Updated: September 26, 2011
From content marketing to content strategy to content creation, the theme of “content is king” rang strong at Content Marketing World 2011. No matter which discipline of online marketing you stemmed from – design, SEO, writing, etc. – the content thread tied everyone together.
One angle that had people abuzz came from thought leader Lee Odden’s presentation on social media and search strategy, He reminded everyone that content on websites, blogs and social media has more longevity when you optimize for customers first and search engines second. Why?
- SEO helps connect customers to content through search engines.
- Social media helps customers share and participate in content.
- Content marketing helps customers build relationships with brands through content.
Customers are the drivers for SEO, Social Media and Content Marketing. Together, they create a path for consumers to research, interact and purchase products and services. Companies that grasp how content is intertwined in these disciplines have a fantastic opportunity to improve their visibility and relevance.
Whether you’re working in SEO, Social Media or Content Marketing, these 3 content rules from Lee Odden apply:
- Avoid “shiny object” keywords. Begin keyword research and content development by thinking about how others talk about what you do rather than using ego phrases you “think” they use.
- Choose phrases and keyword clusters for target markets. The phrases need to be a true reflection of what customers care about and how they think.
- Don’t fall short on measurement. There is no point in having a #1 ranking if nothing happens, nothing converts, once your site is found.
We’re looking forward to reading Lee’s new book “Optimize: Win more customers with Social Media, SEO and Content Marketing,” when it comes out this year. Leave a comment and let us know what you think about this interconnected concept.
Guest Author: Dechay Watts of Sprout Content, a content marketing agency that builds meaningful relationships with content that connects, engages and informs.
Dechay recently attended the #CMWORLD conference in Cleveland, interacting with and learning exciting things from the who’s who of content marketers and copywriters. A big thank you to Dechay for providing a first-hand account of what she picked up at the conference