SEO vs Content Marketing: The Showdown

SEO vs Content Marketing feature image

SEO vs Content Marketing: The Showdown

SEO vs content marketing, if done properly, have a synergistic relationship and the effectiveness of one actually improves the other.

However, Google seems to rewarding quality content above technically-sound optimized content.

What does this mean for marketers?

It means you need to establish a content strategy that takes both into account.

SEO definition and strategies

SEO stands for “search engine optimization.” It’s the practice of increasing the quality and quantity of website traffic, as well as your brand awareness, through organic search engine results on search engines like google, yahoo, bing, etc. The strategies for SEO include:

  • On-page optimizations (making sure your text, structure, and images are suitable for Google to crawl and recognize)
  • Ensure user experience is smooth
  • Targeting local and competitive keywords in your industry
  • Build high-quality backlinks from notable sites

Content marketing definition and strategies

Content marketing, on the other hand, is creating content on multiple mediums that is used to promote your brand and build trust with your consumers. The various types of content material can be:

  • Blog posts
  • White Papers and eBooks
  • Infographics
  • Guides
  • Videos
  • Podcasts and audio sites

 

Credit: https://moz.com/beginners-guide-to-seo

SEO vs content marketing: friend or foe?

SEO vs content marketing, if done properly, have a synergistic relationship and the effectiveness of one actually improves the other.

Many content marketing forms can include search optimized content, which would attract more, thus increasing brand awareness. At the same time, creating non-optimized, but interesting content will help attract attention to your site, which also helps SEO.

Essentially, the stronger your content marketing, the stronger your SEO will become and vice versa. However, keep in mind 2 things:


Analysis: SEO is a very quantitative strategy. Any optimizations and tweaks you make can have fairly visible results because Google SERPs are linear. There are many best practices on content length, structure, tone, etc. so SEO is not very theoretical. Content marketing, on the other hand, is creative and experimental.

Content marketing is attempting to create the type of content your user didn’t know they wanted. It is pushing the boundaries and establishing yourself apart from the industry.

Audience: keep your intended audience in mind. Keep your buyer personas, specifically their needs, tonepreferences, and stage in your marketing funnel. Content marketing can include a wide range of content styles, while SEO is arguably more templated.

A sophisticated buyer persona will not need an immersive SEO blog post that is fairly high-level and unhelpful to them.

As you can see, content marketing and SEO have a synergistic relationship. Your content development plan should keep both in mind when planning long-term goals and you should be able to have both strategies lean on each other.