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How SEO will Improve Your Content Marketing Strategy

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How SEO will Improve Your Content Marketing Strategy

How SEO can help to improve your content marketing strategy using various digital tools and e-commerce trends.

Content Marketing and SEO (Search engine optimization) can form a great duo if you understand how they correctly work together. If you wonder why this is a very important piece of information, look at this data that indicates- 68% of trackable website traffic, of course, begins with a search.

Content Marketing forms an essential part of the business model that certain companies or people want to share with. That is a tricky process because even your content marketing strategist did not know what will be the reaction from the side of the auditory, and will it be successful or the opposite. This is exactly where SEO comes to help with various important digital tools- like email marketing and strategies for making the content visible and much more accessible for everyone.

The main reason is that the search engines do not see the content the way people see it. That is why for improving the ranking of your content, you should try to work with SEO and have a great sense of time management, so you will be able to change the visibility of your content.

The advantages of SEO for content marketing. Several essential tips to keep in mind!

There are many engaging and creative ways in which SEO can help to generate content marketing plans. For instance, it is important to optimize existing content for SEO best practices, diversify your backlink portfolio, decrease load times, create new content based on keyword research, make sure your site is mobile-friendly, also use images and other eye-catchy things.

Because SEO and content marketing are different from one another, you should make sure that the aspects you choose to introduce are interconnected with one another.

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Here are several easy steps to take into consideration:

  1.  Understanding the audience who will use the content: Researching the main topic of the content and challenges, interests, or needs connected with the main idea. This is done in order to make the content appear when the right people are searching for it. It is both important and imperative.
  2.  Do deep research of your topic, which includes finding out the keyword that can be helpful: the people who are interested in certain topics always use very simple words or phrases to find out whatever they want. So it is important to note that keywords must be simple, and they can be easily noticed every day, digital or during the face to face communication.
  3.  Create informative content that can attract the viewers with beneficial information: This is an important tool if you want to improve the ranking of the content and raise the engagement of the possible customers or viewers.  

Although all these points are crucial and help the content to become visible for the target audience, it should not make you think that SEO connected with content marketing strategy and digital marketing strategy is more important than the actual content. It is essential to pay attention to both aspects of the content and try to demonstrate it coherently.

With all those strategies and tools, you clearly show that the website or the product is good enough for their attention, but keywords and other terms like that are being used for the attention. That is why –

  • The content should be original and offer a useful piece of information, which will be appealing for the people, and they will become eager to learn more about it.
  • It is a well-known fact that people search for the things they do not know or have questions about. That is exactly why you should try to immediately give the answers to their questions and help them to find whatever they were looking for because that is why they searched the topic- to find the answers to their questions.
  • While presenting your content, keep in mind that it is better to always include statistics when talking about something related to the topic, even if it is a brand review or commercial. It provides them with proof that what is written is researched and true. At the same time, people love to see that you worked on the content and researched the questions or related aspects; in this way, they will start relying on the content and grow trust.

Online apps that can help your content marketing strategy with SEO assistance.

Various useful websites and apps are a great way to learn more about SEO if you are not a pro yet. It will help to improve the content marketing strategy and make it way better.

In these cases, the first website, which is very commonly used for these purposes, is On-Page SEO Checker. It mainly works this way- after writing the name of your website and putting the link, it immediately identifies what kind of issues the content have and lets you know about that. In the end, it suggests improvements in 10 various categories, from where you can choose the ones that interest you the most.

Those categories are:

Strategy: Suggests keywords you should target and ways to potentially improve your rankings

SERP Features: Deduces the likelihood of your ranking for a featured snippet

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Content: Gives suggestions for your content based on the top 10 ranking pages

Semantics: Provides any semantically related keywords your content should also target

Backlinks: This shows you specific domains where you’ll want to put the backlinks because they are important

Technical issues: Identifies technical SEO issues, including whether there is duplicate content and if you’ve used an effective meta tag

User experience: Tells you how to improve the experience for visitors and make it better day by day because of good project management.

The second important and the suggested app is Keyword Magic Tool, which can be very useful for boosting your content.

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As it is mentioned, it is essential to look for the necessary keywords and use them, but there should exist a balance between those words and the everyday language we use for talking about those topics.

That is exactly why you will need this tool as it will help you to use the keywords correctly, but at the same time keep the simple and understandable language for everyone. The Keyword Magic Tool gives you the opportunity to search the volumes or see the difficulty of the keywords, and this will surely help you to understand the content better and create a balance.

How can you use SEO as an effective marketing strategy, and is it worth your time? Four most used tips.

If you are concerned about your website and the content you are going to present, you should definitely use SEO tools to make it more effective and eye-catching. If you do not know from where to start and how you see the transition, here are the first and most significant steps to start from.

  1.  Know your keyword- as it was mentioned earlier, before posting content, you should do a proper amount of research to understand what aspects of the topic people are interested in. Another interesting tip that will help you to do this- is considering yourself as the customer of the product. It will be a good opportunity and experience for you to become professional in this field while understanding the need and issues of the customers.
  2.  Demonstrate the great quality of content- this is where you need the knowledge and sense of marketing to understand your target market better. Start from very simple things, like google the topic and see what kind of questions Goggle suggests you. Because most of the time those are the ones that interested people more. Show them your results, do not only talk or mention something. Show that you have done this and as a result, this amount of people stayed pleased with the product and the service. Do not forget to include statistics.
  3.  Another important tip is using URLs in the content. For doing this, you need to think again about your content’s keywords and then form a list of the most searched ones. Then put URLs on those ones and try to be as specific as possible. For instance, if you talk about dog products, put URLs on the most important and, at the same time, essential keywords. Small businesses can do this by themselves, but business management cost for this one is not very high; that is why they can also freely pay someone for the job.
  4.  And lastly, if you want everything to be perfect, there is a need to hire an expert. Although this will only work for the businesses or companies that have higher budgets, the rest can learn by themselves or find a teacher. Although, on the internet, there are many free courses, accessible for everyone, so it is not very hard to find the knowledge.

Therefore, whatever you strategy of making the content more engaging and visible for the viewers will be, just keep in mind that using SEO is one of the best and useful options.


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How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

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Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

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Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

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“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

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Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

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Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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