By now, every business owner knows that SEO is essential for driving traffic—both online and on foot. Spending on SEO alone is projected to increase from $65 billion in 2016 to almost $80 billion in 2020, according to a study by Borrell Associates. The motivation is obvious: having the best product and the strongest content won’t matter if no one can find your website. The importance of content creation by business owners and marketers alike has also been validated, with a similar jump in growth projected over the same time period. But treating SEO and content creation as two separate elements of your digital marketing strategy means wasting potential returns on both investments. 97% of marketers surveyed agreed that SEO and content have become more integrated and are converging and/or are converting to a single function. So what does that look like in practice? And what does it mean for your marketing department?