SMXWest 2013

The Veg-O-Matic approach to smart SEO writing

About SuccessWorks

First SEO copywriting agency (established in 1998.)

Help B2B companies tell their stories, boost their leads and drive more profit.

Train companies in SEO content best practices.

Established the SEO Copywriting Certification training for freelance and in-house writers.

Once upon a time...

It was all about your Website...

Today, the pressure to create and distribute content is high...

We know content is important...but content creation is challenging...

92 percent of surveyed marketers say that content creation is “very” or “somewhat” effective as an SEO tactic...

But it’s the most difficult to implement...

The unfortunate result?

Learned helplessness.

Companies don’t know what to do next (or they feel like they aren’t doing enough.)

So, they do nothing and miss opportunities.

The secret to staying sane...Strategically repurpose your content

Write big pieces of content you can slice and dice into parts

One piece of content can have multiple benefits.

- Good search positions for a variety of keyphrases

- Lead generation

- Build awareness

- Start a conversation

- Support other marketing initiatives

These “parts” can be distributed across different mediums

White paper/Ebook Blog post Sales pages/ case studies

- Create a blog series based on the white paper.

- Tweet a stat and link back to the white paper.

- Post a fact on your Facebook page or Google +

- Pull out excerpt for an enewsletter

- Tweet something from the post, and link back to it.

- Aggregate related blog posts and turn them into an ebook.

- Create a video that links back to the blog post.

- Post on LinkedIn/FB and start a discussion.

- Have video testimonials? Share them on FB or Google +.

- Tweet something from the case study and link back.

Tips from the trenches...

- We are a small company

- I’m very hands-on (read: I do a little bit of everything...)

- Time is precious

I feel the pressure too. That’s why I developed a process.

Goals

- Connect with freelance and in-house writers and start conversations.

- Build product awareness.

- Connect with companies that need SEO copywriting services.

Our social marketing mix

Standard procedure...

- Tweets/posts are pulled from blog posts, the Certification training materials and the Business Bootcamp training materials.

- We post at least five times a day (or more).

- Most posts are informational - not promotional.

Interesting tidbit: Pulling “tweet snippets” from older posts brings them back to life.

We customize posts for each network

This prompts people to visit the site and start a discussion.

Turn popular posts into a downloadable white paper...

Conversion goal: encourage newsletter signups

Turn video posts into a “how to” guide...

People who want more information about how to start a freelance business will be given a video guide with 10 videos.

Upsell - the Business Bootcamp.

Turn old blog posts into an ebook...

Can sell on Kindle, give away - or both!

Upsell - Certification

Update old blog posts...

Updating posts (and keeping the URLs the same) can save tons of content production time.

GREAT resource by Michael Gray (Graywolf)

http://www.wolf-howl.com/blogging/blog-less-update-more/

Answer FAQs by blogging

I can point people to the post rather than answering the same questions over and over...

The post is also part of my Certification training materials

Weekly posts are highlighted in an enewsletter (with a CTA every week.)

Bonus: Tuesdays (when the newsletter is released) tends to have the most site traffic.

Plus, the posts are re-tweeted and shared.

The biggest key to success? Planning in advance.

Questions to ask before creating content...

- What would reinforce the sales cycle (in a non sales-y way).

- What questions do we get from readers/prospects?

- What can we update/tweak?

- How many ways can the content provide value?

- What tools can we use to streamline the process?

- What is realistic for our company?

The Veg-O-Matic approach works!

Repurposing content across social networks and emails drives most of my product sales (and about 75% of my writing sales, too)

Questions? Here’s how to reach me.

Heather Lloyd-MartinCEO, SuccessWorks

SEOCopywriting.comheather@seocopywriting.com

Twitter: @heatherlloyd

SEO copywriting services, SEO Copywriting Certification training and customized training