How Seo And Content Marketing Go Hand And Hand Together

If you spend any time in the world of online marketing, it’s likely that you’ve heard of content marketing. Content marketing is the practice of creating high-quality, specific content that appeals to a company’s target audience, and then publishing that content on a variety of social media and other web-based platforms.

Content marketing is huge because, nowadays, buyers move through about 57% of the sales funnel without ever talking to an actual sales person. This means that the content those customers encounter during that early time in the sales funnel needs to be relevant, valuable, informative, and intriguing.

More and more in today’s web-based marketing world, the company with the best content marketing and SEO wins the game. If you’re unfamiliar with content marketing, here’s how it can help boost your business and make your sales funnels more effective.


SEO and Content Marketing: The Dream Team

SEO (search engine optimization) and content marketing are a little bit like the Olsen twins: it’s impossible to have one without the other. In order for a company to produce an effective online marketing strategy, it needs to take the value of both SEO and content marketing into account.


This is due to the fact that, separately, SEO and content marketing aren’t nearly as powerful as they could be. Combined, however, the two form a serious online marketing presence. Here’s how: SEO is technical, meant for search engines more than it is people. While this is an important facet of online marketing, pages designed to rely entirely on SEO would be unreadable and unenjoyable for humans.


That said, SEO demands content and content marketing is designed to produce one thing: content. Content marketing becomes the vessel for SEO. While the tactic does produce content search engine crawlers can find and index, it’s predominantly meant to produce content that people will read and enjoy.


The combination of SEO and content marketing provides the basis for inbound marketing, and inbound marketing is a great business decision in more ways than one. In addition to being more cost-effective than outbound marketing (brands that use inbound marketing save about 13% in cost per lead acquired), inbound marketing is also a fantastic tool for producing higher conversions and making the sales funnel more effective.

Combining SEO and Content Marketing: 3 Key Factors

Now that you know that these two things don’t function well without one another, it’s time to combine them. “But how?” you ask.


The first step is keywords.


1) Keywords

Keywords are a fundamental component of SEO and marketers who want to use SEO effectively likely know all about the veritable importance of keyword research, implementation, and tracking.


Keywords, however, are not very functional when left to their own devices. In fact, the entire point of Google’s Panda algorithm update was to punish sites that rely too heavily on keywords within their content.  


Instead, keywords need to be embedded within content in order to provide relevance and value for customers. Content marketing takes targeted keywords and phrases and ties them organically into text, which produces a powerful form of content that both search engine crawlers and readers can locate and enjoy.  


2) Links

The second piece of this partnership is links. Search engines ascertain a page’s authority by the quality of the links it uses.  Conversely, the only valid way to earn links that help your site is to publish content worth linking to. This shows search engine crawlers that your site is reputable and authoritative, produces good SEO rankings, and helps your content spread throughout the Google-verse.  


3) Content Creation

The third requirement is output. SEO ranking relies heavily upon consistent output of content and content marketing demands regular publication and updates on social media pages and blogs. This creates more content for search engines to index and more pages for good SEO tactics to take place. Additionally, content creation provides a place for each stage of your sales funnels to take place. For example, landing pages, articles, social media posts, contests, and giveaways are all individual steps in the process of making a sale.



For an effective online marketing strategy, there can be no separation between SEO and content marketing. In order to be valuable for both search engines and humans, your marketing strategy needs to take these pieces into account and rely on both equally.
To learn more about content marketing and SEO, contact Funnel Active today.