{"id":2981,"date":"2023-04-27T16:32:00","date_gmt":"2023-04-27T20:32:00","guid":{"rendered":"https:\/\/beomniscient.com\/?p=2981"},"modified":"2023-05-08T16:57:02","modified_gmt":"2023-05-08T20:57:02","slug":"unpredictable-roi-from-unmeasurable-content","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/unpredictable-roi-from-unmeasurable-content\/","title":{"rendered":"Field Notes #042: Unpredictable ROI from Unmeasurable Content"},"content":{"rendered":"\n<p>Something disappointing has happened in content: We became too reliant on search volume as a prioritization tool.<\/p>\n\n\n\n<p>Some of us may know those search volume numbers are flawed, and they are only one axis for prioritization and developing content ideas.<\/p>\n\n\n\n<p>Many of those tools, whether it\u2019s Ahrefs, Semrush, Keywords Everywhere, or even Google Keyword Planner <a href=\"https:\/\/www.kevin-indig.com\/the-inaccuracy-and-flaws-of-search-volume\/\" target=\"_blank\" rel=\"noreferrer noopener\">lack a ton of data<\/a>. Ahrefs even <a href=\"https:\/\/ahrefs.com\/blog\/keyword-search-volume\/\" target=\"_blank\" rel=\"noreferrer noopener\">acknowledges<\/a> that these tools have inaccurate data.<\/p>\n\n\n\n<p>Aside from the data, you can\u2019t determine every topic worth writing about from keyword research.<\/p>\n\n\n\n<p>The topics you identify through keywords may be worth writing about and they may bring in relevant traffic that generates demand.<\/p>\n\n\n\n<p>But that\u2019s only one piece of the puzzle.<\/p>\n\n\n\n<p>In previous Field Notes, Allie wrote about <a href=\"https:\/\/beomniscient.com\/blog\/brand-pov-workshops-part-1\/\" target=\"_blank\" rel=\"noreferrer noopener\">brand POV<\/a> and <a href=\"https:\/\/beomniscient.com\/blog\/content-brainstorming-in-a-world-of-doing-more-with-less\/\" target=\"_blank\" rel=\"noreferrer noopener\">content brainstorming<\/a>, sharing additional methods of coming up with content ideas that don\u2019t involve keyword research.\u00a0<\/p>\n\n\n\n<p>A question that might come up is: \u201cBut if there\u2019s no keyword research, how do I know the topic will be interesting?\u201d<\/p>\n\n\n\n<p>Or, \u201cHow do I justify writing about this topic if there isn\u2019t search volume to back it up?\u201d<\/p>\n\n\n\n<p>Fair questions.<\/p>\n\n\n\n<p>It comes down to (wait for it\u2026) understanding your target audience. Ask the age-old questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What are they interested in?<\/li>\n\n\n\n<li>What are their challenges?<\/li>\n\n\n\n<li>What questions do they have?<\/li>\n<\/ul>\n\n\n\n<p>You can extrapolate content ideas from the responses you get to these questions. It requires <em>reasoning<\/em> without that objective data that would otherwise make it easy to justify your decisions.<\/p>\n\n\n\n<p>Many companies are moving up market and selling to executives\u2014we\u2019re seeing this first-hand with our clients. That means three things:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Because there are fewer executives in the world compared to say entry-level marketers, there is naturally going to be <em>less<\/em> search volume for topics they may be interested in.<\/li>\n\n\n\n<li>It\u2019s going to be <em>more<\/em> important to understand what questions, challenges, and interests they have beyond what the search tools tell you.&nbsp;<\/li>\n\n\n\n<li>Executives know they won\u2019t find great answers to their nuanced challenges on the internet. So they go to their network, their community of trusted experts, and their peers. Those conversations don\u2019t show up on Google search results.<\/li>\n<\/ul>\n\n\n\n<p>Okay, so hopefully at this point we agree there\u2019s a lot more to producing content than keyword research.<\/p>\n\n\n\n<p>But how do you know the content will perform and get eyeballs if there\u2019s no search volume to back it up?<\/p>\n\n\n\n<p>You might call this \u201cthought leadership content,\u201d but some call it \u201ccampaign content\u201d because it fits into a larger campaign they\u2019re running that may involve paid social, webinars, and ABM tactics.\u00a0<\/p>\n\n\n\n<p>All of those are methods of distribution. That\u2019s the key to getting this content in front of the right audience.<\/p>\n\n\n\n<p>When done well, you\u2019ll reap the benefits of people sharing and discussing your content (word-of-mouth), and being influenced by what you have to say.<\/p>\n\n\n\n<p>Here are 5 examples of how we\u2019ve produced content without obvious predictable ROI that had a meaningful impact on our business.<\/p>\n\n\n\n<p><strong>1. We send this weekly newsletter \ud83d\udc4b\ud83c\udffd<\/strong>. People rarely respond to these emails but a client told us it&#8217;s a frequent a topic of discussion in their weekly marketing team meetings. That\u2019s invaluable. It tells us they trust us. They value what we have to say. What we have to say gives them new ideas and new ways to think about their work. (Please reply directly to this email if you have feedback!)<\/p>\n\n\n\n<p><strong>2. We publish a twice-weekly podcast.<\/strong> We regularly jump on sales calls to hear, \u201cI listen to the podcast. It\u2019s great.\u201d We\u2019ve also had guests from the podcast refer us to clients.<\/p>\n\n\n\n<p><strong>3. We&#8217;ve published blog posts on a content barbell strategy.<\/strong> There is no search volume about this, but it often comes up on our sales calls. One of our prospects implemented the content barbell strategy THEN hired us.<\/p>\n\n\n\n<p><strong>4. Our content spurs discussion.<\/strong> We regularly see our content, podcast, and course recommended in other Facebook and Slack communities. Does that get us clients in the short term? Nope. But it builds trust with folks who see us recommended over and over.<\/p>\n\n\n\n<p>Yet many folks don&#8217;t want to invest in content programs unless there&#8217;s &#8220;predictable, directly attributable, ROI.&#8221; \ud83e\udd37\ud83c\udffd\u200d\u2642\ufe0f<\/p>\n\n\n\n<p>Remember: If doing something is obvious, everyone else is likely doing the same thing.<\/p>\n\n\n\n<p>Fewer people are likely to do the things that are hard to measure.<\/p>\n\n\n\n<p>That means there\u2019s less competition and more room for differentiation.&nbsp;<\/p>\n\n\n\n<p>Want more insights like this? <a href=\"https:\/\/www.linkedin.com\/in\/davidlykhim\/\" target=\"_blank\" rel=\"noreferrer noopener\">Connect with me on LinkedIn<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-recommended-reads\">Recommended Reads<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><a href=\"https:\/\/beomniscient.com\/blog\/generative-ai-content-seo-search-behavior\/\" target=\"_blank\" rel=\"noreferrer noopener\">Generative AI\u2019s Impact on Content, SEO, and Search Behavior<\/a> &#8211; With GPT4 and a bunch of other AI tools being announced every day, we got a ton of questions from clients about generative AI. Here\u2019s our take on it. I\u2019ll add the caveat that things are changing every <s>week<\/s> day, so our stance will change. We\u2019re continually figuring out how we can effectively use these tools in our work, but one thing&#8217;s certain, producing great content still requires humans.<\/li>\n\n\n\n<li><a href=\"https:\/\/workweek.com\/2023\/04\/05\/infuse-your-content-with-a-point-of-view-and-more-understanding-of-humanity-too\/\" target=\"_blank\" rel=\"noreferrer noopener\">Infuse your content with a point-of-view\u2014and more understanding of humanity, too<\/a> &#8211; Great piece from Tracey Wallace that I\u2019ve been sharing with clients to help them understand that creating a differentiating between \u201cSEO content\u201d (cheap, low-quality, dry, copycat content) and, \u201cthought leadership content\u201d (thoughtful, interview-based, human) will set them up for a disappointing content program.<\/li>\n\n\n\n<li><a href=\"https:\/\/www.cognism.com\/blog\/how-to-pivot-from-lead-gen-to-demand-gen\" target=\"_blank\" rel=\"noreferrer noopener\">How to Pivot From Lead Gen to Demand Gen: a CMO&#8217;s Guide<\/a> &#8211; This was already shared in a previous newsletter but it\u2019s so good that I\u2019ll share it again.<\/li>\n<\/ol>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Something disappointing has happened in content: We became too reliant&#8230;<\/p>\n","protected":false},"author":5,"featured_media":2982,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[184],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-2981","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-field-notes"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Field Notes #042: Unpredictable ROI from Unmeasurable Content - Omniscient Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/beomniscient.com\/blog\/unpredictable-roi-from-unmeasurable-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Field Notes #042: Unpredictable ROI from Unmeasurable Content\" \/>\n<meta property=\"og:description\" content=\"Something disappointing has happened in content: We became too reliant on search volume as a prioritization tool. 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