I’ve just gotten off a Google Meet with a client who has “invested in content marketing” in a bid to boost their SEO. I’d like to start this blog post by reiterating the fact that content marketing is not SEO. I know it’s an easy trap to fall into. After all, Google dominates the web, and it seems logical to craft content that aligns with what the search giant demands. But this narrow focus not only limits your brand’s potential but also puts your business at significant risk. There’s a much broader landscape out there where your content can thrive—places that are often overlooked in the mad dash to rank on Google.

The Perils of Over Reliance on Google

Relying on Google as your primary channel is like swimming with sharks—it’s great when it’s great. But when it’s not, well, then it can really suck… The platform’s algorithm updates are notoriously unpredictable, and what worked yesterday might not work tomorrow. There are far too many examples of companies that saw their fortunes reversed almost instantly due to a single Google update. Often, they eventually manage to regain their traffic, but sometimes not before it was too late…

Google’s search results are increasingly dominated by large, established brands. Research shows that a handful of major players control an overwhelming share of search visibility. For smaller businesses, breaking through this dominance is becoming more challenging, if not near impossible. This makes it risky to put all your eggs in the Google basket. Sure, SEO is important, but it shouldn’t be the be-all and end-all of your content strategy.

Why High Rankings Don’t Always Lead to Conversions

Even if you manage to secure those coveted top spots on Google, there’s no guarantee that it will translate into meaningful engagement or conversions. Traffic might flood in, but if those visitors aren’t sticking around, signing up, or making purchases, what’s the point? Many visitors are just looking for quick answers, not long-term relationships.

What’s often overlooked is that much of the traffic attributed to Google is actually a by-product of your broader marketing efforts. When someone sees your brand mentioned elsewhere—on social media, in a newsletter, or even through word of mouth—they often turn to Google to find you. This indirect traffic can make it seem like Google is the source of all your best visitors, but in reality, it’s just the final step in a much larger journey.

Understanding Audience Behaviour Across Channels

To truly succeed in content marketing, it’s essential to understand your audience’s behaviour across different channels. It’s not just about driving traffic to your website via search engines; it’s about knowing where your audience spends their time, what type of content they consume, and how they prefer to engage with your brand. For instance, some audiences might be more active on social media, while others might prefer in-depth newsletters or engaging video content.

This understanding allows you to create content that meets your audience where they are, rather than relying on them to find you through a Google search. By analysing how your audience interacts with different platforms, you can tailor your content to better suit their needs, thereby increasing engagement and conversions across multiple touchpoints. Spend money being present on platforms where your audience (customers) spend time.

The Role of Content in Brand Building

Content marketing is also a powerful tool for brand building. While SEO might help you get noticed initially, it’s the quality and consistency of your content that will leave a lasting impression. This is where platforms like Substack and Medium excel—they allow you to develop a unique voice and connect with your audience on a deeper level.

When you consistently produce high-quality content that resonates with your audience, you begin to establish trust and authority in your field. This kind of brand loyalty is invaluable and cannot be achieved through SEO alone. Content that tells your brand’s story, showcases your values, and speaks directly to your audience’s needs is what ultimately drives long-term success.

Substack: Building a Loyal Audience Through Quality Content

Substack presents an intriguing alternative to the Google-centric approach. The platform has rapidly gained popularity among writers and marketers alike for its ability to build direct, meaningful relationships with an audience. Substack isn’t about SEO; it’s about creating content that resonates with people on a deeper level.

One of the key strengths of Substack is its community-centric approach. Writers on Substack aren’t just producing content for the sake of hitting keywords; they’re building a loyal following who subscribe because they genuinely care about the insights being shared. For instance, Substack’s structure allows you to serialise your content, presenting it in digestible, bite-sized pieces that keep your audience coming back for more. This approach not only engages readers but also fosters a sense of anticipation and loyalty.

Successful creators on Substack have shown that quality trumps quantity. You don’t need to post new content every day; rather, the focus is on delivering value whenever you do publish. This quality-over-quantity approach is a refreshing change from the relentless pace of content production often dictated by SEO needs. In addition, the platform’s revenue model—where Substack takes a percentage of your paid subscriptions—means that they are invested in your success, creating a supportive environment for content creators.

Case studies show that Substack can be a powerful tool for building a brand and driving revenue. There are even now private Substack consultants, who have helped numerous writers grow substantial subscriber bases, allowing them to monetise their content effectively. This success is rooted in the idea that when you write for a real, engaged audience, the content itself becomes the engine of growth—not the search engine.

Medium: Expanding Reach Through Thought Leadership

Medium offers another compelling avenue for content creators looking to move beyond the constraints of SEO. Unlike traditional blogs or SEO-driven content strategies, Medium’s platform is built around discovery and engagement. It’s a place where your content can be found by readers who are genuinely interested in your topics, not just by those searching for a specific keyword.

One of Medium’s key advantages is its built-in audience and recommendation system. When you publish on Medium, your content isn’t just sitting on a standalone website hoping to get picked up by Google’s algorithms. Instead, it’s placed in front of readers who are already engaged with similar content, increasing the likelihood of your work being read, shared, and appreciated.

Successful Medium publications have shown how the platform can be leveraged to build authority in specific niches. For example, publications like “Stratechery” by Ben Thompson and “Marketing Examples” by Harry Dry have used Medium to analyse industry trends and showcase innovative campaigns. These publications have attracted large followings, not because they’re optimised for search engines, but because they consistently deliver insightful, high-quality content that resonates with their audience.

Medium’s partnership programme also offers a monetisation path for writers, though it operates differently from Substack. Instead of direct subscriptions, Medium compensates writers based on the engagement their stories receive from Medium members. This model rewards content that truly connects with readers, rather than content that simply ranks well on search engines.

Crafting a Balanced Content Strategy

While it’s clear that platforms like Substack and Medium offer unique opportunities for content creators, the real key to success lies in balance. SEO shouldn’t be abandoned, but it also shouldn’t be the only consideration in your content strategy. The most effective approach is one that blends the strengths of various platforms, tailoring your content to fit the audience and the medium.

For instance, you might use Substack to cultivate a loyal subscriber base, sharing in-depth insights and serialised content that builds a dedicated following. Meanwhile, Medium can be leveraged to reach a broader audience, positioning yourself as a thought leader in your field. And yes, SEO-optimised content can still play a role—particularly for driving initial discovery and capturing search traffic. But it should complement, not dominate, your overall strategy.

The Long-Term Benefits of Diversifying Your Content Strategy

Diversifying your content strategy offers significant long-term benefits. By not relying solely on SEO, you build a more resilient brand presence that can withstand the inevitable fluctuations in search engine algorithms. Platforms like Substack and Medium allow you to create content that has lasting value—content that continues to engage and convert over time, independent of search engine rankings.

A diversified approach also enhances your brand’s ability to adapt to changing market conditions. As new platforms emerge and consumer behaviours shift, having a presence across multiple channels ensures that your brand remains relevant and accessible. In the long run, this adaptability is what will sustain your brand’s growth and success.

Conclusion: Beyond the SEO Trap

In the end, content marketing should be about more than just satisfying the algorithms. It’s about connecting with real people, building trust, and creating value that goes beyond the superficial metrics of clicks and traffic. Platforms like Substack and Medium demonstrate that there are powerful alternatives to the SEO-centric approach—alternatives that can lead to deeper engagement, stronger relationships, and ultimately, better results for your brand.

So, as you plan your next content strategy, think beyond Google. Consider where your audience is truly spending their time and how you can reach them there. Whether it’s through engaging newsletters on Substack, thought-provoking articles on Medium, or even your own website, the goal should always be to create content that resonates, engages, and converts. When you do that, the search rankings will follow naturally—not because you chased them, but because you earned them.