How to combine SEO and content marketing correctly

Rule #1.
Create a content plan, not only based on semantics, but also on experience, data, questions that will be interesting to your target audience.

First go over the semantics, and then think about what your audience will be interested in. In terms of such topics, there won’t be any search queries. Interviews, expert surveys, interesting facts, news, answers to highly specialized questions, and so on.

This is where it will be useful to try your hand as a product manager. Interview users, find out what they don’t like about existing solutions for their tasks.

Rule #2.
Change the approach to setting writing tasks and accepting work from authors. Instead of rigid requirements for entering keywords, describe the topics that need to be considered. Raise autonomy of the authors.

Key words should be born with the author naturally in the process of working on the topic. Strict requirements restrict the creative flight of the author’s mind.

Rule #3.
Raise the quality requirements for the content and design of your site. As part of this rule, you need to find authors who are experts in the topic and set up the process of editing all the content according to the same rules.

You need to write and edit articles to fine-tune the technology and know what to demand from authors, editors, and content managers.

Rule #4.
Reproduce the finished text unit of content into different formats (video, infographic, presentation, ebook, webinar, tool) and different channels.

Since content reproduction in different formats, is cheaper than its original creation, you need to move on to the creation of the next unit only after exhausting the possibilities of reproduction of the first.

Rule #5.
While the site is weak and unknown publish quality content on external sites, build links and grow your E-A-T.

So why do we take great content and publish it not on our site? After all, we could eventually get traffic to it, right?

We publish it on an external site, because that way we can benefit from it faster. The conversions, the link, the growth of the author’s authority.

Ideally, when for each cluster of requests you will have ideas how to write 2-3 quality, but different articles. One for your site, one for an external site.

Rule #6.
Convert existing traffic from Google organics into subscribers on our other sites, and convert subscribers into traffic from Google.

This way we protect ourselves from the Google monopoly and get an audience that will help us distribute new units of content and receive links.