Find high-volume keywords to target, spend a bunch of time writing high-quality blogs and voila: more traffic, conversions, and pipeline. This playbook used to work but it doesn't work nearly as well anymore.
Amanda Natividad
VP of Marketing, SparkToro
The Old SEO Playbook Is Broken
For years, content marketers relied on a simple formula: find high-volume keywords, write comprehensive blog posts, optimize for search engines, and watch the traffic roll in. But the landscape has shifted. Competition for organic search results has intensified, and the old playbook of keyword-driven content no longer delivers the results it once did.
Amanda Natividad explores why traditional SEO-driven content strategies are losing their edge and what marketers should focus on instead to build engaged audiences that actually convert.
What Makes Content Shareworthy
The shift from search-optimized content to shareworthy content represents a fundamental change in how B2B marketers need to think about their content strategy. Rather than writing for algorithms, the focus must move to creating content that audiences genuinely want to share with their peers and networks.
Shareworthy content earns attention through original insights, unique data, and perspectives that audiences cannot find elsewhere. It builds trust and authority not by ranking for keywords, but by becoming the kind of resource people actively recommend.
Building an Audience-First Strategy
Amanda shares actionable approaches for creating content that resonates with your target audience, moves beyond the outdated keyword-first mentality, and drives meaningful engagement that translates to real business outcomes.