Content is the reason search began in the first place.
In the days before Google, directories, lists and forums were the way to discover new content on the fast-growing world wide web.
During those early days, the web was as much about the experience of discovery, aka “surfing”, as it was about finding specific answers.
Answers to what? Many marketers would have you believe the only content that exists is the information created in support of buyers to discover, consume and transact.
But there’s far more to the web than demand generation and advertising. Content is created by companies to serve a variety of business functions from customer service to corporate social responsibility to talent acquisition.
The irony is that much of that content is created without consideration of specific audience needs, preferences and measurable outcomes.