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SEO Content Marketing

In the previous discussion on On-page Search Engine Optimization (SEO), we discussed important factors that affect a website’s ranking based on On-page optimization.

“On-page” includes both the content and the underlying coding structure (discussed previously in Technical SEO).

For On-page SEO purposes, good quality content is vital. Content that you share on your website must be leveraged and marketed as part of the overall SEO content marketing strategy.

The Content Marketing Institute defines content marketing as:

“… a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

Content continues to be a vital tool, with 45% of marketers saying that at least 50% of their campaigns are content-led .

Content marketing contributes heavily to the first two stages of the your marketing sales funnel, ‘awareness’ and ‘consideration’.

Different content types are designed for each stage of the funnel. Images, photos and short videos are effective in raising awareness for a brand or product. Detailed blog articles, long-form videos, webinars and comparison infographics can educate and influence customers to purchase your product over others.

In practice, content marketing works together with other digital marketing channels such as search, paid advertising and social media for attracting, engaging, communicating with and selling to prospects and customers.

But most importantly, content is essential to SEO efforts by generating natural inbound links and building up good content on your website that gets found in search engines.

Content marketing is not limited to B2C businesses. It is a beneficial form of digital marketing for B2B companies. 86% of B2B marketers have used content marketing in 2019 to raise brand awareness[1].

As discussed earlier, the most important aspect of content is to offer value. The content you are sharing must be useful, relevant, and consistent to make it worth the time of those consuming it.

[1]B2B Benchmarks Content Marketing 2020“, (Oct 2019). Content Marketing Institute.

SEO Content Marketing | Evolve & Adapt

EXAMPLES OF CONTENT FOR SEO CONTENT MARKETING

Examples of popular content that you can create, share and market include:

Infographics & Slides

These are generally long, vertical graphics that include statistics, charts, graphs, and other information. If you have graphic design skills, you can create your own infographics. If not, you can engage a professional infographic design house, although that can be expensive.

A more cost-effective solution is to map out the infographic on PowerPoint and hire a freelance graphic designer to lay it out nicely with creative design elements. You can hire a capable freelancer online from platforms such as Upwork.com and Freelancer.com.

Images/ Photos

Original photos, photoshopped images, drawings or computer-generated images can work standalone but are best paired with text content. You can collaborate with photographers or designers to feature their work. Be sure to credit them and do not use copyrighted images without permission.

Blog Articles

Long-form text posts of 500 words and above, coupled with relevant images, can be very effective in building credibility on a specific subject. These can include how-to articles, comparison studies, reports and aggregation of content into a single resource.

Videos, Podcasts & Webinars

Recorded or live multimedia content using video and audio is very popular and there is a growing demand for such content in the digitally evolving world, especially on mobile devices.

Interactive video platforms and software also allow you to have live chats with viewers or engage in real-time comments exchange. The great thing about this content is that you can repurpose it in several different forms. For example, you can convert a video into an audio file for a podcast, and transcribe the audio into several blog articles. You can also design infographics to highlight the key points.

Books

Books can form a solid foundation for a content marketing strategy and campaign. Writing a book is also probably still the best form of content to build credibility on a subject matter.

A well-written book with original perspectives demonstrates you are an authority on the subject and drives traffic to your website from people who review and discuss your book. You can also take extracts from the book to create blog articles on your website or record video or audio discussions on specific chapters.

Being an author can also bring you both online and offline opportunities in the form of PR interviews, guest article contributions, and speaking at live and digital events.

J C Sum

J C Sum is a certified management consultant (TR 43:2015), an American Marketing Association Professional Certified Marketer (PCM®) in marketing management as well as a certified digital marketing strategist (SSG-WSQ accredited) with 11 years of experience specializing in search engine optimization, content marketing and analytics. He is the author of "Evolve, Adapt or Collapse" and has been featured on The Straits Times, Business Times, Channel News Asia, The Edge Singapore, CNA938 and Money FM 89.3.

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