SEO and Content Marketing: How Do They Fit Together?
When people think about search engine optimization, content marketing isn’t usually the first thing to come to mind. Many people try to focus entirely on SEO or entirely on content marketing without recognizing that the two marketing strategies go hand in hand.
Today, we’re going to talk about how to make the most of both content marketing and search engine optimization, as well as discuss how these marketing strategies affect your business as a technology integrator. First, let’s start with some basic definitions:
What is SEO?
SEO is a process by which different “search engine friendly” elements are incorporated into your website in order to improve keyword rankings and visibility. The optimization process can range from technical backend modifications to the addition of more relevant keywords in the website content.
What is Content Marketing?
The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” In simpler terms, content marketing is about providing your buyers with the information they need to find your company and make the decision to choose your integration services.
An Example for Technology Integrators
Let’s say you are a home automation integrator who provides custom home theater installations. You’re based in Austin, Texas, and you want your website to show up #1 on Google’s results when someone searches “Custom home theater in Austin, Texas.” How do you do it?
Five years ago, the answer might have been to simply optimize your website for that key phrase and voila! The customers would come flooding in. Now, it’s not so easy because so many companies have figured out that optimizing their websites for search engines is not just a “good to have” — it’s a “need to have.” You have to have a way to push your website above your competitors’ sites. And that’s where content marketing comes in.
Content marketing does more than just provide the information your potential clients need in order to understand your integrator services and choose your company for their custom theater installation. It can also significantly boost your SEO efforts. You see, there’s only so many times your target keywords can be mentioned per page of your site. But by creating more website pages and consistently adding new content to a blog, you have more opportunities to reinforce those target keywords on your website.
But content marketing doesn’t stop there. Because search engines are just one way that people can find your company, content marketing reaches across multiple platforms. The effort that is put into creating useful content in your blogs is repurposed for social media and email. A monthly email newsletter pushes traffic back to your blog, and because the blog posts are constantly new and interesting, the newsletter never gets stale. On top of that, you can increase your reach to potential clients that may not have yet started looking for your integration services by promoting your website on social media. In this way, content marketing hits all of the main avenues of digital customer acquisition.
Tying It All Together
Okay, you want to improve your search engine rankings and customer reach through content marketing and SEO. Now what? You could try to start finding strong keywords, producing content, and optimizing your website, but the learning curve is steep, and you have paying clients who want your time devoted to your integration services.
Instead, consider giving our content marketing experts at One Firefly a call. We’re 100% focused on serving the marketing needs of the home and commercial technology industry, which means we have the skills and expertise to enhance your digital presence quickly and effectively. Call 877.334.1144 or leave a comment below if you would like to learn more.
Author: Rachel Barnett
Title: Content Manager
As a Content Manager at One Firefly, Rachel is responsible for supporting One Firefly clients by producing engaging web content in the form of blogs, press releases, social media updates, newsletters and case studies. Rachel has a Bachelor of Arts in English and Journalism from Texas State University and several years of experience with online marketing and writing. When not typing away at her computer, Rachel spends her time playing with her overly energetic Shih Tzu, board gaming with friends, and cooking the best chicken pot pie you’ve ever tasted.