# Make Content for Your Audience – Not for Google w/ Grace Wright & Aaron Weekes

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2021-08-24
- Length: 39m
- Episode: 63
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-08-24-make-content-for-your-audience-not-for-google-w-grace-wright-aaron-weekes
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-4153d5bd-e4ac-46e4-80ca-b984da271f99

## Summary

Grace Wright and Aaron Weekes, strategists at the industrial marketing agency Gorilla 76, argue that B2B manufacturers must prioritize customer problems over SEO keywords when creating content. They explain that starting with search volume leads to irrelevant traffic and wasted resources, whereas starting with customer interviews ensures content addresses real buyer hesitations and buying triggers. The guests outline a framework for evaluating content strategy based on search intent and trust-building, advising executives to focus on revenue-driving results rather than vanity metrics like keyword rankings.

## Chapters

- [0:59](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-08-24-make-content-for-your-audience-not-for-google-w-grace-wright-aaron-weekes#t=59) Introduction: The Problem with Keyword-First SEO
- [4:35](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-08-24-make-content-for-your-audience-not-for-google-w-grace-wright-aaron-weekes#t=275) The Risk of Ignoring Customer Needs for SEO
- [16:25](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-08-24-make-content-for-your-audience-not-for-google-w-grace-wright-aaron-weekes#t=985) Search Intent and the 'Best, First, or Different' Framework
- [21:40](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-08-24-make-content-for-your-audience-not-for-google-w-grace-wright-aaron-weekes#t=1300) SEO as a Distribution Channel vs. Paid Social
- [25:38](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-08-24-make-content-for-your-audience-not-for-google-w-grace-wright-aaron-weekes#t=1538) Advice for Manufacturing Executives on Evaluating Content
- [34:09](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-08-24-make-content-for-your-audience-not-for-google-w-grace-wright-aaron-weekes#t=2049) Five Things Executives Should Stop Doing Today

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

- Gorilla 76 (company)
- Google (company)
- LinkedIn (company)
- Facebook (company)
- YouTube (company)
- Alexa (product)

## Related episodes from other shows

- [Marketing That’s Seen, Heard, and Felt | Sales & Marketing Game Changers Mini-Series | Ep. 1 of 4](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-11-marketing-thats-seen-heard-and-felt-sales-marketing-game-changers-mini-series-ep) (Manufacturing Happy Hour)
- [175: The Evolution of Industrial Marketing, Live from the 2024 Industrial Marketing Summit](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-03-05-175-the-evolution-of-industrial-marketing-live-from-the-2024-industrial-marketin) (Manufacturing Happy Hour)
- [256: Timeless Industrial Marketing Strategies and New Ways Manufacturers Can Reach Their Ideal Customer featuring Wendy Covey of TREW Marketing and Joe Sullivan of Gorilla 76](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac) (Manufacturing Happy Hour)
- [Theater, MMA, and Starting a Manufacturing Web Series with Eddie Saunders Jr. Of Flex Machine Tools](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2022-02-15-theater-mma-and-starting-a-manufacturing-web-series-with-eddie-saunders-jr-of-fl) (Manufacturing Happy Hour)
- [Building an Industrial Marketing Roadmap with Joe Sullivan](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan) (Manufacturing Happy Hour)

## Citing this page

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