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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.

 

Making Social Sell

Jeff Molander
Google Authorship Image Not Showing? Here's What to Do Next.
Jul 25, 2014

Are you Google Authorship images not showing in search results? Are you seeing a drop in site visitor traffic or...



Direct Mail for the Modern Marketer

Summer Gould
Is Every Door Direct Mail Right for You?
Jul 24, 2014

Every Door Direct Mail is a service designed by the USPS to help businesses reach every address in a neighborhood....



Brand Matters

Andrea Syverson
Linger Longer: A Branding Imperative
Jul 23, 2014

"Summer afternoon—summer afternoon; to me those have always been the two most beautiful words in the English language," wrote Henry...



Reinventing Direct

Gary Hennerberg
Stimulating Action With Color
Jul 22, 2014

There is growing scientific evidence of how the brain processes color and how color impacts our feelings and how we...



Marketing Sustainably

Chet Dalzell
The Mailboxes of My Memory
Jul 21, 2014

In my life, I've had a lot of mailboxes. My current box (New York, N.Y.) is part of an apartment...



The Power Punch

Carolyn Goodman
Trickery Is Not a Marketing Strategy
Jul 18, 2014

Despite what some people may think, I was not born yesterday. But lately I feel like I've been duped by...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Big Data Must Get Smaller
Jul 17, 2014

Like many folks who worked in the data business for a long time, I don't even like the words "Big...



Marketing Nuggets

Michael Lowenstein
Avoiding the One-Night Stand
Jul 15, 2014

Stating that all customers are not created equal is hardly an oversimplification. But, just like the pigs in Orwell's "Animal...



The Integrated Email

Cyndie Shaffstall
Collaborating With Sales for Sales
Jul 14, 2014

I presented the Bottoms-Up Marketing webinar a couple weeks ago, and following the event found the same question had been...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google: The Elephant for Search Marketers
Jul 8, 2014

Pierre Trudeau, the former Canadian Prime Minister, once remarked about the United States: "Living next to you is in some...



Here's What Counts

Chuck McLeester
Mindset and Measurement
Jul 2, 2014

In her book, "Mindset: The New Psychology of Success," Stanford University Professor Carol Dweck purports that people possess one of...



Muscle Marketing

Wendy Montes de Oca
How to Create High Performing Sweepstakes for Lead-Gen Efforts
Jul 1, 2014

OK, I know what you're thinking … viable leads typically don't come from sweepstakes and contests. And when not done...



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)...



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...



Should You Outsource Your SEO Copywriting? 5 Ways to Find Out

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Last month, I discussed how to successfully bring your SEO copywriting in-house. However, what about businesses sitting on the other side of the in-house versus outsourcing fence? Yes, outsourcing means "relinquishing control" of your copywriting. However, getting outside help can make a huge impact on your campaign—plus it allows your in-house team to focus on your core competencies rather than SEO copywriting.

If you've been wondering what to do, consider these five "You should outsource if …" scenarios.

… You need new marketing content—fast!
Strategic outsourcing can help you reach your content marketing goals faster, even if you have an in-house SEO copywriting team. Consider what writing makes sense to keep in-house (such as important branding pages,) and outsource the rest. For instance, writers can quickly add keyphrases to existing copy and make your pages more "search-engine friendly." Finding freelancers for a short-term writing fix is a smart, strategic move.

… Your team has no idea how to write optimized content—and doesn't want to know.
Some marketing departments eat up SEO copywriting theory like candy and relish every training moment. Some prefer to stay far, far away from it, keeping within their copywriting comfort zone. And that's OK. Just because you can DIY doesn't mean that it's a smart move. You'll make faster progress if you let a professional make your optimization dreams come true. Besides, if you don't want to write something, it's easy to let it fall off your desk … and your site's search engine rankings suffer as a result.

… Your team tried writing the content—but something isn't working.
Maybe your conversions are tanking and you can't tell why. Or your rankings dropped after Google's May Day update, and you're not sure of a safe next step. In this situation, outsourcing your content marketing provides you two huge advantages. From a SEO standpoint, an expert copywriter can "see" opportunities (and yes, challenges) that your team doesn't. Rewriting the content will allow them to revisit your keyphrases, check your strategy and tighten up your SEO. Secondly, a fresh perspective can lead to some amazing discoveries. You may have thought that your site copy was just fine—but your copywriter can show how to make it even better. I've seen some amazing transformations (and conversions) when a company lets an outside copywriting take the reins.

… Your content screams for a strategy—and you need an expert to help.
Too many companies launch their content initiatives willy-nilly without asking themselves a simple question: "Why?" Rather than launching everything content marketing-related, a strategist can help you decide what to focus on now and oversee the process. Your in-house team would still be doing all the work. But you'd be focusing on the right work for right now—and your strategist would be helping you every step of the way.

… You need a fresh start.
I hear, "I hate the content, but we don't know how to fix it" way more than I'd like. It's sad how companies wear their site content like a bad haircut: They know it doesn't flatter them, but it's what they're stuck with. Just like you'd (hopefully) visit a new hairstylist if the old one continued to give you a "bowl cut," a new-to-you SEO content writer can take your existing writing and make it better, snazzier and more SEO-friendly. Imagine: You can actually start to like your content again, rather than apologizing to prospects. How would that feel?

Outsourcing your SEO content marketing will cost you more money as compared to keeping everything in-house, true. But at the end of the day, "relinquishing control" and letting someone else master your messaging can drive some impressive revenues—and create content that you finally enjoy. It's well worth it.

Companies Mentioned:

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COMMENTS

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Most Recent Comments:
Christina - Posted on July 25, 2010
Good advice, there are things to consider but this one is really a go signal if you really wanted to outsource SEO.
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Archived Comments:
Christina - Posted on July 25, 2010
Good advice, there are things to consider but this one is really a go signal if you really wanted to outsource SEO.