For one thing, without content, SEOs would have nothing to optimize for search engines. The metadata they add to posts is an attempt to help robots like Google and Facebook wrap their digital heads around the complexities of the content they're indexing. Every link earned by every marketer points to a piece of content, and the keywords that people type into search engines are an attempt to find—yep—content.

Ideally, it shouldn’t be hard to meld these two elements, since search engines like Google favor quality content. But when you’re actually looking at the way that traffic and social is functioning around certain topics and pain points, you can use this information to tailor your content even further and differentiate your brand while ensuring your website remains in decent standing.
Cisco launched a new router a couple years ago and decided to use it as a case study to measure the ROI of its content marketing and social media strategies. Executives were stunned to discover that their digital campaign allowed them to reach their lead goals for $100,000 less than anticipated. LaSandra Brill, senior manager of global social media at Cisco, said that the company will use these results as the basis for future product launches:
“Content marketing is what we like to call owned media. It’s anything you produce—blog posts, white papers, podcasts, videos, eBooks—that lives on something you own, such as a website or blog. The advantage, of course, is you get to tell your story and have direct access to your customers and prospects.” –  Gini Dietrich, Arment Dietrich & Spin Sucks
Determine where you’ll submit your content. This could be for your own blog or another publication in your industry. Create a list of potential publications, and carefully research the guidelines for each outlet. Putting together an article and shopping it around to half a dozen publications won’t get you anywhere; however, by understanding what each publication is looking for, you can create custom content that provides value for the audience and increases your chance of acceptance. 

The reality is that just creating content isn’t enough. In many cases, you need to amplify it. You need to market your marketing. This is where social media can help a great deal. Also recognize the many places (and many people: customers, employees, influencers) that can help you amplify your content marketing. (bonus: presentation on the difference between influencers and advocates)
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