• Instoried


This post will try to track the journey of a piece of content from its inception- through its worth to the business- and till its eventual death from viewership.


Content is born the same way manifestos come into this world- As an idea. In the writer’s mind, it incubates like the alien from the movie ‘Aliens’. The period of incubation is different in different cases, depending on the depth of concept, difficulty in implementation, or even just the necessity for further research.

The idea is born out of preset parameters that are designed to bring value to a business. The more creative the route of sale, the better.

Process & Route of Sale

Once the idea has sufficiently broiled in the writer’s mind, he/she begins the process of putting pen to paper. Or really just fingers to keys.

The first step while writing content to attract business (and find value for search engine optimization) is to make a list of keywords.

How do we come up with keywords?

By looking at search intent. Consider what a user might search for and how it is relevant to the idea that we are going to write about. Relevance is important here because you are up against google’s dynamic artificially intelligent engine that keeps a strict and watchful eye on how much value your piece will bring to the user searching for a particular keyword string.

Once the keywords are decided upon, the next step is to write the piece.

The best and most impact full way to write is in the form of a story. The basics are easy- and the best writers know this- they have abstract protagonists going through the eight-stage character development arcs while writing about the state of the financial markets.

Value to business

Information is the foundation of our world. Anything we want to know is just about a couple of keystrokes away. And the primary peddlers and curators of this information are search engines. So if a business wanted to sell a service or a product and wanted to let the online world know, they have to do it through the search engine. Of course, the advertisements and social media strategies can help as well, but neither compares to the traffic that search engines(mostly Google)can bring. Google has been around long enough now for users to be wise to when they are being advertised to. And most users know that businesses at the top of Google AdWords have the deepest pockets. Statistics indicate that a high organic ranking attracts 50% more click-through than the top AdWord listing.

So SEO is a very important value aspect that a piece of content brings to the endeavor of growth for a business. But is that all? No.

The true value of content is the scale of communication. Good content has relevance far beyond SEO and SERP rankings. It is the business'(read brand) primary vehicle of growth and development. It sits at the top of your conversational funnel, a singular effort akin to shouting out to the world from the top of a mountain- the business’ first round of engagement with any customer.

Death, Revival and Sustained Value

Our lives are tainted by the expectation and certainty of death.

But, what of information, can it die?

Like any good SEO specialist will tell you- Just look at all the content on the second page of google’s search engine results.

Of course, content can die. The thing about relevance is that it changes. The context of the user changes. Their needs, their wants, and the things they search for change consistently.

But does that mean all the effort a writer puts into a piece only has fleeting value?

Of course not.

The idea is to have a content strategy that regularly updates and republishes refurbished content. Another way to keep content alive and valuable is by constantly referencing older content in new pieces, making sure that everything is tidy and the flow of information is linear.

Maybe we cannot defeat death, but we can very well make certain that we gain and retain control of the fate of the content we produce!

-by Havaz Mhd



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