Is data the underdog of the content world? For The Drum's Content Marketing Deep Dive, Hallam's Siobhan Congreve defends the lost art of data-led content with a human touch.
From the dawn of search engine optimization (SEO) and the first use of the phrase ‘content is king’, data has sat at the heart of every content marketer's agenda. Many of us have been around long enough to remember the days of keyword stuffing and simply reporting on page views and session durations. It didn’t matter that your content made practically no sense to human readers. If Google 'knew' what you were talking about and rewarded you for it, that was enough.
Since then, there has been a gradual but noticeable shift toward content focused on driving engagement from humans. We've been asking ourselves more about how content can be re-purposed across social media and if a journalist would be interested in covering it in the press.
We still want to appease the search gods, but in a different way. Or rather, in a way that isn’t just there to make Google happy, but consumers, too.
This year, another step was taken when Google announced the helpful content update that de-prioritizes SEO-first content built to climb search engine results pages and up-ranks human-centric content that is original and high-quality.
Where is the middle ground?
With all the focus being on creating human-centric content, we may have forgotten what was once so important to us: data.
From search data to industry data, content and...
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