Why Content Marketing is the new SEO
Online marketing has exploded over the past decade. It is now standard practice for every brand to have an online presence. At a minimum, a company has a website and Facebook page, and most companies are branching out to Twitter, blogs, YouTube, and other platforms. The road to online success was paved with Search Engine Optimization, also known as SEO. Nowadays, it is a completely different story. Here is why content marketing is the new SEO.
What SEO was about
Initially, the most common way to ensure good search results was to use as many keywords as possible. This way, when people searched for a specific phrase, your website (ideally) came up on the first page of the search. Over time, SEO focus led to the proliferation of poorly written articles that were loaded with keywords rather than meaningful content. At the same time, major search engines changed their search algorithms, making it harder to manipulate search rankings with SEO. The answer to the over-emphasis on SEO (and the problems it creates) is content marketing, which should be an essential component of your digital marketing strategy.
Tuning out spam
Convincing people to pay attention to your branded content is more difficult than ever because consumers have a tendency to tune out advertising. They ignore online ads and do not fully read blog posts and articles. Although this is rightfully a concern for brands, the reason consumers ignore most internet content is deceptively simple: the content is unreadable. No one is interested in content that seems like spam or fails to educate or entertain. Often, even the copy for a company’s website reads like random keywords that are strung together for SEO purposes.
Why Content Marketing is different
Content marketing returns the focus to people rather than search engine algorithms. In a sense, this harkens back to an earlier era of advertising, when advertising was driven by compelling stories rather than mathematical computations. Content marketing entails creating content people actually want to read, watch and share, whereas SEO tailors content for computers.
To succeed at content marketing, companies need to focus on honing a message and developing tactics that spread the message in an entertaining or informative way. The story can be told through blog posts, contests, videos, articles, or in any other form that is published online. This means companies should invest in quality content rather than SEO filler. Working with reputable marketing companies will help you refine your message and deliver winning content.