How to maintain content marketing focus in long-running SEO programs
Columnist Derek Edmond describes his company's method for keeping SEO and content marketing teams performing at a high level for the duration of an ambitious campaign.
A few weeks ago, I gave a presentation on a SEO-centric content marketing program that members of our team have been engaged in across a two-plus-year run. The presentation outlined preparation and research, steps in execution, performance measurement and communication to teams.
Our goals have been aggressive, requiring a high level of organizational effort, analysis and internal motivation to remain focused.
Take note of the last goal we set out for the program: 250 content marketing assets.
A mix of emotions ran across the audience member’s faces, ranging from disbelief to affirmation.
While hopefully, I provided compelling steps and tactics for realizing success (We have exceeded all of these goals), it is the last component of that presentation that I wanted to focus on here.
Ongoing communication is critical to maintaining a successful SEO-centric content marketing program (or any digital marketing program). It is even more important when an organization is entrenched in the day-to-day execution of tactics, and perhaps results have yet to be realized.
In this column, I will walk you through tactics and examples we use in our internal communication process, designed to maintain production, as well as foster new ideas and motivate performance.
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