We’ve written a few Blog posts lately about both the subjects of keyword research and content marketing—two important topics for today’s marketing professional. What I wanted to emphasize today was how your keywords and your content should be closely connected.
It all starts with that magic keyword list—those keywords that are highly relevant, have good volume and are not highly competitive (check out this keyword research Blog post).
Next you develop your content marketing plan. As you begin to create your content, have your keyword list by your side. I usually do a first draft of a content piece, and then go back and see how my keywords can fit naturally with the flow. First and foremost your piece should follow the content marketing rules of being useful, relevant and well written. So don’t be tempted to create a piece with the sole goal of stuffing it full of keywords to maximize your chances of getting good SEO ranking. Rather look to use your keywords in places that make sense. Think of creative ways to place your keywords like captions for images, or in quotes.
Once you’ve completed your piece, and you’re ready to post it to third party sharing sites, remember to include your keywords in the metadata for that document—items like tags, document descriptions, and abstracts.
When you make sure your keywords and content marketing initiatives are joined at the hip, you’ll have the best chance of your content getting found and doing the job it was intended for–whether that job is education, lead generation or moving prospects through the sales cycle.
Contact us for your copy of “The five steps to content marketing success – a practical guide for B2B marketers.”




