{"id":5404,"date":"2025-01-22T08:00:00","date_gmt":"2025-01-22T13:00:00","guid":{"rendered":"https:\/\/beomniscient.com\/?p=5404"},"modified":"2025-01-22T09:33:13","modified_gmt":"2025-01-22T14:33:13","slug":"high-utility-content-products-mediocre-seo-and-cynicism","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/high-utility-content-products-mediocre-seo-and-cynicism\/","title":{"rendered":"Content as Product, Mediocre SEO, and Optimism for the Future with Mark Lindquist"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-listen-to-the-podcast\">Listen to the Podcast<\/h2>\n\n\n\n<iframe height=\"200px\" width=\"100%\" frameborder=\"no\" src=\"https:\/\/player.simplecast.com\/75e32e26-bcab-41c8-9b6a-667c8baa2623?dark=true\"><\/iframe>\n\n\n\n<p>In this Kitchen Side episode of <em>The Long Game Podcast<\/em>, Alex, Allie, and David are joined by Mark Lindquist to discuss the transformation of SEO and content marketing. They delve into the decline of traffic-based metrics, the rise of user-first strategies, and how AI-driven changes are forcing marketers to rethink content creation. Mark emphasizes treating content as a product, getting closer to the audience, and building strategies rooted in customer pain points. With actionable insights and reflections, this episode offers a roadmap for creating high-utility content in an evolving landscape.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Key Takeaways<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Content as a Product<\/strong>: High-performing content solves unmet user needs and aligns closely with customer pain points, moving beyond the old playbooks of keyword stuffing and traffic chasing.<\/li>\n\n\n\n<li><strong>Shift from Traffic Metrics to Business Value<\/strong>: Traffic alone is no longer sufficient. Marketers must connect content efforts to measurable outcomes, such as leads, conversions, and revenue.<\/li>\n\n\n\n<li><strong>AI and Generative Content\u2019s Role<\/strong>: AI is reshaping SEO by targeting top-of-funnel content, compelling marketers to focus on higher-value, utility-driven pieces.<\/li>\n\n\n\n<li><strong>Operational Changes in Content Creation<\/strong>: Marketers must build closer relationships with customers and integrate cross-functional insights into their strategies to future-proof content efforts.<\/li>\n\n\n\n<li><strong>Reframing Leadership Conversations<\/strong>: Present data that ties content performance to business outcomes, while acknowledging and adapting to the evolving search landscape.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Show Links<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Connect with David Khim on <a href=\"https:\/\/www.linkedin.com\/in\/davidlykhim\">LinkedIn<\/a> and <a href=\"https:\/\/twitter.com\/davidlykhim?lang=en\">Twitter<\/a><\/li>\n\n\n\n<li>Connect with Alex Birkett on <a href=\"https:\/\/www.linkedin.com\/in\/iamalexbirkett\">LinkedIn<\/a> and <a href=\"https:\/\/twitter.com\/iamalexbirkett?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor\">Twitter<\/a><\/li>\n\n\n\n<li>Connect with Allie Decker on <a href=\"https:\/\/www.linkedin.com\/in\/alliecdecker\">LinkedIn<\/a> and <a href=\"https:\/\/twitter.com\/alliecdecker?lang=en\">Twitter<\/a><\/li>\n\n\n\n<li>Connect with Omniscient Digital on <a href=\"https:\/\/www.linkedin.com\/company\/omniscient-digital?trk=public_profile_topcard-current-company\">LinkedIn<\/a> or <a href=\"https:\/\/twitter.com\/beomniscient_\">Twitter<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Time Stamps<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>[00:00]<\/strong> Introduction: High-Utility Content in a Changing Landscape<\/li>\n\n\n\n<li><strong>[06:20]<\/strong> Decline of Vanity Metrics: Why Traffic Isn\u2019t Enough<\/li>\n\n\n\n<li><strong>[12:45]<\/strong> The Intersection of AI and Content Creation<\/li>\n\n\n\n<li><strong>[19:10]<\/strong> Building Content That Solves Real User Problems<\/li>\n\n\n\n<li><strong>[26:30]<\/strong> Operational Adjustments for Better Content Outcomes<\/li>\n\n\n\n<li><strong>[33:50]<\/strong> The Future of SEO: From Traffic to Business Impact<\/li>\n\n\n\n<li><strong>[42:15]<\/strong> How to Communicate Content Value to Leadership<\/li>\n<\/ul>\n\n\n\n<div style=\"width:100%;padding:50px 50px; border:0; background-color:#E5EADE; border-radius:5px; margin:10px 0 30px 0;\">\n<h2 style=\"text-align:center;\">Get the Field Notes<\/h2>\n<p style=\"text-align:center;\">Weekly learnings from working on B2B content &#038; SEO for dozens of companies.<\/p>\n<div style=\"width:500px; max-width:100%; margin:auto;\">\n<!--[if lte IE 8]>\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2-legacy.js\"><\/script>\n<![endif]-->\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2.js\"><\/script>\n<script>\n  hbspt.forms.create({\n\tregion: \"na1\",\n\tportalId: \"534705\",\n\tformId: \"df425270-4417-4cb4-8d5c-3cb1236ed46c\"\n});\n<\/script>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Listen to the Podcast In this Kitchen Side episode of&#8230;<\/p>\n","protected":false},"author":3,"featured_media":5413,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[44,25],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-5404","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-the-long-game","8":"category-seo"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - 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