I’ll start this post off with my point: Dismissing search is ignoring demand from buyers & the media.
A digital marketing exec I follow on Twitter shared a CMI article that posted this weekend: “Why SEO May Be Irrelevant When It Comes to B2B Thought Leadership”. As a long time realist about the role of search in online marketing, I wasn’t sure if this was simply linkbait or a well reasoned, data-informed argument.
It’s a cliche to respond to “SEO is dead” articles because those writers are almost always uninformed or have an agenda unrelated to optimization. However, this post was on CMI, a highly respected site.
The article does offer some great tips on building thought leadership including advice on academic and professional journal publishing, publishing on client-facing media outlets and public speaking opportunities.