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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.

 

Marketing Nuggets

Michael Lowenstein
McKinsey Thinks Bland, Generic Loyalty Programs Are Killing Business – And They May Be Right!
Apr 23, 2014

A recent Forbes article by McKinsey, "Making Loyalty Pay: Six Lessons From the Innovators," showed loyalty program participation has steadily...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Chicken or the Egg? Data or Analytics?
Apr 23, 2014

I just saw an online discussion about the role of a chief data officer, whether it should be more about...



The Power Punch

Carolyn Goodman
I Am the Judge of You
Apr 11, 2014

Pointing the finger has never been so easy ... and so anonymous. I suppose it's human nature to feel (and...



The Integrated Email

Cyndie Shaffstall
The Terms of Your Terms of Service
Apr 21, 2014

Most of us have a terms of service document on our websites, even if they're mostly contained within our privacy...



Reinventing Direct

Gary Hennerberg
Are Autoresponders Killing Email Marketing?
Apr 16, 2014

Two events in the same week have triggered an email unsubscribe flurry on my behalf. First, a change in my...



Making Social Sell

Jeff Molander
LinkedIn Profile Makeover for Sellers
Apr 18, 2014

Are you appealing to emotional and tangible desires of buyers on your LinkedIn profile—in ways they cannot resist acting on?...



Here's What Counts

Chuck McLeester
What Are You Measuring and Why?
Apr 9, 2014

An account manager working on a pharmaceutical brand once asked me, "How should we code the various opt-in vehicles to...



Marketing Sustainably

Chet Dalzell
Beyond Data: Why 'Grit' May Matter More
Apr 14, 2014

This past month, I was reminded how vital it is to have grit to achieve success, that is "true grit."...



Brand Matters

Andrea Syverson
Verbify! Verbify! Verbify!
Apr 9, 2014

What's your brand verb? Yes, you read that right ... verb. Each and every day great brands are energized by...



Ruthless B-to-B Marketing

Ruth P.  Stevens
How Many Leads Do You Need?
Apr 4, 2014

One key to successful B-to-B lead generation programs is to calculate exactly the right number of qualified leads to provide...



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)...



Muscle Marketing

Wendy Montes de Oca
7 Magic Ways to Maximize Otherwise Boring Fulfillment and Collateral Pieces for Profit
Aug 7, 2013

Sure, fulfillment and inserts aren't as sexy as other forms of marketing, but they can be viable ways to bring...



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...



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...



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...



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...



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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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.