this is an excellent read. "Instead of evaluating your content (really, all of your marketing efforts) by MQLs, evaluate it by revenue. I was able to dump time, effort, and money into content creation for one main reason: the quality of content we created positioned us as the go-to experts in the industry. And that positioning resulted in a happy side-effect: increased revenue". https://shft.agency/2022/05/01/reclaiming-the-true-purpose-of-content/

I like this a lot. Treating content as a branding tactic seems to me like playing a long-term game. It reminds me of what @rhythmic-pharmacist-22375 talked about in the webinar we had with him here, earlier in the year: focusing on original content. But then branding and marketing do intersect. And I wonder if some companies benefit more from SEO-focused content. Do you think this is something that's industry-specific @miniature-potato-97071 ?