No matter what tactics your online marketing campaign includes, you’ve likely heard a lot about SEO and content marketing. While certain trends come and go in the marketing realm, these two concepts are here to stay. In fact, content marketing and SEO are set to become not only the two biggest influencers on the overall future of marketing, but also the two basic building blocks that direct all other strategies.
Here’s what small business owners need to know about the new PB&J of marketing and how to leverage these concepts to modernize your marketing department and increase ROI.
Understanding Modern SEO
SEO has come a long way since its inception. Once thought to be its own distinct department, effective SEO is now woven into every corner of marketing strategy. Although keywords and phrases still play a large role in SEO, the focus has shifted from pandering to Google with a jumble of keywords to anticipating what users are looking for and determining how to deliver it to them. Modern marketers now know that SEO is much more effective when integrated into larger strategies.
Understanding Content Marketing
If the concept of finding out what users want and delivering it to them sounds familiar, that’s because it’s also the foundation of sound content marketing as well as the reason that the two disciplines go together like PB&J.
Content marketing humanizes your business and helps to build better relationships with customers because there is no pressuring “hard sell.” Rather, you provide your potential customers with useful information that improves their daily lives, and they reward you with business. Further, creating value for customers helps to give your brand a wider reach and stand out from the rest of the pack.
Content Marketing and SEO Fusion
Fusing SEO to strong content marketing yields several powerful results. It sets your brand up to become a niche leader that dominates the market because you know exactly what users are looking for and know exactly what kind of content to publish in order to please them.
Connect SEO data to content marketing to uncover your audience’s interests, concerns, desires, and problems based on what they’re searching for. Then, produce the content that satisfies each behavior and voila, you have the foundation for a sharp, modern, and most importantly effective marketing plan.
How to Make and Enjoy Your PB&J
It can be difficult to get away from thinking about SEO as formulaic keyword placement at first. Instead of looking at SEO as a mathematic equation, focus instead on finding the balance with content marketing that yields the greatest user satisfaction. Some tips for success include:
- Use SEO data to provide great links that increase user clicks.
- Plan strong content to deliver to users based on what they’re searching for.
- Avoid the hard sell and focus instead on building trust and relationships with users.
- Plan for the long term and stay away from overproducing content that doesn’t help your bottom line.
- Always make your customer’s interests and needs your number one priorities.
By fusing SEO and content marketing, there’s no limit to your brand’s success. Not only will you generate better results, you’ll put your brand in a position of authority and continue to attract quality leads and customers for many years to come.
What SEO / content marketing balance has worked best for you?