What’s Trending: Build a Bridge Between Content and SEO

September 8, 2017

San Francisco Golden Gate Bridge

Content Marketing World is just wrapping up its 2017 convention in Cleveland, and two of the central themes at this year’s event were SEO and (surprise!) content. These two cornerstones continue to serve as foundations of the overall marketing infrastructure and that’s unlikely to change anytime soon.

Every marketer recognizes that both content and search engine optimization are integral parts of a winning strategy. However, too many organizations still struggle to connect the two in a way that maximizes benefits for each.

Without strong SEO tactics, people won’t find you. Without relevant and high-quality content, they won’t engage once they do. The most effective marketing programs bridge these two sides so that one feeds the other and vice versa.

Are you developing a self-sustaining engine when it comes to merging these two crucial components of the inbound marketing equation? Our latest look at what’s trending around the Web leads off with helpful guidance on that front. We’ll also cover data applications for account-based marketing, tips for measuring the impact of employee advocacy, and more.

What Marketers Were Reading and Sharing Most This Week:

1. Content Marketing & SEO: The Scalable Way to Be in the Right Place at the Right Time

In this extensive breakdown for Search Engine Land, Marcus Miller distinguishes the key differences between SEO and content marketing, then outlines the most important steps in making them work together.

2. State of Enterprise SEO 2017: Overworked SEOs Need Direction

In what they describe as “the widest enterprise SEO survey to date,” NorthStar Inbound teamed up with seoClarity and BuzzStream for a wide-reaching study on the tools, tactics, and practices among today’s specialists in the space. Andrea Pretorian analyzes the results and offers takeaways.

3. How to De-Optimize Your Over-Optimized Content Too much of a good thing?

Razvan Gavrilas argues that over-optimization can be detrimental to your content’s ability to rank. He explains how to spot this issue, and what to do about it.

4. Beyond the Buzz: Making B2B Data Work for Account-Based Marketing

ABM continues to gain momentum with B2B marketers these days -- for good reason -- but the best ways to apply data for this method are still not widely understood. In this SlideShare, Mike Hilts and Mark Yatman of Demandbase offer some helpful clarity.

5. Technographic Data Is The Next Frontier For B2B Marketers

What is technographic marketing? It’s a twist on ABM that involves targeting and marketing to prospects based on the technologies they utilize. Pacific Data Partners CEO Pieter De Temmerman delves into the approach in his interview with AdExchanger.

6. The Most Important B2B Digital Marketing Statistics 2017 [INFOGRAPHIC]

Where does the B2B sector currently stand with regards to demographics, device usage, social media habits, content distribution methods, and more? This infographic from Bubblegum Search offers many nuggets that today’s marketers should know. (And, we agree: “Long live LinkedIn”!)

7. How to Measure the Impact of Employee Advocacy

Your employees are powerful and often underutilized resources for marketing your brand. In the slides below, BrightFunnel and GaggleAMP walk you through the specifics of tracking results for these efforts.

8. Lessons Learned and Unanswered Questions from Content Marketing World 2017 – Day 1

This post leans heavier on lessons learned than unanswered questions, and that’s a good thing. Skyword Associate Editor Michael Box brings clarity to several matters that occupy the minds of marketers.

9. What LinkedIn Matched Audiences Mean for B2B Marketers

Have you tapped into this relatively new feature on the LinkedIn platform? Jason Woudsma covers the advantages of Website Retargeting, Account Targeting, and Contact Targeting, with guidance on how B2B marketers can best put them into action.

10. Use This Simple Trick to Make People Actually Read What You Write

Headings, lists, bullet points, tables: Jonathan Rick offers some tips for turning your online writing from dense to digestible, and making it more appealing to the reader.

Want more insights on how you can make every element of your marketing operation work together in harmony? Subscribe to the LinkedIn Marketing Solutions blog.

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