content marketing and SEO

I have noticed the trend of content marketing articles on many SEO focused forums and blogs has accelerated in the last few months. It is easy to see why from several recent marketer reports and studies. For example, here are some findings of Econsultancy‘s first Content Marketing Survey Report, sponsored by Outbrain, which is based on a survey of more than 1,300 marketers working for brands, agencies, and publishers:

  • Over 90% of respondents believe that content marketing will become more important over the next 12 months.
  • Nearly three quarters (73%) of digital marketers agree that brands are becoming publishers.
  • Less than half of companies have dedicated budgets (34%) or individuals dedicated (46%) to content marketing.
  • Increased engagement is the most commonly cited objective for content marketers, with 52% of in-house marketers and 58% of agency marketers listing this as one of their top three business objectives.

These are some very powerful findings. And I might add, good for searchers and for those of us marketers who educate future customers. With all the search engine changes recently – with their focus on quality content over everything else – it is easy to see why even SEO focused professionals are talking content more and more.

The article by Amrit Hallan on Creditable Content titled, “Why SEO companies are putting more stress on content writing?” is on the mark. But I would like to expand it to all of content marketing.

Of late I have observed an interesting development. Reputed SEO forums, blogs and websites talk of content marketing and content writing more, rather than simply covering the technical and newsie aspects of SEO.

For instance, this article on Search Engine Land talks about some untapped content marketing assets for B2B SEO. This is just a small example I came across this morning but the trend is persistent and during the previous few weeks I have come across many content marketing and content writing-related articles and blog posts on primarily SEO forums and blogs. Why is it so?

The reason can be historical as well as contemporary. Historically content has always ruled the roost although many would like to disagree. Everything on the Internet is content. Everything search engines like Google crawl, index and rank is content. Whenever you are trying to improve your rankings you are trying to improve the ranking of your content pages. So overtly or covertly it is your content that is evaluated and ranked by the search engines. It is your content that is shared and talked about on social networking and social media websites. So far this has been an unstated truth.

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