Your company’s brand means a lot. If you are just starting out, your brand is fresh and needs to be built. If you have been a player in the game for a while, your brand is known. No matter where you are in the brand building process, you need to have website content that speaks to potential customers and has a good search engine ranking so that new customers can find you.
Content marketing and search engine optimization are the ways that you can make this happen. Learn how these two concepts can become the backbone of your online brand building.
What is content marketing?
Content marketing is a way that you can show people who visit your website, blog, or social media accounts that you know what you are talking about and what you are doing. Think of content marketing as a rich, interactive way that you can show off your knowledge online.
When you are dealing with content marketing, you want to have information that puts you ahead of your competitors. The idea is to stand out so that people will rush to buy your product or service.
One thing that is important to know about content marketing is that it is always evolving. It is always growing. It is always improving. What worked for your blog a year ago isn’t necessarily going to work now. Readers don’t want to keep reading the same things. They want to read new things.
What is search engine optimization?
Search engine optimization means getting the information on your website, blog, and social media accounts ready for the major search engines. SEO is important because it affects where your web pages end up in the search results.
Each search engine has its own way of ranking websites. Many domain owners focus on Google and how the current Google search engine rank algorithm will impact their web pages. It is estimated that there are more than 3.5 billion searches done on Google each day. That’s a lot of searches for the internet giant to handle, but Google does it in less than a second per search term. Think about this — Google processes an average of 40,000 searches every second of the day.
That overwhelming number is one of the reasons why Google searches are automated. The results that show up on the page when a user searches a term is determined by a special algorithm. Google keeps that algorithm pretty close to the chest, but it does release some information on certain points periodically.
Can the two overlap?
You might be wondering if content marketing and SEO can overlap because each one of these methods requires something different. Content marketing requires rich content and SEO requires you to meet rules that you don’t even know.
The answer to the question is that the two can overlap. The key here is that you create content for marketing and then optimize it for the search engines. This lets you please people reading the content and the search engines that will point people to your website.
How can I pull it all together?
Once you have the content marketing and SEO meshed together, you can begin to promote your company. This is when you will use social media and other means to get your brand out there.
Typically, the process will include coming up with an idea for content. You will then create the content and optimize it. Once it is optimized, you publish it and promote it. You look at the success and begin to measure the visitors you are getting.
Now that you have a baseline for the content, you will move onto the next step. You try to get inbound links coming to your page and you add in some authoritative outbound links. You then double check your SEO to see how your content is faring according to the keywords on the page. You can now turn to social media for more shares and interaction with people.
The fun thing about the content marketing circle is that you can start at any point in the process as long as you work your way around. Say you start at social media, you could ask your followers what they want to know and use that as a springboard to create content. Then follow the circle again.
How will this benefit my website?
When you pull content marketing and SEO together, you should see an improvement in search engine ranking and sales conversions. This isn’t always instantaneous, but you should notice an upward trend.
As more people come to your website, there is a better chance of meaningful interaction. More meaningful interaction can mean better search engine placement. It can also mean an uptick in sales. As this cycle continues, you will see your company grow.