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Content is effective when people can find it, part of ways people can find it is appying SEO techniques. Clean copy, back links, relevenace to your audience, social media engagement etc are all what makes content work putting out there. Otherwise, you aren't getting the most bang for your buck!
Consider content marketing as an off page SEO. It can be used to create link backs to your original site and at the same time promote your brand image, however, remember that content should provide value to the audience and should not be generic, whilst generic may get you link backs, in the long run it won't be of much use. In the broader spectrum, your content should have value that continues to be shared long after it is written thus genrating traffic to your website.
There is always a saying in digital marketing industry. the Content is king. content marketing helps you to drive effective organic traffic and increase organic traffic to your website. A good content is the mirror of your website
