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At any given time, you can find some major tech journalist, thought leader, martech blogger, or digital marketing guru declaring search engine optimization dead. These harbingers of the digital doomsday usually aren’t being literal. The practice of SEO isn’t dead, but the way SEO experts, consultants, and agencies have traditionally approached the subject might be.
As of today, 40,427 people have the title of content strategist on LinkedIn. Another 1,389 open roles await the right candidate. And according to recent research from The Creative Group, content strategists currently hold one of the top-paying jobs in the tech and creative fields. Strategists typically earn between $81,000 and $115,000, a jump of more than 5 percent from last year.
I rarely get nervous presenting content plans to Contently clients, but there’s one comment I hear every so often that makes me uneasy: “We don’t care if people share our content. We only care about generating leads and conversions.” This declaration usually comes from B2B marketers who dismiss social shares in the same way people talk about pageviews. I’m not surprised.
A few days ago, I was on the phone with a marketer from a popular appliance company when I heard an unusual request: “We want to sound like Vice.” As a content strategist at Contently, I hear this type of editorial ambition all the time: Brand X wants to be like Vice, Vox, The New York Times. Brands now understand that the voice and tone of their publications will impact audience development.