The role of content marketing in SEO is crucial. The combination of SEO and content marketing helps companies establish their brand online, attract new customers, and stay on top of the cut-throat competition1.
Content marketing focuses on creating and distributing valuable, consistent, and relevant content. Its goal is to attract and retain a new audience and drive more profitable customer action. Content comes in many forms and types: blog posts, infographics, videos, articles, social media posts, eBooks, and more.
To start creating content, you first need to know who you are creating it for. There’s no way to converge all types of audiences with the same content, so you need to clearly identify your target audience and their needs. After identifying who you’re addressing with your content and what needs you will cover, it’s time to figure out how to generate valuable and engaging content. Your blog posts, articles, and other forms of content should be informative and demonstrate to the reader that you are an expert in your niche1.
Indeed, it is essential to use search engine optimization strategies when creating content. SEO tools help identify what your target audience is searching for and with which intent, what keywords your competitors are already ranking for, competitors’ best-performing pages, etc. All these insights can be used for creating or improving your content strategy.
After creating your content, it’s time to introduce it to the world. Content distribution is about promoting your content in one of three ways: earned content distribution (shared by third parties through social media, media coverage, guest posts, or product reviews), owned content distribution (shared through your website or blog), or paid content distribution (paid advertising)1.
Remember that writing high-quality content that is informative and engaging is the most important aspect of optimizing your website for search engines.