The Integrated Approach of Content Marketing & Search Engine Marketing
Are SEO and Content Marketing supposed to be separate?
Should we be treating our Search Engine Marketing and content marketing projects with different strategies?
I get a lot of client calls asking the same question, which is normal. And more specifically, where do we draw the line between content and SEO.
Well, the problem is this:
Most of the clients, currently and historically, seem to hire 2 different agencies, 1 for SEO, and 1 for Content marketing. In a situation like this, the creative agency will be the one with less technical skills, and with a lot of content writing experience; while the SEO will be optimized by a more technically oriented agency.
Clients and agencies should work together to integrate your SEO and content marketing efforts. The benefits of marrying search engine tags with content will yield a bigger reward and a higher ROI to clients.
3 important quotes on this matter:
Successful SEO, is the one that is done with Content and the Client in mind.
Successful SEO is the one that is created with real human readers as an audience, and not Bots.
Successful content marketing is the one the embraces SEO completely.
What should you know as a marketer of a business owner?
Content marketing is a great way to establish trust, authority and build a strong relationship with your clients and partners, it will help position you as an expert in the subject matter, a reference.
Most of the people will come across your brand, with a question, and looking for an answer. Make sure that you are there for them with the right information, listed and categorized.
How will they find you?
- Through search engines
- Social Searches/Social timelines
How will you rank?
- By using good content
- Using the right content in the right spots
- Tagging the right content with the right tags
- Getting the right (high search volume) keywords to best describe your content
How to stay ranking?
- Use engaging content, Content that will keep people on your pages for more than just 10 seconds.
- Use visuals, infographics, graphs, pics, etc.
- Use videos
- Use strong references
So where do content marketing and SEO actually converge?
What can Content and SEO build together?
Transforming how your marketing works, into a more successful mix.
It is important for all of us to start looking at SEO and Content as Allies, and not rivals.
These 2 should work together, and there is no point in the future that one will replace the other.
Yet content will continue to drift more to become more technical, and SEO will continue to drift to become more resourceful and creative.
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