If you search for content marketing and look at the top 5 images, and the top 5 search results, it is hardly mentioned.
In the images I could find, it was represented in user research at the start, but not further downstream.
If you look at most content strategies, the focus is on process, governance, content production, or on the types of content you should produce.
It is the one thing that is guaranteed to bring clients, readers and attention. If it is done right, it can also increase the value of your brand in the eyes of customers.
I am talking about SEO.
SEO is something that needs to be at the core of your content strategy, from conception to creation to marketing to client engagement. It should be a major part of the overall strategy, including which topics you want to own and how you are going to analyse the search traffic that you generate.