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In the digital marketing world, there are a great number of ranking factors that influence the visibility of our brand in the different search engines. Most people are not aware of the fact that Content Marketing and Search Engine Optimization actually complement each other.

Placing our products or services in front of the right people is a calculated and methodic process. We need to cover the different fronts and apply as many position strategies as we can. Paid campaigns, SEO strategy, influencer marketing, and link building; are all key components of every marketing campaign.

Today, we will focus on the importance of having a perfect alliance between our content marketing and search engine optimization strategies if we are looking to get the most out of the content we are putting out there for our brand.

First thing first, let us learn a little bit more about content marketing and its importance for every business.

What is content marketing?

Content marketing is a digital marketing technique increasingly used by companies to achieve traffic, generate leads, and build their own audiences.

Content marketing focuses on creating educational, valuable, and quality content to be published in one of the brands’ communication channels. Keep in mind that it should not be commercial or advertising content.

But why?

Even though a good blog post should have some form of CTA, you must think about this content as a way to give something valuable to your audience and potential customers. Everyone can brag about how good or magical is the product or service they sell, but building a community, well, that is another thing entirely.

A good content marketing strategy understands who are the customers and how you can communicate with them.

The main stages of a good content marketing strategy are the following:

1. Definition of goals and buyer personas.
2. Keyword analysis
3. Content creation with SEO techniques.
4. Content amplification.

What are the qualities of “good content”?

There is such a thing as good and bad content, but how can you create a blog post that actually helps your content marketing efforts and, at the same time, covers the basic grounds of SEO?

We have a couple of articles you can read about how to create SEO-friendly blog posts. You can consult them here and here.

However, we can summarize some of the key elements that constitute good content:

• It answers some of the questions your audience may have.

You must always think about the utility of the content you are looking to create.

• It is created for your target audience.

It does not matter how good a piece of content is if it is written for the wrong group of people. Knowing your audience is of the primary steps for any content marketing strategy.

• It is optimized in terms of user experience.

Again, knowing your audience is knowing how they consume the content; is it on a phone, a computer, perhaps a tablet? You must keep in mind that factor to create content that accommodates the user experience otherwise, both Google and your audience will put your website aside.

• It is the right type of content.

All products or services are the same, but every brand is different. Make sure you are producing the type of content your audience consumes.

• Think in terms of themes, not keywords.

When doing your keyword research, make sure to keep an eye not only on the keyword difficulty or the CPC cost but also on what other possibilities that keyword offers.

It is easier to create an SEO strategy if you focus your efforts on covering a theme or themes than if you only focus on the metrics of a given keyword.

Now that you know what constitutes a good piece of content; let us learn some of the reasons why your content marketing strategy and your SEO should be aligned with one another.

Make the most out of the content you create.

Creating content is expensive: it takes time and money to come up with a social media post or an article for a blog. If you want to maximize your efforts and create the brand awareness you are looking for, you have to optimize your content in terms of SEO.

SEO is Google’s favorite filter. SEO helps the AI behind the search engine machines to determine which websites are the most relevant for a particular search query. The content you create will simply lose its way among the almost infinite number of websites that exists if is not optimized in terms of SEO.

Remember, creating a content marketing strategy involves understanding that every communication channel your brand has can help you position your brand within a specific niche.

Often, we see content marketing strategies that only focus on social media to create exposure and build community, putting the SEO apart. This is a mistake. Your website is also an asset (probably your most important one) so you need to keep it in synchrony with your display on other communication platforms.

Let us remember that SEO covers more ground than just keywords. Nowadays, technical SEO is a crucial ranking factor for a website on Google. If you are posting content on social media asking your customers to go to your website, but that website is lacking in performance, your customers will leave in the blink of an eye.

SEO is also data collecting.

How can you know if you are reaching the goals you set up for your campaign?

Is the content providing results? If so, which results?

What does not like or interest our audience?

Like we always say: there is no room for improvisation in the digital world. Trust the data.

An SEO report can provide great insight into whether your content marketing strategy is providing results or not, and help you take the necessary actions for the near future.

At Inspiral, we help brands identify the best opportunities to grow their business. We will be with you at every step of the way to transform your business into one of our success cases.

Visit our website and schedule a digital coffee. We will guide you through the process of putting your brand in front of the right people.

Growing is a path. Take it with us.