Breaking down the silos that separate content marketers from other functions within an organization has been an ongoing theme on our blog recently.
We’ve discussed content’s relationship with product marketing, demand generation, as well as sales and customer success.
Next up? SEO.
The dynamic between content marketing and SEO is interesting.
There has been overlap in responsibility and function between the two roles within the last few years as a result of Google’s growing emphasis on content quality for ranking rewards.A handful of search agencies have either made an effort to market themselves as content experts or rebranded entirely to become content shops.
But the rise of content marketing has not grim-reapered the role of the search engine optimization specialist.
Actually, the two functions need to work very closely together to ensure that all content is discoverable via search and can benefit from the many bonuses that come with a first-page ranking.
Additionally, there are still key differences between the two disciplines.
While some people believe that SEO = great content, there are many aspects that remain technical – URL structure, sitemaps, etc. In fact, great content will go unnoticed by Google if a website’s SEO foundation is lacking.
Plus, content marketers are tied to many KPIs on top of search visibility.
These three tips will help content marketers and search engine specialists help each other.
1. Evergreen Content Makes Everyone Happy
“Evergreen content” is always relevant. It’s content that doesn’t have an expiry date. It’s just as interesting and helpful to a reader who found it in January as it will be to a reader who stumbles upon it in November. Creating this type of content is great for both content marketing and SEO.
For content marketers, an evergreen asset will constantly bring in traffic and make website metrics look healthy.
In terms of SEO, the steady and prolonged popularity of a piece will catch Google’s (and other search engine’s) interest.
Content that is original, contains helpful information, is highly engaged with and attracts links from third-party sources are valued when it comes to doling out rankings.
All of these elements are much easier to achieve with content that has a longer lifespan than a topical news items that is here today but gone tomorrow.
2. Executing Keyword Research & Monitoring Goals Together
It’s of paramount importance that content and SEO counterparts are on the same page when it comes to keyword research, execution and success benchmarking.
Picture it: A content marketer spends hours upon hours creating an insightful, helpful, and eloquently-written long-form blog post that is perfect for a company’s target audience… but no one sees it.