What's Content Marketing and Why Is It Important For SEO?

Whatever business you’re in, you’ll need to have a strong online presence to set yourself apart from your competitors. 

In a nutshell, this boils down to two primary objectives: make it easy for potential and existing clients to find you online - and get them to stick around and engage with your brand.

That’s where content marketing and SEO come in. If you can master these aspects of building your brand, then you’ll attract traffic and increase your revenue.

Let’s take a closer look at both of them so you can understand how they’re both intertwined.

Staying Relevant Online

So first of all, content marketing is all about creating content with the intention of converting prospects into paying customers. By content I mean articles, blog posts, and videos, all of which will help you pull in visitors and compel them to take some sort of action. 

Search engine optimization (SEO), on the other hand, is the process - often treated as a science - of optimising your website to bring in traffic. 

This involves embedding keywords and descriptions into the back end of your site in a way that pleases the algorithm of search giants like Google and Yahoo.

This also involves a lot of trial and error, and understanding which search terms your target market is using to find your business. Implementing good SEO will boost your online visibility and bump you to the top of customer search results. 

Anyone who does SEO for a living will tell you that getting to the first page of the search engine results pages SERPs is their holy grail.

As you can probably tell by now, SEO and content marketing share a sort of symbiotic relationship. One cannot exist without the other.

The better you understand this, the easier it will be for people to find you online and engage with your brand. 

The Yin and Yang of Online Visibility

To give you a clearer idea of how these two work together, think of SEO as a technical funnel that drives users to your home page. However, that type of funnel is largely determined by the specific content featured on your site.  

In turn, your content marketing is heavily influenced by certain SEO techniques to make it more compelling for your visitors. Now, let’s add another layer to that relationship. 

SEO also goes by a specific set of mission objectives, which generally has to do with making it to the top of the SERPs.

So that means content marketing’s main job is to carry out that mission and fulfill those objectives.

 Ultimately, content marketing does that by publishing relevant and engaging content to satisfy your particular SEO requirements. 

On a practical level, that means your SEO research should come up with search terms and keywords relevant to your audience. Meanwhile pushing quality content while making use of those keywords should be part of your content plan.  

To make this relationship thrive, it needs on-going care and attention. This includes the following:

  • Building backlinks

  • Discovering and using the right keywords

  • Creating great content (articles, blogs, videos)

  • Technical optimisation (e.g. metadata, proper use of tags)

  • Having a sitemap

  • Creating good User Experience (UX)

The better you can integrate all of these into your SEO and content marketing, the more quality traffic you’ll attract. 

If you’d like to discuss any aspect of your content or SEO then drop me a line, I’d love to hear from you.