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Content as Product, Mediocre SEO, and Optimism for the Future with Mark Lindquist

By January 22, 2025No Comments2 min read
Content as Product, Mediocre SEO, and Optimism for the Future with Mark Lindquist

Last Updated on January 22, 2025

Listen to the Podcast

In this Kitchen Side episode of The Long Game Podcast, Alex, Allie, and David are joined by Mark Lindquist to discuss the transformation of SEO and content marketing. They delve into the decline of traffic-based metrics, the rise of user-first strategies, and how AI-driven changes are forcing marketers to rethink content creation. Mark emphasizes treating content as a product, getting closer to the audience, and building strategies rooted in customer pain points. With actionable insights and reflections, this episode offers a roadmap for creating high-utility content in an evolving landscape.

Key Takeaways

  • Content as a Product: High-performing content solves unmet user needs and aligns closely with customer pain points, moving beyond the old playbooks of keyword stuffing and traffic chasing.
  • Shift from Traffic Metrics to Business Value: Traffic alone is no longer sufficient. Marketers must connect content efforts to measurable outcomes, such as leads, conversions, and revenue.
  • AI and Generative Content’s Role: AI is reshaping SEO by targeting top-of-funnel content, compelling marketers to focus on higher-value, utility-driven pieces.
  • Operational Changes in Content Creation: Marketers must build closer relationships with customers and integrate cross-functional insights into their strategies to future-proof content efforts.
  • Reframing Leadership Conversations: Present data that ties content performance to business outcomes, while acknowledging and adapting to the evolving search landscape.

Show Links

Time Stamps

  • [00:00] Introduction: High-Utility Content in a Changing Landscape
  • [06:20] Decline of Vanity Metrics: Why Traffic Isn’t Enough
  • [12:45] The Intersection of AI and Content Creation
  • [19:10] Building Content That Solves Real User Problems
  • [26:30] Operational Adjustments for Better Content Outcomes
  • [33:50] The Future of SEO: From Traffic to Business Impact
  • [42:15] How to Communicate Content Value to Leadership

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Weekly learnings from working on B2B content & SEO for dozens of companies.

Alex Birkett

Alex is a co-founder of Omniscient Digital. He loves experimentation, building things, and adventurous sports (scuba diving, skiing, and jiu jitsu primarily). He lives in Austin, Texas with his dog Biscuit.