Content Marketing – The Present and Future of SEO
Content marketing is the lifeblood of all digital marketing techniques. If you’re in the marketing industry, content marketing and SEO are pretty prominent words. Also, these buzzwords can take a long way toward well-establishing and supporting your website. We’ll discuss the role of content marketing is changing SEO layout and redefining it. Before proceeding further, let’s understand the basics.
Search engine optimization is optimizing a website to improve its increased presence in relevant and organic search results. SEO relies on improving on-page parameters, improving backlinks, and rectifying its technical parameters.
Content marketing stresses delivering quality, consistent, and relevant content across all digital domains. As per an old proverb, you can take the horse to the water, but you can’t make them drink it. Similarly, you can bring traffic to your website, but quality content is all required for users to opt for conversions.
If the content is difficult to digest and read, it’s like swallowing bitter medicine. Who will waste energy and time reading it? They’ll leave the website in a blink of an eye. And what does it indicate to the search engines? The website is not providing relevant content.
On the other hand, well-designed, appealing content answers user queries and is created according to the user mindset. And it is what makes all the difference! Readers will love to consume it.
The journey of the internet started in the 1960s. But, websites come into the picture in the early 1990s. Now, it has expanded to the extent that millions of new websites get uploaded every year. They all try to acquire first-page ranking in search results. Here, SEO strategies become more than mandatory to be in the limelight.
In the earlier phase, SEO marketers tried various black hat techniques to achieve higher rankings. They used:
- Keyword stuffing
- Writing guest blogs of any “XYZ” website
- Spun content
Later, search engines realized this spammy content. They improved their algorithms to penalize websites using such methods.
With BERT and Rankbrain algorithm, content marketing is the front runner in the SEO game. It acts as a protection cover for SEO in many ways:
Attractive and appealing content is the utmost requirement for improving user engagement. Information with the heading, subheadings and bullet points is easy to read. Good content leaves its impact from the binding title and meta description itself. Further, user loves to take information in various forms such as:
- Blogs, articles, and stories.
- Videos like “How to,” animations.
- Newsletters and ebooks
- Webinars and live rooms.
- Infographics and descriptive images.
Writers have some purpose in mind. Content must direct the user to the point of what you want them to do—for instance, increasing the number of subscribers, getting qualified leads, spreading information about the brand or its products, and giving details about the benefits of using their products. It leads to a higher conversion rate and an increase in revenue.
For link building, the thing that matters the most is link-worthy content. Everyone likes to provide citations and references for:
- Long-form content.
- Text that adds value for their readers.
- Information that addresses the need of their customers.
Marketers can outreach authorities and resource websites with personalized emails. Otherwise, widely shared content gets recognition from national and international dailies as well. It leads to even more strong link building.
Without using compelling content marketing techniques, it’s challenging to tap into SEO. Use these valuable methods:
Google loves fresh content over the one updated long back. New content means it includes relevant changes coming in the niche and understands the demands of readers. Doing minor alterations is of no use, as search spiders crawl your website to seek how much editing is there.
With hundreds of algorithm updations happening every year, it’s impossible to keep on developing content. In this scenario, evergreen content proves to be effective.
By putting content occasionally, people tend to forget your presence. But, by being consistent and regularly inputting various forms of content, your target audience remembers you. They become your regular customers and even spread about you.
The beautiful part of content marketing is, once created, it represents itself across various platforms. It invites social media shares, supports PPC advertisement strategy, and takes the central position in email marketing. In this way, more sales and collaboration opportunities arise.
In short, if SEO is the engine, then the content is the driving force. Without relevant content, SEO will be lifeless. It only completes the process of SEO but also generates qualified leads. You can create creative content to rule customers’ minds and be an industry leader.