Your business's online presence should be driving traffic to your site, building brand awareness,  and generating and nurturing leads. While many people think the best way to generate traffic is through SEO, a more effective method is through content marketing.

Content marketing is a marketing methodology that focuses on the audience and message, rather than keywords. Traditional SEO (search engine optimization) emphasizes the keywords and their placement, which often results in stilted and awkward language. In content marketing, on the other hand, the messaging and reader are the driving force in what's written. While SEO may help move your content higher in search engines, compelling content is what will get your readers to click through to your site.

The strategy behind content marketing is to create and distribute content that addresses concerns your customers have. For example, a B2B business that sells automotive service shop software might create an article that covers best practices for technician recruitment.

The goal is to position yourself as a thought leader in your industry so your customers and prospects know they can turn to you for answers. This helps build loyalty to your brand so when prospects and customers need your products and services, they will come to you.

Developing a strategy for content marketing takes more than knowing the keywords your customers are using to search. While that is a factor in developing content, it is equally important to have a strong understanding of your industry, and to know specific problems your customers face, often called pain points.

The content should be targeted toward specific business functions based on what is being addressed. For instance, topics around employment would be targeted to human resources personnel or C-level executives. This targeting is done by using the same word choice and positioning these employees would use. By mirroring their language, you show that you understand what they are going through, strengthening your position as a thought leader.

Keywords and SEO is only one piece of the puzzle of online marketing. By using content to draw in prospects and customers, you can build brand loyalty and show them you are an expert in your field. In this way, your relationship with your customers moves beyond a sales relationship and becomes a partnership.