• Content Marketing in SEO

The Role of Content Marketing in SEO Discussed

Sameer Panjwani, Founder & CEO of Mondovo.com
Posted On: August 15, 2018
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For quite some time, many people have considered content marketing and SEO to be two completely separate ideas. The fact is, you can’t have one without the other. SEO and content marketing must work together for any progress to happen. That being said, they are different. By understanding what they are separately and how content marketing has a role in SEO you will get a clearer picture of what all this means and how to implement it.

How SEO and Content Marketing are Different

SEO or search engine optimization is what content writers follow to get higher rankings when a user searches for their specific industry. SEO is very specific and must follow technical protocol. It’s all about the keywords in SEO. There is researching, using them, and monitoring them to see what’s working and what isn’t.

Content marketing is the actual content. It’s taking those keywords and implementing into updated material that’s going to valuable and attractive to the desired audience. Content marketing is much broader than SEO, but it is what takes the idea of search engine optimization and puts it into action.

Why SEO Needs Content Marketing

The reason why you want to put SEO and content marketing into action is to get traffic to your website. You are either looking for a broader audience, leads, or customers. You can’t get that if nobody can find you. That’s what SEO does. Those that are knowledgeable in search engine optimization know that they have to research what keywords are getting typed into the search bar, and how to get ranked in Google. There are specific tactics that have to be followed to be picked up when search engine robots are scanning the infinite amount of information available on the internet.

Now, you can’t just stuff a bunch of keywords on a page and post it with expectations of getting noticed. In fact, you would most likely get punished for something like that and be pushed down the results page never to be seen again. That’s why you can’t get very far with SEO alone.

Content marketing steps in and takes all the keyword research and uses those efforts to build your presence. That means that content marketing needs SEO almost as much as SEO needs content marketing to produce the desired results. Without SEO, content marketing would be pushing out anything that would not be effective, so all the time and energy would be wasted.

What SEO Wants, Content Marketing Delivers

Another way to better understand the role of content marketing in SEO is thinking of it as SEO making the request and content marketing making it happen.

For instance, with SEO keywords, there needs to be content to go around it. Not just a bunch of random words on the page either. Content marketing, or quality content marketing anyway, knows that the articles, blogs, or whatever other pieces that are being produced must be valuable. It has to be something that the readers are going to gain knowledge from and be interested in. It can’t be outdated or meaningless, or the SEO work that was put in goes right out the window.

Backlinking is when your webpage is linked on another site. When traffic visits that site and a viewer clicks on it, it sends them back to you and boosts your traffic. The primary focus of every website on the web is to get some amazingly reputable sites linking back to them. Think .edu or .gov. The purpose of SEO is to have those high-quality sites find you when they are searching for details for their own content. You have to be in their search results for them to even find you, much less want to link back to your site.

So, say that they do find you. Then, they click on your page, and the content is garbage. You can pretty much kiss that backlinking opportunity goodbye. That’s where you need to use content marketing and create remarkable content that already well-established pages are going to want to use. The more backlinking that you have, the higher you are going to rank, and the bigger your going to become in whatever genre you are focused on.

Content Marketing Keeps SEO Current

Before Google and other search engines changed their algorithms and got smart to low-quality sites ranking for no reason, the age of the content on your page didn’t matter. Now, it’s extremely important. SEO requires fresh content. Content marketing is what produces that constant content.

That’s also why monitoring is essential, so you can figure out what is working in SEO and what isn’t. After discovering what the audience is looking at and what the people want, you put content marketing into action and deliver them trendy, new, purposeful content, and the cycle continues.

Sameer Panjwani

Sameer Panjwani

Founder & CEO of Mondovo.com

Sameer Panjwani is the Founder & CEO of Mondovo.com, an online marketing toolset that helps you track your rankings, monitor your site stats, and research your competitors. A man of many talents, Sameer is currently on a mission to help 1 million businesses grow organically through his products and services.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.