Combine SEO and Content Marketing to Improve Overall Marketing Performance
July 30, 2018
July 30, 2018
How these disciplines overlap to maximize your marketing efforts
In digital marketing today, who doesn’t want maximized marketing performance? The question is, how do we get there? One way is by integrating the marketing disciplines of SEO and Content Marketing. While these two may appear different, they overlap and complement one another. First, it’s important to understand each of these critical marketing practices and then we see why one cannot stand alone.
What is SEO?
SEO (or Search Engine Optimization) is the techie of the duo. It is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. SEO means using keywords and it means making a web page easy to find, and easy to categorize. SEO is about helping your customers find your business from among thousands of other companies. By itself, SEO is narrower in focus than content.
Once traffic alights on your site, SEO has done its job and it’s up to engaging content to make them click and stay. This is not the only way in which the two overlap, but it is the beginning of a beautiful friendship. Content marketing and SEO come together in several ways and when working in tandem, maximize marketing efforts. So…
What is content marketing?
Content marketing is the creative partner to SEO. While SEO is streamlined, focusing on directing traffic, content marketing is focused on developing and sharing valuable and consistent content to attract and retain specific traffic—and to drive valuable customer action.
Content can be anything from a blog post, to a video, to a sales page or a GIF. What good content does is engage the reader and keep them on your page. Content typically helps the reader in some way.
More than ever, content can also be interactive. Interactive content is any content that requires users to actively participate and in return, receive results based on their specific responses. Consider a health insurance marketplace calculator as in the referenced article.
Not only does this content help the reader, it requires input and activity in order to engage with the content to complete its objective.
Other forms of content include entertainment (like videos), or static content, like this blog post.
SEO vs. Content Marketing
These digital marketing disciplines are ultimately brought together to create a marketing plan, despite differences in execution. Often we see mention of one versus another, when in fact both are star players in any global marketing strategy. Each has their role, and rather than antagonize they complement each other across multiple disciplines and departments.
- SEO requires keywords.
- Content marketing uses keywords.
- SEO needs content.
- Content marketing is content.
- SEO gets your content and business in front of people.
- Content marketing improves SEO and builds credibility for your business.
How to Effectively Combine SEO & Content Marketing
Given these key points of synergy for both disciplines, we can effectively combine them to improve marketing efforts and increase traffic. For starters, always incorporate keywords into your content. When your content ranks well organically, you get free exposure. It naturally appears in the right place at the right time.
Second, know your audience and give them what they want on a regular basis. They will reward you with loyalty. You must consistently produce high-quality targeted content. Then, promote with social media, digital PR, and guest blogging as well as through SEO.
Content marketing is about the reliable production of valuable content on a routine basis, whether it’s blog posts, videos, or white papers.
When it comes to giving your SEO an advantage, look also to outbound links or backlinks. These are links that take you from one site to another from within the body of an article. For example, if you are writing about marketing strategy, what’s lends more credibility than a backlink that ends in .edu? It’s hard to argue with Content Marketing Trends for 2018 from the University of Washington. When creating quality content marketing, keep this in mind. It will increase your authority as well as generate additional SEO.
Content is the aggregate of your product or service and its packaging. It’s the meat and potatoes—it’s the creative. In that creative are, you guessed it: keywords. SEO is the spice. Without it, no one comes to the table because the meal is not interesting or appetizing. You need to create a feast that’s not only worth remembering, but worth talking about, sharing, indulging in, and coming back to.
Digital Marketing today includes many disciplines. The key to successfully executing any strategy is in their overlap. Content marketing and SEO are no exception. Maximize your marketing efforts by creating high quality, targeted content on a consistent basis. Use SEO keywords and backlinks to bring more traffic and greater credibility to your content. Every time you write a piece of content.
Use it for every piece of content and you’ll be SEO-ready.
Go get traffic!
This blog post was written for FocusedContentMarketing.com by Jenny Kanevsky. Check out more of her stuff at http://jennykanevsky.com/