Is there actually a debate between whether content marketing or using SEO is better as a marketing strategy? The topic seems to be floating around, with writers who actually understand marketing strategy at a loss while comparing one to the other.
The truth is, content marketing and SEO do not actually compete with each other. The implication seems to be that if you want to be smart about your digital marketing spending, you have to choose to hire one type of specialist over the other. The question seems to be, do you put your marketing money into content marketing or into SEO? True online marketing professionals will recognize the fact that both content marketing and SEO are the star players in an enterprise-focused marketing strategy.
In truth, if your team has a void in one area or the other (or both) of these areas, you are going to need to fill it, period. SEO experts shouldn’t fear the extinction of their craft, for their roles will remain vital to brand marketing. They know better than anyone else that effective and ethical SEO will not happen without content being optimized.
There’s also the idea that SEO actually is, in fact, content marketing. If we create content to support our marketing objectives, a vital part of our execution strategies should always be focused on optimizations that increase the probability that our content will be discovered via the search engine bots.
Saying SEO and content are two separate marketing tactics is like saying headlines and copy are foes. No they aren’t. You create headlines to get people to read your copy. You then optimize your online content so that people discover it. Search engine optimization is actually a misnomer anyway in today’s world. It suggests that you are optimizing the search engine when in truth you optimize your online content.
Content will never succeed in a vacuum. You can create and publish content that covers multiple, strategic platforms. You can repurpose content from materials that have been created by other functional disciplines. You can share that content by numerous social media channels, but if you want to maximize its marketing power and potential benefit to your business, the KEY is that you have to optimize it with SEO.