Traditional media content used to compete for attention and revenue through basic keyword semantics, which were created by editors, journalists, and advertising agencies all competing for the same goals. The daily challenge was to come up with headlines that would grab the public’s attention and increase sales. The 24-hour news cycle meant that there was always a new headline to be written and publicised.

However, in today’s digital age, the focus has shifted towards search engine optimization (SEO) and data-driven analysis. Marketers use tools like keyword plugins and Moz analysis to determine the next week’s trending topics and identify gaps in engagement. This has led to a shift in the role of content writers, who are now expected to “write SEO” – essentially, to include specific keywords in their content to ensure its visibility.

While this approach may seem efficient and effective, it often leads to a disconnect between the content and its intended audience. In the fast-paced world of digital media, the direction, success, and failure of content are determined by rapid response and daily resets, making algorithmic and analytical driven content the norm.

However, the reality is that modern digital media is user-driven. Users write headlines or search queries, and content writers provide the results. Keywords play a facilitative role in connecting content with users, but they don’t create the connection. To truly engage an audience, it’s essential to write content with honesty and authenticity, and to focus on what your brand, product, and customers need. Simply relying on algorithmic analysis to understand why content is failing to connect with its intended audience is not enough – a deeper understanding of both semantic and cultural factors is required.