Creator’s Tool
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Content comes in all shapes and sizes. It can be a piece of writing, audio, video or an image. Some of the types of content you’ll find in marketing include:
Written content: Blogs, SEO articles, white papers, eBooks, emails, social media posts.
Imagery: Infographics, GIFs.
Audio: Podcasts, audiobooks.
Video: Animations, webinars, talking heads.
We’ll take a deeper look at some of the most common forms of content marketing, but first let’s understand how SEO plays a role in content creation.
We’ll take a deeper look at some of the most common forms of content marketing, but first let’s understand how SEO plays a role in content creation.
Content Creation for SEO
When you create a piece of content, you’re always making it for two main audiences: your customers and search algorithms. The latter is a complex technology that retrieves information and matches patterns. Modern search engines like Google are incredibly intricate. In the early days of Google’s history, content creators could fill their websites with keywords to get their pages to shoot to the top of search engine results pages (SERPs).
These days, it’s not so simple to rank highly — especially for lucrative keywords that signal an intent to make a purchase. For example, a keyword phrase like “pizza delivery near me” signals that the searcher is trying to find a source of delicious pizza nearby. Google’s search algorithm will take into account the user’s location as well as a variety of other factors to determine which web pages to display first.
This process gets more complicated when you consider B2B sales, where the searcher is likely making a decision based on more than just the vicinity of the nearest vendor. In that case, you would need content tailored for each stage of the buyer’s journey, beginning with their preliminary online search.
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