Content creators shouldn’t have to sacrifice creativity for keyword performance. With empathetic collaboration, your content creation team can bridge the gap between data and creativity.
With the growing importance of SEO to business success, keywords have become a defining feature of digital marketing. Where content creators were once focused solely on creating content that attracted potential consumer’s attention, now content creators have to worry about the integration of keywords to reach ranking goals.
The term ‘keywords’ can make you shrink in disgust or open your eyes with interest at the potential. If you’re the latter, it is likely because your brand is dominating a particular keyword and if you’re the former, you have yet to determine how to integrate ranking needs with creative content.
In general, the focus on keywords has undermined the core of SEO is supposed to do: promote websites that are creating relevant and important content. Algorithms like the Hummingbird have emphasized this shift in focus from keywords to topics.
On the other hand, content creators can feel that their creativity comes at the expense of ensuring that the brand they write for is ranking higher in search engines.
You pay your writers to know how to reach your target, not to keyword stuff. Learn how to bridge the gap between your ranking needs and marketing effectiveness. Taking on the following perspectives will help ensure your content strategy is enabling empathetic collaboration between content creativity and ranking goals.
Focus on Topics not Keywords
In order to build a bridge between the necessities of ranking and allowing creative freedom, focus less on keywords and more on topics. Google algorithms are focused on the comprehensiveness of content, not the amount of keywords that can be stuffed into an article.
When communicating to your content creators about the needs of your business, consider determining the topic a keyword group embodies and develop a content strategy based on those topics.
Focusing on topics also helps organize cross-medium content performance, as page ranking will not necessarily be the only metric that is of interest to your content.
Openly Discuss Metric Definitions and Importance
Sometimes the reason why your content creators have trouble comprehending what your metric needs are. It’s easy to assume that ranking, CTR, backlinks, bounce rate, and session duration mean something, but not all effective content creators can easily quantify metric potential. In order to create a more transparent process, define what the metrics of interests are and how that fits holistically with the business model.
After sharing a content brief, be sure to review the metrics of interest to ensure that you and the content creator are on the same page. If your content creator isn’t already familiar, introduce them to some tools that will help them easily measure the effectiveness of their campaigns. Give your content creator room to communicate their creative concerns while you focus on ensuring the content fits with your metric needs. By keeping this line of communication open, conflicts over content are greatly reduced.
Great Content is Always Better Than Shortcuts
All of Google’s algorithm updates mean one thing: there will be no short-cuts to creating good content. As a marketer, it is important to trust your creators to create content that identifies the motivations of your target. Trying to cheat the system will ultimately lead to a website suffering penalties and more importantly, alienating customers seeking authoritative content.
By balancing your communications between metrics and the creation of great content, your content creator will also feel more comfortable working with you, as the pressure to create metric focused content will be reduced. Often creators can feel that there is no room for
In addition, allow your content creator to come up with a target psychograph which can help them better defend their creative decisions, even if the metrics do not reflect that particular effectiveness.
As more and more data is collected to measure the effectiveness of content, content creators will eventually have to come to terms that their creativity is not completely divorced from the needs of quantitative analysis. In the meantime, you can use the tips detailed above to ensure both your metric and creative needs are met in the realm of SEO.