If you don't know what's happening at Google ... pay attention! You don't want to miss this. In case you can't sense the intensity I have around this subject, let me say it like this ...
WARNING: If you miss this, you will become irrelevant.
The discipline of content marketing is forcing businesses to become publishers and publishers to become businesses. The person who wins in this equation is ... EVERYONE.
People win because they feel empowered through knowledge to make better decisions, whether that's a local contractor for home improvement or deciding on the next ERP system to purchase and implement for your growing business. Inbound marketing changes the game in that it reverses roles. Instead of the business or vendor finding the customer, the customer finds the business or vendor.
Google is a verb you can't afford not to use.
The business or vendor wins because the moment it intersects with a prospect, it has a much higher chance of being an engaging conversation around needs assessment and critical requirements. The consumer—business or individual—is ready to talk, not just listen to boring organizational-centric speak. The question shifts from, "Who are you and what do you do?" to "Here is my problem. How can you solve it?"
As a salesperson and as a consumer, those are exciting conversations, even if they don't end up in a sale.
Today, Google is no longer just a proper noun but also a verb. And what Google has released through Google Now is multiplying "Google as a verb" one hundred times over.
Google Now integrates all that Google already knows about you and compiles relevant information in an easily digestible and accessible format. Plain and simple: if Google doesn't connect you with the needs of the individual searching for information, you will likely never be found.
Integrated predictive search increases the importance of creating engaging content because ...
It links information based on the needs of the individual user.
It ranks the quality of the content based on social engagement and web integration.
It assists the individual at filtering out irrelevant information.
What do we do now?
Stay focused on the questions your target audience is asking.
Find ways to see the world through the eyes of who you want to connect with.
Consistently create content that informs and empowers people with questions and in search of knowledge around a particular subject or problem.
Diversify your content streams into multiple distribution channels. It's not about more information but increasing the diversity of ways that information is distributed.
Engage with an existing conversation already taking place online. You don't always have to start the conversation, but you do want to participate in the discussions where meaningful activity is taking place that is relevant to your target audience.
The intensity of the game just increased. If you haven't felt it, you will. How are you preparing for the role integrated predictive search will play in the buying habits of your target audience?
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