June 5th, 2012 / Content Development

You Can’t Cut Corners On Content

I talked to a colleague the other day on the phone and he had this idea that content marketing was different from SEO. So he asked me if we could do some content marketing for him and still do SEO? I asked, “What’s the difference?”

His answer was startling. He did have an answer, but his definition of content marketing was woefully incomplete. The truth is, SEO and content marketing are one and the same. If you do it right.

The idea that content marketing is different than SEO came about because SEOs for years focused solely on the technical aspect of ranking web pages using keywords and links. That kind of strategy today would be a pure killer. You’d end up in the dung heap of search engine results pages.

Rather, what you want to do is write outstanding content that is optimised properly.

Read that sentence again. Content marketing consists of writing unique, valuable content that is optimised for search engine traffic. There is no such thing, in real terms, as non-SEO content. There is content that is better optimised than other content, but for all intents and purposes, if you create content online then it is optimised – even if by accident and even if for terms you didn’t intend to target.

Today, you can’t cut corners on your content. You have to put some sweat into your content, optimise it for search traffic, and write it for human consumption. To do anything else is to sell yourself short.

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