We’ve talked a lot about content marketing and how it should play a major role in your overall marketing mix. But frankly, all the content in the world isn’t going to help bring customers to your website if you haven’t taken it to the next level and optimized it for search. That’s why search engine optimization (SEO) should also play a major role as you allocate your marketing dollars.
Somewhere along the way, however, the purpose of SEO has been lost – it has become more about beating the latest update to Google’s algorithm than about providing valuable content for end users. “Customers” became the missing link between marketing and SEO.
There’s so many misconceptions about the relationship between content marketing and SEO out there that it’s worth repeating: content marketing isn’t about your company and brand, it’s about your audience, and their needs, wants and desires. For the AI, IoT, mobile, wireless and telecom industries, that means creating content that addresses your customers’ most common problems – and some not-so-common ones – as they look to provide value to their own audiences.
So how does SEO come into play? Good content can naturally lead to good SEO. By focusing on delivering value to your customers, you naturally are addressing their needs in every piece of content you deliver. Here’s how you can deliver the content you want and get the SEO results you need:
How it helps SEO: You’ve been handed a list of long-tail keywords you can use within your content to better drive interested parties to your site.
How it helps SEO: This will help keep your content focused, and you may realize you can break the content up into a few pieces, providing broader and deeper keyword penetration.
How it helps SEO: Having unique content that hones in specifically on your unique response to customers problems makes you stand out from the crowd. By providing new answers to age-old problems, you’re more likely to get linked to from outside sources, improving your SEO rankings.
How it helps SEO: An SEO expert, whether internal or external, can help you shed all your bad SEO habits and concentrate on those that are likely to deliver results.
Search rankings are important but your content should be aimed at solving human problems. If your content isn’t helpful to people, your SEO strategy won’t work, regardless of the work you put into it. It’s the way that you uniquely solve your customers’ problems and how that is manifested in your content strategy that will get you noticed.
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