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Content Strategy at Work by Margot Bloomstein

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Chapter 5

Coupling content strategy with search engine optimization

Tie one on for search engines—and customers

Gather historical trivia, how-to tips and tricks, explanatory diagrams, and blog posts about your favorite topic—or maybe your favorite brand or product. Bourbon, boating, biking, anything at all—it would be a compelling resource and probably grab a lot of your time and attention, right? That's what sites like MarthaStewart .com offer cooks and crafty homemakers. There, content attracts the target audience like bees to honey—a recipe for lavender honey, available alongside recipes that incorporate it, and ideas for honey-themed candles, costumes,1 and cookies.

Content attracts people, who then often buy the products endorsed or created ...

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