30-second summary:
- The convergence of content and SEO has happened and digital is next.
- Brands that produce quality content over quantity using insights to understand intent stand to capture market share from competitors.
- Producing search friendly, optimized content out of the gate and aligned with paid media strategy gives marketers the best opportunity to dominate SERP real estate.
- In B2B combined search averages 76% of traffic.
- Content also provides value beyond SEO and across whole organizations from branding and awareness through to sales, customer service, and product marketing.
- Jim Yu shares the top five content types that also serve SEO value.
The convergence of SEO and content has happened. Today, we’re experiencing the convergence of content with all things digital. That was evolution enough—then a pandemic swept through to really shake things up, accelerating digital transforming digital nearly overnight.
As businesses look to reopening, people are hungrier than ever for content. Media consumption is spiking as so many scour their laptops, phones, and tablets for information about which businesses are open, what products and services they can access nearby, and how businesses are adjusting to the “new normal”.
In the coming months, businesses are going to be challenged to adapt their SEO and content strategies to meet the constantly shifting needs of consumers. Now you have not only seasonal trends and personalization to contend with but different stages of business recovery and access across verticals and regions, too.
Look to SEO now for real-time customer insights
We have never before experienced a global, all-encompassing, and near-universal experience such as this. Nearly every customer has been affected in some way. Customer journey maps must be updated but moreover, it is critical now that you are set up to monitor and analyze customer data in as near to real-time as possible.
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