whichever the case, it’s essential to understand their benefits and limitations and make the right decisions. Experiment with ideas to see what works and adapt your strategies accordingly.
Adopting these content marketing ideas requires commitment, expertise, and a dedicated team of experienced technology content marketers. Our technology content marketing services are structured to help you implement these strategies seamlessly and achieve your marketing goals. Contact us today to learn how we can help you drive growth and stay ahead in the competitive technology landscape.
Blogging Advice - How to Succeed Despite Google
Everybody and his brother are talking about the Google leak that occurred on or about May 27, 2024. The staggering amount of information leaked by these documents will keep search engine optimization and marketing professionals busy for months to come.
If you aren't familiar with the Google leak, below are articles written by people a lot smarter than me on the subject:
The Google leak is important and adds to the blogging advice I've shared over the years. Much of what Google has stated publicly is misleading. What works is what YOU find that works and I share it below. Take whatever SEO "experts" tell you with a grain of salt. If they haven't proved it for themselves, chances are it's 50% spin from Google and 50% regurgitated advice from somewhere else. My blogging advice is based on things I have tested. Here's what I have learned from my 16 years of professional SEO writing and what's working now.
Listen to the Blogging Advice Podcast
Blogging Advice Learned from 16+ Years of Professional SEO Writing
I've been writing for the web since 2008. In the early, heady days of SEO, we wrote search engine-optimized articles based on highly formulaic information. Once, I had a spreadsheet with mathematical formulas embedded in it; I plunked in the word count and the keywords, and the magic formula told me if the page would rank well.
With each subsequent Google update, we moved away from that simplistic, formulaic way of writing for the web but continued to follow the rules. Use the keyword phrase once in the headline and once in the subheading. Use the keyword phrase X number of times per word count. If you're writing for the web, you, too, know the "rules."
The Google leak blew up the rules. The information contained in the leaked documents points to years of Google systematically gaslighting marketing experts who consistently tested Google's claims and found them wanting.
The E-E-A-T formula Google has been touting for years? Forget it. Apparently, brand name and brand recognition count for more than anything Joe Public could write and publish, even if Joe Publish has excellent credentials.
And the little guys who felt like Google was squashing their content lower and lower in the search engine ranks? Guess what? It's true. They have been.
There is hope, however. For those of you struggling with your content marketing and wondering how to get more views, clicks, and interactions on your blog, here's what I have learned this year.
What Works for SEO Blogs: Micro Niches
I run a website called Home Garden Joy. It is about gardening – specifically, how to grow your own food and herbs and how to cook with them and preserve them. This site is also my sandbox, where I play with SEO and learn from my own mistakes. It has helped me provide outstanding SEO service to my clients because whatever I tell my clients, I have tried in the real world and discovered for myself what works and what doesn't.
What works today is micro niches. A niche is a smaller subset of a bigger topic. A topic may be photography; the niche is wedding photography, or nature photography. A micro niche may be destination wedding photography (wedding photograph niche) or bird photography (nature photography niche). The more specific you can be in your micro-niche, the better.
Structure Your Site Around Your Micro Niche
It's not enough to simply write for your micro niche. Every aspect of your website or blog must focus on the micro niche.
This past winter, I worked on the basic structure of Home Garden Joy. I removed old categories that were irrelevant to the micro niche (growing flowers, butterfly gardens, homesteading) and instead included only categories related to growing, cooking, or preserving fruits, vegetables, and herbs, as well as gardening basics. I didn't get rid of the articles in the flower, house plant, and other categories; I just reorganized them.
Such changes may seem small and insignificant, but I noticed an immediate increase in traffic. It's as if Google had been confused about the site before. What was it about? Now, however, it was clear.
I also rewrote the home page, once again focusing the copy on growing your own food and learning how to cook with it and preserve it. Again, a small bump in the SERPs, but it added up.
Lastly, I changed the featured articles on the home page of the site – once again focusing solely on the micro niche. This last change, combined with the incremental changes that had come before it, seemed to do the trick.
Personalized Content Helps Your Blog Stand Apart
How can you stand out in a sea of similar blogs and websites? By personalization.
Personalization, or sharing your own unique perspective and experience, sends strong signals to Google that you are an authority on the topic. It's not enough to write about growing peach trees, for example, I wrote an article on how to propagate peach trees and I took step by step photos showing myself and my husband on our farm actually taking cuttings, rooting and growing them.
Google Loves Personalized Content
Google loves such personalization. It sets it apart from the AI-generated content that is just flooding everything these days. Articles where I take my own photos and do not use stock images and where I actually show us on the farm building raised beds, planting trees, or making something are some of my strongest performers in the SERPs, and I think it's because Google knows with certainty that this is original content.
I have many credentials that should signal to Google that I am a gardening authority. I'm a Certified Virginia Master Gardener. I have lectured locally on herb gardening and similar topics. I've written gardening books and penned a column for many years for Virginia Gardener magazine, not to mention working at Martin Viette Nurseries. All of that should send strong signals to Google to trust my content. But adding the personal touch seems to be what sets some of my content apart from tons of other gardening articles out there.
I'm not saying that my blog is the best or that my blogging advice is the only advice to follow. There are other fine gardening blogs out there and people with even better credentials than me, that's for sure. But as I have mentioned, my gardening blog and website are my proving ground, my personal SEO sandbox, and it's how I confirm all the information I read about from other professionals in the field.
Blogging Advice: Micro Niche Now or Go Home
Between the AI-generated content running rampant online and the new information pouring out of the leaked Google documents, it's clear that we are no longer in the formulaic phase of SEO. We're not even in the last phase of SEO (which was built on lies from Google, or at least misdirection): E-A-T is mostly baloney, with some grain of truth, but it can't beat a strong, known brand in the SERPs.
So what does work? Be careful with the blogging advice you take and test everything. I found that micro niches and personalization, good writing, original photos and lots of juicy good links back to your site work the best. Good site speed is also critical.
These are the things that are working now. As with all things SEO, however, this could change in an instant if one of the major search engines decides to tweak its algorithms. I think the days of chasing SEO success for advertising dollars are over. If you're monetizing your content, you need to find multiple revenue streams. Write books. Write courses. Consult. Teach. And use ads, but don't rely upon one channel solely for revenue. There's too many unknowns nowadays and too frequent Google updates to use the old model of build a site, include ads, and monetize.
How to Spot a Facebook Phishing Scam
Have you ever seen a Facebook phishing scam on your business pages?
If you've received an "urgent message" from "Facebook support" about supposed "copyright infringement"...you've received a scammy message. Here's how to spot them and what to do about them.
What Does a Facebook Phishing Scam Message Look Like?
This is an actual message I received today. I own a gardening blog which I write for fun called Home Garden Joy. Every day there are at least one, if not more, messages like this in my inbox. (I put black boxes over actual messages from readers.)
A few thing that immediately tip you off that this is a scam:
"Greg Anerton" doesn't have a profile picture. Instead, it uses the blue checkmark. Facebook introduced the blue checkmark a few months ago to indicate that a profile is verified. The scammer is using the blue checkmark to make you think this is a Facebook-approved account.
The message says nothing. It means nothing. "Copyright infringement" of a Meta property? What does that even mean?
There's a link to click to reply. I didn't click the link (thank you, but no). But the link itself isn't a Facebook or Meta owned property.
It's Not a Real Person Messaging You
Trying to click on the profile of "Greg Anerton" and I got this message:
Again, what does this even mean?
Typical of a Facebook phishing scam is that if you click on the profile to learn more about the person behind the message, you find out it's nothing. Vapor. A phantom. A bot.
From my personal account, I found "Greg Anerton's" profile:
Well, would you look at that!
Greg has...
- No profile picture
- No information about him
- No banner picture
- One friend
- Only three photos uploaded: the verified checkmark, a fake call center graphic (which I've seen on other spam emails), and an ad in Chinese.
Hmmm....Greg, are you out there? Greg?
Nope, because Greg isn't a person. Greg is a bot. Greg is a scam profile set up to trick business owners into panicking, clicking the link in the message, and then divulging their user name, password, and personal information
Facebook Phishing Scams: How They Work
According to Cybernews, the Facebook phishing scam plays on a business owner's sense of urgency to trick them into clicking the link in the email. Facebook is notorious for randomly taking down posts and images; it suspends accounts without warning and leaves users wondering what they did to deserve being blacklisted. The site relies heavily on automated bots to scan for content that goes against "community standards" which is a euphemism for Facebooks' arbitrary rules.
Business owners who rely on Facebook see these messages and feel a sense of outrage. The messages are cleverly worded to make them seem urgent and reasonable - just click this link and you can tell us your side of the story. Unsuspecting business owners click links from these messages and end up on credential harvesting sites.
A follow up article indicates that the Facebook phishing scams have intensified. I know that my gardening blog receives at least one of these per day with different wording and increasingly frantic wording. One message, which disappeared before I had a chance to screen capture it, threatened to make my entire account disappear within 24 hours if I refused to click the link.
What Happens If You Fall Victim to the Scam
Cybernews states that victims of the scam find themselves locked out of their business accounts. Their accounts now change to "Meta Copyright Infringement Accounts". Like a parasite the scammers lock into the business account and transform it into their own! They then use the business' platform to scam others.
If business owners have a credit card on file with Facebook (to pay for their advertising, for example), many find fraudulent charges on their cards. They have to shut down their credit cards to prevent the scammers from stealing even more from them.
The hardest part? Facebook is truly awful at customer service. Users who have had their accounts frozen by the crooks find they can't get a human being at Meta to help them. They lose years of photos and memories.
Prevent Scammers from Getting Your Info!
- Never click on random links that appear in your inbox.
- Check the profile of the person sending you the message. Zero friends, weird pictures, no posts, name not matching photo or ethnicity, probably scammer.
- Make a download of all your photos from Facebook! I learned this trick from Robyn at Dashboard Interactive Marketing. You can download all your photos. I had some photos on FB that I lost from my personal PC when it suddenly crashed, taking a lot of pictures with it. The only copies were on FB and now I have downloaded my photos and saved them to a cloud host so I won't lose them again. Here are the instructions to download your FB. photos.
Remember that Facebook isn't your friend. It's a platform intent on monetizing your data. Use it for your business to be sure....use it to keep in touch with friends...but use it knowing that if anything happens to your account you are on your own. Take steps to protect yourself and your personal data by being smart and careful and avoid those phishing scams!