From Proprietary Content to a Teaching Organization

Somewhere around 2005 Google did what every once-noun strives for. They became a verb. And as we know, verbs will always be more successful than nouns because they put action into it. 
See… see what I did there? 

Anyway, Google’s grammatical evolution shifted the way businesses approach online content. In The Before Times, companies would guard what they considered proprietary information like it was a secret sauce that set them apart. But a fast-growing realization dawned that the secret sauce was missing a pinch of sugar. Companies started sharing content, answering questions, and engaging with customers to gain online visibility.

Fast-forward to present day, and anyone with a smartphone can post to the web, making content creation a democratic process. It’s practically the American dream in real time.

Become a Teaching Organization

The new expectation of business is to become a teaching organization (described in a previous blog) focused on developing content. But not just any content, it has to stand out.  It needs to be strategic, interesting, and engaging. And it needs to provide answers. As we engage in the rise of AI-generated everything, it’s important to discern quantity from quality. 

Google, being the progressive verb that it is, is smart enough to detect such nonsense, and yes, it will demote the search rankings of websites using AI-generated output. Which now makes it critical to create content that engages with the audience on a personal level while adding value and well-placed keywords.  

How does one achieve such a thing? By touching the third-rail of authenticity, of course (check it out here). 


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