In my work as a freelance blogger I try to put worthwhile content into every piece I write. At least some of the readers should come away from it understanding something better than they did before. It may contain promotional material, if that’s what the customer asks for, but it has a solid core of useful information. That’s my understanding of “content.”
In the marketing world, though, it means something else entirely. The biggest market for freelance writers on the Web is “SEO writing.” That means writing whose main purpose is to provide “content” that search engines will rank high. The expertise for this isn’t knowledge about the subject matter but expertise in planting the right keywords and otherwise constructing the article to match Google’s current idea of what a relevant article is. It’s clickbait, only more sophisticated.
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