One of the driving digital marketing trends of the past year has been the way content influences search engine optimisation. Those on the cutting edge have been able to build a solid content framework to optimise paid search, email campaigns and social media, as well as using SEO metrics to boost performance across multiple channels.
However, plenty of brands continue to struggle with content visibility – it can be difficult to make your message heard above the din of articles, blogs, social media posts, videos, emails and other content jostling for consumer attention.
This is where an integrated content framework comes into play.
What is an integrated content framework?
In short, it’s a way to get your content seen quickly. Each piece of content is optimised for SEO and mobile right from the start, resulting in better positioning on search engine results pages and stronger organic search outcomes.
An integrated content framework uses smart content, which is:
- Easily found
- Optimised from creation to implementation
- Easily displayed with relevant topics
Smart content in action
Smart content is the most effective way to improve the performance of more conventional marketing strategies. An integrated content framework uses engaging smart content to enhance the performance of these traditional techniques.
- In paid search
Integrating paid and organic search best practices is easy with smart content. These campaigns tend to outperform traditional PPC campaigns, too, helping to boost average quality scores while lowering cost per click. This can significantly increase click value and bump up website lead generation.
- In email marketing
Content that addresses a specific consumer need (as all smart content should) is tailor-made for email marketing campaigns. Smart content gives an email campaign an authentic, engaging voice that can help drive website traffic to further solidify the relationship and increase conversions.
- In social networks
Again, smart content leverages that authentic voice that strikes a chord with consumers and works well in social media campaigns. The key here is amplification – creating content that begs to be shared – and smart content is ideally suited for likes, shares, retweets and link backs.
The merger of content and SEO presents a unique opportunity for intelligent marketers, opening new channels and integration possibilities. Building a strong, cohesive content framework is an excellent way to boost the power and influence of more conventional marketing approaches.