A content piece that meets the expectations of both the readers and the search engine is often the result of two crucial teams: one that focuses on data & analytics and the other that actually creates the content for the readers. Integrating the two teams, however, becomes a problem for some companies.
Here are some steps to ensure a cohesive team collaboration serving the purpose of lead generation, customer acquisition, and ultimately retention.
Step 1.Come up with an Inbound Marketing Plan
Drafting the plan at the upper management level and then communicating it to the SEO and Content marketing team can leave many loopholes. Better would be to let these two teams together come up with the plan starting with the identification of the target audience.
Setting marketing goals, funneling best keywords for the brand and the product, and optimizing everything between landing pages and CTAs, are the steps of formulating a solid inbound marketing plan, making the two teams with expertise in analytics and words best to undertake that.
Step 2. Share a Keyword Doc
Reaching the right people begins with the right content foundation of which is the right keywords (read targeted in right). Keeping your industry vocabulary in one place along with the researched keywords; the place is a Keyword Doc. Such a document when maintained on a continuous basis by both SEO and Content marketing team with the help of keyword-centric platforms can help you gather actionable data to be used for SEO.
Content marketers and SEO teams both are getting keywords but from different sources; when they integrate their knowledge, it brings forth a huge collection of vocabulary to be employed in URL building as well as headline creation. A feedback system between analytics and content teams boosts the performance every time.
Step 3. Create and publish Interactive Content
Gone are the days of keyword-stuffed content because now Google penalizes such content and rewards the one that is loved by its readers; the best of such content is Interactive Content (images/memes, polls, quizzes, infographics, calculators, interactive ebooks, etc) that go viral pretty quickly.
The creation of such content is a joint effort of the content team (for their imagination and creativity poured into writing) and the SEO team (for giving competitive keywords- both short and long-tail and tips to notch up content shareability).
Step 4. Create Landing Pages
The best asset a company can have to reach its potential clientele by brand promotion is a well-crafted Landing Page. Keyword research and page descriptions contribute to its success which is meant to act as a one-stop place for your target audience.
The biggest issue you will come across in creating a Landing page is brevity while delivering everything important in the message (along with headlines, subheadlines, CTA, and descriptions). After all, it should not only reach the audience but also encourage them to buy (your message).
Step 5.Fine-tune the Email Marketing efforts
One of the most effective and budget-friendly marketing tools is emailing. Be it promotions, company news, or some entertainment, this method for outreach requires emailing platforms and more, like content talking to the audience. And even that content can be optimized with its CTA and keywords.
What’s more, these strategies also build internal links to your site and blogs along with keeping customers connected to your brand.
Step 6. A/B Test the efforts of both teams
By testing and analyzing layout, headlines, descriptions, images, call to actions, etc to keep an eye on efforts of both SEO and content marketing efforts, you can get the best of both the worlds; and it could be easily done by A/B testing.
The idea is to equate Version A& B so that no loopholes are left behind; and this could be achieved by joint efforts of word crafters, designers, and SEO teams and coming up with the most relevant pages to with the audience respond automatically.
With the above steps, you are ready for your teams to collaborate in a way that benefits your brand. Let us know how your experience with it was!