Content is now “super important” for modern businesses due to the rising cost of paid media and search, according to Online Marketing Gurus’ Saf Chowdhury and Mez Homayunfard.
Speaking at a recent Mumbrella360 event, the two marketing experts said that generating organic traffic via content materials such as infographics, news and editorials has become critical due to the considerable investment now needed to support advertising and other forms of paid marketing campaigns.
Citing recent work with a fashion giant, Homayunfard said that tying content together with SEO had enabled them to reverse a search rankings collapse following a website migration. Paid media was not an option due to a 35% increase in costs that resulted in a focus on organic traffic.
Homayunfard believes that SEO is a natural extension of content marketing, with the former now a more viable option compared to the early 2010s when paid search was the go-to method. The desire for cost-effective, sustainable strategies has changed the approach to campaigns entirely in recent years.
Homayonfard expects content, SEO and organic strategies to take on even greater importance moving forward because businesses are “not paying for every click” and are able to deliver a better return on investment and profitability.
When asked about the best SEO tactics, Chowdhury said that SaaS service SEMrush can help. He added: “Specifically you can see what the keyword visibility trends are. What keywords are they targeting, where are they ranking for those keywords. You need to go through the competition and start documenting and creating that framework of a scalable keyword strategy.”