Successful Inbound Marketing and Public Relations Requires Content Marketing and SEO Work Together
This past week, I attended webinars, started studying books, and read articles with a common theme: When content marketing and SEO work together, long term, impactful business goals are achieved.
This resounding theme also touches upon another key element: a publishing strategy integrating content marketing and SEO (search engine optimization) is sustainable. These experts share their views on important changes in marketing organization (and individual) skills, mindsets, and organizational structures.
That’s a huge deal for all businesses:
- Large Corporations
- Small and Medium Sized Businesses (SMBs)
- Freelance Professionals
Here are links to these great articles on where inbound marketing and public relations are heading to deliver more meaningful business outcomes and results.
1. Content Driven SEO Is The Future of Marketing
I purchased and started studying this great book earlier this week. I’m studying it carefully, highlighting furiously, and scribbling notes all over the margins.
John and Phil make a brilliant argument for why content marketing will drive successful SEO tactics and results.
Chapter 3: The Google Algorithm Today is a great example. This chapter provides the best explanations and business implications about key updates to Google’s search algorithm I’ve ever read:
- Google Penguin and Panda: Stuffing keywords, copying and publishing other people’s web content without their permission, and doing shady backlinking schemes gets you in trouble with Google.
- Google Hummingbird and RankBrain: Writing and publishing online content with helpful, contextual relevance benefits your prospective buyers and your Google search rankings .
- Pigeon: By connecting Google’s web search results directly to map search results, the Pigeon update makes local search results more helpful and accurate.
I wish I had John and Phil’s simple and understandable insights in my hip pocket when current clients or prospects asked me about the business impact of these algorithm updates. I would have done a better job of painting the picture in simpler, non-technical terms.
Now, I know I can confidently and simply explain how these updates impact online publishing strategy and tactics. As a marketing strategy advisor, that’s how this book’s pearls immediately benefit my clients.
As soon as I finish reading and organizing my notes from this content marketing and SEO gem, I’ll publish a book review. I’m halfway through Chapter 5: Why 99% Of New Websites Fail.
John and Phil are thought leaders in the Kansas City and national marketing strategy community. They’re doing a great service for Kansas City based marketing advisors like myself by demanding we raise our professional bar and standards.
I can’t thank them enough for generously sharing their hard-earned knowledge, wisdom, and experiences in their wonderful book.
2. Yes, Keywords Signal Customer Intent. But, That Doesn’t Mean Jamming Keywords Everywhere Helps Our Customers
Seth shared his thoughts on a Content Marketing Institute webinar earlier this week on why he sees content marketing and SEO intersecting. This article ties together many important concepts and trends for marketing strategists:
- Buyer Personas rich with buyer insights are a key design element in content marketing and SEO
- Marketing Organizational Skills, Structure, and Design: Hint – Content marketers and SEO professionals have to work together as ONE TEAM
- If you’re still stuffing keywords into your content, stop. Now. That tactic doesn’t help your prospective buyers, and it won’t improve your Google rankings or SERPs (search engine results pages).
That last point is a big one. I’m paraphrasing Seth from the webinar but his takeaway message was something like this:
“Why don’t we write the way our customers talk? Our customers don’t speak or express themselves in keyword phrases.”
Therefore, focus on writing copy which helps the buyer make an informed decision. That’s the main focus. Spreading keywords everywhere with no helpful context is a harmful, wasteful tactic.
And yes, I wrote that sentence with the hope my Yoast SEO plug-in blesses this post with a coveted “green light.”
3. A Facebook Village “Controls” Mark Zuckerberg’s Image
Yes, even that Mark Zuckerberg has a large content marketing and public relations team tasked with protecting and shaping his online reputation:
- Around five people publish his Facebook posts and write his speeches
- Twelve people (or more) monitor and delete negative and spammy comments on his page
- Professional photographers take the pictures we see of his business and personal life
Zuckerberg is the face of his company. As he’s gotten older, he recognizes the importance of positively portraying himself to Facebook users, shareholders, and partners.
Even if that means, poking a little fun at himself …
Please let me know if you agree or disagree with my thoughts in the comments. I would love to hear from you. I’m here to read, listen, and learn from YOUR PERSPECTIVE. Comments are open. So let’er rip!
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Photo Credit: dcJohn