The content playbook that worked in the 2010s doesn’t work anymore. Things like keyword search volume, word count, and post date/time don’t have the same impact they used to. Instead of working backward from keyword to content, good content marketing does the reverse—start with a question you think you can answer better than someone else. 

Don’t worry about the keywords for now.

There are two steps to nailing good content in 2023:

Google is overflowing with content by folks who chose a keyword to rank for, then wrote content that tries to rank for it without expertise on the topic. As a result, so much B2B content is generic, basic, and long-winded. 

Strong content strategy starts with a common problem or question and expert-level content. SEO considerations should only come after you’ve created content worth being consumed. 

Here are four criteria that should be fulfilled before you create new content:

Some things will make your content perform better (proper markup, strong UX, good core web vitals, backlinks, interlinking, etc.), but if you don’t start with a foundation of valuable material—it won’t get you far. 

Submit and vote on questions for us to answer: https://www.kalungi.com/podcast 

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B2B SaaS Marketing Snacks (BSMS) is a podcast that simplifies complex marketing topics in small bites, produced by Kalungi. Hosted by Mike Northfield, Kalungi’s Chief Evangelist, and Stijn Hendrikse, Kalungi’s co-founder.

Kalungi is a marketing agency that works with early-stage software startups. Kalungi acts as an instant marketing department that will build and deploy a company's complete go-to-market using T2D3 methodologies. Full-service clients get access to a strategic marketing leader and a team of tactical marketing specialists who can be held accountable for results.