We often talk about “high-converting” content in the SEO world.
The advice tends to focus on commercial-intent keywords like:
- “Best marketing software”
- “Top customer experience solutions”
And for sure, these opportunities are effective at driving hot leads.
But the truth is…for most industries and products, these opportunities are gonna be quickly exhausted.
Even if there’s a relatively large opportunity (like 20,000/month search volume for a high-intent keyword…) once you’ve won the top spot, where does future growth come from?
In marketing, we don’t want one-and-done growth channels.
We want channels we can steadily expand until they’re a compounding roar of inbound revenue.
For that to happen, we need a change of mindset:
Before: Every single article must drive instant financial results.
After: Not all content will lead to a direct conversion. And that’s OK.
I'm not saying I wouldn't still prioritize the highest commercial potential keywords.
But just because a keyword shows the ‘searcher’ is not currently Googling things to buy…doesn’t mean we should ignore it.
Imagine for a minute if every single time your target customer Googled something, your brand was at the top of the results.
The impact would be insane!
Your brand would be inescapable.
They wouldn't be able to avoid looking into you and what you do.
I'm not recommending you go write topics that aren't highly relevant to your sphere of the world (you're not Hubspot, lol).
But I do recommend crafting a strategy that eventually results in you occupying every corner of your niche.
With our mindset change, instead of a direct conversion each read becomes an opportunity to:
→ Be memorable
→ Build a relationship
→ Impress someone in your ICP
→ Educate about the problem you solve
Every interaction (or “touchpoint”) can and should leave an impression that may one day influence a sale.
It’s insane the amount of times I’ve seen $100,000/year contracts come in from people who have been reading our content for YEARS before a need we could actually help with arose.
Some people just aren’t ready yet.
But they are learning…slowly…and when they are ready, you wanna be top of mind.
The first company they think about.
This is why your long-term SEO content strategy should aim to craft a “complete” content library and not just focus on bottom-of-funnel keywords.
If you do this, with genuinely 🔥 content, the stuff that’s helpful, memorable, and differentiates you from the crowd…
Then your content library will be an enviable growth asset that acts as a moat around your business.
And, isn't that the goal?
—Benny
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