The rise of content marketing and more importantly the focus that Google and Bing have put on website content engagement have changed the way we view the types of content we put on our websites. It’s no longer sufficient to focus all of your content on the basic search engine principles of keyword targeting. You have to have content on your domain that draws in the important social signals and time spent on site.
There is a very distinguishable difference between SEO content and content that brings SEO value. The easiest way to look at it is that SEO content is what you put on each page of your website to let both visitors and the search engines understand what the page is about, while content that brings SEO value isn’t necessarily there to help the page rank but to help other pages on the site rank better. The easiest way to create content that has the ability to bring SEO value is to make sure that the content is engaging and that people will be willing to both link to and share the content itself.
In an ideal world, we would have the time and resources to create four types of content: converting website content, engaging website content, SEO content, and social media content. Throw in public relations content, supporting content, and consumer resources and now you have a ton of content needs without a ton of time to create it.