Is Google losing its grip on B2B marketing?

If you’re a founder or CEO of a growing business, you've probably been told that you have to focus your marketing around Google. Whether that’s ranking highly for a specific phrase or a set of keywords; or investing in ads to get more people to your website. Both of which can get expensive quickly!

And there's a good chance that all this effort has left you frustrated. The game has changed drastically over the last year or two - impacting the value of both SEO and Google Ads.

On this episode, we explore the changes in the landscape; look at how people's search habits have changed; and talk about the evolving role of Content Marketing to take advantage of the strategic shift.

Resources

Peter Caputa Linkedin Post - "Most companies should stop publishing educational content to their website for SEO purposes. It's like buying real estate in an undesirable neighborhood."

Rand Fishkin Video Post - "Clicks are dying. Attribution is dying. The way we've done digital marketing for 25yrs is dying."

Chris Walker Linkedin Post "Google paid search is often by far the largest expense across the entire Marketing budget and simultaneously the lowest performing investment."