So what’s the difference and why can’t they just get along? It’s true that SEO has been around a while, and content marketing is relatively new. However, each one contains elements of the other. And, they both ultimately share the same goal.
SEO copywriting helps you get found by the search engines. Content marketing helps you get found by the search engines. The difference lies in the path each one takes to achieve the goal. Content marketing is really just the natural and inevitable result of years of research and analysis of SEO, search engine algorithms and online consumer behavior-and how they work together to achieve the Holy Grail of Internet marketing-the sale.
Content marketing, unlike traditional SEO copywriting, understands the reality of how people shop for products and services online. As the Internet became a primary source for goods and services, online marketers started realizing (through customer feedback and other data) that what people really want is information. Rather than be bombarded with sales pitches that don’t help them make their purchasing decisions, consumers would prefer to get information from authorities on the topic they’re interested in.
This kind of value-added information is like gold to the Internet consumer. It replaces a lot of time and energy that used to be spent comparison shopping, going from store to store or researching through other means. Useful, problem-solving content allows people to quickly get the information they need, compare and weigh their options, decide who offers the best value (and advice) and make their purchases-all from the comfort of their homes or offices.
Make no mistake-SEO copywriting is not dead. Elements of it are still found in content marketing and it plays an important role in getting your content seen by both people and search engines. SEO is essential for content marketing because without relevant keywords at a good density, content cannot be indexed properly by search engines. If content is not indexed properly, then it won’t be found by people who are looking for it.
Of course, there are many avenues by which content can be found, and this is where CM really has the advantage over SEO copywriting. When you create content that is written primarily by humans, to give them useful information, it becomes valuable to them. They are then more likely to spread it around to friends, family, colleagues, etc. These people will tweet it on their Twitter accounts, link to it on Facebook, share it on social bookmarking sites, etc.
In this way, good content marketing content has the potential to practically distribute itself. You could conceivably post a blog once, for example, and without having to lift another finger, watch as that content gets distributed throughout the Web by interested people who want to share it with others.
Content marketing builds credibility and consumer relationships. SEO copywriting by itself tends to create isolated bits of content that may or may not produce results. CM is a marketing strategy that encompasses many content vehicles and distribution methods. SEO by itself, outside the context of useful information, is a relic of the ancient Internet days of keyword stuffing and useless fluff text.
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