SEO & intelligent content: Discovery, connection and improved performance
Jim Yu explains how search data can be used to better understand your customers, allowing you to create targeted, "intelligent" content that will really move the needle.
Customer journeys have evolved significantly in their complexity, with the sheer amount of touch points possible exploding due to digital advancements. Mobile has risen to number one, in terms of consumer use and accessibility; hyperlocal has become a paramount focus of strategy; and intelligent content marketing is now critical to success. It is more important than ever for marketers to cut a clear pathway from the consumer to their brand by cultivating a symbiotic relationship between SEO and content marketing.
Marketers already recognize the combined necessity of SEO and content, as growth in both areas is projected to increase significantly. Budget for SEO-related tasks is expected to grow from an estimated $65 billion in 2016 to nearly $80 billion by 2020. In sync with this growth is the jump in content production, as 70 percent of B2B content marketers and 73 percent of B2C content marketers say they intend to publish more content in 2017 than they did in 2016.
However, although content is being produced at higher rates, many marketers still struggle to engage readers with their material. In fact, only 20 percent of content produced in the B2C sector typically sees engagement (registration required), with B2B marketers seeing slightly better results at 50 percent engagement. As brands press forward with their content production, it is clear that they must learn how to better meet the needs of their current and prospective visitors. The answer is not just more content — it is producing intelligent content.
It is only when the SEO and the content production teams can work together that organizations will be able to move move the needle on content performance.