Content marketing is quickly becoming the SEO go-to when it comes to organic optimization (and fancy new buzz words). We hear from almost every agency and media source on the planet that the key to success online is to go viral with great content marketing campaigns. But it’s not as simple as just getting picked up on the news and overnight becoming a sensation. The reality is that in order to go viral, you need content which can create virility and enough buzz so that by the time it is picked up on news media, it’s just informing people who already know or would find out soon enough without it.
And it’s true. When content marketing is done right, it works and is beneficial not just for traditional marketing (brand awareness, identity, etc.) but even more so for digital marketing (increased traffic, rankings, authority, etc.). It allows for a creativity that feels distinctly like madmen style marketing with a whole new array of tactics and digital mediums to play with.
However, the inventive nature of the business can also have its downfalls. In many cases, content marketing pieces are ideated without considering the technical capabilities and strategies that exist. Coding has its limitations as much as creating “shareable” and “search engine friendly” content does. For example:
Imagine that you work for a sports company and you want to create a series of player cards with stats and info on featured athletes. The concept requires that the cards be hosted as a series of pieces in a Lightbox slider on a single URL that users can click through to show each card. For promotion, the plan is to have each card individually shareable with specified open graph markups.
Right away there are many problems that come to mind for an SEO and a developer. Will these cards be crawlable text or images? If they are images, what opportunities do we have for offering a plain text version? How will we do promotion for individual open graph properties if it’s all hosted on a single URL? Will spiders be able to scroll through the cards or does it require a user action? What kind of code will we use within the Lightbox integration and how does this play with the CMS?
Ultimately, the problem is that a creative online marketer wouldn’t necessarily know to ask these questions. Their focus is on the idea itself, almost like drawing a picture of a car and asking to build it without understanding the mechanics. For a developer, many would only take issue in creating the content piece with variables of code. For an SEO, the problems are even more abstract with all of the aforementioned questions coming to light.
So what is the solution here? In my opinion, it’s as simple as education and having a strong interconnectivity between the various departments. Let the content marketers know which questions to ask an SEO and vice versa. Complete audits of how an entity can come together before taking all the beginning steps first. This process will not only be beneficial for the value of your content marketing efforts, but also help create a more adept and intelligent team.