One of the most effective marketing tactics has been to produce online content for people to read. Many people use websites and blogs to get their information found in search results. A major challenge is that Google changes the rules every time you turn around. But this time, Google made a significant change you need to consider.
Note: A version of my article was recently published by the Louisville Bar Association in its February 2020 Bar Briefs publication (page 12).
Your content marketing strategy typically involves creating pages for your website and writing blog post after blog post. The downside is no one wants to read long articles. It’s a combination of both interest and time. We simply don’t have time to look at a screen for an extended period – especially while driving, shopping or exercising.
So, how can you get past these factors and reduce the friction, thus allowing your market to actively consume your content? Google asked the same question.