What creative content works best for SEO in 2023? | Knowledge Panel Show Episode 32

It’s often the case that SEOs and creative content producers don’t work closely enough together. So how can this be resolved and what creative content works best for SEO? That’s what we’re discussing in episode 32 of the Knowledge Panel with Genie Jones, Armarni Lane, Iona Townsley, Hope Anderson and Kirsty-Elise Noonan.

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Welcome to Episode 32 of the Knowledge Panel Show! In this episode, we delve into the world of creative content and its impact on SEO. Our panel of experts includes Armani, Kirsty, Hope, and Iona. Each of them brings a unique perspective to the discussion, ranging from digital PR to technical SEO. Let’s dive in and discover what creative content truly means in the realm of SEO and how it can make a difference.

Defining Creative Content for SEO:

Defining creative content for SEO isn’t limited to words or images. It’s an amalgamation of various elements, including data, trends, and unique insights. Creative content goes beyond the norm, bringing originality and a fresh perspective to the table. Whether it’s a new take on existing data or a unique visualization, creativity adds value to content, making it stand out in the digital landscape.

Challenges in Crafting Creative Content:

Creating creative content comes with its fair share of challenges. One significant hurdle is aligning the expectations of SEO objectives with a brand’s values. Balancing SEO-driven goals with a brand’s identity requires effective communication and collaboration between teams. Additionally, the pressure to replicate competitors’ success can lead to campaigns that lack originality. Overcoming these challenges involves effective communication, pitch refinement, and flexibility in adapting to changes.

Maintaining Uniqueness and Impact:

Maintaining creativity and uniqueness in content is essential. While the industry may seem saturated, finding creative angles within established methodologies, formats, and topics can yield impressive results. Combining SEO research with a fresh perspective can help content creators demonstrate their expertise and provide valuable insights to users. Staying true to your brand’s values while embracing creative strategies can lead to campaigns that resonate with both audiences and search engines.

The Role of Timing and Industry Insights:

Understanding the significance of timing and industry insights cannot be overstated. While originality is crucial, knowing when to leverage trends and capitalize on industry-specific discussions is equally important. Looking beyond your niche and exploring what works in related sectors can provide valuable inspiration. By identifying unique data sources and visualizing information in new ways, you can infuse creativity into your content while aligning it with user intent.

In the world of digital marketing, the lines between disciplines are often blurred. Campaigns and strategies don’t exist in isolation but are rather interconnected, drawing from different expertise to create a comprehensive approach that yields the best results. This fusion is particularly evident in the dynamic trio of Digital PR, SEO, and Social Media. In this article, we delve into how these three elements interact and amplify each other’s impact.

The Dance of Timing and Luck

In a recent discussion, industry experts explored the intricate relationship between timing, content quality, and campaign success. “Yours is just a little bit later than the next person; it’s like timing and luck a lot of the time,” remarked one participant. This observation underlined the challenges that creative marketers often encounter, where even meticulously planned campaigns can sometimes fall short of expectations.

Navigating the Competitive Landscape

The digital PR landscape is a dynamic one, where creativity and timing can make or break a campaign. What’s fascinating is how often multiple agencies might independently ideate around similar concepts simultaneously. The result is an inadvertent competition to capture journalists’ attention. As one participant shared, “It’s impossible to not have that crossover.” However, the key is to focus on creating content that stands out, both in terms of methodology and story. A winning strategy requires offering unique insights and value in the reactive realm.

The Power of Evergreen Content and Updates

While timing plays a crucial role, it’s essential to remember that not all content relies on immediate impact. Evergreen content, which remains relevant over time, can yield results long after its initial release. Updating existing content, especially in the SEO realm, can breathe new life into campaigns. By optimizing and repurposing content, brands can maintain their authority and adapt to changing trends.

The Nexus of SEO and Digital PR

In the ever-evolving world of search engine optimization (SEO), digital PR’s influence is undeniable. Brands that earn mentions and coverage from authoritative sources enhance their backlink profile, a critical factor in SEO success. A comprehensive approach involves not only securing quality backlinks but also understanding the backlink profile’s significance and leveraging it for long-term growth.

Social Media’s Vital Role

Social media is a potent amplifier in the realm of digital marketing. It’s not just about sharing content; it’s about crafting assets that are inherently shareable. As campaigns migrate from one platform to another, it’s crucial to maintain context and clarity. Ensuring that assets are self-explanatory, even when they’re shared out of context, enhances the campaign’s overall success. Furthermore, integrating schema markup and optimizing YouTube videos for SEO contributes to the overall visibility of a brand’s online presence.

Bridging the Gap and Holistic Collaboration

The separation between disciplines like digital PR, SEO, and social media is artificial. Successful marketing strategies thrive when these departments collaborate and leverage each other’s strengths. Collaboration ensures that campaigns are optimized for every channel, reinforcing brand presence and amplifying results. Moreover, embracing this holistic approach allows brands to adapt and excel in a landscape that’s constantly evolving.


The intersection of creativity and SEO is a dynamic landscape that demands a balance between innovation and industry norms. Crafting content that appeals to both users and search engines requires a blend of creativity, data-driven insights, and expert knowledge. By incorporating unique perspectives, maintaining authenticity, and embracing industry trends, content creators can navigate the challenges and create impactful campaigns that stand out in the digital realm.

In conclusion, the synergy between Digital PR, SEO, and Social Media is undeniable. The dynamic interplay between these elements creates a robust marketing strategy that’s not only resilient but also incredibly effective. As campaigns weave through the complexities of timing, trends, and platforms, the key to success is embracing the interconnectivity of these disciplines and leveraging them to their fullest potential.

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