Jason BerkowitzFounder, SEO Director, Break The Web · Making SEO Less Annoying for DTC Marketers • SEO Director & Founder of Break The Web

When Content Marketing Isn't The Right Strategy #contentmarketing #contentstrategy #seo #agencylife

18 Sept 2026 · 1 min

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1:26

Jason Berkowitz explains why blog posts don't work for every business. A luxury travel client selling $100K+ experiences gets almost no search traffic because their ultra-high-net-worth audience doesn't search for destinations. They switched to thought leadership and insider updates instead, proving content strategy must match who actually buys.

So are there ever moments where you're like, I'm not, we're not producing blog content, we're not creating new pages. And like, yet when would you say something like that would make more sense versus not drive results?
Yeah, I mean, it depends on the customer and the ideal customer persona and our client's customer avatar. We have a client, for example, whose customer avatar is ultra high net worth individuals. They're in the travel space. And we've established that it doesn't make sense to target things to do in XYZ location because they're not searching for it. The people who are searching for it are not their ideal customer persona. And I say this because their product starts at like $100K. So it's really expensive. And most of the search volume and demand we've established is probably not that type of market. So content, while cool, they still publish content, thought leadership, news updates, and maybe we'll give some Off-the-record ideas and insights for the campaign, but just content wasn't applicable to them because their ideal customer persona wouldn't necessarily be looking for informational-related queries. Yeah. They know what their customer persona knows, what they want, and they just get right to it.
That's interesting. It's a good hypothesis to, or like theory to have, and then to be able to back that into, well, the data also matches, um, is pretty compelling. 'Cause I could see a lot of strategists being like, that is precisely what you said not to talk about is what one should talk about without seeing the data to correlate it.