In my previous post about how recent Facebook developments can affect SEO, I mentioned that content marketing should always be part of any SEO strategy. In fact, many SEO practitioners, one of which is Brian Dean, share the same sentiment although he presents it using his equation for links.
Great Content + Targeted Outreach + Added Value = Links
Content marketing is basically the (Great Content + Targeted Outreach) part.
But, sometimes, the problem is we limit ourselves to text or written content when we approach content marketing. A study of 500 publishers by Fractl proves this. The study shows a lot of valuable data about what publishers want (there is a Moz article on that).
The publisher survey reveals that 19.5% of writers want to see articles. That’s on top of the list, meaning, written content is still leading.
But, what is noticeable in the survey is, while articles rank number one on the type of content that publishers want to see, numbers 2, 3, 4, 5, 6 and 7 on the list are different varieties of content. Can you see them on the infographic above? The content variety that makes up 64% of the survey results are infographics, mixed-media pieces, data visualizations, images, videos and interactive maps. These all fall under the category of visualized content. That’s what most publishers want to see.
If you’re still not convinced, here is another latest data that might convince you to change they way you do your content marketing.
Have you heard of Pinterest? Of course! It is one of the popular social media sites whose main appeal is the way it works as a digital bulletin board where users can “pin” and share images of things they like, from food and recipes to clothing and shoes. They’re so popular not just to users but to investors that they are biggest pre-IPO companies that has an $11 billion valuation.
A recent survey by Millward Brown, visualized by BI Intelligence , shows that 32% of active Pinterest users have bought something in a store after seeing it on Pinterest, while more than half of the respondents said Pinterest helps them find products they want to buy. Three-fourths of them said they had visited a retailer or a website after browsing Pinterest. Boom!
1. Content marketing should be part of your SEO strategy.
2. Content marketing should not be limited to articles alone – use visualized content.
What specific steps can you take after reading this? Just one thing for me. What I did with the marketing team of one client was, after planning out the SEO strategy where a major part of which is content marketing, decide to hire a full-time professional graphic artist. And, the next thing I would be pitching to is getting a video specialist on board to widen the variety of the content we produce.
For your own SEO practice, this may mean outsourcing your graphic content to someone else. For others it may be similar to what we did – hire a graphics person full-time. How you apply this is up to you. Just make sure to use visualized content as part of your content marketing and SEO strategy.