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SEO & Content Marketing Revue

SEO & Content Marketing Revue

By Heather Lloyd-Martin

About Heather

Described as a fast-talking, fiery redhead, Heather Lloyd-Martin is a 20-year marketing veteran, a recognized author and considered the pioneer of SEO copywriting. Recognized worldwide as a first-generation search marketing expert, she has been training corporate in-house SEO copywriters and creating revenue-driving Web site content campaigns via her consultancy, SuccessWorks.

 

The Power Punch

Carolyn Goodman
Marketing Awards: What Are They Good For?
May 22, 2015

When I first started in this business, I remember that our new business pitch at Ogilvy & Mather Direct always...



Here's What Counts

Chuck McLeester
Why Won’t Millennials Call Me?
May 21, 2015

Maybe it all started with AOL Instant Messenger when they were teens. They created acronyms like PIR (parent in room),...



Search Made Simple

Phil Frost
How to Double Your Landing Page Conversion Rates With 6 Easy Tune-ups
May 20, 2015

One of the biggest mistakes you can make with your Google AdWords campaign is failing to optimize your landing page....



The Data Athlete

Mike Ferranti
Target Marketing Analytics Isn't Reporting
May 19, 2015

Today, virtually all organizations have challenges in effectively leveraging analytics to drive business performance. Odds are pretty good that when...



Creative Caffeine

Dani Cantor
10 Marketing Clichés I'd Challenge to a Fight if I Met Them in the Street
May 18, 2015

There you are, minding your own business, when it rounds the corner and rams into you full speed: the copywriting...



Making Social Sell

Jeff Molander
Is InMail Worth It? 3 Reasons It May Not Be.
May 15, 2015

Is InMail worth it? LinkedIn wants you to think so. But is it a good investment for you, in your...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail: A New Perspective
May 14, 2015

The key to effective direct mail is perspective. Perspective is a particular attitude toward or way of regarding something; a...



Ruthless B-to-B Marketing

Ruth P.  Stevens
A Case Study in Data-driven B-to-B Customer Acquisition Marketing
May 14, 2015

While preparing case studies for my new book, I had the fun of interviewing a bunch of very smart B-to-B...



Reinventing Direct

Gary Hennerberg
Why Direct Mail Won’t Die
May 13, 2015

You've seen the proclamations over the years that direct mail is near death, along with the counter-arguments that it's nowhere...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Outsource Analytics
May 5, 2015

In this series, I have been emphasizing the importance of statistical modeling in almost every article. While there are plenty...



Psychology-Based Marketing

Jeanette McMurtry
Dysrationalia and Other Consumer Disorders
May 12, 2015

It's true. Most consumers suffer from a bad case of dysrationalia which, according to Keith Stanovich, emeritus professor of applied...



Marketing Sustainably

Chet Dalzell
Benchmarking: There's No Such Thing as an Average 2% Response Rate
May 11, 2015

It seems easy enough to answer the question: How to know if a marketing campaign measures up? But managing client...



IMM-Possible ROI

Stephanie Miller
Your Secret Weapon for Amplification: Employees!
May 7, 2015

There are sales enablement programs, partner and channel enablement programs and even influencer enablement programs. Why are there then, so...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Any Time Is Search Time for Consumers
Apr 28, 2015

At a baseball game the other day, I couldn't help but notice how many people in my seating area were...



Brand Matters

Andrea Syverson
I Dare You: Create a Brand Challenge!
Mar 17, 2015

Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



The Integrated Email

Cyndie Shaffstall
Google Announces Significant Changes
Mar 9, 2015

As a marketer who uses email, you know as well as I do, your campaigns do not stand alone. Without...



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Marketers, Stop Ignoring Your Content Marketing Strategy

12
 
As I write this, I'm on the plane heading back from DMA09. While I was moderating the Search Marketing Experience Labs, one common element ran through every site review: When you ignore your SEO content marketing strategy, you're hobbling your conversions, ignoring your customers and forfeiting your search engine rankings. Here's why.

Seth Godin had it right when he said, "The best SEO is great content." A well-written product page can skyrocket your conversions. A fantastic blog post can gain your company new leads and incoming links. The right Twitter tweet can gain not just followers but evangelists for your brand.

It's really that important.

I've been in the SEO industry for 12 years. During that time, I've seen companies spend six figures on design, embrace five-figure monthly PPC costs and chase the latest "sexy" online marketing tactic.

Yet unfortunately, these same companies will ignore the foundation of their SEO and conversion success—creating customer personas, developing a keyphrase strategy, and developing useful, keyphrase-rich content that helps prospects across the buy cycle and engages customers.

Instead, the content becomes an afterthought. The one piece—heck, the only piece—of a company's marketing strategy dedicated to engaging with customers becomes, "Isn't SEO content supposed to be stuffed with keywords in order for me to get a high ranking?"

And that's sad.

Think of your SEO content marketing strategy as your online salesperson, enticing your prospects to learn more and communicating with your audience.  Your SEO content strategy could encompass many things, including:
  • Product/service pages.
  • Blog posts.
  • Articles, FAQs and white papers.
  • Twitter tweets.
Every word you write is a way to engage, inform and, yes, sell. But most importantly, a content marketing strategy helps you communicate with your prospects on multiple levels.

Fortunately, some companies "get it." Forbes reported in its 2009 Ad Effectiveness Survey that SEO (and yes, that includes your content play) was the most effective online marketing tactic for generating conversions. Furthermore, Mediaweek reports in its article, "Marketing Must-Have: Original Web Editorial," how AT&T created more than 100 how-to articles targeted to small business owners. Paul Beck, senior partner and executive director of Ogilvy Worldwide, is quoted as saying, "Having a core content strategy is the secret to engaging an audience."

And at the end of the day, isn't engagement what it's all about? The company that engages, profits. The company that doesn't—even big-brand companies that dominate the brick-and-mortar world—get left in the dust.

My monthly SEO & Content Marketing Revue posts will show examples of companies who "get it"—and what they're doing right. I'll share what's worked for companies like yours, as well as what to avoid.

Most of all, I'll share how the right SEO content strategy can gain your company the SEO and conversion "win" you may have been missing up to now.

And I'll answer your questions (because, yes, you will have questions,) showing you how to leverage the power of strong, customer-centered content.
 
Stay tuned. This will be fun. Promise.

Companies Mentioned:

12

COMMENTS

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Comment *
Most Recent Comments:
art - Posted on November 16, 2010
Which spoke in your content wheel provides the most leverage from a search engine perspective? From an end user, video is typically most effective.
Local Internet Marketing Services - Posted on November 04, 2010
Even this article was written a year ago, it will be true for manny yrs to come. When most of the companies are hunting keywords, PR, links, etc... they forgot exactly what this article is talking about.

Great stuff Heather !

Val
Bill - Posted on December 09, 2009
I'm a newcomer to writing SEO content but learning fast. Wish I'd come across all of your resources about 12mos ago.

I'd be interested in seeing a sample editorial calendar (of sorts) that might work as a template for clients.
Melanie Rembrandt - Posted on December 02, 2009
Great blog Heather! Thanks for all of the practical information people can actually use to boost sales.
mikey - Posted on November 21, 2009
I just found your website and think it is a perfect tool to help me move my websites into the stratosphere of Internet kingdom. I designed my pinstriping website (www.mikeyspinstriping.com)about 9 months ago using yahoo sitebuilder and now it is on the first page when you are looking for "pinstriping". Yahoo siterpages is a simple no bull, plaform that works fine for me. One reason many business do not reach that first page poition is you must keep it active. I keep mine busy with content changes and picture updates every week. I'll be adding video soon as well. Although it is a successful site, I feel that it is still inferior in design comared to others. But for crude marketing devise it has brought me tons of business and has paid for it self one thousand fold. Maybe I can use my experience to do this sort of work, SEO copy and design.
Heather Lloyd-Martin - Posted on November 17, 2009
Amy-

You're right - many businesses want "copy for copy's sake."

It's actually something a bunch of us were discussing during the second day of PubCon. I was mentioning how I'd receive emails that basically say, "These are the pages I need written. How much?" Although I totally appreciate how companies have to be frugal, "cheap" copywriting is not necessarily the answer. A well-written page offers incredible, measurable value - and that should be factored into the equation.

As one friend said, "Once it's all about the price, it's over." Prospects should instead be asking questions like - how much revenue can this page drive, what kid of overall branding lift can I gain from a good search ranking, how does this fit into our overall marketing/SEO/social media strategy, etc.

People wouldn't go to a "cheap" attorney or a "cheap" accountant to save money - they'd be scared what the final result would be. Why people go to "cheap" copywriters and expect good results...well...that's beyond me. :)

Thanks again for your comment!
Heather Lloyd-Martin - Posted on November 17, 2009
Andrew -

Hmm, sorry about the 404 error. I've let the folks at Target Marketing know - and I'm sure that they'll be on it soon.

Thanks for reading (and for letting us know about the RSS glitch!).
Heather Lloyd-Martin - Posted on November 17, 2009
Hi, Graeme Mac :)

Ah, that's a good idea. In-house challenges (and how to negotiate them) is a fantastic topic. Thanks for the feedback!

Can you share what specific kinds of challenges you're facing now?

Thanks for reading!
Glenn Murray - Posted on November 17, 2009
Subscribing now! Looking forward to your posts, Heather!
Graeme Mac - Posted on November 16, 2009
Looking forward to reading more in the series.

From someone who is on the in-house side of marketing I'd love to learn more about "ownership" battles & how to avoid - or win them.
Andrew - Posted on November 16, 2009
Amy,

Look forward to following this series.

But... the link to your RSS feed is producing a 404. When all is resolved feel free to shoot me an email with the URL. Would love to subscribe; I'm a big fan of what you're been putting out over at seocopywriting.com

Best,

Andrew
Hallie Mummert - Posted on November 19, 2009
Andrew,

Thanks for letting us know about the problem with the RSS feed. That functionality has been fixed, so you may now sign up to receive Heather Lloyd-Martin's SEO & Content Marketing Revue via RSS.

Best,

Hallie
Amy C. Teeple - Posted on November 16, 2009
Heather, I just heard you speak at PubCon in Vegas and love that you discuss similar beliefs here.

As a both an analyst and writer in the SEO world, I was happy to hear you discuss the importance of well-written copy. Unfortunately it seems as though too many businesses want copy for copy's sake. They are not looking for who can provide then with the best copy for their website, but who can give them the cheapest copy.

When they hear that "content is king (or queen)," all they seem to hear is that they need non-duplicate copy on their websites. They miss the point of what well-written copy can do for them - not just in the realm of search engines, but also in the conversion of website visitors. It is frustrating how they miss the big picture.
Click here to view archived comments...
Archived Comments:
art - Posted on November 16, 2010
Which spoke in your content wheel provides the most leverage from a search engine perspective? From an end user, video is typically most effective.
Local Internet Marketing Services - Posted on November 04, 2010
Even this article was written a year ago, it will be true for manny yrs to come. When most of the companies are hunting keywords, PR, links, etc... they forgot exactly what this article is talking about.

Great stuff Heather !

Val
Bill - Posted on December 09, 2009
I'm a newcomer to writing SEO content but learning fast. Wish I'd come across all of your resources about 12mos ago.

I'd be interested in seeing a sample editorial calendar (of sorts) that might work as a template for clients.
Melanie Rembrandt - Posted on December 02, 2009
Great blog Heather! Thanks for all of the practical information people can actually use to boost sales.
mikey - Posted on November 21, 2009
I just found your website and think it is a perfect tool to help me move my websites into the stratosphere of Internet kingdom. I designed my pinstriping website (www.mikeyspinstriping.com)about 9 months ago using yahoo sitebuilder and now it is on the first page when you are looking for "pinstriping". Yahoo siterpages is a simple no bull, plaform that works fine for me. One reason many business do not reach that first page poition is you must keep it active. I keep mine busy with content changes and picture updates every week. I'll be adding video soon as well. Although it is a successful site, I feel that it is still inferior in design comared to others. But for crude marketing devise it has brought me tons of business and has paid for it self one thousand fold. Maybe I can use my experience to do this sort of work, SEO copy and design.
Heather Lloyd-Martin - Posted on November 17, 2009
Amy-

You're right - many businesses want "copy for copy's sake."

It's actually something a bunch of us were discussing during the second day of PubCon. I was mentioning how I'd receive emails that basically say, "These are the pages I need written. How much?" Although I totally appreciate how companies have to be frugal, "cheap" copywriting is not necessarily the answer. A well-written page offers incredible, measurable value - and that should be factored into the equation.

As one friend said, "Once it's all about the price, it's over." Prospects should instead be asking questions like - how much revenue can this page drive, what kid of overall branding lift can I gain from a good search ranking, how does this fit into our overall marketing/SEO/social media strategy, etc.

People wouldn't go to a "cheap" attorney or a "cheap" accountant to save money - they'd be scared what the final result would be. Why people go to "cheap" copywriters and expect good results...well...that's beyond me. :)

Thanks again for your comment!
Heather Lloyd-Martin - Posted on November 17, 2009
Andrew -

Hmm, sorry about the 404 error. I've let the folks at Target Marketing know - and I'm sure that they'll be on it soon.

Thanks for reading (and for letting us know about the RSS glitch!).
Heather Lloyd-Martin - Posted on November 17, 2009
Hi, Graeme Mac :)

Ah, that's a good idea. In-house challenges (and how to negotiate them) is a fantastic topic. Thanks for the feedback!

Can you share what specific kinds of challenges you're facing now?

Thanks for reading!
Glenn Murray - Posted on November 17, 2009
Subscribing now! Looking forward to your posts, Heather!
Graeme Mac - Posted on November 16, 2009
Looking forward to reading more in the series.

From someone who is on the in-house side of marketing I'd love to learn more about "ownership" battles & how to avoid - or win them.
Andrew - Posted on November 16, 2009
Amy,

Look forward to following this series.

But... the link to your RSS feed is producing a 404. When all is resolved feel free to shoot me an email with the URL. Would love to subscribe; I'm a big fan of what you're been putting out over at seocopywriting.com

Best,

Andrew
Hallie Mummert - Posted on November 19, 2009
Andrew,

Thanks for letting us know about the problem with the RSS feed. That functionality has been fixed, so you may now sign up to receive Heather Lloyd-Martin's SEO & Content Marketing Revue via RSS.

Best,

Hallie
Amy C. Teeple - Posted on November 16, 2009
Heather, I just heard you speak at PubCon in Vegas and love that you discuss similar beliefs here.

As a both an analyst and writer in the SEO world, I was happy to hear you discuss the importance of well-written copy. Unfortunately it seems as though too many businesses want copy for copy's sake. They are not looking for who can provide then with the best copy for their website, but who can give them the cheapest copy.

When they hear that "content is king (or queen)," all they seem to hear is that they need non-duplicate copy on their websites. They miss the point of what well-written copy can do for them - not just in the realm of search engines, but also in the conversion of website visitors. It is frustrating how they miss the big picture.