Source: https://moonshotdigital.com/content-marketing-sustainable-seo/ Author: mOOnshot digital License: All rights reserved (excerpts permitted with attribution) Cite as: mOOnshot digital, "Content Marketing for Sustainable SEO", https://moonshotdigital.com/content-marketing-sustainable-seo/ AI-use policy: https://moonshotdigital.com/ai-policy.txt Updated: 2026-05-22 Language: en Archive: true Published: 2014-10-08 Note: Recovered from the Wayback Machine; preserved at the original URL for reference. Content marketing is nothing new but has had a surge in popularity lately, especially since it has been announced that Google increasingly focuses on quality content in its new search engine algorithms. Truth is content marketing and SEO should be aligned for optimal results. **What good is high-quality content if no one can find it?** **Alternatively, how effective is your findable content when it doesn’t engage your audience?** **Content marketing** is about creating and publishing relevant and valuable content (articles, infographics, ebooks, whitepapers, videos, webinars, podcasts, e-newsletters, and many more) to attract and retain a clearly defined audience and sharing it across multiple online channels. Content marketing promotes your business via relevant content that engages potential customers. Objective? Driving profitable customer actions. **Search Engine Optimisation (SEO)** focuses on ensuring your business is easily discoverable through search engines. We have covered in more details the basics of [on-site SEO](/basic-seo-part-1-best-practices/ "On-Site SEO Best Practices") and [off-site SEO](/basic-seo-part-2-best-practices/ "Off-Site SEO Best Practices") in previous posts. ## _So how to create quality content that benefits your SEO?_ ## Write For Your Target Audience Knowing your target audience is fundamental to curate highly relevant content and determine what message will resonate to them. Start by analysing your products or services, unique selling points, and current customer base. Concentrate on your primary target group first. ## Research Your Keywords Note down what terms best describe your products or services and analyse what keywords currently drive visitors to your website with [Google Analytics](/google-analytics-get-started-web-analytics/ "How To Get Started With Web Analytics"). Brainstorm what keywords you think your prospects will type into a search engine to find your business and your competitors. Compare your list with the actual keyword statistics, such as search volumes/trends and competition level with [Google AdWords Keyword Planner](https://adwords.google.com/KeywordPlanner "Google AdWords Keyword Planner"). You will then produce a list of keywords you want to be found for. Create related content to meet your audience’s need with those specific keywords in mind. _CAUTION:_ Do not pepper your content with all your selected keywords. Google penalises sites with promotional content that typically includes keyword stuffing. Instead, create good content that’s worth engaging with. If your audience finds your content valuable and worth sharing, so will search engines. ## Develop A Content Calendar Don’t just write a list of topics and arbitrarily publish them. Create an editorial calendar and make sure your content is always relevant both to your readers and to your brand, timely and unique. New, informative and targeted topics are valued by Google and positively influence your ranking. ## Quality Wins Over Quantity Publish only valuable, memorable, and entertaining information to build awareness, trust and a positive online reputation for your business. Strive to become the content authority and the go-to source in your own domain space with content that satisfies your audience’s needs and naturally place your site on top of search results. ## Link Your Posts Internally Add internal links on your content to the relevant information/product/service on your site (i.e previous blog posts) to generate more inbound traffic. ## Distribute Your Content Content distribution is a key SEO activity to increase your rank in search results. Include social media sharing buttons on your site and proactively connect with online influencers such as bloggers/journalists within your industry so that your content is distributed to a broader relevant audience across the web. Upload your PowerPoint or Keynote slides online, make them available to download during your live presentation and ask the audience to share it on social media with the link. You should also consider embedding the slides on your site and allow people to embed your presentations, too. The more sites/blogs embedding your slides, the more it will help boost traffic to your website. ## Measure Your Content Performances Measure the performance of your content marketing with trackable KPIs in Google Analytics. Analyse your organic search rank for top keywords, your reach (unique visits, geography), engagement (page views, bounce rate, time spent on page), number of inbound links, referring traffic from key social media networks, social shares and bookmarks. Based on these valuable metrics, make corrections and continuously enhance your content. ## Be Found, Be Heard Plan your content marketing initiatives ahead, evaluate and iterate continuously, and grow it strong. It is the integrated approach to content marketing and search engine optimisation which is the sure winner. Remember, this is a marathon, not a sprint. It might take months to see the results of your hard word and the impact on your business. At times, you’ll lack motivation and want to give up. Many people will quit. But you won’t. Stay focused and you will succeed. Content marketing is a long-term commitment. Keep creating fresh, engaging content and you will ultimately draw your audience closer. #### Tags: content marketingSEO