How SEO and content marketing fit one another – and why marketers should care
Search Engine Optimization is continually changing. Search engines are busy improving their algorithms that today take more factors into account than ever when calculating a website's rank.
That's also why positioning websites is increasingly challenging. You can't build a successful SEO strategy using low-quality content full of keywords anymore. Search engine crawlers are smarter than that – and they will inevitably punish you if you try to trick them into thinking that your website is of high authority.
The most innovative and secure approach to making SEO work for your website is content marketing.
Read on to find out how SEO and content marketing complement one another to build a website's success in search engine rankings, generate new traffic, and ensure a boost in a website's conversion rate.
SEO is based on keywords and keyword phrases – it requires content. Now, marketers who invest in content development and come up with quality publications that present a tangible value to users are winners in this game.
Today, SEO requires more financial and creative resources – but also human touch.
Smart marketers never create content for search engines. They create it for humans to enjoy, share, and engage with. That's why some people say that content marketing is on its way to replacing SEO. But that's an exaggeration. It doesn't make sense to pull SEO and content marketing apart when they work so well together.
The application of SEO knowledge helps to create quality content. And good content boosts the results of SEO.
SEO is a narrower and more technical discipline. Content marketing is more holistic and broader, allowing marketers a degree of creativity in creating content ranging from blog posts and videos to infographics and presentations.
SEO and content marketing are different, there's no doubt about it. But that's not a reason for putting them into separate boxes. In fact, marketers gain more by pulling them together. Here are some points to show you how content marketing and SEO converge:
- SEO needs content and content marketing supplies it. Some experts believe that content marketing is nothing else than a practical application of SEO.
- Content is a secure way to utilize keywords – in the past, SEO experts produced low-quality content full of keywords and called it a day. These days, that type of content could easily compromise the website's search engine rank. To avoid the risk of using keywords in a risky way, it's enough to invest in content marketing: developing content written for humans to enjoy but for search engines to pick up on particular keywords.
- Link building in content marketing – link building is a powerful SEO tactic that works best when applied in content marketing. Link building is based on securing links to our website from high-authority sites. But the only way to get that type of linkback is by having content that is simply worth linking to. And for that, we need a quality content marketing strategy. Another challenge is reaching publishers successfully. That process used to be ineffective and time-consuming before the arrival of tools such as marketin9 that help to streamline the process of sponsored publication by connecting marketers to publishers seamlessly.
If you're still not convinced that content marketing plays an essential role in SEO, here's a case study from our team to show you what good content can do to a website's rank.
Case Study: Producer of tent halls
Last year, we were approached by a tent halls production company. They had been trying to get their website to the first page of search results for the last 6 months – but they didn't succeed. They reached out to us to help identify the problem and propose a solution for getting their website back to the first ten results.
We found out that the problem was simple: the link profile of the company's website was built with links coming from sites of low authority.
Since timing was critical for our client, we needed to act quickly. The high season in their industry was beginning soon and having their website located outside of the first ten results meant a drop in customers and revenue.
We created 20 quality sponsored publications for on websites of highest possible authority in the country. We completed the project and secured the links within 7 days from the beginning our collaboration.
In just two weeks from the publication of our content, the company's website got back to the first page of search results. After three months of publishing sponsored articles, the site managed to the top 3 search results for the most important keyword phrase in the industry. Have a look at this graph:
Only a few years ago, only the most significant brands with multi-million marketing budgets could afford content marketing. They published sponsored content on high-authority sites and acquired valuables links, building their rank in search engine results. Most marketers and SEO experts could never dream of executing such content marketing campaigns.
But today the situation has changed. The web is full of websites and niche blogs that compete for advertisers, luring them with interesting sponsored publication options and competitive pricing.
Today, marketers can take advantage of tools like marketin9 that help companies reach the best publication offers easily. They can order sponsored content, choose publishers by category, and get discounts pricing when placing larger orders from particular publishers. The cost of publishing a sponsored article can be up to 50% lower than if they contacted the publisher directly.
Content marketing is a proven strategy for acquiring quality linkbacks, paving the way for the future of SEO and digital marketing.