Charlie Sheen and Ashton Kutcher clash

by Bruce Kasanoff on October 25, 2011

Truth be told, this article does not have much to do with the television show Two and a Half Men, except that by mentioning Charlie Sheen along with his replacement – investor and social media pioneer, Ashton Kutcher – I’m increasing the chances that a few thousand people might stumble onto this story while wondering how Kutcher is doing as a replacement for Sheen… and then they’d realize the power of keywords.

Keywords drive everything today. At any given moment, there are about 50 trending topics – a handful of which are hot – and pretty much every blogger and journalist on the planet tries to jump on the wagon and hijack readers by providing a unique spin to the top 50. That’s why you see Dancing with the Stars headlines like:
- Did Chaz Bono Survive?
- Dancing With The Stars: Body Transformations
- J.R. Martinez the Favorite to Win
- New Girl Makes Glee, Dancing With the Stars Look Old

So far, I’m off to a disappointing start with this article, and it’s not just because I’ve failed to provide intimate secrets of Hollywood stars’ sex lives or proven diets that cut pounds while you eat luscious desserts. My intended audience includes marketing professionals, business strategists, and other thoughtful people – but so far all my keywords target couch potatoes who think Kim Kardashian is the smartest entrepreneur ever born.

Here’s the rub. Even business executives don’t get that excited about business, so business keywords tend to all blend together. If I read one more article about CRM, customer experience, customer focus, customer loyalty or customer satisfaction (all these included simply to restore balance to this article), my head may bounce off my keyboard.

Truth is, business leaders need new strategies, not the outdated ones that now fail to provide ROI, revenue growth or increased profits (stop me, I’m doing it again.)

This means truly original ideas don’t show up in search results.

So unless you are one of the 89 writers who still: a.) Work for The New York Times, Wall Street Journal or Forbes Magazine, and b.) Still get paid to write, you are stuck in the same box as the rest of us, trying to figure out how to share new ideas in between references to Warren Buffett, Michaele Salahi and Journey guitarist, Neal Schon.

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