Content marketing and SEO: Creating an integrated SEO plan

Explore how integrating Meta SEO with content marketing can significantly improve your online visibility.

SEO is frequently handled in isolation from other marketing tactics, yet the most effective results arise from combining it with other strategies. Integrating SEO with content marketing is crucial for maximising your online presence.

In this article, we delve into the benefits of merging your SEO strategy with content marketing efforts. We will discuss how to create a unified plan that enhances both search engine rankings and content engagement, leading to better overall results.

What is content marketing?

Julia McCoy defines content marketing on Search Engine Land as follows:

“Content marketing involves planning, creating, and distributing valuable content—such as blogs, videos, podcasts, ebooks, and guides—with the goal of attracting and engaging a specific audience.”

Content marketing is essential for understanding both current and future marketing strategies. It usually aims to help the reader or, in some cases, provide entertainment.

A notable example is Red Bull’s approach, which often includes high-energy sports content. Their Red Bull Stratos event, where Felix Baumgartner parachuted from space, serves as a captivating example that aligns perfectly with their brand.

For most businesses, content marketing is more practical and addresses the challenges and needs of the target audience. For example, a kitchen company might create content about kitchen measurements or unit options to engage customers early in their buying journey.

Similarly, my agency focuses on SEO and digital marketing. We create content to assist business owners and in-house SEOs with technical SEO strategies. This approach helps us showcase our expertise and build connections with potential clients. Effective content marketing provides value without being overly sales-oriented or aggressive.

What is SEO?

Search Engine Land defines SEO as follows:

“SEO, or ‘search engine optimization,’ involves improving your website to boost its visibility on search engines like Google, Microsoft Bing, and others. This process helps your site appear more prominently when people search for:

Products you offer.
Services you provide.
Information on topics where you have significant expertise or experience.”

Most readers of Search Engine Land are likely familiar with this basic definition. However, SEO encompasses various tactics, and the approach that works best will depend on your audience, business, and objectives. The general overview provided here is a suitable starting point.

Content marketing and SEO

Marketing effectively means being present when and where your potential customers are looking for help. This often involves appearing on search engines when users are actively seeking information or solutions.

By combining content marketing with SEO, you can create valuable content that shows up at the exact moment potential customers search for it. This approach contrasts with other promotional methods like social media, email, or native advertising, where content visibility can feel random and engagement rates are often lower.

The goal is to have your content appear in search results, where it meets users’ needs right when they are looking for it. This is the ideal scenario, where your content is in the right place at the right time.

How to get your content found on Google

You have two main options for getting your content to rank well:

Publish on a High-Authority Site: This means placing your content on a well-established website where the content is likely to rank well due to the site’s authority. For example, I published an article on Search Engine Land comparing SEO and PPC. I targeted keywords like “SEO or PPC” and “SEO vs. PPC,” and the article naturally ranked highly because of the site’s strong authority. No extra link-building was necessary; the quality of the content and the authority of the site were sufficient for good rankings.
Build Your Own Site’s Authority: This option involves developing the authority of your own site and content. Start by creating high-quality, engaging content that stands out. Tools like the Value Proposition Canvas and SCAMPER framework can help generate effective content ideas. Ensure your website is well-optimized and SEO-friendly to drive engagement and build signals. Additionally, you will need to work on building your site’s authority and the authority of each piece of content.

Both methods are valuable. Publishing on authoritative sites is quicker and easier, offering immediate credibility. Building authority on your own site is more challenging but beneficial for long-term brand awareness and control over subsequent marketing efforts like remarketing and lead generation.

Each approach requires investment and consistency, which are key to successful marketing.

How SEO supercharges content marketing

When your content achieves high rankings in organic search results, it brings valuable exposure without any direct costs. This not only enhances brand visibility but also drives increased engagement with your business.

High-ranking content helps attract more visitors who are actively searching for information related to your offerings. This means your content is positioned exactly where potential customers are looking, leading them to interact with your brand.

By appearing in search results without incurring costs per click, you maximise the return on your marketing efforts. This provides a cost-effective way to attract and engage with a targeted audience, ultimately guiding more people toward meaningful actions and conversions.

How content marketing supercharges SEO

What types of outbound links do you usually click? These are the links that take you from one website to another, not just internal site navigation.

Often, these links are found within the body of an article. For instance, if discussing Google PageRank, I might link to the Wikipedia page on PageRank to offer more details.

These links enhance the content and provide valuable resources for readers. Wikipedia, for example, has numerous links pointing to it without engaging in link building or off-page SEO efforts.

However, most businesses aren’t listed on Wikipedia, so we can’t rely on that alone. Instead, you need to actively promote your content.

Methods like outreach, guest posts, and digital PR are effective for this. Additionally, you can use paid promotion and content amplification to boost visibility.

The key is to find well-linked content in your industry and create a superior version of it, using techniques like SCAMPER and The Value Proposition Canvas. By keeping track of who linked to the original content, you can target your outreach efforts effectively. This ensures that your content is valuable enough to attract links, which is essential for successful SEO.

Links remain vital, and combining content marketing with SEO can greatly simplify and enhance your link-building efforts.

SEO vs. content marketing

In digital marketing, there’s often a mindset of “SEO vs. PPC,” “local SEO vs. organic,” or “SEO vs. content marketing,” among other comparisons.

However, effective digital marketers understand that all channels have their place and work best when integrated strategically to support each other.

This is especially true for SEO and content marketing.

SEO boosts the visibility of your content and business.

Content marketing builds your authority and enhances your SEO.

Instead of viewing these as separate strategies, integrating them will benefit your overall marketing efforts.

SEO and content marketing strategy

Here’s a summary of the strategy to increase traffic to your site’s content:

Create high-quality content:

Use strategic thinking.
Apply the Value Proposition Framework.
Employ SCAMPER for idea generation.

Promote the content through:

Outreach.
Digital PR.
Guest blogging.

The approach is straightforward, but results take time. Achieving high organic search rankings can be very rewarding, but it requires patience and effort. This strategy aims for significant results, but don’t expect quick fixes.

SEO and content marketing caveats

This strategy may not work for every business or situation.

For example, if you’re a small local plumber looking to attract a few new customers each week, investing time in creating high-ranking plumbing content might not be worthwhile. You’d likely see better results from PPC, SEO, and local SEO efforts, or from targeted content marketing through social media ads or other paid promotions.

However, if your business model is scalable and not limited to a specific location, a combined content marketing and SEO strategy can be highly effective. It allows you to reach a broad, diverse audience and increase brand awareness without significantly raising costs.

SEO and content marketing may not always be suitable, depending on your objectives, budget, or timeline. But starting now is crucial to avoid falling behind. When done right, the combination of SEO and content marketing can deliver powerful results.