Seo strategy

A holistic approach to content and SEO strategy: Lee Odden on Marketing Smarts [Podcast] : Marketing podcast

What does it mean to have a holistic approach to content marketing and SEO strategy? Since this is precisely what Lee Odden calls in his new book, To optimisethat’s exactly what I asked him when he joined me for the latest episode of Marketing Smarts.

All content

First, Lee said, it means “being mindful of the totality of content assets you have and how they work together.”

Focusing on all content means thinking beyond the walls of the marketing department. Yes, marketing will actually produce many “content objects,” as Lee calls them, ranging from brochures and catalogs to blog posts, newsletters, white papers, slideshows, and more.

But no matter how much content marketing communications managers create, they are far from the only content creators in the organization. Consider the public relations and investor relations people (if the company is public), for example. From press releases to quarterly reports, they undeniably contribute their share to the content pool.

And what about the customer service people? Although some of them may be on the phone, many companies today try to provide customers with answers to common questions and issues on their websites and actively direct them first. Add technical support and technical documentation, and soon we’ll be talking about content creators who can even compete with their marketing colleagues.

The HR department is also a constant source of content. Although we may think of them primarily as the guardians of internal policies, which themselves may be publicly available, HR is also home to corporate recruiters who regularly write and post advertisements for job vacancies as well as information. basic for job seekers interested in a career. opportunities within the company.

Make content findable

A holistic approach to content strategy, then, means considering all that content and remembering, as Lee puts it, “Anyone who produces content creates an asset through which search can be an entry point.” Since all of this content is searchable, the next step is to figure out how best to help the producers of this content optimize it for search.

It turns out that the best way to do this is not to go to every department and start preaching to them about the power and potential of SEO. “People have preconceived notions about what it means,” he explained, “and [mentioning] it can kill an opportunity on the spot.”

What Lee recommends instead is to talk to the content managers in each department and “find out their particular needs or discover opportunities within those different organizations and then pitch that. [SEO] as a particular solution.

To do this, ask content creators across the organization: Who is this content for? What problems will it solve for them? How will they find it?

Content producers should be able to answer the first two questions (if they can’t, you’re in bigger trouble). Still, they probably won’t be able to answer the last question, where you say, “Let me explain how I can help you with this.”

It is not easy

Taking a holistic approach to content and search isn’t necessarily easy. Mastering all the content produced by your organization (in a time when organizations are producing more content than ever before) can be daunting, and convince content producers that they may have a problem (“No one can find this stuff !”) won does not help you win popularity contests.

But if you maintain a customer-centric perspective (“Everything we do only makes sense if it’s meaningful to customers”) and demonstrate to your colleagues across the organization that, rather than imposing on them new demands, you’re actually driven by a desire to help them achieve their goals (an approach that’s really just an inward-looking, customer-centric approach), then you’ll have succeeded in truly optimizing and holistically your organization’s content and SEO efforts.

If you want to hear my entire conversation with Lee, you can do so above or download mp3 and listen at your leisure. Of course you are also welcome subscribe to the Marketing Smarts podcast on iTunes and never miss an episode!

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