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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
3 Ways to Waste Time on LinkedIn, but Feel Good About It
Sep 19, 2014

Ever feel like beating down all those bad tips for LinkedIn that we've all had enough of? You know, the...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail Design: Color
Sep 18, 2014

Designing for direct mail can be broken up into three segments: layout, color/images and copy. Since these can all be...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketers Still Struggle With Lead Nurturing
Sep 18, 2014

I thought it was widely understood by now that staying in touch with a prospect who has shown some interest...



Reinventing Direct

Gary Hennerberg
Copywriting for the Left Brain/Right Brain
Sep 17, 2014

Writing copy for how the left brain and right brain processes information can make all the difference in your sales...



Brand Matters

Andrea Syverson
Is It Time for a True Goodbye?
Sep 16, 2014

As I reflected on a client interaction I had this week, I thought about how helpful it is for organizations...



Marketing Sustainably

Chet Dalzell
Death of the Agency? Not So Fast ...
Sep 15, 2014

The last season of "Mad Men" is approaching, but let's not be so fast to bury the ad agency with...



The Power Punch

Carolyn Goodman
Blogs: The Long and Short of It
Sep 12, 2014

Many marketers struggle over blog content—and that's never more apparent than when you stare blankly at your screen, hoping for...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Freeform Data Are Not Exactly Free
Sep 11, 2014

Whenever "Big Data" is mentioned, there follows this sick stat that 2.5 quintillion bytes of data are being collected every...



Mobile-First Marketing

Greg Hoy
Zeroing in on Your Consumers With Geo-Marketing
Sep 10, 2014

Mobile geo-marketing is growing at a rapid rate. This growth is driven by applications such as navigation, local search and...



Marketing Nuggets

Michael Lowenstein
1-Trick Ponies and Customer Loyalty Behavior
Sep 9, 2014

About 30 years ago, Paul Simon wrote a song entitled "One-Trick Pony." The song describes a performing pony that has...



The Integrated Email

Cyndie Shaffstall
Email to Support Your Shopping Cart
Sep 8, 2014

Your website provides you with real estate for validating claims and educating customers, and should be a critical part of...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Should You Make Your Site Secure for Improved SEO Results?
Sep 2, 2014

Just this past month Google confirmed that in the future, its search algorithm would be giving a rankings boost to...



Muscle Marketing

Wendy Montes de Oca
Penguin 3.0 Is Coming and It’s Time to Clean House
Aug 28, 2014

Anyone who's involved in Internet marketing can tell you that Penguin is more than a cute little seabird that lives...



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...



Here's What Counts

Chuck McLeester
Planning ROI? Turn the Funnel Upside-Down
Aug 26, 2014

Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...



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...



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.