2022 superb Writing and search engine optimisation Phrase Soup cartoon – Marketoonist
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I lately met Jono Alderson, former head of search engine optimisation at Yoast, at Advertising Competition in Brno. He gave an interesting discuss on the state of content material advertising and marketing.
A number of of his observations resonated with me, together with the insularity of utilizing the identical SEO checklists as everybody else as a place to begin to create something.
The result’s a pool of lookalike articles, written for engines like google, not written for folks. The precise writing is commonly handled as an afterthought.
As Jono put it in an interview lately:
“You’re recursively optimizing a really small corpus until it’s all simply phrase soup.”
Now that content material advertising and marketing is turbocharged with AI, the phrase soup is infinite. And as LLMs digest the prevailing phrase soup as supply materials, the longer term phrase soup is much more of the identical.
That jogs my memory of Ian Whitworth’s description of AI-generated content material as “infinite phrases no one needs.”
Jono additionally shared that the clock is ticking on this race to the underside, as engines like google reinvent themselves with AI to offer solutions to folks, moderately than infinite search outcomes. He urged folks to recollect who the actual viewers is, and the issues you may assist them clear up.
I don’t know the way the way forward for content material advertising and marketing will look (and I’ve really by no means actually been that loopy in regards to the time period “content material”). However I nonetheless suppose that the misplaced artwork of writing is essential in speaking with others. It may be aided by AI instruments. However the path of least resistance is to show it throughout to AI. And that looks like a race to the underside to me.
At any time when I’m wondering in regards to the state of writing, I flip to Ann Handley (who kindly wrote the foreword to my final guide). She has an insightful and refreshing e-newsletter on writing and advertising and marketing referred to as “Whole Annarchy.”
Ann has a couple of ideas on the best way to incorporate AI as a software that will help you write extra effectively, like asking ChatGPT what’s lacking out of your piece. However finally, she recommends AI is a software, not a substitute, for excellent writing.
Ann’s newest recommendation was refreshingly analog: “Begin with Pen + Paper.”
As she explains:
“Don’t fear about “writing.” You’re welding the scaffolding for concepts that may turn into writing.
“Why this works:
“You write slower than you sort. Working with analog instruments slows you down. Your high-speed locomotive mind isn’t screaming forward to get to Subsequent Sentence Depot. It has to attend patiently to your palms to catch up, like a automobile driver at a railroad crossing ready for the prepare’s caboose.
“That sluggish tempo finally delivers higher insights.”
And, finally, writing with out higher insights actually doesn’t have a lot of a cause for being.
Listed here are a couple of associated cartoons I’ve drawn over time:
“Work is extra enjoyable with framed marketoons in your wall”
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22 superb Writing and search engine optimisation Phrase Soup cartoon – Marketoonist