With the help of content marketing, you can both create a brand image and expand your customer base.
In content marketing, the optimization of content both in terms of search engines (technical optimization) and the information needs of recipients (creative optimization) is a necessary condition for our work in this area not to be wasted. What is comprehensive content optimization in content marketing and who should this task be entrusted to? We suggest in the text.
Content Marketing
The widespread discouragement of Internet users from classic advertising formats forced companies to change their marketing communication strategy. Instead of simple ads that make browsing difficult, customers expect interesting content that is able to satisfy their information needs. With the help of content marketing, you can both create a brand image and expand your customer base.
In theory, this tactic looks very simple and easy. In practice, this is a more complicated matter. The content created as part of this strategy not only has to be in line with the expectations of the recipients but also has to be properly optimized to be clearly visible in the search ranking. This is a basic condition for users to be able to access the published content. However, it seems that optimization has to be comprehensive.
Comprehensive content optimization
Optimization for search engine guidelines (SEO) is a technical endeavour that involves selecting the phrases that generate the most searches, positioning the content appropriately in the structure of the website and providing them with the right metadata. However, purely formal content optimization is not enough for them to be clearly visible in the search ranking for the phrases desired by the brand and to be quickly reached by interested recipients.
Creative optimization is necessary, consisting of including appropriate terms, phrases and sentences in the text. Those that allow the search engine to match the text presented by the company (including an infographic or a report) to the desired queries from the marketing point of view.
Although Google has been doing a lot recently to better match the pages displayed in the results to the queries (incl. the introduction of RankBrain artificial intelligence, whose task is to read the real intentions of users entering queries into the search engine that have never appeared in it before - this is about 15 % of the total number of over a billion queries asked to the search engine daily), it is worth helping the search engine in this task.
It should also be remembered that with the development of mobile technology, the nature of the queries asked by the search engine is changing. Mobile internet users use more complex queries - (often just whole sentences) than stationary ones, whose queries consist of simple phrases (usually two or three words).
Currently, creative optimization does not mean artificial texting with positioned phrases, but very laborious text editing, so that the search engine algorithm can conclude from the context, what is the text about and for what questions it is worth showing it in the top positions.
Currently, the presence of specific phrases is not even necessary, Google can deal with synonyms. Can correctly read the authors' intentions. Creative optimization is also the formal development of content, i.e. preparing the published text in such a way that it attracts attention at first sight: highlighting the most important elements of the content, highlighting arguments and emphasizing conclusions.
It must be remembered that the aesthetic side of the text is as important as the content. that is, preparing the published text in such a way that it attracts attention at first sight: highlighting the most important elements of the content, highlighting arguments and highlighting conclusions.
It must be remembered that the aesthetic side of the text is as important as the content. that is, preparing the published text in such a way that it attracts attention at first sight: highlighting the most important elements of the content, highlighting arguments and highlighting conclusions. It must be remembered that the aesthetic side of the text is as important as the content.
Content optimization - whom to entrust?
In content marketing, optimization is such an important thing that it cannot be left only to SEO specialists. Even if they know how to prepare the website in technical terms, they are very rarely able to edit the text in such a way that it is not only interesting and attractive for the reader, but also clear for the search engine - and in addition, it is consistent with the goals set by the company.
The ideal solution is a situation in which SEO specialists and copywriters who know all the guidelines and have some experience in this fieldwork together on the text. The former, for example, should be responsible for selecting the phrases that generate the most searches, and the latter for their creative incorporation into the text.
It seems, however, to agree with the common opinion that that copywriters need to know a lot more about SEO (at least they need to know how search engines work) than specialists in the art of writing texts.
However, it must be remembered that the work of both specialists in content marketing is complementary to each other. SEO specialists and copywriters should work closely together, there are many elements they must work on together (including page metadata - title, description, headings, etc.)
Summary
Comprehensive content optimization, both technical and creative, is the only effective way to make the content created within content marketing visible in the search ranking and not go unnoticed among interested parties. And thus, so that the company could achieve its goal.
