Content marketing is a complicated business that is mistakenly separated from the SEO (Search Engine Optimisation) component of your online marketing strategy, which is a big mistake.
Content marketing is a division of your SEO
Those who tell you that content marketing is not a sub division of your SEO need to be treated with caution.
Content marketing is not an add on issue, but is something that needs to be considered early in the content design stages.
- the purpose of your online marketing
- the aims and objectives of your online marketing plan
- the aims and objectives of you web site if you have one
- the aims and objectives of your blog if you have one
- the aims and objectives of your social media policy if you have one
- the purpose, aims and objectives of the specific content that you will be marketing
Your SEO (Search Engine Optimisation) has the same identical target audience but is mostly focused on ensuring that
1) your content is located within the SERP's (Search Engine Results Pages)
2) your target audience will select your link in the SERP's
3) those who clicked on your result in the SERP's actually clicks on a CTA (Call To Action) within the page that they chose to open. (note that links in your navigation structure are also considered as CTA's)
If your content marketing was poorly done, then step (2) and (3) in the above list of essential steps may perhaps not be completed, as your viewers may be expecting different information or not be pleased at what they are exposed to within the page, because they have been mislead by your content marketing. It thus follows that content marketing is a very essential and critical part of the SEO (Search Engine Optimisation) process, and that your content marketing needs to be aligned with, and integrated into your SEO process.
Failure here will lead to many interconnected and related issues that impact on your over all success within your online marketing efforts. Things like BOUNCE RATES, conversion rates, market share retention, customer satisfaction as well as many others are at stake. This means that CONTENT MARKETING is a very big issue and that you need to pay careful attention to detail during this process.
The essential elements that need to be considered when doing content marketing are
- target market research and understanding the various target market groups needs, desires and aspirations as well as cultural and language issues
- product / service research
- platform research
- key word and general information management
- content management issues specific to platform
- co-operation with other marketing divisions including but not limited to:
- SEO team
- copy writing team
- image development team
- blogging team
- web site design team
- print media team
- digital media team
- social media teams for each platform
- public relations team
FUFISM or Functional User Friendly Integrated Social Media is a new marketing philosophy where the social media forms the core communication element that binds all your marketing both online and off line into one single well balance marketing effort.
This article was written after reading articles by
see 1) http://www.ryanhanley.com/7-ways-to-fail-at-content-marketing/
These articles did not stress that content marketing is subservient to your SEO but I am sure that Ryan understands this, as he is very involved within the SEO industry. Ryan is one of the few guys that is upfront and blunt when he describes what it is that you need to know, and why he believes that this is important.
Please leave a comment below...