SEOs Are Perfectly Placed To Engage In Content MarketingThe skillset of SEOs matches extremely well with what it takes to win at content marketing. Both require similar processes:
- Researching & identifying influencers and communities
- Keyword research & analysis
- Competitive content research
- Creative content generation
- Outreach and promotion
- Analytics, measurement and tracking
Content Marketing is about utility. SEOs are the ‘good guys’.Despite the efforts of Jeremy Shoemaker, SEO has never been sexy. In fact, most times it’s seen as downright nefarious – a dark art practised by digital marketeers which is pilloried and misunderstood. Similarly, brands whose marketing and comms are interruptive, spammy and irrelevant have suffered the ire of consumers in many different ways. Content Marketing reflects a different kind of strategy by brands – one where they’re only there when consumers need them or are purposefully seeking them out. In practice, this means providing relevant, educational, helpful, compelling or engaging content which meets a customer need. Brands know that branded content is not just to maintain visibility but also provide utility.
Likewise, SEO extends this utility by making *relevant* content, *educational* content, *helpful* content, *compelling* content or *engaging* content for findable and searchable. Content Marketing is making SEOs look like the ‘good guys’ of marketing.
Content Marketing is revolutionising the idea of SEO – SEO is not just serving the search engines but the people who actually use the search engines.