Brand content tends to be created with either SEO or reputation/brand-enhancement in mind, but rarely with both, as if they were mutually exclusive. It’s difficult to say why that happens in all cases, but in our experience with larger brands, it’s often a result of who has ownership of the content, and what their goals are.
It is possible, though, and we believe most desirable, to create content that both helps build SEO while at the same time creating real value for actual users of the site.
There’s increasing evidence that high-quality content that does a good job of fully serving user needs actually enhances SEO, so there’s obviously benefit in bringing the disciplines (SEO and content creation) together.
