Over the years, after spending over 20,000 hours building and ranking websites and running SEO and SEM campaigns, I've learned adaptability is key in digital marketing. In 2024, my content creation process has evolved to integrate SEO, social media marketing (SMM), and AI in a way that allows me to create impactful, high-ranking content. This is the same method my team and I have used to produce over a million pieces of content, and it's the best approach for businesses today.
Leveraging Google's "People Also Ask"
One of the simplest and most effective tools in my content creation toolbox is Google itself. While I use premium tools like SEMrush, Ahrefs, and Surfer SEO, Google's "People Also Ask" section is a free and highly valuable resource. All you need to do is type in a relevant keyword—"eyebrow tattoo" or "tree removal"—and scroll down to see the questions people ask about that term.
These questions provide direct insight into what people are looking for, and more importantly, they show you what Google considers valuable content. By addressing these questions in your content, you can create pieces more aligned with user intent and search engine algorithms. This approach helps generate ideas and guides me in creating content that naturally ranks higher by being genuinely useful.
Creating Video Content Around User Questions
Once I've identified a set of questions from the "People Also Ask" section, I move to video content creation. In 2024, video is more powerful than ever, and founder-led videos—where you, as the expert, speak directly to your audience—are particularly effective. Whether you're an accountant, a bookkeeper, or an expert in any field, talking about what you know and do every day comes naturally, and that authenticity shines through in video content.
I typically set up a simple camera and microphone and start recording my responses to the questions I've gathered. I aim to provide detailed, thoughtful answers but always add my insights and experiences. This sets you apart from others who are reading off a script. The personal touch is key here—it makes the content more relatable and trustworthy.
Turning Video into Long-Form Written Content
Once the video is recorded, I have it transcribed. This transcription forms the basis of a blog post, but I don't stop there. A raw transcription is rarely enough on its own. To create a comprehensive, well-rounded blog post, I expand on the key points from the video, pulling in additional research and insights to give the content more depth.
At this stage, I also use AI to help refine the content. AI tools can assist in expanding on topics, enhancing clarity, and even suggesting new angles to explore. However, I never rely entirely on AI—I always ensure that the final piece reflects my voice and expertise. The goal is to create long-form content, typically between 1,200 and 2,000 words, that thoroughly answers the user's questions while demonstrating my authority.
Integrating SEO and Social Media Marketing
A big part of my strategy is the seamless integration of SEO and social media marketing (SMM). Once the blog is complete, I embed the video at the top of the post and uploaded the same video to platforms like YouTube, LinkedIn, Instagram, and Facebook. This creates a multi-channel content strategy where each platform supports the others. For example, the blog post links back to the video, and the video links back to the blog, driving traffic between the two.
This combination of SEO and SMM is incredibly powerful. Social media shares and engagement drive traffic and signal to search engines that your content is valuable and relevant. This, in turn, helps boost your search engine rankings, creating a cycle where SEO and social media efforts feed into one another.
Creating Content That Builds Trust
In 2024, Google's algorithms have become increasingly sophisticated, focusing on content that provides genuine value to users. Gone are when you could stuff articles with keywords and expect to rank. Now, it's all about building trust and authority.
Creating helpful, in-depth content is the best way to establish trust. When I create a piece of content—whether a blog post or a video—I ensure it answers the user's questions without resorting to keyword stuffing or filler content. In my experience, the more useful and genuine your content is, the better it will perform over time.
Scaling Content with AI
AI has revolutionized the way I approach content creation. It's not just a tool for generating content faster but also for enhancing quality. While I use AI to help streamline the process—such as expanding points, checking grammar, and suggesting improvements—I always maintain control over the final product. The human touch is crucial, especially in a world where authenticity is key.
I can scale content production without sacrificing quality by blending human expertise with AI-powered efficiency. This is essential for maintaining a competitive edge in 2024, as search engines and users have higher expectations than ever.
The Final Touch: Continuous Optimization
Once the content is live, I don't just set it and forget it. In today's fast-paced digital landscape, continuous optimization is necessary to stay ahead. I make it a point to revisit and update content regularly, ensuring it stays relevant and accurate. This also signals to Google that the content is fresh, which can improve rankings over time.
By consistently reviewing performance metrics such as traffic, engagement, and conversions, I can tweak and refine my content strategy. This is especially important as Google's algorithms evolve and emphasize user experience and content quality.
