Content marketing today: Part one — SEO, the whale

SEO is the key to long-term content value.

Content marketing has evolved over the years from blogging about relevant keywords to encompassing all types of tactics, from video to voice search.  

While its complexity and difficulty have grown, it remains an indispensable part of marketing. That’s because, to survive, brands must capture attention while driving meaningful engagement and conversions.

This series aims to explore different aspects of content marketing to equip you with the insights and tools needed not just to keep up but to lead the charge in this dynamic field.

Let’s hook the SEO whale

In the vast ocean of digital content, companies need ways to get noticed. There are various ways to do this: paid ads, direct marketing, SEO, social media, etc. However, a good SEO strategy can be one of the most efficient methods.

This is not because SEO is free — because it’s not. SEO, like all the other methods, requires an investment. Even if you can do it all yourself, you’ll still need to dedicate time and effort to carry out your SEO strategy, which will take time from other business activities. That said, a tool that can boost brand awareness, organic traffic, conversions, engagement, and more is still worth considering.

So, how can you leverage SEO to maximize your reach and impact?

1. Start with keyword research

If you’ve ever spent five minutes learning about SEO, then you know about keyword research. The idea is to target keywords that will give your business the most value for your effort. Often, this is a mixture of keywords that balance high value and low difficulty.

Unless you already have a large dedicated audience or tons of ad money, keyword research is essential to getting your content in front of the right people. You can then use your research to optimize articles for the right keywords, ensuring they rank higher on Google and other relevant search engines. Tools like Google Keyword Planner, SEMrush, and Ahrefs can help identify these valuable terms and phrases.

It’s also important to note the distinction between short-tail and long-tail keywords.

• Short-tail keywords (also known as head terms) are search phrases that consist of one or two words. They are broad and have higher search volumes but are also more competitive. Examples include:

  • “running shoes"

  • “gaming laptops"

  • “Norwegian coffee"

• Long-tail keywords are more specific search phrases that typically contain three or more words. They have lower search volumes but are less competitive and can attract more targeted traffic. Examples include:

• “best running shoes for flat feet"

• “affordable gaming laptops under $1000"

• “how to brew Norwegian kokekaffe"

Typically, a strategy will target both long-tail and short-tail keywords. But since the shorter variant will be harder to rank for, you may make long-tail keywords your primary focus and passively farm the head terms. As an added benefit, you’ll hone in on topics important to your target audience.

Resource: For an in-depth discussion on how to perform keyword research, check out Ahrefs guide here.

However, keyword research isn't a one-time task. It requires ongoing refinement and adaptation. As trends shift and new queries emerge, your keyword strategy must evolve. You’ll also learn what resonates with your audience as your content library grows. Stay ahead by continuously analyzing search data and customer behavior to adapt your SEO strategy.

Try this: Take your company's main product or offering and put it into a keyword explorer like the ones mentioned above. Look at some of the keyword variations and trending topics. Do you see any that you could leverage in your strategy right away?

2. Creating SEO-friendly content without compromising quality

High-quality content is a building block for an effective SEO strategy.

SEO success hinges on the delicate balance between optimization and quality. Gone are the days of keyword stuffing and superficial content. Search engines like Google prioritize user experience, meaning your content must be valuable, relevant, and engaging.

Start by crafting compelling headlines that incorporate your primary keywords and entice readers to click. Your content should be well-structured, with clear headings, subheadings, and bullet points to enhance readability. Use multimedia elements—images, videos, and infographics—to break up text and provide additional value.

Above all, focus on delivering content that genuinely helps your audience. Answer their questions, solve their problems, and provide insights they can't find elsewhere. High-quality content naturally attracts backlinks, shares, and prolonged user engagement, all of which boost your SEO performance. You won’t flip their world, barring groundbreaking research or something similar, but you can make your content more valuable. Here are some tips to help add value to your writing:

• Present it in a way that’s easier to digest

• Walk your reader/viewer through real-life solutions

• Share a unique perspective

• Provide easy-to-follow action steps

• Omit the repetitive or obvious

• Tailor it for your specific audience

• Interview an expert or influencer

• Try a new format, i.e., video, audio, social media

Try this: Analyze three of your most recent content pieces. Is there a way to inject more value following the tips above?

3. The future of voice search and its implications

Voice search technology is reshaping the SEO landscape as it becomes increasingly integrated into our daily lives. Devices like Amazon Alexa, Google Home, and Apple's Siri are changing how people search for information, with queries becoming more conversational and question-based.

To capitalize on this trend, optimize your content for voice search by focusing on natural language and long-tail keywords. Create content that directly answers common questions in a concise, conversational tone. You may also consider developing an FAQ section on your website, as this format aligns well with voice search queries.

Additionally, local SEO is crucial for voice search. Many voice queries are location-specific, so ensure your business information is accurate and up-to-date across all online directories. Encourage satisfied customers to leave reviews, as positive feedback can enhance your local search rankings.

Try this: Do you have high-value pages using keywords formatted like “best coffee brewing methods”? Experiment with converting them to natural language. For instance, with the coffee example, you might instead use “What are the best coffee brewing methods?”

SEO is just part one

By staying ahead of SEO trends and continuously refining your strategy, you can ensure your content reaches the widest possible audience. In a digital world where change is the only constant, an adaptable, forward-thinking approach to SEO will keep your brand at the forefront of search results, driving traffic, engagement, and growth.

But the content marketing whale is just one element of a solid strategy. Stay tuned as we dive into the next component in part two.