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Post by account_disabled on Dec 23, 2023 10:58:19 GMT
Very successful” and 22% consider themselves “not at all” or “minimally successful”. Even if the figures are up slightly compared to last year, whether in BtoB or BtoC, more than half of marketers evaluate their approach to content marketing as moderately, little or not effective. I will return to the reasons for this inefficiency in a future article. Search engines or human beings: who should you write for? A question that often comes up when discussing this topic is whether to write for “human” readers or for search engines. This is also one of the questions that was asked during our intervention Email Data at the Social Selling Forum. I obviously don't have THE truth. Besides, is there one? But I have a bias. I think you have to write for search engines first. Why do I think you should write for search engines first? Quite simply because the basis of content on the Internet is that it is read, therefore visible, therefore “indexable by search engines and therefore by Google. Indeed, even if some “predictologists” indicate that Google is and will be used less and less, according to Statcounter, Google remains almost stable at 91.79% of the global search market share. Except in France, where Google is in “sharp decline” (from 94.22% to 92.18% in 1 year): Source: If we don't write for search engines, we risk writing... for no one. Or just for yourself. Every month I meet marketing teams, from SMEs or large accounts, who have invested heavily in content marketing. What surprises me is that very few analyze their results. When I talk to colleagues about it, some tell me that the people I meet are not representative and that everyone uses analytics and analyzes the results of their content. I am not convinced. I think this is only the work of a minority.
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