Corey Morris, Director of Digital Strategy
Content marketing has exploded as a discipline and as a topic over the past several years. It impacts many of the more traditional marketing and digital marketing channels and is something that most of us admit we need to do more of or need to do it better.
I had the opportunity to attend Content Marketing World in Cleveland this September. During that conference, I was interviewed by Jeff Julian for an episode of the Enterprise Marketer podcast that was recently released. We had a great conversation about the evolution of search engine optimization (SEO) and how the discipline has been impacted by the rise of content marketing.
I see content as the unifying factor in most digital marketing efforts. I produced an integrated digital marketing approach diagram earlier this year to help visually demonstrate a structure that I often talk about in conversations regarding the role of content strategy, content marketing, and digital channels as vehicles for content.
There is a lot of talk and confusion about inbound and outbound marketing as well as earned, owned, and bought media. Regardless of how we classify it, it often comes back to content. Digital channels like SEO and social media work much better when they embrace content into the strategy, and everyone has a seat at the planning table.
There are a number of processes that become more efficient by working together. Integrating channel marketing efforts under the content umbrella improves strategy by utilizing unique research, insights, and analytics from the different digital channels. It is the sharing of intelligence that helps reach desired personas and ensure that we’re not operating too much in silos. Channel marketing should not dictate content; let content drive the bus.
I thoroughly enjoyed talking with Jeff and hope that you find the approach and role of search marketing in content marketing as insightful and fun as I do.
Link to YouTube: https://www.youtube.com/watch?v=lTgE2NzPJ5k