Effective SEO and Content Marketing

CHAPTER 5Data-Informed Creative

It's a struggle to get a straight definition of content from marketers. If you ask someone working in paid media, they may say that content is a sponsored article on a partner website. If you ask someone working on the creative side of marketing, they may say that content is a video that's posted on a brand website. In public relations departments, content may mean a press release or blog article. Most marketers are short-sighted when it comes to defining what content means, which can result in less than optimal results. The benefit of SEO experts is that they are in charge of getting “content” indexed by search engines. Google is our ball, and content search engine indexing is our sport. Being part of the organic search engine universe exposes us to all kinds of content. We have a broad perspective when it comes to defining content, developing content, and creating engaging content that works as hard as possible and enables brands to perform better.

Dictionary.com defines content as “something that is to be expressed through some medium, as speech, writing, or any of various arts.” I believe that marketers need to think of content using a definition as broad as this. Content to me is a brand utilizing some kind of asset to connect with their audience and/or express themselves. When you start to think of content like that, you will start to see the vast opportunities there are to reach your consumer. Oftentimes, search engines are the top layer ...