In the fast-paced world of digital marketing, where trends shift as quickly as they emerge, one voice has consistently challenged the status quo: Rand Fishkin, co-founder of SparkToro and a leading authority in the marketing industry. Recently, Fishkin took to LinkedIn to express his discontent with the current state of content marketing, particularly how it has devolved into little more than an SEO keyword chase. His comments have sparked a conversation about the true essence of content marketing and where the industry may have lost its way.

The Evolution—or Devolution—of Content Marketing

Content marketing, once celebrated for its creativity and potential to build deep connections with audiences, has increasingly become synonymous with SEO tactics. Fishkin’s critique is rooted in this shift, where the rich, multifaceted strategies that once defined content marketing have been reduced to a myopic focus on “targeting keywords in Google.”

In a hypothetical conversation Fishkin shared, a marketer enthusiastically presents a variety of content ideas designed to engage audiences across multiple platforms. However, the response from the CEO is disheartening: “When I said ‘content marketing’ what I meant was ‘get more Google traffic.’ I just didn’t want to say SEO. Feels played out, y’know?” This exchange highlights a widespread misunderstanding and oversimplification of what content marketing should be.

The Misconception: Content Marketing vs. SEO

Fishkin’s frustration is palpable, as he sees a discipline that he has long championed being conflated with something much narrower. “It’s sad, and weird, and frankly dumb that content marketing has turned into ‘target keywords in Google,’” he lamented. To him, this trend represents not just a missed opportunity but a fundamental misunderstanding of what content marketing can and should be.

SEO, while important, is only one piece of the content marketing puzzle. Effective content marketing encompasses a broader strategy that includes building relationships, fostering community, and delivering value through various channels. It’s about creating content that resonates with audiences, whether that’s through a compelling newsletter, an engaging YouTube series, or thoughtful collaborations with other influential voices.

The Lost Art of Audience Engagement

Fishkin’s critique also underscores a larger issue: the loss of audience-centric thinking in favor of algorithm-centric strategies. Content marketing, at its core, is about understanding your audience—what they care about, what they need, and how they prefer to engage with content. However, in the race to rank on Google, many marketers have lost sight of these foundational principles.

“The irony,” Fishkin points out, “is that by chasing Google’s algorithms, many brands end up creating content that no one actually wants to consume.” He argues that this approach is not only ineffective in the long run but also undermines the trust and credibility that content marketing is supposed to build.

The Business Implications

For businesses, the consequences of this shift are significant. By equating content marketing with SEO, companies may see short-term gains in website traffic, but they miss out on the deeper benefits of a well-rounded content strategy. These benefits include brand loyalty, higher engagement rates, and the ability to stand out in a crowded market.

Fishkin’s hypothetical CEO, who dismisses the broader content strategy in favor of SEO, exemplifies a mindset that prioritizes immediate metrics over long-term value. This approach can lead to a cycle of diminishing returns, where content fails to engage, and audiences become increasingly disinterested.

Reclaiming Content Marketing

So, what’s the solution? Fishkin advocates for a return to the roots of content marketing—creating content that is genuinely valuable to your audience. This means thinking beyond Google and considering all the ways your brand can connect with people. Whether it’s through a well-crafted blog post, a collaborative webinar, or a thought-provoking social media campaign, the goal should always be to engage and inspire.

“Let’s stop reducing content marketing to SEO,” Fishkin urges. “Let’s reclaim it as a powerful tool for storytelling, relationship-building, and brand differentiation.” By doing so, marketers can create content that not only performs well in search engines but also resonates with real people—content that makes an impact.

The Path Forward

As the digital landscape continues to evolve, Fishkin’s words serve as a timely reminder of the importance of staying true to the principles of content marketing. While SEO will always play a role in digital strategy, it should never be the sole focus. Instead, marketers should strive to create content that is meaningful, relevant, and above all, human.

In a world where algorithms increasingly dictate what content gets seen, it’s easy to forget that behind every click, view, or like is a person. By prioritizing these individuals—our audiences—over the whims of search engines, we can build stronger, more authentic connections that stand the test of time. As Fishkin so aptly put it, it’s time to stop chasing keywords and start creating content that truly matters.