Although I hate the phrase “content marketing”, I want talk about leveraging content to drive business metrics beyond top of funnel traffic. In my presentation in Boston earlier this year, I talked about how to think about users, not traffic, when approaching a link building campaign.
You should be doing the same with your content.
By tackling metrics like COCA, ARPU and LTV, SEO can be used to monetize demand in a way that pure traffic chasing can’t.