In 2018, more and more enterprise brands are beginning to build their marketing technology stacks. In parallel, over the last year, we have witnessed the convergence of content and search engine optimization (SEO).

Intelligent marketers are utilizing these trends and building integrated marketing frameworks to provide marketing benefits far beyond the organic channel. Early adopters of these smart SEO and content frameworks are successfully implementing optimized content in paid search, email and social media campaigns and utilizing SEO insights to drive cross-channel performance.

Many enterprise brands still struggle to make their regular content highly visible in organic listings on search engine results pages (SERPs). The core challenge of marketers today is something I like to call “content congestion” — the deluge of articles, blog posts, social posts, emails, videos, glossaries and other types of content vying for customers’ attention online.

Building intelligent and smart content frameworks provides something akin to a fast lane: It packs SEO and mobile-friendliness best practices into content from the moment it is published so that it gets to the top of the SERPs more quickly, offering strong organic search success. Smart content is a combination of the best of two disciplines: SEO and content.

It is content that is optimized for not just one channel, but for all channels. Smart content is discoverable and easily found, optimized from point of creation and ready to activate across multiple channels. Read more from…

thumbnail courtesy of