Navigating the Quality Cliff

The conversation explores the challenges of finding sources of inspiration and engaging with online communities. It delves into the importance of in-person interactions and the limitations of digital platforms like LinkedIn and Twitter. The discussion then shifts to the role of conferences in fostering real conversations and the value of personal experiences in content creation. The conversation also touches on the evolving landscape of SEO, the complexity of search algorithms, and the need for quality content. The concept of thought leadership is explored, with a focus on the desired end state and the types of content that can contribute to it. The conversation concludes with a discussion on the distribution of content and the challenges of driving traffic and engagement in a platform-dominated environment. In this conversation, Ryan Law and Alex discuss the value of content marketing, the role of AI in content creation, and the universal yearning for nature. They explore the challenges of measuring the impact of content, the importance of intuition in content marketing, and the need for companies to embrace experimentation. They also touch on the barbell strategy in content creation, the different perspectives of large and small companies, and the state of AI in content marketing.
Key Takeaways
In-person interactions can provide valuable inspiration and help break out of echo chambers.
Digital platforms like LinkedIn and Twitter can feel homogenous and lack engagement.
Conferences offer opportunities for real conversations and personal experiences.
Quality content is essential in the evolving landscape of SEO.
Thought leadership is a desired end state that can be achieved through various types of content.
Distribution of content in a platform-dominated environment can be challenging. Content marketing can provide value by solving problems, providing information, reducing boredom, and entertaining.
AI in content marketing is still in its early stages, with generative AI requiring significant effort to produce good results.
Companies should be thoughtful and selective in their use of AI in content creation, focusing on enabling new capabilities rather than simply automating existing processes.
Learning technical skills like coding can provide a different perspective and depth to a content marketer's work.
The universal yearning for nature is a common desire among remote knowledge workers who often feel isolated and disconnected from the physical world.
Show Links
Visit Ahrefs
Visit Ryan Law website
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.
Some interviews you might enjoy and learn from:
Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)
Building Competitive Marketing Content with Sam Chapman (Aprimo)
How to Build the Right Data Workflow with Blake Burch (Shipyard)
Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)
Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)
Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:
Blue Ocean vs Red Ocean SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/