SEO Harmony: Why B2B Marketers Need To Integrate Search With Content Strategy

By Lane Ellis

People pushing giant puzzle pieces together at sunset.

People pushing giant puzzle pieces together at sunset.

Siloed and segmented SEO and content strategies work against B2B marketing success, but can they come together and work to compliment one another?

The best SEO specialists can use their skills to make even the most boring B2B content shine in the search engine spotlight — for better or worse, as the case may be.

The very top content creators can craft fantastic digital assets that are often able to rise to the heights of search success with little to no accompanying SEO.

Both of these scenarios are all-too-familiar in B2B marketing efforts, however segmented SEO and content don’t need to be so separate, and indeed the best efforts occur when both SEO and content practitioners or teams work together in harmony.

Let’s take a look at why it’s important for SEO and content marketing to achieve harmony, including actionable steps to help start making the change.

SEO Specialists Gain By Reaching Out To Content Teams

Just as old-school account-based-marketing (ABM) has evolved into the type of marketing automation journey that Jon Miller, chief marketing officer at Demandbase, recently spoke about in “Find, Engage and Close: Demandbase’s Jon Miller on Recasting the B2B Marketing Automation Journey,” savvy practitioners of SEO are also evolving their processes to learn more about the content marketing landscape.

In the ABM world it’s the sales and marketing teams that benefit from learning more about each other’s unique goals, struggles, and strengths.

Similarly, SEO and content marketing stand to see improvements when their teams can see each other with greater clarity and understanding.

Some of the ways SEO practitioners are increasing their understanding of content marketing and cross-team learning include:

  • Scheduling regular formal or informal time together with content teams
  • Streamlining the process of sharing between SEO and content teams
  • Bringing in live or viewing taped virtual content marketing guest speaker presentations

When SEO specialists are able to work more closely with content creation teams, they’ll learn just what it is that sets the organization’s content apart from the competition, which makes it much easier when it comes time to focus SEO efforts on specific areas.

We put together a list of top SEO trends from 12 search industry influencers, which can offer insight for content marketers looking to learn more about the latest concerns than SEO professionals are facing today — you’ll find it in a recent infographic, “Infographic: SEO In 2021 — 12 Influencers Share Their Best Tips For The Road Ahead.”

Additional resources that content marketers can use to learn more about the importance of SEO include the following articles we’ve published on the subject:

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