For the past three to four years, there has been a trend across publishers around leveraging SEO & content marketing more often, through the creation of long-form content. Given their Klout longtail traffic and rankings have been proven to be beneficial, and awareness of this only continues to increase.
Content marketing vs. SEO
One big unanswered question that remains is around how content and SEO overlap. If you tend to write good content that users are searching for it will naturally appear in search engines, right? What’s the point in having an SEO or content marketing specialist if an editor can just punch out SEO content?
Here are some differences in the way I see in the SEO and content marketing approach to content creation:
SEO tends to be more narrow and technical as you look at how to build up a page to give the right answer to the right users, for a given search result. A core component of building up a page is the content, but SEO will also make sure of other factors such as meta tag and schema optimization, site speed, site architecture, coding and more.
On the other hand, content marketing is broader. As it is channel agnostic, it focuses more on the quality of exposure a piece of content receives and tactical steps taken to reach a specific outcome.
If the goal, for example, is for a brand to be a thought leader or the most entertaining in its category, a content marketer’s focus will be on crafting the best and most appropriate story using the best and most appropriate medium to distribute the content.
What makes great content?
Organic search and content marketing can work together with the content strategy to formulate a solid content strategy since it focuses on the continual planning, creation, and management of great (valuable, engaging and rankable) content.
So what defines great content?
- Practical – no fluff or overstated claims Is it provides you with steps all perspectives to take action after consuming Piece of contents
- Credible – Written by authentic people about real topics, linking to reliable external sources
- Informed – An in-depth overview of the topic as it provides a mixture of definitions, what working, what isn’t, trends, your proposed solution and potentially Solutions from others
- Original – Considerably different in scope and detail from other works on similar topics
- Strong headlines – Sparks interest and entices users to read the content in depth. It also breaks up the content into sizeable chunks to allow users to read standalone parts.
- Accurate – it doesn’t encourage fake news.
- Engaging and thought-provoking – Receives a positive emotional response to your message.
- Ability to make continual/minimal updates – It’s evergreen.
- Communicative in diverse formats – Offers different forms of consuming information, based on a user’s learning style, i.e., video vs. an infographic vs. an image
- Technically sound – Loads quickly on the page, sits in an ideal location within the site hierarchy and has been optimised using all SEO considerations.
A list of existing great content from leading digital publishing & media companies:
- Maptia – https://maptia.com/davidheath/stories/burma-an-enchanted-spirit
- NYTimes – https://maptia.com/davidheath/stories/burma-an-enchanted-spirit
- The Atlantic – https://www.theatlantic.com/national/archive/2014/05/slightly-more-than-100-fantastic-pieces-of-journalism/284564/
- ABC (Australia) – http://www.abc.net.au/news/2017-10-16/north-korea-missile-range-map/8880894
- Bloomberg – https://www.bloomberg.com/graphics/2015-whats-warming-the-world/
- Fivethirtyeight – https://projects.fivethirtyeight.com/flights/
- Tab Closed Didn’t Read – http://tabcloseddidntread.com/
- The Economist – https://www.economist.com/blogs/graphicdetail/2015/10/value-university
- Sweden – https://sweden.se/p1/
- CNN – http://edition.cnn.com/interactive/2015/03/opinion/ctl-child-poverty/#0
- Vox – https://www.vox.com/a/lead-exposure-risk-map
- Eater NY – https://ny.eater.com/maps/best-new-york-restaurants-38-map
- Patagonia – http://www.patagonia.com/footprint.html
- ThePudding – https://pudding.cool/2017/04/beer/
- The Guardian – https://www.theguardian.com/cities/2017/may/17/america-geography-wealth-shrinking-urban-middle-class-visualised
- The Points Guy – https://thepointsguy.com/guide/best-and-worst-airlines-2017/
The Content Marketing SEO process
Now there’s there’s no particular way guarantee you will rank in Google and receive a large number of shares every time you fall this process. But it isn’t to so that you can’t increase your likelihood. What it comes down to is aligning your goals with an evergreen topic and structuring an ineffective way with high-quality contents that is something an audience user will always come back to reference, link to, share and long-lasting.
This post assumes that you have already completed a content audit and that this forms part of your existing content strategy plan.
Now, here is the content marketing SEO process.
Also published on Medium.