Search engine optimization (SEO) and content creation are two different functions in marketing but when they work together, we find synergy. By applying SEO techniques, you can maximize the value of the content you’ve created. Search engines need context to understand what websites are about, and content fills that requirement by providing more information to the user. SEO and content creation need each other.
So, what is content?
Content is used to produce an emotional connection between the brand and the consumer. This happens through creating and distributing valuable, relevant content that attracts and maintains consumers – inspiring them to click, engage, share, and even make a purchase. Once the consumer engages in these actions, you, as a brand, have started to own the media space.
Content is anything that communicates a message to an audience. It includes everything from text-based articles/blog posts that live on a brand’s website to pins on Pinterest, videos on YouTube, mobile apps, press releases, editorials, user-generated content like reviews, on-site photos, and much more.
Why does my brand need content?
Marketers can build a coherent picture of what a brand represents by understanding what its customers are searching for. Taking this information and creating content that answers your customers’ questions, is the sweet spot between content creation and SEO. It reinforces your brand’s authority. Without content, SEO cannot be successful – there wouldn’t be anything to optimize!
Working to create content that is focused on informing consumers rather than selling to them, is important. Appealing content makes the user want to continue to read, think, and behave differently. If you continue to push out valuable content, that makes consumers feel more intelligent. You will then gain their business and loyalty to the brand in return.
Your SEO tank is full when quality links are passed. Distributing valuable content that users want to share and link to, will build up the external linking profile of your website. This leads to healthy SEO and higher rankings in the Search Engine Results Pages (SERPs).
Below are some ways brands are incorporating content onto their sites to inform their users AND support their organic ranking efforts:
Types of Content:
Fashion related content examples
A shopping guide allows for the consumer to find the additional information they may need when considering the differences in the types of products that are offered. The user can interact with the guide and utilize the content in the future.
Interactive Content Containers:
Informing consumers how to use a product not only helps them learn, but lets them picture themselves utilizing the product in those ways.
Shop the Look:
Help consumers learn how to put an outfit together that is in style and seasonally appropriate. This form of content is easy to navigate, as well as lead users to navigate and learn on your site.
All-purpose Content Examples
Articles & Analysis:
The Colorado Floods content was created with the sole purpose of informing the audience. It contains engaging information in combination with images that help paint a picture of the story. The article was created with the intention that the user cannot stop reading and in the end have the desire to share with others.
Quick facts at your fingertips. Seer Interactive is the perfect content source for users who need facts quickly with the ability to compare information. The ease of use and innovative display makes it more likely for users to share, giving it great SEO qualities.
Games & Interactive Content:
Sucking users in through interactive experiences can lead to more time spent on the site and more pages clicked through.
Adding videos to your site about topics that inform your consumers can lead to additional linking and the desire for more videos to come – creating a continuous audience. These consumers of your content will become loyal customers and steadfast purchasers.
Through the creation of quality content with SEO in mind, your company has a chance at becoming the next owner of your media space. Get your consumers to interact, keep reading, share, like and come back!