What is content marketing, anyway?
The phrase “content is king” is an old cliché among marketers. And while there are great debates to be had over the accuracy of that phrase, the point to remember is that content is so valuable because all other areas of marketing rely on it for their very existence.
Perhaps most importantly to search marketers, content is the “raw material” of SEO.
Every link earned by marketers points to a piece of content, and the keywords people type into search engines are an attempt to find content. Every email, every tweet, every landing page, and every product description — they’re all examples of content.
Content is at the core of what we do as not only SEOs, but as marketers. It’s the primarily vehicle by which we reach our goals, whether that’s delivering information to prospects, educating our audience, or making a sale.
So what is content marketing, then?
Content marketing is the use of content to help meet a marketing goal for your organization.
This could take shape as the acquisition of potential customers, retention of existing ones, making more people aware of your brand or your products, or any other such endeavor. We’ll go into many of the most popular and effective ways of doing all of these things throughout the rest of this guide, but for now, let’s take a closer look at how content helps your organization along with the role you play as an SEO in ensuring content is as helpful as it can be.