If you are running a serious business online, you must have heard about content marketing and SEO. These two strategies are key to achieving visibility, building brand reputation, reaching customers, and effectively promoting your services or products in a non-intrusive but effective way. In this article, we take a closer look at what content marketing is and how it affects SEO.
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Definition of content marketing and its types
Content marketing is a type of marketing strategy that involves building long-term relationships with an audience or customer by creating and distributing valuable, interesting content that presents a product or service in a natural context.
Content marketing strategies should be selected depending on the industry and the target group (audience and customers). There are several types of content that can support marketing activities:
- Social media posts (often in collaboration with influencers)
- Blog posts and articles
- Emails and newsletters
- YouTube videos
- Training, webinars, or tutorials
- Interviews with industry experts
- Product ranking lists
Content marketing is also one of the most important elements of any marketing strategy. By properly planning the type of content based on market research and audience preferences and trends, it is possible to effectively attract a loyal customer base for years to come.
SEO – separate or complementary strategy?
Before we move on, to consider how SEO and content marketing relate to each other, it is worth briefly outlining what SEO is.
SEO, or Search Engine Optimisation, is the process of optimising a website to increase visibility and traffic from search results. The foundation of effective SEO is the optimisation of a website in terms of Google search engine algorithms, as well as increasing the authority of the website.
A number of activities are performed as part of positioning, which include:
- analysis of brand visibility in Google search (position check),
- SEO audit,
- competition analysis,
- technical SEO optimisation,
- keyword analysis (including search volume),
- content optimisation,
- link acquisition,
- monitoring of visibility and position of key phrases.
Content marketing and SEO optimisation
As you may have already noticed, although these are seemingly separate strategies, they are integrally connected in order to achieve the best sales results. The goal of content marketing is to create compelling, valuable, and engaging content that will attract followers and potential customers. SEO, on the other hand, aims to create a well-optimised website and rank it highly in search engines so that this content reaches customers.
Content marketing and SEO need to work well together to produce tangible results. A balance between technical aspects with content and value for the audience is essential to achieve a high position in search results. However, it is important to remember that this is an ongoing process that does not happen overnight but requires time and constant monitoring. As tastes and preferences change, so do the trends, and on top of that, the competition is always looking for new ways to improve their position. Therefore, it is important to remember that content marketing and SEO are long-term activities, the benefits of which we will notice in the long run.
Key benefits of content marketing
Many consumers are tired of bright, flashy adverts popping up all over the place. That’s why we install ad blockers, switch the channel on TV or skip ads on YouTube. How, then, can we reach customers in such a way as not to alienate, tire or irritate them? The answer is content marketing. The basic benefits of a well-prepared content marketing strategy:
Building the authority of an expert
By providing content on a topic, you serve as a source of knowledge. If you provide your audience with valuable, useful information and tips, they will eagerly come back to you.
Better contact with your audience
Well-crafted marketing campaigns also involve listening to your audience’s feedback. Through social channels, comment sections and reactions to your content, you can track customer feedback and expectations and meet them.
More friendly advertising
Rather than just throwing your customers a pop-up ad that they will ignore anyway, you can present your product or service to them in a friendly and unobtrusive way.
Ability to present your services or products in a natural way
With the right content you can present your product in a broader way, e.g. by showing how it is used, its effects, how it compares to other products, etc.
Content marketing is also about acquiring leads and contacts. This can be done e.g. through mailing campaigns or acquiring backlinks.
Well-positioned content is better read by browser crawlers and therefore ranked higher. This in turn translates into higher visibility, clickthrough rates and finally conversions.
How content marketing helps with SEO
Marketing is only effective if it has a chance of reaching a potential customer. A common mistake is to separate the two strategies: using only SEO without properly constructed content, or copywriting alone without knowing the basics of SEO. However, only a combination of these two methods can produce measurable, significant results.
This combination is called SEO content marketing or SEO copywriting. Each SEO content marketing campaign should start with a thorough research. In the first step, it is necessary to define the market, the audience, as well as the most relevant competitors.
Next, it is necessary to thoroughly analyse your competitors’ performance – visibility, position in rankings, link network, content. On this basis, you can plan your own content marketing strategy direction.
Once you know what your campaign will focus on and you feel you’re ready to get down to creating content, it’s time for keywords. Poor use of keywords is a plague among content marketers who don’t have enough training in SEO. When choosing keywords, you need to take into account their search volume for a given region and remember that their placement in content is also very important for SEO.
Keep this in mind when creating texts. Whether you place the text in the body of the text or in the header, what meta tags you use, what your anchor text will be when linking – it all matters and makes for effective SEO marketing.
Finally, don’t forget that this is a dynamic process that requires constant monitoring. Keep an eye on the performance of your content with dedicated tools and react in case of a drop by updating your pages.