Content marketing is an important way of getting the word out about your business. As the whole point of the exercise is to get positive attention that might lead to new clients, you must pay close attention to the quality of your content. The phrase 'content is king' gets tossed around a lot; I've thrown it about a few times myself. And it is true. Content is indeed king, but only if hoisted on the right throne and if paraded before the right public.
Most people are familiar with short tail keywords, the darlings of the SEO industry that always get mentioned in relation to anything to do with search engine optimization. In the scramble for ranking higher for these core SEO keywords, the importance of the less glamorous long tail keywords can sometimes be overlooked. Which, of course, is a mistake. Long tail keywords are as essential for search engine optimization, and long tail keyword marketing is perhaps more useful for bringing about conversions; users searching for specific information probably have more intention to buy/subscribe than users just keying in generic terms.
Keyword research and search engine optimization go hand in hand. Keyword research involves finding the specific words and phrases in your particular field that people are most likely to type in or voice in when they are using a search engine to look for information related to that field. If your website content includes the appropriate keywords, there is a good chance that your site's visibility will increase in the search engine rankings, and there may be a corresponding spike in the traffic to your site.