Content Marketing


Content Marketing

Why is a content marketing strategy important?

Creating a strategy that’s suited to your specific business and target audience is how you stay true to your brand and make marketing materials as effective as possible. It’s important to evaluate every asset for the value it adds to the strategy as a whole, and
then make adjustments as needed. A 360-degree content marketing strategy educates customers, nurtures prospects and closes sales.

How does SEO fit in?

In a practical sense, search engine optimization (SEO) and content marketing are one in the same.

To rank highly in search engine results pages (SERPs), you need high-quality organic content. To know which keywords to target in your copy, you need SEO.

SEO is a foundational component of content marketing in that it is often the centerpiece of all strategies and campaigns. Optimizing your content allows you the opportunity to update your brand messaging for a modern audience, outrank competitors for high-value keywords and keep your web pages aligned with Google’s sitemap preferences.

To achieve your content marketing goals, SEO is often the best tactic to start with.

Ranking factors

Within the practice of SEO, there are specific ranking factors to consider. According to Google, there are more than 200 criteria the search engine weighs when it crawls and indexes your web pages. Based on how your site and your content fares in these assessments, an algorithm will serve your pages to searchers.

Some ranking signals are stronger than others, and Google doesn’t often reveal the exact weight of each one.

Benefits of content marketing

Cheaper conversions.
Faster sales.
Reduced marketing and sales overhead.
Low barrier to market entry.
Stronger lead generation and qualification.
Measurable, actionable results.
More traffic.
Higher search engine rankings.
Thought leadership.
Mind share.
Reputation management.
Email list building.

Unifying the sales and marketing teams is a prized goal of every company, but one that’s rarely achieved. With content marketing, both departments’ efforts feed into the same funnel, making scalable alignment as easy as ever.

For example, the marketing team can leverage insights gleaned from sales calls and customer feedback, while the sales department can complement their prospecting by distributing marketing collateral.

A clear way to look at the benefits of content marketing is to take a step back: What does your organization want to achieve? From there, you can tie your commercial objectives to specific content marketing goals and actions.

If your goal is improved lead quality, a targeted lead nurturing campaign would prove invaluable. Similarly, if your goal is thought leadership, investments in social media and organic content creation would be a worthwhile attack strategy.

Running content marketing campaigns empowers you to achieve any objective you need to, without wasting resources on short-term strategies or costly advertising.

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