In our line of work, we see a lot of confusion when it comes to blogging, content marketing, and Search Engine Optimization (SEO). Writing a blog or placing the popular term “content marketing” on a proposal, sales collateral or website does not mean that you are conducting SEO.
Blogs are simply words on a webpage. While they can contain some keywords that help direct organic search traffic, they are merely one method for carrying out an effective SEO strategy. Blogs by nature are more of a customer retention tool - they help to make your website sticky. Well written blogs make visitors stick around and come back for more ... and if you are lucky they share it with friends.
Content marketing is a marketing strategy. It involves giving customers - or potential customers – valuable information in hopes that those customers will eventually buy from you. If your audience believes that you are the authority on a topic, research shows that they will reward you for it. Blogging is commonly used in content marketing. But, downloadable guides, case studies, infographics, videos, podcasts, and books are other content marketing vehicles.
SEO is also a strategy. It consists of all the different techniques that you use to get your website ranked higher in search engine results pages (SERPs). Search engines like Google and Bing appreciate:
SEO is an art, yet it's highly technical and analytical. Blogs and other content marketing techniques are used within SEO strategies to provide consistent, new, relevant content.
Here’s a great way to visualize it: think of SEO as a set of blueprints. If you are going to build something – say, great search engine rankings for your website - you need a plan. To carry out your plan, you need to use a variety of tools.
If you look inside a marketer’s toolbox, you’ll find a wide variety of tools. There might be print tools, website tools, and branding tools. Blogs are one important tool. Let’s say they are the screwdrivers in your toolbox. Content marketing is more like a multi-tool - like a Swiss Army knife. It has a screwdriver, a knife, scissors, and more in it, but without a master plan, it doesn’t do anything by just sitting in your toolbox.
Content Marketing and Blogs are Just Part of SEO
It’s wonderful to provide quality content to your customers. If you are going to spend time and money buying tools, why not actually build something? A powerful SEO strategy can bring your business visibility, which can lead to relationships, and ultimately sales.
If you need any assistance in creating blueprints for the future of your business, Conveyance can help. We not only have architects who are skilled at drawing up plans, but we have a team of "tool experts" ready to help you build something big in 2017. Give us a call today!
Conveyance Marketing Group is a team of bright, innovative and talented veteran marketers dedicated to big ideas, fresh insights and measurable results. We pride ourselves on taking challenging marketing issues and turning them into opportunities for our clients, on pointing brands in the right direction, and on getting our customers noticed both online and off. From branding to websites to digital marketing, and public relations, we handle all your marketing communication needs! Web Design and Development | Brand Strategy | Inbound Marketing | Social Media | SEO | PR