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CMO vs SEO: How To Balance SEO And B2B Marketing Goals Ep. 556
Aligning CMO and SEO goals in B2B marketing requires a shared brand guide, per-asset KPIs, audience surveys, a content calendar, and joint paid and social media strategies.
Key takeaways
- Build a brand and style guide that includes suggested and prohibited SEO keyword lists so all writers and managers stay aligned.
- Every piece of content needs a target keyword and a defined KPI before production begins.
- Survey your audience to check whether the values and keywords they associate with your brand match the CMO's intended messaging.
- A consistent content calendar with regular meetings between marketing and SEO managers keeps campaigns on track.
- Content clustering around defined key topics helps build long-term authority and demand generation.
content is the train that drives SEO forward and so if you're not thinking about content and you're just looking at optimizing content, you might be able to rank better for whatever it is, but you're not moving anywhere.
About this episode
Company strategy and SEO ranking don’t always work harmoniously. See how to rank for keywords and advance brand awareness with your content effectively.
Questions this episode answers
How do you balance SEO keyword needs with a CMO's brand language requirements?
The article recommends including both suggested and prohibited SEO keyword lists in the brand and style guide, along with a list of branded terms that cannot be adjusted for SEO. This lets the SEO team know which terms are flexible and which are locked, preventing conflicts between ranking tactics and brand messaging.
Why should a brand guide include SEO considerations?
Having SEO baked into the brand guide from the start, rather than treated as an afterthought, ensures that content managers, new hires, and freelancers all have a reference for keyword usage, branded terms, and key content topics. This saves time and keeps both marketing and SEO goals aligned from the beginning.
What role do audience surveys play in aligning CMO and SEO strategies?
Surveys reveal the values and keywords audiences actually associate with a brand, which may differ from what the CMO intends. If results point to SEO-driven associations that do not meet marketing expectations, the team can adjust content to deliver the intended brand messaging while still meeting SEO goals.
What is content clustering and why does it matter for B2B SEO?
Content clustering means defining a key topic and building a group of related, interlinked content pieces around it. The article says this helps a brand own a specific subject area, build topical authority, and support long-term demand generation when published on a consistent cadence.
Terms defined in this episode
- Content clustering
- A strategy of defining one core topic and creating a group of related, interlinked content pieces around it to build topical authority and own a specific subject area in search.
- Brand and style guide
- A reference document that defines branded terms, suggested and prohibited SEO keyword lists, and key content topics so that managers, new hires, and freelancers stay aligned with both marketing and SEO goals.
- Social listening
- Searching for a brand name and products on forums and social media channels to evaluate whether public discourse aligns with intended brand messaging and current SEO priorities.
- Omni-channel campaign
- A campaign that integrates content strategy, paid media, and social media goals to deliver on all KPIs across multiple channels simultaneously.
Full transcript is being added.
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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