In today’s fast-moving content and marketing world, it’s important to collaborate. We can’t do everything on our own as individual contributors so to talk to really achieve success . Teamwork matters, but not even as a buzzword. we’ve to possess the proper teammates collaborate at the proper times.
In “Content Performance Culture” my Top 100 PR book, one among my pillars of content performance is to possess the proper people within the right roles. Two of these areas are the content creators and SEO strategists. They can’t live without one another during a Super Clear Contents performance world, but how do they really work best together? Let me share what I’ve seen add the sector .
What do I mean by content creator?
Traditionally, writers would fall under this group. Then multimedia content creators who write but also dabble in other content, like quick videos. Today, i might say anyone who creates content that’s intended to be published usually on the online falls into this category. that would be:
- Podcasters, producers, etc.
- Video shooters, editors, directors, etc.
It’s really anyone that produces content hands on. I’m a content creator immediately , scripting this. confine mind that podcasts and videos also are beginning to get indexed. SEO strategies apply there also .
What’s a SEO strategist?
SEO strategists are usually more technical within the art and science of determining the simplest SEO strategy for a content project. They know what terms to research supported the goal and find alternative words. They also often check out what competitors are ranking for when it involves an equivalent topical area.
One of my favorite SEO strategist stories: At the beginning of a project, the strategist determined that the highest competitor was ranking extremely well for the highest keyword. Should we follow that one? Let’s beat them! That’s a simple sentiment. But this strategist recommended that we follow subsequent keywords in line. It clothed that No. 2-5 still had an honest volume of search traffic and were even as viable.
SEO strategists also keep it up top of how rankings and algorithms evolve. That’s a full-time job in itself.
How content creators and SEO strategists can work together
When content creators and SEO strategists prefer to work together, they will make their projects more successful. SEO strategies change constantly. What’s working changes. then confine mind that it can take months for content to drive traffic from organic searches.
At the start of latest content creation
Content teams face an ever-increasing pressure to not just create content, but to make content that performs. thereupon in mind, content creators should really make use of all the tools and expertise at their fingertips which includes working with SEO strategists.
I grew up in print journalism and that i wrote daily stories. There was no keyword research done some time past . We hadn’t even heard about it. you’ve got a story, you work out the simplest to write down it – in your opinion. Then write it. An editor would edit. Done. Of course, content performance wasn’t a thing some time past . I’m the primary to admit that the urge to only write what we expect may be a funny story . We’ve done that for a short time . It’s ingrained. But there are real advantages to connecting with our SEO strategist first.
Are people even checking out the subject we would like to write down about? I’ve had many “great” ideas that no-one was checking out in the least . Think zero monthly searches. Why would I write on that? Even when a subject shows zero monthly searches, a strategist can help us evolve the subject into something that does have searches. Sure, 15 percent of daily searches haven’t been searched before. But it’s a big gamble to supply content with the hope that somebody may potentially perhaps look for it tomorrow.
For example, “marketing emergencies” has no searches while “reduce stress” has more. While the subject is analogous , picking the proper words can help the content perform. That’s where an SEO strategist comes in. Many content writers can do their basic keyword search but SEO strategists can take that A level deeper. additionally , the SEO strategist can keep the site’s overall strategy in mind. have already got content that’s ranking for a selected keyword phrase and update that instead. New content isn’t the sole quite content which will perform.
To update existing content
Some content pieces really don’t need to be produced new. If your site already has content on Topic A and there’s new information, don’t create a replacement page or a replacement blog post. Here’s the workflow i might recommend:
- Look at what proportion traffic the present page draws
- What keywords is it ranking for
- What’s the potential for other keywords or improve visibility for the present one?
Most of these tasks i might put within the SEO strategist camp. If a piece of writing doesn’t perform and isn’t ranking for love or money , maybe it’s okay to send it to the trash completely. It’s not performing anyway. Let’s start from scratch or repurpose pieces of it.
In fact, over the years and after many projects it seems that a lot of sites I’ve audited have an overabundance of non-performing content. Often it’s like this:
- 5 percent of pages are home runs
- 5-25 percent are above average
- 15-25 percent are slightly above average
- 50-70 percent are under performers
That doesn’t feel good to us content creators once we check out a site and 70 percent of content isn’t living up to performance goals. Ugh. But it’s often a reality. one among my pillars of the Content Performance Philosophy is that the Next-Play Mentality. Like athletes during a game, run subsequent play to drive results going forward.
Updating existing content doesn’t come naturally to several content creators. because the title says: Content creators create new content. They often don’t create content by updating content. Many prefer – or default rather – to making new content. which will cause issues with having content that’s targeting an equivalent search queries and may dilute content on our site. That’s where SEO strategists can shine also . they will identify the content that’s a candidate for updating, deleting and repurposing in new articles.
At the top of the day, content creators and SEO strategists have similar goals: to urge their sites to urge to peak performance. Marketing – which incorporates good content and SEO – at the top of the day may be a sport . Well-rounded teams can find ways more easily than individual players. SEO strategists and content creators have different skill sets – all of which are needed for high-performing content. Using them as a team during a collaborative manner can drive wins quicker.