Sorry Colin, I should have been clearer. What Ken is referring to in the article is very commonly, what anyone who has attempted to optimize their content (typically known as SEO), would go through. He is making the argument that he has made an argument on how to create real content or to quote: "consistently and cost-effectively generate real content".

He then launches into all of the tactics he would employ under the banner of "The Death of SEO" when in fact he is advocating for precisely that: SEO.

I may quite possibly be missing something or not explaining myself and my previous comment. Hope that's not the case.