Content marketing: Telling Meaningful Stories

SEO is really hard and here’s what you can do to make it easier!

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I take pride in getting a ton of search engine traffic to the site. Up to 80% of my traffic in some months has come from search engines. Yay!

And traffic and exposure to the site has really grown year-over-year:

So I would like to take credit for my fantastic and sophisticated search engine optimization (SEO) strategy but unfortunately I can’t do that. 😱😜

I hardly ever look at keyword trends -though I know I should. I hardly ever tell stories based on current search trends or forecasts either.

That probably doesn’t sound very strategic and I have started to pay more attention to keyword research before publishing articles but here’s the thing with that strategy-it’s a specialty on its own and it’s kind of hard to do. Probably like writing is hard for some people to do. Writing is even kind a hard for me to do-which is why I voice dictate most of my blog posts.

And the other thing I’ve noticed working with SEO experts over the years, they talk about keyword research and analysis kind of like us content strategists talk about content strategy:

Here are the basic rules and then now let’s talk about the 99 exceptions and unusual occurrences.

Just like content strategy and content creation, SEO research and strategy is art and science. How many scientists do you know that are good in every science out there?

And it takes time. Just like content creation takes time. And event planning takes time. And project management takes time. And everything anybody has to do for any kind of job takes time.

And there is the problem: we’re asking content creators to do more and more things in addition to creating content. STOP!!

Other tasks that come to mind:

Keyword research

Social media scheduling

Social media monitoring

Data analysis

Client/staff presentations

Keyword ranking analysis

And while all those tasks are actually interlinked and there is benefit for content creators to know how to do these tasks they can’t do everything all the time.

So here’s my answer on how content marketing strategists and content creators can make SEO simpler: Hire a search engine optimization expert! Or hire an agency.

The bottom line and the point I’m trying to make here is that not everybody can do everything and that not everybody should be expected to do everything.

Now, SEO research is super important and I’ve had great success with some stories that were based on fantastic keyword research. But here’s where credit is due, I was never the one doing the research. An actual SEO expert was and then they presented the idea to me and I lead the content creation efforts.

As Gale Mote has said: “There are no well-rounded people. Just well-rounded teams.”

This holds true more than ever in digital marketing where disciplines become more and more specialized and sophisticated.

If I am a great storyteller wouldn’t I be better off spending my time telling those great stories and finding those great stories versus spending time on keyword research? Probably yes but then I should collaborate with an SEO expert who is helping me with the keyword research.

It takes a team to tell good stories and to make sure they make it in front of our audiences.


Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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