Columnist Jim Yu contends that to succeed in 2017, brands will need to coordinate organic and paid search marketing disciplines and understand how they can work together to build the relationship with customers.

As we begin 2017, the fusion of the search and content marketing disciplines has become increasingly more evident. A full 89 percent of B2B marketers say that they use content marketing, as do 86 percent of B2C marketers, according to the Content Marketing Institute.

Additionally, over 70 percent of marketers in both groups plan on producing more content in the new year than they did in 2016. However, content only has real value if it is found and optimised, and if it converts with effective search marketing.

Search is the key driver that opens opportunity in 2017

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