The message is greater than the medium
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Hello Reader, I'm hosting a Summer of SEO Open House in just a few hours—join this Zoom session to casually chat about the program and get to know each other! Planning has been at the top of my mind lately. We’ve been deep in strategic planning sessions to map out the rest of our year, looking at some shifts for 2027, and identifying exactly what assets we need to reach the goals I’ve laid out. I am a firm believer in the “take your own medicine” school of thought, so I’ve been auditing our own business through the lens of our Alignthority® framework. Specifically, I’ve been deciding on our strategic areas of emphasis. Because despite what the online business world tells you, you cannot do all the things, all at once. So annoying, right? One thing that is absolutely not getting my focus? Scrambling to keep up with the latest trends. Instead, I’m doubling down on what the data tells me actually works, rather than getting tempted by shiny objects or the brief dopamine hit of a "like" notification. Every time a major platform announces a massive shift—whether it's demanding everyone pivot to short-form video, changing how the feed functions, or burying organic reach—I see business owners panic. It’s even worse when a shiny new platform pops up and FOMO kicks in. Folks start scrambling, trying to force themselves into a marketing medium that is a terrible fit for their business, their message, and their energy. (That last piece probably being the most important.) Here’s the thing: I don't hate social media or the social web. I use it, I enjoy it for personal connection, and it’s a great tool for networking with colleagues. However, I do hate how social media/the social web makes brilliant, knowledge-based business owners feel forced to abandon their core strengths. If a platform's format requires a high-effort, low-yield hustle that completely drains you, it makes zero strategic sense to adopt it as a core tactic. Now, for example, I have clients who are natural performers on video, and because their audience thrives there, it works beautifully for them. But even for those folks who excel on social media, my unwavering advice remains the same: Never let a rented platform be your single source of truth. Instead, we take the content where you are naturally strong and translate that effort into a diversified plan of action that you own. For us, that means anchoring your expertise on your own website and using a modern, human-first SEO strategy to capture the people who are actively searching for your deep expertise. In the age of AI search summaries and constantly evolving algorithms, trying to chase every platform trend is a losing battle. Your message—your unique topical authority—is what’s most important. Not the medium. Once you Clarify that core message, you can Create and Cultivate it on your own terms. No trend-chasing panic required. Talk soon, Sarah |