When Content Marketing and SEO first emerged sometime in the 2000s, the two disciplines couldn't have been farther apart.
SEO was little more than a text based game of trickery, with "The Algorithm" the opponent. While matches proved harmless - albeit annoying - to site visitors, some extreme cases have been well documented where websites were rewarded for their review-inducing abusive behavior.
Content Marketing, while virtuous in its goals, was barely being practiced. Banner ads, email spam and self-serving articles dominated the web. The internet became a shouting match, which eventually lead to the deafening of the world wide audience.
Fast-forward to 2017 and something interesting is happening: the two disciplines are converging, thanks to a steady release of Algorithm updates that weigh factors much more aligned with the value a website provides. How much time did the viewers spend on the content? Did they click other articles on the page? How relevant is the topic to the business or service hosting it? How often is content being refreshed. These are the types of things that Search Engines are evaluating.
So while this might not be great news for SEO experts, it's a massive opportunity for brands. Why? Because it removes the burden of force-fitting keywords into new content pieces and frees marketers to focus on creating things that their audience wants to consume, a key component of Content Marketing.