• CIS Agency

Content Marketing, Search Engine Optimization, and Radishes – Oh My!

Updated: Apr 16, 2020

Let’s start with the obvious: as a business owner, you’re passionate about your products and services. It can be hard to understand why more people don’t see what you have to offer and immediately say “I NEED THIS! Here! Take my money!”

For the buyer, there are four steps in the buying cycle:

  1. Awareness of want or need

  2. Research

  3. Considering the purchase

  4. Buy!

More often than not, the problem isn’t that they don’t want what you are offering, it’s that they don’t know it exists or that their lives would be better because of it. The problem could be that your potential customer doesn’t know they need your product or that your product should be part of their research.

So, how do we go about solving that problem?

Content marketing and search engine optimization.

Search Engine Optimization, commonly referred to as SEO, is a fancy way of saying your product or service comes up first when someone searches something related to it. Try it out: search for something you’ve been interested in buying. Try something like a new bookcase, business coaching, or plane tickets. The first results are either sponsored or they’ve moved up the search ranks by following some basic rules that the algorithm of your search engine really likes.

The computers behind search engines like Google and Bing like to provide users with relevant, fresh content in their search results. They scan for how often the search term is mentioned, how close it matches, and for “backlinks” (any time another site links back to your content). For example, if you are a farmer and a local farm to table restaurant reposts your blog on how radishes are doing this year, that’s a backlink!

The more people and businesses that link back to your content, the higher you rise on the ranking. And the higher you are on the ranking, the more likely you are to be a part of a potential buyer’s research! Problem solved, right?


You’re probably wondering how to get those backlinks and how to make sure those keywords are showing up. That’s where content marketing comes in.

If you’ve even purchased anything because of an ad you saw on social media, a blog post you read, or a video you watched – then content marketing has worked on you! Webinars, quizzes, even free eBooks are all examples of content marketing.

That buying cycle on the seller’s end looks something like this:

  1. Traffic (Potential customers going to your site or page)

  2. Engagement (Potential customers commenting, sharing, or otherwise engaging with your site or page)

  3. Conversion (Potential customers becoming customers and buying from you!)

And how can you get in the game of content marketing and see your company rise in the search game?

Here are 7 ways to go from underdog to leader of the pack in those searches!

1. Start by creating content!

Step one is simple. In order to do well in content marketing, you need to create original content! Start blogging on your website, encourage discussion and engage an audience on social media, create how-to videos, or create a quiz to find out which kind of radish you are. (Who wouldn’t honestly take that quiz?!)