In it, Meghan discusses how we’ve moved from an internet where content won out based on merit to one where giants like Amazon, Facebook, and Google now have control over who wins and loses in the world of content.
On the one hand, I found her piece absolutely fascinating, because the implications for marketing and society are significant. (And that's putting it lightly.)
On the other hand, if I'm being totally honest, I’m terrified.
Because what she covered in her article spoke directly to a number of my personal fears as a content creator to the surface...
"How can I be sure if I put all of this effort into a killer content strategy that it will even get seen?"
"If Google is making clear strides toward keeping people on Google with on-page answers and featured snippets, do I even have a chance of driving traffic to my website anymore?"
"How do I even begin to wrap my brain around native, decentralized content strategies on social media platforms?"
Thank goodness, Meghan was willing to answer all of these questions and more, in an effort to make sense of what’s happened to the internet and what these changes mean for content creators, strategists, and managers.
Thinking back on my conversation with Meghan, I feel a lot better. She reminded me that just because something is changing -- in this case, the entire internet -- that doesn’t mean the sky is falling.
It does, however, mean we all need to think differently about how we create content and then execute our amplification strategies.
So, this week’s one thing -- the one thing you can do right now to make your content better -- is to revisit the inbound manifesto IMPACT unveiled last month at IMPACT Live, the day inbound was redefined.
“Inbound is a mindset, a philosophy, a culture. To be inbound is to be helpful, with an obsession with leading others to be successful.”
If you wake up each day and work on your content while fully embracing mindset about inbound -- where you’re utterly obsessed with being as helpful as possible, and empowering your audience be successful in solving their problems and reaching their goals -- you and your content will win, no matter what platform your content lives on or how the internet continues to evolve.
Weekly Awesome: Grammarly Beta with Google Docs (Finally!)
Grammarly is one of my favorite web tools. It’s a writing app that proofreads your messages, documents, and social posts, making your ideas more clear and helping you avoid embarrassing spelling mistakes and typos.
Grammarly in action.
But the awesome thing is that they’re finally starting to beta test Grammarly with Google Docs, which has been a massive gap in the product, given how much collaborative content work happens within the Google product suite.