Effective SEO and Content Marketing

CHAPTER 6The Best Content That Can Drive Traffic

The main goal of this book is to educate you on how to utilize content and SEO to maximize the free or organic traffic levels to your website and nonwebsite content.

The best way to do that is to utilize both together by using search volume or demand and competition metrics of your topics to dictate the level of content response and by using a diverse set of topics to capture several topics and their respective users. There are many benefits of this approach, including the following:

• Builds your brand to be an authority on a diverse set of topics
• Gives brands ideas about what type of content to create
• Helps your website and content rank for many different types of searches
• Ensures resources and dollars are being utilized in the most cost efficient and impactful manner
• Builds long-term traffic
• Builds awareness and consideration
• Elevates a brand to where it needs to be, regardless of competitive environment
• Requires relatively low cost and gives outstanding long-term return on investment

Missed Opportunities

Content marketing is not easy, so it's pretty obvious that brands often miss the mark from a process and science standpoint. We've outlined many things as far as process and the overall science of content marketing, but there are some important execution steps that should be outlined to prevent any mishaps and missed opportunities.

Oftentimes, brands neglect these key areas of content marketing; using demand metrics to ...