content marketing focus
How to maintain content marketing focus in long-running SEO programs
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.
Monthly recommendation sets
When an SEO and content marketing team is in the midst of an ongoing program, monthly content marketing recommendations can be critical in fostering new ideas.