What is content marketing? Is it a noun? A verb? An adjective? When talking about the term “content marketing,” categorizing its part of speech isn’t the point. (It’s a noun, by the way.) What’s really important is a content marketing definition, which, according to Forbes, is a “marketing technique of creating and distributing valuable, relevant and consistent content to attract acquire a clearly defined audience.” The objective is to drive profitable customer action.
More Content Marketing Definitions
That definition makes sense, but it is not the only one out there. Brafton defines content marketing as “the creation and distribution of digital marketing collateral with the goal of increasing brand awareness.” They also stress the importance of “improving search engine rankings and generating audience interest.” A lot of words, certainly, but both of these content marketing definitions make sense.
Moz.com explains that content marketing is used to meet marketing goals, whether it be getting new clients, keeping current ones, or increasing brand awareness. To understand even more about content marketing, one needs to become familiar with linking and search engine optimization, or SEO.
Website pages, emails, texts, and tweets have links with keywords. For example, the link: https://www.wordsmythcontent.com/ directs users to wordsmythcontent.com. You usually can’t see links because they are covered up by keywords. But when you click on a keyword, it links to a particular website address.
How Does SEO Work?
Search Engine Land explains SEO in layman’s terms. The goal of SEO is to improve a website’s chances of being found in relevant searches. The more visibility a site’s pages has in a list of search results, the better chances it has of pulling in potential and existing customers.
Google, Yahoo, and other search engines use “bots.” This software crawls the web, going to countless websites to collect information, which is all indexed. The search engines have algorithms to analyze the index pages, and as they do this they look for ranking factors. These factors determine which order the pages will appear for any given query entered into the search bar.
Obviously, being close to the top of the list is best. The search engines prioritize content that have substance, multimedia, valuable information, skilled writing, and timely news. Outdated or shallow content will make its way to the bottom of the list. With thousands upon thousands of pages listed for a given query, most people are not going to keep clicking through until the end. Who has time for that?