Greetings Rainmakers!
The way we find content is changing.
Old tactics are losing their effectiveness … and that means learning new ways to generate awareness and audience online. It’s easy to look at falling search referrals or low impressions on social media and get discouraged, but the fundamentals haven’t changed. There is opportunity for the prepared to find success.
Get prepared with the links in this Monthly Dispatch.
The Great Decoupling of Clicks and Impressions
Description: For decades, clicks and impressions have marched in lockstep: as one goes up, so does the other. In the last couple of months, we’ve seen that trend not only stop, but reverse. In this piece from Moz, Tom Capper breaks down what’s happened and why it’s so important.
Don’t Just Reach, Teach
Description: Teaching your audience is an integral part of content marketing. In our latest Dispatch, David Brandon explains how to effectively build lessons, courses and videos that work.
Chunk, Cite, Clarify, Build: A Content Framework for AI Search
Description: With AI search’s rise, marketers are dealing with a new way to optimize content to maximize their opportunity. In this vital Search Engine Land article, Benu Aggarwal explains how you can create content that AI will index and use in the post-SEO future.
What’s Really Changing in Social Media? Start with These 10 Trends
Description: Social media is a pillar of online marketing … and just like every other part of the business, it’s changing rapidly. Learn the key trends that are driving engagement on social media right now with this primer from The Drum.
Are Human Bylines Content Marketing’s New Trust Currency?
Description: Are you more likely to read an article from “Marketing Team”? Or “Joe Marketer”? Most people trust content written under a human byline — learn why, and how you can capitalize on it, in this piece by Uba Alintah for Contently.
Should You Target Zero-Volume Keywords?
Description: Traditional SEO places importance on search volume when choosing which keywords to go after. But there are times when targeting low- or zero-volume keywords makes sense, especially in a world where LLM and voice search are commonplace. Sarah Berry explains why for SEO.com.
Thanks for reading. And if you have any questions, comments or thoughts, feel free to reach out. Just drop us a line, anytime.
Best Regards,
Ed Bardwell
President
Rainmaker Digital Services