Stop Calling it Content Marketing, it’s Search Marketing

Written by newmediamike

Topics: Blog, Search Marketing, SEO

Content marketing joins SEO in the ranks of terms I do not like used to describe the industry I work in. I have already ranted about how I feel about the use of the term SEO. In the early days of the Internet we optimized for the search engines, but anyone still doing that in this day and age is deluding themselves.

If we can’t call it SEO what am I suggesting?

Search Marketing

Search marketing is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through optimization and advertising.  Search Marketing uses SEO to achieve a higher ranking in search engine results pages or PPC (Pay per Click) listings.

We are marketing and we are using search to market our clients goods or services or whatever we are promoting. It’s not internet or online marketing, mobile took care of those terms.  But most importantly, it is most definitely NOT “content marketing”.  The internet is all about content, so why call it content marketing? It’s using search technologies such as organic, paid and to a certain extent social as well to market what? Content. We may be marketing software or books or recipes or cars, but we do it through web based content, such as text, images, videos, audio, apps, etc. It’s all content and it doesn’t need to be categorized as content marketing. The number one mantra in marketing online since the earliest days has always been “Content is King”. However, if Content has been King since the beginning of the interwebs, why start calling it content marketing?

Stop Calling it Content Marketing

content-is-kingContent marketing involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of media, including news, video, white papers, ebooks, infographics, case studies, how-to guides, photos, etc. These days it seems everybody is doing content marketing, but there’s more to it than writing blog posts and creating infographics. This is all content that can be found online (marketed) through search. Each media has it’s own optimization techniques so search engines can find them so they would fall under the umbrella of search marketing.

In order to get this content found it needs to be findable so it is optimized. Or you could use PPC to drive traffic to your ebook or video. The point is the content under content marketing needs to be found somehow, the techniques used to optimize this content is similar to the techniques used to optimize all other content on the web, so why separate the two?

Content Marketing is not Search Marketing

With the explosion of interest in content marketing, brands are diving headfirst into content production and publishing. Content marketing efforts are typically  weaponized content designed to supposedly generate traffic, sales, or engagement. They are created and pushed out to the channels in the hope they will attract paying customers. They are pushed to other channels such as content farms or Press release sites, with links back to the mother site in the hope that Google Juice will flow. In most cases the content languishes on the web and does nothing but occupy space on the SERP.

This is not search marketing! This new form of “content marketing” is really just the old article spinning/link building. This is what Google is trying to eliminate with their Panda and Penguin updates, poor quality duplicate content that does nothing but pollute the web.  Anyone who practiced “content marketing” recently has likely lost a lot of traffic due to Google devaluing all those links.

In conclusion, if you think that practicing content marketing is going to improve your ranking, you are wrong. Practice good old fashioned search marketing instead.



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