May

04

2016

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Content Marketing

If you know anything about digital marketing, anything at all, you’ve also heard the often repeated phrase “Content is King”. To be sure, there is no denying that content is an integral part of any digital marketing strategy. At the same time, there is much more to SEO than just content, and every Toronto content marketing company knows that too.

Digital marketing is a complex discipline with a huge amount of variables and parameters that work together in intricate interdependency. Moreover, there are different approaches to digital marketing that require different tools and techniques. SEO (search engine optimization) and SEM (search engine marketing) have many similarities, but are largely two different strategies and as such, follow different rules.

Content is definitely vital to both approaches, but at the same time, it needs to be differently implemented and structured in each different case. This is also very true to Social Media, PPC (pay per click) campaigns, affiliate marketing strategies and email marketing. All of them are based on content, but in very different ways.

Marketing is in the Details

Considering what we explained so far, the next question will be, can you base your SEO (SEM or PPC) on content alone? Of course not. Based on content only, without the use of intricate strategy-specific metrics, tools and tricks, no marketing campaign can possibly lift off, let alone take you anywhere.

Now, with that being said, let’s see what is the real role of content in the digital marketing, and what else we need to remember when laying out our marketing strategy. First and foremost, content is responsible for:

  1. Indexing of Pages. More content means more pages indexed. Quantity means less than quality, of course, but having more quality content does influence your overall ranking in a good way.
  2. Authority and Reputation. Keeping your content quality high will increase Google’s perception of your Authority in the field in which you operate. You will gain the reputation of a quality content provider which will also increase your ranking.
  3. Keyword Relevance. Content is crucial to establish the contextual relevance of your website and business to the search phrases employed by users. Google semantic analysis creates a map of your pages, scouting Individual keywords and phrases.

There are additional functions that content performs, such as interlinking opportunities, the creation of inbound links and outside publishing.

Another thing that any Toronto content marketing company knows, is that there’s a layer of invisible content seen by the search engine. Namely, metadata. Creating good page content but neglecting title tags, alt tags, meta descriptions and other hidden messages will just not be as efficient.

Additionally, page name URL structure, information architecture (such as navigation bars and menus) and similar technical elements are also vital for your site’s ranking regardless of how good the content on it is.

We can go on and on, delving into more detail about technical aspects of content marketing strategies but one thing is obvious. Whoever said that content is King, was undeniably correct,  but as every King,  content cannot rule without the help of the entire marketing Kingdom infrastructure and it’s smaller cogs and wheels, which also have to spin in the right direction.

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