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 = Tool
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”.
Blogs can help connect people to your brand and establish your business as an industry leader. Well written blogs make visitors stick around and come back for more ... and if you are lucky, share it with friends. Blogs are a great way to develop and strengthen relationships with new and existing customers.
Content Marketing = Strategy
Content marketing is a marketing strategy that involves the creation and sharing of online material. Videos, blogs, and social media posts are key components of content marketing. Downloadable guides, case studies, infographics, videos, podcasts, and books are other content marketing vehicles.
Content marketing 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. Content marketing can increase your sales, save business costs, and help attract loyal customers. In addition, search engines reward businesses that publish quality, consistent content. Useful content should be at the core of your marketing plan.
SEO = Strategy
SEO (search engine optimization) 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:
- Keywords, especially long-tailed (three and four keywordphrases which are very specific to whatever you are selling).
- Fresh, high-quality content
- Links, both internal and external
- Images and videos
- Social media integration
- Alt and meta descriptions
SEO is an art, a delicately balanced, technical, and analytical art. 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 building something, like 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 print tools, website tools, and branding tools. Blogs are one just one important tool. Content marketing, however, is a multi-tool - like a Swiss Army knife. It has a screwdriver, a knife, scissors, etc., but without a master plan, it doesn’t do anything but just sit 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 exciting in 2018. 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