In this post, Simon details a new content process designed to take advantage of the trend toward long-tail keywords by tying your content to more specific search opportunities.
Google search has changed to focus more on the intent of the specific user.
"What that means, in practice, is that a search for "coffee shop" will actually have context, and one of the reasons for wanting you signed in is to allow the search engine to collect further signals from you to help understand that query in detail. That means things like your location, perhaps even your brand preferences, etc."
The take-away for content marketers is: "...that means understanding the audience you are attempting to capture and, in doing so, outlining the key questions they are asking every day."