Importance of Content Marketing in SEO in 2024

“Content is the fuel that powers SEO. Without it, your website will run out of gas,” warns MJ Owen, agency head.

Search Engine Optimization (SEO) refers to the practice of optimizing a website to rank high in search engine results pages (SERPs) and increase organic traffic. According to HubSpot, 75% of B2B buyers would not go past the first page of Google to find the products or services they need. So, you need to ensure you get your page on that holy grail page (Google’s first page). 

SEO involves a combination of technical expertise and creativity to ensure that search engines can understand the content and structure of your website effectively. On the other hand, content marketing involves creating and distributing valuable content to engage and retain a specific audience, ultimately driving profitable customer actions. 

It consists of various formats, such as blog posts, articles, videos, infographics, and more, all aimed at educating, entertaining, and informing your audience. Content could also come in long (e.g. case studies) and short forms (e.g. social media posts).

In this blog post, we will explore the role that content marketing plays in optimizing your website for search engines. We’ll also highlight various developments in Google’s algorithm (e.g. the March-23 and April-23 Core Updates) for search result rankings and how good content is now vital to ranking higher. Finally, we’ll provide valuable insights and practical tips on developing a content marketing strategy that aligns with your SEO objectives.

Understanding SEO and Content Marketing: A Primer for B2B SMEs

SEO and content marketing are critical for the success of any B2B small and medium enterprise. In today’s digital age, most customers begin their buyer journey online, and if your business does not have an online presence, you risk losing potential customers to your competitors.

Creating high-quality content targeting specific keywords and phrases can improve your search engine rankings and attract more organic traffic to your website. This increased traffic can then be converted into leads and sales, helping your business grow and succeed.

In addition to driving organic traffic, content marketing helps you establish your brand as a thought leader in your industry. By providing valuable information and insights to your audience, you can build trust and credibility, making it more likely for them to do business with you.

The Link Between Content and SEO: Why Quality Content is Vital for SEO

Search engines like Google have recently been rolling out updates to ensure the content getting higher rankings are actually useful for the readers. Updates like the Google Helpful Content Update are now punishing websites that make spammy content based on keywords only. Also, other Google projects, like their AI ‘Magi’ project, are now trying to incorporate more visual and intuitive elements into search engine results. 

This has led to a strong connection between content marketing and SEO. Quality content is now one of the most critical factors in SEO.

When creating content for your website, it’s essential to remember the end goal of attracting and engaging your target audience. Valuable, informative, and engaging content helps you establish credibility, build trust, and drive more traffic to your website.

One of the key ways in which content marketing supports SEO is by improving your website’s search engine rankings. High-quality content that includes relevant keywords and phrases can help search engines understand what your website is about and make it easier for them to rank it for applicable search terms.

Moreover, creating regular and relevant content can also help increase the frequency of website visits, improving your SEO. When you consistently publish quality content, visitors are more likely to return to your website and share your content with their network, increasing the number of backlinks to your website.

In addition to blog posts, various types of content are effective for SEO, including videos, infographics, podcasts, and webinars. These types of content can create engaging and shareable content that can drive traffic to your website.

To maximize the impact of your content on SEO, it’s essential to focus on the quality of the content rather than just the quantity. Publishing too much content too often can be overwhelming for your audience and may dilute the quality of your content. Instead, focus on creating high-quality content that is relevant to your target audience, published at a consistent frequency.

Creating Content for SEO Success: Types, Frequency, and Distribution Strategies

Digital marketing team discussing SEO content strategy at a whiteboard

When it comes to content marketing for SEO, it’s essential to create content that is relevant and valuable to your target audience and optimized for search engines. Here are some types of content that are particularly effective for SEO:

Blog Posts

Blogging is a powerful strategy for creating SEO-friendly content and driving traffic to your website. By crafting blog posts that are optimized for relevant keywords in your industry, products, or services, you can enhance your search engine rankings and attract more visitors. However, it’s not just about creating great blog posts; it’s also essential to distribute them effectively.

Implementing a comprehensive blog distribution strategy can amplify the reach and impact of your blog posts. This strategy involves sharing your blog content across various platforms and channels, such as forums, blogging sites like Medium, social media platforms, email marketing campaigns, and newsletters. Each distribution channel offers a unique opportunity to engage with your target audience, expand your reach, and drive traffic back to your website.

Sharing your blog posts on industry-specific forums allows you to connect with relevant communities and establish yourself as an authority in your field. Publishing your content on popular blogging platforms like Medium can expose your brand to a wider audience and attract new readers. Leveraging social media platforms enables you to promote your blog posts, spark discussions, and encourage social sharing. Incorporating your blog content into email marketing campaigns and newsletters keeps your subscribers engaged and informed.


Infographics are a great way to present complex information in an easy-to-understand format visually. They are often shared and linked, which can help to improve your website’s visibility and authority. When creating an infographic, it’s essential to optimize the title and description with relevant keywords and ensure that it is easily shareable on social media.


You can improve your video’s visibility in search results by creating high-quality YouTube videos and optimizing them with relevant keywords in titles, descriptions, and tags. YouTube being the 2nd largest search engine can also help you rank better if you ensure your videos are well optimized. YouTube’s algorithm considers these optimizations when determining the ranking and relevance of videos. Optimizing videos with keyword-rich titles and descriptions helps users discover your content more easily.

Case Studies

Case studies are a great way to demonstrate your expertise and authority in your industry. You can establish trust with your audience and improve your search engine rankings by showcasing real-world examples of how your products or services have helped customers. When creating a case study, it’s essential to optimize the title and description with relevant keywords and ensure that it is easily shareable on social media.

Regarding content distribution, sharing your content on social media and other relevant platforms is essential to increase visibility and attract more traffic to your website. Building backlinks from other reputable websites to your content can also boost your SEO efforts.

User-Generated Content- What It Is and How to Utilize It

User-generated content (UGC) refers to content created and shared by users, such as reviews, testimonials, and social media posts. UGC is influential because it provides authentic and unbiased opinions about your products or services, influencing potential customers’ purchase decisions.

There are various types of UGC, including customer reviews on platforms like Google, Trustpilot, and Capterra. These reviews contribute to your online reputation and can positively impact your search results. Search engines recognize the significance of UGC in determining the relevance and credibility of a website, which can lead to higher rankings.

By encouraging customers to leave reviews and actively engaging with UGC, you can build social proof and establish trust with your audience. Positive testimonials can attract more customers, while responding to feedback shows your commitment to customer satisfaction. This interaction with UGC also provides search engines with signals of your brand’s authority and credibility.

Additionally, incorporating UGC into your website and social media channels can increase user engagement, improve the time users spend on your site, and enhance your search engine rankings. UGC acts as fresh, dynamic content that keeps your website up-to-date and relevant.

The Challenges of Building In-house SEO and Content Teams for B2B SMEs

When building an effective SEO and content marketing strategy, many B2B small and medium enterprises face a significant challenge in setting up in-house teams. There are many factors to consider, such as the cost of hiring and training staff, the time required to develop and implement a comprehensive strategy, and the need for ongoing maintenance and optimization. 

Moreover, even if they already have an in-house SEO and content marketing team, they do not work in tandem, resulting in a lack of collaboration and synergy between the two departments. As a result, an effective content + SEO strategy has yet to develop fully, and a significant opportunity for growth is left untapped.

One of the biggest challenges is determining how many people would be needed for the job. While it might seem like a good idea to hire a single individual to handle all aspects of SEO and content marketing, the reality is that this is a highly specialized field that requires expertise in various areas. For example, an effective SEO team should include individuals with experience in technical SEO, content creation, link building, and analytics.

Another challenge of building an in-house SEO and content team is ongoing training and education. The field of SEO is constantly evolving, with new best practices and strategies always emerging. Investing in continuing education and training for team members is essential to stay on top of these changes. This can be time-consuming and expensive and may require additional resources beyond what is available in-house.

Ultimately, for many B2B SMEs, the challenges of building an in-house SEO and content team can be too significant to overcome. Instead, outsourcing to an agency with specialized expertise and experience can provide a cost-effective solution that delivers results. By partnering with an agency, B2B SMEs can tap into the latest tools and techniques without in-house training or maintenance. This can lead to significant cost savings and improved results, such as increased website traffic, higher search engine rankings, and more inbound leads.

The Agency Solution: How Outsourcing SEO and Content Can Help B2B SMEs Grow

For many B2B small and medium enterprises (SMEs), outsourcing SEO and content marketing to an agency can be a lucrative solution to the challenges of building in-house teams. By partnering with an agency, businesses can benefit from the expertise and experience of professionals dedicated to driving results and achieving growth.

Outsourcing SEO and content marketing offers several advantages for B2B SMEs. Firstly, it eliminates the need to invest in building and maintaining an in-house team. This means avoiding the costs associated with hiring, training, and retaining employees with specialized SEO and content marketing skills. Instead, the agency handles all the work, allowing the business to focus on its core operations.

Moreover, agencies specializing in SEO and content marketing bring a wealth of knowledge and experience. They stay up-to-date with industry trends, algorithms, and best practices, ensuring your business benefits from the most effective strategies. Their expertise allows them to develop tailored solutions that align with your business goals and target audience.

By outsourcing to an agency, B2B SMEs can also expect tangible results. Agencies like ours have a track record of delivering outcomes such as traffic growth, website health improvement, and increased inbound leads. They employ a data-driven approach, utilizing analytics and performance metrics to measure the success of their strategies and make data-backed decisions.

Additionally, agencies often have access to advanced tools and technologies that may be expensive for SMEs to acquire independently. This allows them to conduct comprehensive keyword research, competitor analysis, and performance tracking, providing valuable insights to inform their strategies and optimize your online presence.

Collaborating with an agency provides a fresh perspective on your SEO and content marketing efforts. They can offer creative ideas, innovative strategies, and industry insights that may have yet to be considered internally. This external perspective can bring new opportunities and help differentiate your business from competitors.

Real-World Results: Case Studies of B2B SMEs That Improved Their SEO and Content Marketing

As a B2B small and medium enterprise (SME), investing in SEO and content marketing can yield substantial benefits in terms of online visibility, lead generation, and overall business growth. To illustrate the effectiveness of these strategies, let’s explore real-world case studies of B2B SMEs that successfully improved their SEO and content marketing efforts.

Case Study 1: Rebranding with Phenomenal ROI

Challenge: Macfab, a leader in high-precision manufacturing, wanted to enhance their online presence through a rebranding effort and a new website. They engaged the services of Asset Digital Communications to achieve their goals.

After using various SEO tactics and constantly creating helpful content for their audience, we were able to generate a 320% increase in their US website traffic, a 85% increase in their organic traffic growth, and a 178% increase in their website traffic growth. Click here to read the full case study

Case Study 2: Strong Online Gains for Food Supplies

Food Supplies, a prominent player in the food service industry, wanted to enhance their online presence and grow their business through social media and a comprehensive SEO strategy. They partnered with Asset Digital Communications to achieve their goals.

Using tactics involving competitor analysis, development of buyer personas, and monthly SEO optimization, we were able to achieve an 85% increase in website visits, a 102% increase in pageviews, a 746% increase in website traffic from social media, and an 89% increase in organic traffic. Click here to read the full case study

Take the First Step: Book a Free Strategy Consultation with Our Team Of Experts Today!

Now that you have learned about the importance of content marketing for SEO and how it can benefit your B2B small or medium enterprise, it’s time to take action and start implementing effective strategies. At our agency, we are passionate about helping businesses like yours thrive in the digital landscape.


We invite you to book a free strategy consultation with our team of experts. To book your free consultation, simply click on the link below: