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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...



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.