SEO is all about increasing brand visibility – making sure people can find your website.
If we agree that the ultimate goal of marketing is to generate attention and interest, then merging SEO with content marketing is a no-brainer for savvy companies and marketers.
Engaging content will entice people to click and remain on your website.
When paired properly and thoughtfully, SEO and content marketing provide an unstoppable one-two punch that defines the experience – and success – of your business.
Today’s digital world is intensely competitive, and it is always moving and evolving.
More than a billion websites competing for today’s consumers’ attention.
Every minute of every day, millions of fresh pieces of content are created — blog posts, whitepapers, infographics, films, and GIFs.
All of this is done to sway people’s opinions when they are in the market to purchase a product or service.
Customers are looking for answers on their terms.
They discover companies through a variety of devices, channels, and platforms.
66% of buyers utilize more than one channel during the purchase decision path.
To fulfill and convert customer demand, businesses must be visible, compelling, and stun consumers with extraordinary experiences at every conceivable micro-moment.
The key to establishing these relationships is content.
It should elicit profound thought from readers as well as elicit emotions.
Because digital accounts for so much of the buyer’s journey, businesses must have content that is optimized, engaging, and reaches customers wherever they are.
And in order to do so, marketers must optimize for intent.
The sorts of searches that consumers make might reveal a lot about their purpose to advertisers.
Searches are often classified into one of three types:
Navigation: The user recognizes a brand and uses Google or another search engine to locate a specific website (for example, “Microsoft”).
Informational: The user wishes to learn more about a firm, product, or service (for example, “how much does Microsoft Word cost”).
Transactional: The user enters a highly commercial inquiry, indicating that he or she is ready (or almost ready) to purchase a product or service (for example, “buy Microsoft Office 2016”).
Marketers may impact customers whether they are in the discovery or purchase stages by merging SEO and content marketing efforts into one function.
According to a new study, more than 97 percent of digital marketers today believe that SEO and content marketing are interchangeable.
The importance of SEO in content discovery cannot be overstated.
Organic search is the most common way for people to find out about new things.
Did you know that organic search may be used to:
Drives 51% of all traffic to B2B and B2C websites, with no direct media expense and extraordinarily high returns.
It has an impact on all digital marketing platforms as well as offline sales.
Increases income by increasing brand awareness?
As a result, identifying terms that suggest commercial purpose is crucial.
Marketers may use this data to better understand client intent and design and optimize intelligent content that is more likely to convert.
Combining SEO and content isn’t only a smart idea on paper.
Cross-channel marketing is assisting marketers in increasing their ROI.
Higher conversion rates, engagement, customer retention, and brand advocacy result from integration.
It’s vital to understand what will ring true with customers and impact them during the decision-making process.
Marketers, on the other hand, want intelligent data in order to develop intelligent content that engages and converts.
You must understand your target audience’s ages, demographics, locations, interests, habits, and preferences.
It takes time and careful preparation to build a great content optimization campaign, but there are five things marketers can do to provide a solid foundation.
Everything a brand does must be centered on the consumer, including the goods, experience, and marketing approach.
Defining an audience enables marketers to develop content on engaging and relevant themes that will grow loyal audiences and help businesses accomplish their goals.
Despite this, a startling proportion of businesses – 80 percent – claim to be unfamiliar with their customers.
Brands that understand their audience’s motivations, pain areas, and processes are best positioned to produce better and more powerful content that drives revenue, growth, and long-term sustainability.
Investigate how your consumers consume and interact with your material.
Determine what piques people’s attention and leads to them taking action.
As required, adjust and optimize the material.
Consider how clients interact with various sorts of information across channels and devices, at various phases, and in various states of mind.
Recognize conversion and purchasing activity when customers switch across devices (smartphones, tablets, and desktops).
Conduct continual customer research.
What clients are interested in or desire now might change rapidly.
Analyzing customer-brand interactions regularly.
Listen and gather information to stay on top of trends and continue to provide the best experiences.
Content, like a brand, need a mission statement — a declared aspirational or inspirational reason for existence.
Every piece of material you publish should have a purpose.
In general, content aims to inform, educate, convince, entertain, or inspire.
When designing a content strategy, keep purpose in mind by integrating the following:
The purpose of developing and releasing content is to become a helpful resource while also telling compelling stories.
Incorporate client pain areas and interests into content planning and development.
Experiment with different forms of material.
Make your viewers feel something.
Keep them coming back for more by engaging them.
Consistency: A brand’s voice should be consistent with the way its customers talk, whether it’s casual, edgy, or professional.
This voice should consistent throughout all material, no matter who develops it or where it is published.
Set attainable and measurable objectives for your content, whether they are to increase awareness, organic search traffic, ranks, social engagement, conversions, or money.
Following the identification of a target audience and a goal, the following stage is to create and optimize content for maximum visibility.
It’s a suicide mission if you don’t optimize your material.
People who can’t locate content, no matter how good it is, can’t interact with it – or the brand that developed it.
Every piece of content, whether for your website, social media, or email marketing, can constantly enhanced through optimization.
Customer-centric content, rather than brand- or business-centric content, should used.
Topics should be appealing to people based on their demographics, activities, and interests.
Use the appropriate keywords:
Get rid of the business lingo.
Use terms that consumers use while looking for your products or services.
Many marketers worry that all of the material we’re producing is just overwhelming customers.
After all, the average American adult consumes 10 hours and 39 minutes of media every day.
Every minute, 500 hours of video posted to YouTube;
almost 150,000 emails exchanged;
approximately 1,500 new WordPress articles published;
3.3 million new Facebook posts are published; and 448,000 new tweets are sent on Twitter, according to Smart Insights.
This has led many marketers to one conclusion: concentrate on quality rather than quantity.
In theory, it makes sense.
After all, more material isn’t always better content.
Yes, there is a massive quantity of material on the internet.
According to Cisco, global Internet traffic would reach an incomprehensible 2.3 zettabytes by 2020.
The normal individual, on the other hand, has no desire to absorb every item of material available on the internet.
They want to consume intelligent material that tailored to their own needs and interests.
Poorly written material is ineffective, will not help you achieve your objectives, and may turn off potential consumers.
Using memorable and intriguing content to convey tales and spark interactions with customers helps organizations stay top of mind.
What not measured cannot be improved.
Fortunately, marketers have access to a multitude of real-time data to obtain insights into content success and analyze KPIs to assess ROI.
Brands can learn from every content effort, whether it succeeds or fails.
Contrast low-performing material with previously successful stuff (both your own and that of third parties).
Look at where it falls short.
Keep a tight eye on traffic, conversions, and income that may ascribed to or impacted by the content.
So,Determine what makes your finest content stand out.
Attempt to reproduce the success and make outliers into more common occurrences.
To maximize the value of content, optimization is essential.
The material must be accessible to the intended audience.
And the content must have a direct impact on business outcomes.
The success of a combined content and SEO team needs to ensure that your material is search engine friendly and optimized throughout the buyer’s journey.