As more companies realise that their target audience(s) are not where they are looking (waiting to be told what to buy), but rather are looking elsewhere for a solution to their problem/job to be done, using thinking, concepts and language they have no insight into, these kinds of inane, click-baity articles will continue to proliferate.

A majority of the content available online has a very limited audience (‘long tail’ thinking reached it’s apogee in the 90s).

Behind the bravado of this kind of article is the old truism: too many people are fooled by the persuasive power of ‘Lies, damn lies and statistics’.

There is no silver bullet to reaching each and every one of your target audience segments/members. It takes a strategy, discipline, skills and effective execution.

You certainly won’t get there by cherry picking SEO/SEM factoids divorced from their context.

This author is just the most recent example I’ve seen. Major platform vendors are no better, dishing up factoids and statistics to provide some form of grounding for their new ‘vapourware’.

There is no silver bullet.

A tool helps. A framework can assist. Consultants can bring rigor, expertise and muscle.

But it starts with a clear vision, message and an end game.

#strategy #execution #discipline #digital #growth