The principles of search engine optimization (SEO) are the driving force behind a lot of what we do here at Leverage Digital. Online visibility is paramount for a successful digital marketing campaign, because without a strong foundation for your digital imprint, it’s increasingly difficult to plan effective cross-platform campaigns that truly unlock your brand’s potential.
Without a dedicated team of content strategists to produce consistent, compelling copy, it can be virtually impossible to truly nudge your Google search ranking in the right direction. A company with poor search rankings is similar to a person stranded in the middle of the ocean. You know that person is out there, splashing around helplessly waiting to be discovered, but no matter how much time you spend searching, you simply can’t find them.
Most businesses are familiar with the concept of SEO and possess a vague understanding of how this valuable metric is determined, but they don’t realize that creating effective content to drive web traffic is a multi-step process that requires a skilled team of experienced content strategists.
What is a Content Strategist?
Imagine a writer who not only possesses the verbal skills to clearly state the things you want to say, but also possesses a fundamental understanding of your target audience, what they want to read, and how to best deliver it to their digital display. Doesn’t sound like your typical writer, does it? That’s because a content strategist is more than writer, they are a vital cog in your SEO campaign.
While brainstorming topics for your SEO campaign, our content strategists discuss your brand and its objectives so every piece of content is relevant to your target audience while enriching the value of your website. When news related to your company or industry is published, our content team adjusts your content accordingly to ensure that users searching about these timely topics are directed to your website first. If you need a specific topic covered, our content strategists will research information about your topic and write an original thought piece supported by legitimate sources.
Familiarity with Your Brand is Vital
Hiring writers to create content for your SEO campaign might help you produce articles and blog posts for your site, but if this content has no value to your target audience, it won’t matter. An effective content team is composed of content strategists who possess a fundamental understanding of SEO, strong writing skills, and the foresight to plan content that will cover topics and target keywords actively searched by your customers.
Moreover, a content team must be intimately familiar with the brand they are producing content for. This is one of the major benefits of using a trusted team of content strategists. Sometimes, when you outsource SEO copywriting to a third party, they turn around and flip your content again to a contracted remote employee or even worse, a random contractor from services like Fiverr or Upwork.
At Leverage Digital, our content strategists build familiarity with your brand over time, ensuring that your content grows increasingly relevant to your target audience with each passing day. How can a writer who is only just being introduced to your business compete with a seasoned writer who has spent months or even years getting to know and writing for your brand?
Writers are also researchers, but when your clients are in verticals like real estate and legal services, it can be difficult to find writers who can reliably take technical ideas, understand them, and then simplify them for readers. Our team meets every day to write for our clients. By sharing the burden of dense research and complementing each other’s skill set, our team ensures that your content aligns perfectly with your brand.
Multi-Step Editing Ensures Every Article is Worth Paying For
A thorough editing process that puts more than one set of eyes on a piece of content will help you avoid costly typos and errors. There’s a reason newspapers and magazines have editors to revise and polish articles before publication. Readers notice gaffes, and they love to point out errors for the rest of your audience. At Leverage Digital, we utilize a comprehensive editing process to ensure that every piece of content is checked for grammar, syntax, accuracy, format, and style multiple times before it is presented to your audience.
Marketing Your Brand Online Relies on A+ Content
Quality content is hard to find. In a world of clickbait articles and hastily thrown together SlideShare presentations, readers are actively searching for resources that answer their questions and teach them about relevant topics. If you truly care about your customers, you want to ensure that your content is rigorously researched, skillfully written, and thoroughly edited every time. This level of consistency is almost impossible to achieve without a dedicated team of content strategists.
Ann Handley, Chief Content Officer of MarketingProfs and author of Everybody Writes: Your Go-To Guide to Ridiculously Good Content, understands that content needs to “be specific enough to be believable and universal enough to be relevant.”
Producing content that accomplishes these two goals requires a dedicated team who lives and breathes content; a team who knows your brand and possesses a personal understanding of your objectives. We don’t see how content production can be skillfully executed any other way.
Are you unable to meet your SEO goals because your website lacks content, or your content is inconsistent and poorly written? At Leverage Digital, our in-house team of professional content strategists can improve your search visibility, and position your company as an industry thought leader, resulting in more traffic, engagement, and conversions through your website.