Organisations are more likely to integrate content marketing with their SEO strategy than they are with any other digital marketing discipline. 

Nearly half (45%) of all companies say this area is ‘highly integrated’ with their SEO efforts, compared to just 24% for paid search marketing and 16% for mobile marketing. 

These findings come from Econsultancy’s State of Search Marketing Report 2013, in association with SEMPO.

It’s easy to see why content marketing is so appealing, as it essentially gives your company something to talk about. 

Instead of firing off the same boring press release to whichever journalists will listen to and parrot its dry copy, providing an audience with quality content means providing them with something they can engage with, share and ultimately do your own marketing for you.

Although your audience is only going to do that if your content is entertaining, useful or innovative.

The State of Search Marketing Report 2013 looks in-depth at how companies are using various digital marketing channels, including paid search, search engine optimisation (natural search) and social media marketing.

It follows a survey of over 400 respondents from both companies (client-side advertisers) and agencies, collected in November 2013.

The findings cover the significance of different technologies and trends across paid search, SEO, social media, digital display, email and mobile marketing. The study also contains information on spending, resourcing and the untapped potential in digital marketing.

One of the questions asked is “to what degree are your search engine optimisation efforts integrated with the following digital marketing disciplines?”

Here are the company responses:

And here are the agency responses. As you can see the difference between companies and agencies in this case is fairly marginal.

The other interesting trend highlighted here is the significant move away from traditional display ad marketing.

Faith in traditional digital display advertising is fast decreasing, with many experts believing that banner ads just don’t work. As native advertising becomes an increasingly viable alternative, it’s clear in which area the bulk of marketing budgets will be spent.

Consumers are increasingly expecting a consistent experience across all channels and integrating the efforts of various digital marketing channels is a key part to delivering that experience. 

For more insight, research and trends, download our full 78 page State of Search Marketing Report 2013.

Christopher Ratcliff

Published 30 January, 2014 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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Comments (4)


Stephen Anderson

Its finally here - the acceptance of content marketing as a viable promotional force. Seems like it has been a long time coming, but I think that 's only because we kind of expect to see instant changes online because the media itself is so fast and powerful.

As a whole, content marketing is just going to get bigger and is eventually going to be the first thing companies think about in terms of digital marketing. Banners are going to go, we will still see them because their cost is so cheap, but in terms of effectiveness, content marketing integrated with SEO is going to be the boss for a long time to come.

over 4 years ago



Only 45%?!?!

Those other 65% need to wake up.

over 4 years ago


Robert Rhys

To some extent it is right but not hundred percent.

over 4 years ago

Gibron Williams

Gibron Williams, Head Honcho at Oevae Marketing Consultants

Christopher, your #seo article says "banner ads just don’t work" for increasing website traffic, but they may increase brand recognition, which is a valuable asset for any brand. Our marketing firm has never been a fan of banner ads or Google AdWords even though we are well versed in both. Educating ourselves was important so that we could bring our clients the best options for their marketing dollars. Our clients have called upon us to separate the myths and the trends from what actually works. Adobe Photoshop use to discourage the use / saving images with long tail keywords we were doing so because our SEO results proved otherwise. Your article helps any content marketer or small business owner improve their knowledge about search engine optimization skills and SEO knowledge.

over 2 years ago

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