SEO tips for content marketers: Tailor your content, collaborate and mix it up

By The Drum Team | Staff Writer

Marin Software


Promoted article

This is content produced by a partner of The Drum and promoted by The Drum. To find out more, visit our media solutions page media solutions page

October 31, 2014 | 3 min read

Search has become less focused on keywords and more on quality content. So how can content marketers get their SEO right?

We asked some experts for their advice on the matter.

Tailor your content: Adam Skalak, head of SEO, iCrossing

Following the launch of Hummingbird and Google’s improvements to semantic search, content marketers are no longer bound by keywords, it’s all about relevance.

You need to find a moment that’s relevant to your audience and create content that taps into this. Smart content marketers will use SEO insights and data to do this and to inform, enhance and grow what they do.

Also, identify your audience’s key influencers and tailor your content to appeal to them as this will widen your reach and you’ll gain real SEO value as a result. Give them something customised that they can use straight away and you’ll see even higher success levels. And finally, you must have the confidence to reject prescriptive, keyword-focused SEO briefs. This is an outdated approach.

Stick to your guns because great, relevant content, not just keywords, is what really matters when it comes to SEO.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Mix it up: Kirsty Hulse, head of SEO, Found

People absorb information in different ways. They listen, they watch, they read, they view. Aim to appeal broadly by mixing up your content. Step away from basic blog posts and look to create diverse content such as testimonials, white papers, videos, widgets, quizzes, calculators and infographics. Web-based services such as Piktochart allow you to create simple, free infographics to give your content more character.

Collaborate: Britt Soeder, head of owned media, iProspect

Collaborate whenever possible. This is key and one of the most frequent mistakes. Whenever you can, engage with your existing or your target audience and ask them what they want to see from you, how often and through which channel they discover and share content. Again, use social to ask the right questions at the right time

Ensure the right expertise: Matt Owen, managing director, Jellyfish

Three years ago, content marketers needed a reasonable level of ‘technical’ SEO expertise. For example, an understanding of keyword research to better inform article titles, and some knowledge of page rank to determine how to structure links within content.

As the algorithm has evolved, technical knowledge has been supplanted by a broader recognition of consumer engagement. SEO teams include content experts, tasked with understanding brands, their consumers, where meaningful points of intersection exist, and crafting content that naturally creates attention, engagement, interaction and amplification.

Content created with:

Marin Software is an online advertising company headquartered in San Francisco.

Find out more

Jellyfish is a marketing performance company for the platform world, where success demands a creative, multi-platform mindset. We help brands thrive, by navigating, connecting, and harnessing the platforms that drive growth.

Find out more

iCrossing is a digital marketing agency that works with businesses to create a real step-change. Setting it apart, iCrossing is owned by Hearst, the world’s largest independent media, entertainment and content company. Being part of the Hearst family gives iCrossing access to Hearst audiences, data, consumer research and category experts which allows iCrossing to better spot new insights, trends and inform direction for its clients.

Find out more

We’re the digital performance experts who devise and deliver more opportunities for brands to grow online.​

Find out more


Industry insights

View all
Add your own content +