6 Ways to Handle Content Marketing in 2020

Content has made the old adage come true. Do we even refer to “Consumer is the King” proverb now? Most of us don’t.  “Consumer is the King” has been replaced by “Content is the King”. There has been a drastic change in how content is being created now. Articles dating as back as 2016 were mostly keyword stuffed and those ranked highest in the search engines.

No wonder, those articles were not as viral and engaging as the current ones. Google search and query parameters have changed. People now search for more defined keywords. Those keywords are mostly transactional in nature.

Let’s take an example. In the past people searched for keywords like marketing directors, sales directors, online advertising etc. But now people search for more specific keywords like hire a fractional marketing director etc. The researchers seek an answer and so does Google. They rank content which mentions about whys and hows higher in the SERP.

One of the biggest reason why companies like Intercom and HubSpot grew fastest can be attributed to their content and how they visualized well in advance that content marketing is going to be the future.

Let’s forget the everlasting debate from last decade about who should you write your content for? Google or your target audience? Or should you give an emphasized balance on both of them?

Our answer is, Google is going to penalize you for writing keyword stuffed content now and its going to do farthest possible harm than you could imagine.

Ask yourself these questions:

·       Are you keyword density focused?

·       Are you content length focused?

·       Are you writing for Google or your target audience?

·       Are you answering questions in your blogs and articles?

For starters, begin with forgetting about writing for your on-page SEO and google. We are not saying they are dead. They aren’t and won’t be for the next 3-4 years.

Blogs and articles with huge keyword density happened to help your search rankings in the past. Not anymore.

Keyword density no longer occupies the same level of relevance in helping your pages rank highest on Google anymore. Did you know that almost 20% of the results you see at the top on Google have no keywords at all? These websites still have a huge spike in their traffic and these rankings help them make millions in additional revenue.

Question: What does this tell about shifts in content creation?

Answer: Add value in your content pieces. Provide further knowledge. No wonder “Knowledge sharing is caring” helps you further and your key phrases rank highest. Focus on why people are searching for a particular query and you will come up with blogs that is content heavy.

Focus on writing for the why’s and understand Google is far more advanced and artificially intelligent. SEO is no more static and laden with just keywords, backlinks, Do Follow links etc.

This is an even playing field now. Its no more about which company has the highest advertising budget to bid on now. Start asking yourself about what your target audience bucket needs and why they need it.

It is all about the user experience and content that looks at every possible business scenario, every imaginable issue and concern, every possible information you can share which your readers have not read of somewhere else.

You will be inspired to write great content by the time you have finished reading this article. You will be focused to write for your target audience, their needs and why they need a particular solution.

Why should you write for your target audience and not Google anymore?

Google’s search engine algorithms have developed in ways not thought of since 2011. 2019 is way more different than 2019. The algorithm is not just keyword focused now. Keywords are not the most important and only important metric now.

A keyword stuffed article will bury you in Google’s page rankings in 2019. Far different from when the same helped you rank at the top in its SERP results.

Failure to write a clear and easiest to understand content piece with accurate precision will have multiple negative impacts for your brand.

Some of them being as follows:

·       You do not rank highest any more

·       User and buying signals will not work as per your expectations

·       Keyword stuffed content will get blocked as Google is now embracing personalization and its time content creators understood that

·       Content written for Google will sting you like a scorpion

·       Organic rankings will suffer as your content most likely fails miserably at educating your target audience

·       Your click through rates will keep plummeting

Takeaway: Your revenue will suffer. Worse thing to happen to your company.

Are your still struggling to write fluid content?

Try simplifying your content creation process. Consider using these to bring contextual weight to your content.

·       Include transactional and ancillary keywords

·       Show Google you have written an in-depth content piece

·       Use the “Term Frequency” and “Inverse Document Frequency” algorithm to find keywords that will bring contextual depth in your content. Algorithm below:

You can read about the benefits and disadvantages here. You can also use TD*IDF for free.

9 Ways to create content your target audience and Google will love


Ensure the usefulness of your content. Make it as educational as you could. We would not advise writing a blank piece where your readers do not take away anything.

Input as many facts and figures as you could. Provide references and as many relevant examples as you could. Educate your readers in a way they understand your points and solutions clearly. Educate your readers in a way they feel that you are actually solving their problem.

Your readers should be able to implement what they have learned from your content. You are good to go as long as your readers keep learning something from you.

Readers will come back only if they are learning something which they have not been taught elsewhere.


Include actionable and practical HOW-TO’s in your content. Something that helps them get a desired outcome. This could be a problem that has not yet been solved or a solution that needs further innovation and a different approach.

Include the actual “How To” guides that helped your company achieve the results you are claiming in your content. Provide these for free.

We suggest doing the following to further your position as an industry leader:

·       Create content for every success story and share that with your readers

·       Consider using free podcasts and webinars to further optimize your content around voice search

·       Highlight innovations in all the stages of your sales and marketing funnel

Write your “How To” content guides in the way it solves the problems of your target audience readers. Consider starting with a commonplace before moving onto areas of expertise and best practices that made your company an industry leader.


Did you more more than 60% of people struggle to produce a great content? Ask yourself these questions before you start writing to define your objective.

Do you have a single objective? If it is so, ensure you are mentioning the same in your content. 

What audiences do you have in mind? Whom are you writing for? Are you writing for all? Or writing for a single target audience?

We suggest maintaining singularity in content objectives and audience bucket.


Do you have additional citations and references to bolster your content? Do you know how your make it more believable and truer? We suggest researching before starting on any article.

Audience research plays a big role as per content marketing institute. Have you taken enough research work to support your article? We propose researching as much as you could so that your readers are able to understand the correlation and implement those strategies as their workplaces.


Everyone has an opining in marketing. A strategy that works today might not work tomorrow. Claiming to be an industry leader? Use you thoughts and express your opinions to convert better and create great content that engages your readers.

Do you feel fractional marketing will be the next big disruption? Tell that to your readers and explain why and how it will solve their problems.

Focus on engaging humanely and eliciting an emotional connection with your readers through your opinions. Back up your content to let the readers agree with it. Engage those who disagree.

This is an established and proven way to further your prospecting. You will start seeing better quality leads.


Intercom has been doing wonders and driving 40% of their inbound leads by re-using their existing content library.

You can also update your existing library with updated facts and research informations to distribute it within your current audience bucket and potential customers.

Intercom keeps on picking content which did better on a particular platform, add their opinions and starts distributing it to potential customers.

Try converting your existing content library into e-books and white papers. You can use these in your lead magnet focused campaigns to achieve the desired goal.


Do not focus on creating content for generating links and ranking higher on Google. Write people, problem and solution specific unique content and your SERP ranking and traffic will continue growing organically.

Related posts

How To Calculate Customer Churn Rate in SaaS

6 Ways to Create Content Your Target Audience and Google Will Love

8 Things That Can Make Your Facebook Video Ad Go Viral

8 Tactics You Can Implement to Improve Conversion

Ekalavya Hansaj

12 Ideas to Get You Started With Your Seasonal Digital Marketing Campaigns

9 Email Personalization Techniques You Need to Know in 2020

Ekalavya Hansaj

Leave a Reply