how to use content marketing and seo

The best online marketing is a potent mix of SEO and Content (image: search engine journal)

I’ve helped clients up and down the country improve their online visibility with content marketing and search engine optimisation (SEO), so that they can improve their online presence and their chance of attracting and acquiring new customers.

In each instance I’ve focused my support on keyword research and on all facets of on-page optimisation, as well as research target audiences, develop audience personas, and map, gap, and create content that attracts, engages and converts prospective customers online. The job is a potent mix of SEO and content marketing.

But my clients are time-poor, so they invariably ask me “what should we spend our time on: content marketing or SEO?”

I’ve said it before and I’ll say it again: It’s not one or the other. Like social media and content, SEO and content are joined at the hip. Inseparable.

The value of SEO

Search engine optimisation is important because it makes your website search-engine friendly. An optimised site makes your website easier to index in search engines. Doing SEO is like paving a road to your website. SEO ensures spiders and bots find and understand your site, and deliver it back in search engine results pages (SERPs) where it can be found by your potential audiences and prospective customers. That’s why your website needs to have SEO.

The value of content marketing

Content, when it’s planned and relevant, is the bait that attracts traffic to your website, gets you known, and improves your chances of winning customers in highly competitive world. Without compelling content, you might as well not bother with online marketing, unless of course, you’re satisfied with a static online brochure. 

So the question is not SEO or Content Marketing, but rather what aspects of each should you spend your time on. 

The advice we give our participants on Content Masterclass is the following:

1. Pave the road to your website with conventional SEO

When redesigning and optimising your website to comply with current search standards,you need to spend a few days using tools to help you audit, evaluate and improve your keyword and on-page optimisation tactics. 

2. Research audiences and plan a calendar of editorial content to attract, engage and convert your target audiences 

Develop customer personas to guide your editorial decisions and plan out content for each stage of your customers’ decision making journey. 

Why not enrol for the next Content Masterclass and learn how to combine SEO and content marketing for optimal results? 

Author: Stephen Bateman