While there are many blogs about how to make a digital marketing strategy, what most of them fail to emphasize upon is the importance of a collaborative content marketing strategy that combines your SEO strategy with your content strategy.
When your SEO strategies complement the content then it does not only become easier for you to manage your content better but it also creates a perfect tandem between the two for the users which is the key to creating more meaningful content. Such content marketing strategies usually give the best content performance.
However, before we get into the process of creating such a collaborative strategy, let’s get a clear understanding of what exactly are content strategies and SEO strategies.
What is a content strategy?
Content strategy is a process that includes detailed planning, development, and management of content that will be written, or produced as a part of some other media. Content strategies are made by content creators who ensure that all the content that is being written in blogs, posts, podcasts, videos, and other forms of media carry a synergy.
Since it is impossible to create a marketing strategy without content, a content strategist becomes an important part of the marketing team. They plan ahead about the type of content that would be produced by the writers and strategize it to create a synchronization amongst multiple platforms.
What is an SEO strategy?
An SEO strategy is a process that includes planning, outlining, and implementing steps and procedures that have been designed to give a boost to the search engine rankings. SEO Strategies are made by SEO Strategists who specialize in critically analyzing the keywords and competitions to secure better rankings.
SEO strategists usually determine what keyword should be targeted. They keep themselves updated with how the algorithms are evolving and constantly find ways to use the changes for the company’s benefit. When working in collaboration with a content team, they can help get you the traffic that your content deserves, and therefore, if you do not establish a co-operative pathway between the SEO team and the content team, your content alone will not be able to generate good leads.
To make a good content marketing strategy, we need to create an SEO strategy that compliments the content strategy.
How to make a content strategy work together with an SEO strategy
Creating a synchronized content marketing strategy can help you generate more leads and drive better conversions. An SEO strategy needs to adapt and evolve according to the changes in the search engine’s algorithms and a content strategy needs to adjust itself accordingly. You can do so at multiple stages of content creation. Let’s see how!
Stage 1: Creating New Content! At the beginning of every new content creation
The content produced by any content team is meant to inform, educate and perform and since SEO strategists are constantly trying to get better rankings, it makes sense to let both of them collaborate. A content strategist should be aware of all the tools that the SEO strategy uses and should be able to use their expertise to plan and create better and more productive content.
Both the SEO team and the Content team should hold regular meetings to decide how the new content should be created. Before a topic is decided, it is important to make sure that the topic is trending and has an audience. The topic should also be something that the content team is well-versed with and can write about. Both the teams should plan the content together and the content should be made so that it incorporates as many SEO-friendly elements in the content as possible. Moreover, SEO teams can also suggest the right words related to the topic which can be used in the content strategy to increase the overall performance.
Step 2: Updating the existing content! Making old content relevant
If you already have content about a topic, then there is no need to spam your website with other posts the same topic. What you should do instead is update the existing content from time to time. Updating the content helps to ensure that it still gives relevant information, is readable and is still a topic that people are searching for.
Making an SEO strategy for updating such existing content will ensure that all the potential, closely-related keywords are added, along with other SEO tools. This helps to ensure that the content still has the visibility that it used to have initially, if not more.
If the SEO team realizes that some content does not rank, a content strategy should be made to make sure that the content is edited so that it links to the relatable ranking keyword topics.
Step 3: To categorize existing content after they have been uploaded!
Like in the step above, we need to make sure that while collecting clusters of similar content, we are simultaneously building the site’s SEO. This could be done only when the SEO strategy lines up with the content strategy.
From the above blog, it is clear that to make a good content marketing strategy, SEO strategy needs to work in perfect alignment with the content strategy. Both the content and the SEO teams have the same goals, which are to inform the user and drive better traffic to the website. Since the goals are the same, it makes absolute sense to combine both of the strategies together and create a collaborative content marketing strategy that takes both the content strategy as well as the SEO strategy into account.
The content team and the SEO team have different skillsets therefore when they work together, they can easily create a beautiful blend that is not only more productive but is also beneficial to support a healthy work environment. Instead of using them as two separate teams, both of the departments should work as a part of the content marketing team and focus on finding solutions that help give their content a boost, together. Let’s connect with us!