There has been some speculation that content marketing will eventually replace SEO. Despite these theories, SEO and content marketing are two powerful tools that can and should work together towards a common goal; provide consumers more relevant and useful information.
It is advised to optimize website content in regard to SEO; however it should not be your primary objective when you create and deliver content. Although links and brand mentions have a direct impact on SEO, it is important that brands become accustomed to telling their story and offer something of value to their audience. Useful and relevant information that generates engagement is one of the top reasons as to why consumers connect with brands. In fact, 68% of consumers spend time reading content from a brand they are interested in. So how should you begin building your content marketing strategy?
Two elements make up content marketing:
Content Creation- Generating useful and relevant content for consumers to digest through the use of webpages, infographics, videos, and/or blogs.
Content Delivery- Taking appropriate measures to ensure that the intended target sees the content via social media. newsletters, PR, email marketing, etc.
Videos, pictures, and text on a website are a few basic components that make up content. Looking to take it a step further? Blogging is nothing new, but this advantageous tool allows for even more content creation and distribution. So how does blogging benefit your business? For starters, a chance at an improved SEO ranking is a huge incentive for businesses to add blogs to their content marketing strategy. These separate pages of text allow for additional keywords and links to be strategically placed within the content. If done carefully and correctly, a website could potentially reap in some significant SEO. However, if this is your primary objective, a blog may end up looking unnatural and too "keyword focused". Not only will Google recognize this unusual activity which could actually penalize you, but readers might question your genuine intentions of providing honest and relevant information. Therefore, it is ALWAYS important to keep the consumer in mind. Posts should be reliable, interesting, and useful.
Don't have time for blogging? Some take a different route by outsourcing the work, otherwise known as guest blogging. Guest blogging may seem more convenient, but remain cautious. Why? Links and referral traffic are two huge incentives for guest blogging, but if not monitored carefully, "spammy" links may be attached to your blog without your consent. That being said, it is important to use your best judgment and make sure that both the writer and reputation can be vouched for.
The content has been created, so what's the next step? Content has to be highly visible; meaning that your audience has to see your content. There are a variety of ways to accomplish this. Social media and email are a few effective marketing channels that can deliver content and reach a target market fast. Just remember to keep these messages natural and personable. A brand that is able to engage and interact with an audience will help foster awareness as well traffic coming to the site.
Want to learn more about SEO strategy? Keep an eye out for our next blog post that will feature conversational keywords!
This is part one of a blog series by August Ash. Keep up with the rest of their posts in this series at their blog.