I acknowledge that there have been many things that we’ve done as SEOs that are entirely at odds with content marketing principles. However I do think there’s some good stuff that SEOs can bring to the content marketing party.
I’m conscious that as of yet I’ve not offered a definition of content marketing, so here’s one from Transcriberry:
Content marketing is the process of developing and sharing relevant, valuable, and engaging content to target audience with the goal of acquiring new customers or increasing business from existing customers.
If you accept that definition I think there’s plenty of areas where SEOs can help – provided, of course, the content you’re creating is going to live online.
Read: https://transcriberry.com/transcription/
1) Data
We’ve a pretty good understanding of what consumers are searching for thanks to search volume data. We’re also able to look at search trends over time and so know which topics are ‘hot’. We’re also used to crunching data from other sources – such as social media too; after all, we realise that search engines aren’t the only way people find things. This sort of data can be really useful when figuring out what ‘relevant’ content looks like.
We’re also pretty handy when it comes to understanding how competitive (or otherwise) a particular closed captions vs open captions and search landscape is. Does your client’s site have the authority to compete in search? Are there related areas which are less competitive where they could succeed? This sort of data is useful to help shape a strategy with the best chance of success.
Useful information:
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