Everyone seems to hate SEO content these days. A lot of “what is” articles and listicles with your product listed as #1. Guilty as charged. I do both of those things. But here’s the crazy thing – it generally still works. Here’s an update on one of my most successful posts. It’s still chugging along…
Buzzfeed has a massive opportunity in search and SEO but they’re not taking advantage of it. They have the content. They have the topics. They have the expertise/authority. But they haven’t stitched it together very well from an SEO perspective. And! I believe organic SEO could *still* be a major driver for them. They’ve essentially…
Someone the other day mentioned to me how a group of people sat in a room and came up with blog posts for each quarter. Whatever sounded good, they would do. Almost every day I hear about companies who do this. I get that impulse. It’s fun. Freewheeling. If you know your audience, your industry,…
When people talk to me about my content marketing work, I make one thing very clear: I don’t know how to make things go viral. Some people —like Jonah Peretti from Buzzfeed—are skilled at that, but I’m not. I’d rather focus on singles, doubles, and solid hits rather than striking out trying to get a…
One thing I’ve been incorporating more into my briefs are questions. Turning to the People Also Ask (PAA) questions within Google can give you a great headstart on creating your briefs and more insights into what people are searching for. You are probably familiar with PAA questions even if they don’t show up on all…
If you’re in content marketing, you must be familiar with Hubspot. They basically defined “inbound marketing” in the 2010s. They relentlessly beat the drum about awareness, consideration, and decision content. The playbook was this: the “writer” on the marketing team would go through Hubspot Academy to learn how to write content to address different parts…
