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11 Tips For Building An Exceptional Content Marketing Team

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11 Tips For Building An Exceptional Content Marketing Team

When companies are craving long-term, sustainable growth, they need to think about content marketing.

Content marking is knowing how, when, and where to publish, how to organize information online with the purpose of reaching a specific audience, understanding SEO, incentivizing profitable customer action, and so much more.

And it takes a blend of marketing knowledge, artistry and creativity, and content talent to bring it all together.

How do you build out an exceptional content marketing team – one designed and equipped to meet your organization’s content marketing goals and needs?

Put these 11 tips to work for you as you build yours.

1. Determine Your Marketing Objectives

Knowing your “why” or the vision is the most crucial step in your marketing strategy as this is how your company will promote itself to the public.

It’s also important to set goals for your content marketing program, which will help align the team, understand the purpose, and measure progress and success.

This is also an important first step as it’s the backbone of building the best team to execute the strategy and objective. It’s going to be awfully tough to get top talent to buy into your vision if you aren’t quite sure what it is yourself.

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2. Start From The Top

In large organizations, two important leadership roles are the Chief Content Officer (or also known as Director of Content Marketing) and the Content Marketing Manager.

  • The Chief Content Officer (CCO) is the person who oversees every facet of the content program to ensure that the company’s content marketing strategy is on point and meeting its business goals. This role is the backbone of the team, as the decisions and hiring will trickle down from here.
  • The Content Marketing Manager will report to the Chief Content Officer. This person focuses on laying out the roadmap for the team once the vision and/or strategy have been defined.

In smaller companies, these roles might be combined into one.

The Chief Content Officer and the Content Marketing Manager will then further define the job roles and a formal structure for what the team should look like.

This will help the hiring process and recruiting for these specific roles, not to mention keeping the team organized and on track.

3. Document Processes

In order for the content marketing team (or any team for that matter) to be successful, companies must document working processes and “standard operating procedures” or SOPs.

Without solid documentation, attempts to scale your content marketing team will result in chaos and unsure ownership and responsibility.

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Standard operating procedures provide your team a set of go-to instructions to guide their efforts so you can easily replicate successes and scale your content marketing campaigns.

4. Know Your Style

Establish the tone of voice, writing style, and messaging preferences that will be carried throughout your content.

Have a style guide and document the tone of voice and communication style so every person on the content marketing team represents the brand with the same integrity, values, and tone.

This is an important part of ensuring that each and every prospective customer has a similar experience with your brand.

It will also help you determine whether content team candidates are a good fit, as you compare their portfolio and writing style against your own.

Learn more about how to create a style guide (with examples).

5. An Editor Is Everything

The content editor is responsible for developing and implementing processes that ensure content quality and keep the brand out of hot water with copyright issues.

They edit the content so it is as clear, concise, engaging, and close to error-free as possible.

Editors also provide direction to the writers to ensure that each piece of content meets its objectives.

Look for an editor who is organized, meticulous, punctual, and proactive. 

6. Keep Innovating With A Content Strategist

In smaller organizations, ongoing content strategy and planning might be handled by the Content Marketing Manager or Director.

This content professional has their finger on the pulse of your industry’s competitive landscape.

They are constantly considering and testing new content types and formats.

The content strategist brainstorms, ideates, and challenges the status quo. They’re always on the hunt for gaps in your customers’ journey and innovative content to fill it.

When larger companies look to hire a content strategist, they should search for someone who knows how to create exceptional content, has a big picture view of the industry, and understands the vision for the company’s future.

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7. Prioritize Brand Design

Hiring a designer for your content marketing team is crucial.

Research has found that 65% of the general population are visional learners, meaning they need to see information in order to retain it.

Furthermore, studies have shown that the brain can process images and videos 60,000 times faster than text, so it’s important that you have a designer on hand to create high-quality visuals to augment your written content.

The best content tells a story that evokes an emotional reaction or entices your site visitor to take action. Design is an essential element in creating those experiences.

8. Hire Experienced Writers Who Care

The best writers are also gifted researchers, so you don’t necessarily need to find a writer with a lengthy portfolio in your exact topic.

But it’s critical that you find writers who are passionate about the topic in order to create authentic, exceptional content.

According to Matthew Brew, Head of Marketing at EduMe,

“In-house content resources are crucial. Writing is very revealing – you can read someone’s level of interest in what they’re writing about. That’s why you need people all in on your mission to be true brand guardians, to really embody (or craft) your tone of voice.”

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Whether you’re building an in-house team or hiring through an agency, seek out writers who believe in the company’s mission and content strategy.

9. Diversify Your Team

Each person on your content team will have their strengths and weaknesses.

For example, some writers are great at producing highly informative and educated pieces, but may lack humor and cannot produce satire, and vice versa.

Your customer base is diverse and your content team should be, too.

Have content team members inventory their interests, strengths, and weaknesses. Use these insights to inform future job postings and seek out talent with complementary skills and attributes.

10. Define Career Paths For Ambitious & Motivated Team Members

Ensure there are pathways for advancement on your team. Perhaps an individual starts as a writer; how can they become an editor, then a Content Marketing Manager?

What skills will they need to develop, and how will you ensure they have the time and resources to do so?

Make sure your team is constantly growing as individuals and know that they are valued enough for internal promotions and opportunities.

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Promoting internally tends to cost less than hiring externally, and creates organizational loyalty and a higher employee retention rate, as well.

11. Face-To-Face Training & Communication Are Important

New hires need real-time communication and training, whether through video conferencing or in person.

People will get to know individuals much better when you can hear their voices and see their facial expressions versus communicating through chat or by phone.

Asynchronous training videos can help team members in different timezones get up to speed, but it’s important to make time for regular 1-on-1s between managers and their direct reports.

Regular team meetings can help keep everyone connected and moving in the same direction, as well.

Building out a content marketing team can be daunting, but the payoffs are well worth it.

When you have a cohesive, energized team constantly pulling in the same direction and turning out their best works in your company’s name, you’ll realize your content goals – and then some.

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Screaming Frog SEO Spider Version 20.0: AI-Powered Features

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What’s New with Screaming Frog SEO Spider 20.0?

For SEO experts, our toolkit is crucial. It’s how we make sure we can quickly and effectively assess how well our websites are performing. Using the best tools can put you way ahead of other SEOs. One example (and one tool I’ve personally been using for years) is Screaming FrogIt’s a powerful, straightforward, and insightful website crawler tool that’s indispensable for finding technical issues on your website.

And the good news is that it keeps getting better. Screaming Frog just released its 20th major version of the software, which includes new features based on feedback from SEO professionals.

Here are the main updates:

  1. Custom JavaScript Snippets
  2. Mobile Usability
  3. N-Grams Analysis
  4. Aggregated Anchor Text
  5. Carbon Footprint & Rating

Custom JavaScript Snippets

One of the standout features in this release is the ability to execute custom JavaScript snippets during a crawl. This functionality expands the horizons for data manipulation and API communication, offering unprecedented flexibility.

Use Cases:

  • Data Extraction and Manipulation: Gather specific data points or modify the DOM to suit your needs.
  • API Communication: Integrate with APIs like OpenAI’s ChatGPT from within the SEO Spider.

Setting Up Custom JS Snippets:

  • Navigate to `Config > Custom > Custom JavaScript`.
  • Click ‘Add’ to create a new snippet or ‘Add from Library’ to select from preset snippets.

setting up custom JS snippets screamingfrog 20setting up custom JS snippets screamingfrog 20

  • Ensure JavaScript rendering mode is set via `Config > Spider > Rendering`.

Crawl with ChatGPT:

  • Leverage the `(ChatGPT) Template` snippet, add your OpenAI API key and tailor the prompt to your needs.
  • Follow our tutorial on ‘How To Crawl With ChatGPT’ for more detailed guidance.

Sharing Your Snippets:

  • Export/import snippet libraries as JSON files to share with colleagues.
  • Remember to remove sensitive data such as API keys before sharing.

Introducing Custom JavaScript Snippets to Screaming Frog SEO Spider version 20.0 significantly enhances the tool’s flexibility and power. Whether you’re generating dynamic content, interacting with external APIs, or conducting complex page manipulations, these snippets open a world of possibilities. 

Mobile Usability

In today’s mobile-first world, ensuring a seamless mobile user experience is imperative. Version 20.0 introduces extensive mobile usability audits through Lighthouse integration. 

With an ever-increasing number of users accessing websites via mobile devices, ensuring a seamless mobile experience is crucial. Google’s mobile-first indexing highlights the importance of mobile usability, which directly impacts your site’s rankings and user experience.

 Mobile Usability Features:

  • New Mobile Tab: This tab includes filters for regular mobile usability issues such as viewport settings, tap target sizes, content sizing, and more.
  • Granular Issue Details: Detailed data on mobile usability issues can be explored in the ‘Lighthouse Details’ tab.
  • Bulk Export Capability: Export comprehensive mobile usability reports via `Reports > Mobile`.

Setup:

  • Connect to the PSI API through `Config > API Access > PSI` or run Lighthouse locally.

Example Use Cases:

  • Identify pages where content does not fit within the viewport.
  • Flag and correct small tap targets and illegible font sizes.

mobile usability analysis on screamingfrog 20mobile usability analysis on screamingfrog 20

With these new features, Screaming Frog SEO Spider version 20.0 streamlines the process of auditing mobile usability, making it more efficient and comprehensive. By integrating with Google Lighthouse, both via the PSI API and local runs, the tool provides extensive insights into the mobile performance of your website. Addressing these issues not only enhances user experience but also improves your site’s SEO performance.

N-grams Analysis

N-grams analysis is a powerful new feature that allows users to analyze phrase frequency across web pages. This can greatly enhance on-page SEO efforts and internal linking strategies.

Setting Up N-grams:

  • Activate HTML storage by enabling ‘Store HTML’ or ‘Store Rendered HTML’ under `Config > Spider > Extraction`.
  • View the N-grams in the lower N-grams tab.

n-grams analysis on screamingfrog 20n-grams analysis on screamingfrog 20

Example Use Cases:

  • Improving Keyword Usage: Adjust content based on the frequency of targeted N-grams.
  • Optimizing Internal Links: Use N-grams to identify unlinked keywords and create new internal links.

Internal Linking Opportunities:

The N-grams feature provides a nuanced method for discovering internal linking opportunities, which can significantly enhance your SEO strategy and site navigation.

The introduction of N-grams analysis in Screaming Frog SEO Spider version 20 provides a tool for deep content analysis and optimization. By understanding the frequency and distribution of phrases within your content, you can significantly improve your on-page SEO and internal linking strategies.

Aggregated Anchor Text

Effective anchor text management is essential for internal linking and overall SEO performance. The aggregated anchor text feature in version 20.0 provides clear insights into how anchor texts are used across your site.

Using Aggregated Anchor Text:

  • Navigate to the ‘Inlinks’ or ‘Outlinks’ tab.
  • Utilize the new ‘Anchors’ filters to see aggregated views of anchor text usage.

aggregated anchor text report on screamingfrog 20aggregated anchor text report on screamingfrog 20

Practical Benefits:

  • Anchor Text Diversity: Ensure a natural distribution of anchor texts to avoid over-optimization.
  • Descriptive Linking: Replace generic texts like “click here” with keyword-rich alternatives.

The aggregated anchor text feature provides powerful insights into your internal link structure and optimization opportunities. This feature is essential if you are looking to enhance your site’s internal linking strategy for better keyword relevance, user experience, and search engine performance.

Aligning with digital sustainability trends, Screaming Frog SEO Spider version 20.0 includes features to measure and optimize your website’s carbon footprint.

Key Features:

  • Automatic CO2 Calculation: The SEO Spider now calculates carbon emissions for each page using the CO2.js library.
  • Carbon Rating: Each URL receives a rating based on its emissions, derived from the Sustainable Web Design Model.
  • High Carbon Rating Identification: Pages with high emissions are flagged in the ‘Validation’ tab.

Practical Applications:

  • Resource Optimization: Identify and optimize high-emission resources.
  • Sustainable Practices: Implement changes such as compressing images, reducing script sizes, and using green hosting solutions.

The integration of carbon footprint calculations in Screaming Frog SEO Spider signifies a growing recognition of digital sustainability. As more businesses adopt these practices, we can collectively reduce the environmental impact of the web while driving performance and user satisfaction.

Other Updates

In addition to major features, version 20.0 includes numerous smaller updates and bug fixes that enhance functionality and user experience.

Rich Result Validation Enhancements:

  • Split Google Rich Result validation errors from Schema.org.
  • New filters and columns provide detailed insights into rich result triggers and errors.

Enhanced File Types and Filters:

  • Internal and external filters include new file types such as Media, Fonts, and XML.

Website Archiving:

  • A new option to archive entire websites during a crawl is available under `Config > Spider > Rendering > JS`.

Viewport and Screenshot Configuration:

  • Customize viewport and screenshot sizes to fit different audit needs.

API Auto Connect:

  • Automatically connect APIs on start, making the setup process more seamless.

Resource Over 15MB Filter:

  • A new validation filter flags resources over 15MB, which is crucial for performance optimization.

Page Text Export:

  • Export all visible page text through the new `Bulk Export > Web > All Page Text` option.

Lighthouse Details Tab:

  • The ‘PageSpeed Details’ tab has been renamed ‘Lighthouse Details’ to reflect its expanded role.

HTML Content Type Configuration:

  • An ‘Assume Pages are HTML’ option helps accurately classify pages without explicit content types.

Bug Fixes and Performance Improvements:

  • Numerous small updates and fixes enhance stability and reliability. 

Screaming Frog SEO Spider version 20.0 is a comprehensive update packed with innovative features and enhancements that cater to the evolving needs of SEO professionals like us. From advanced data extraction capabilities with Custom JavaScript Snippets to environmental sustainability with Carbon Footprint and Rating, this release sets a new benchmark in SEO auditing tools.

Key Takeaway

Add this to your toolbox, or update to version 20 to explore the rich array of new features from Screaming Frog to optimize your website’s SEO, usability, and sustainability. It’s a no-fuss tool with tons of features that will help you stay ahead of your competitors, and ensure your websites perform optimally in terms of user experience and search engine visibility.

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Google Simplifies Adding Shipping & Return Policies For Online Stores

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woman online shopper affixes a barcode sticker to a cardboard box, marking it for return and refund

Google introduces Search Console feature for online stores to easily manage shipping and return policies.

  • Google now allows online stores to manage shipping and return policies via Search Console.
  • This simplifies providing vital information to customers.
  • The feature can potentially boost sales for retailers.

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Google’s Now Translating SERPs Into More Languages

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Google's Now Translating SERPs Into More Languages

Google updated their documentation to reflect that it added eight new languages to its translated results feature, broadening the reach of publishers to an increasingly global scale, with automatic  translations to a site visitor’s native language.

Google Translated Results

Translated Results is a Google Search feature that will automatically translate the title link and meta description into the local language of a user, making a website published in one language available to a searcher in another language. If the searcher clicks on the link of a translated result the web page itself will also be automatically translated.

According to Google’s documentation for this feature:

“Google doesn’t host any translated pages. Opening a page through a translated result is no different than opening the original search result through Google Translate or using Chrome in-browser translation. This means that JavaScript on the page is usually supported, as well as embedded images and other page features.”

This feature benefits publishers because it makes their website available to a larger audience.

Search Feature Available In More Languages

Google’s documentation for this feature was updated to reflect that it is now available in eight more languages.

Users who speak the following languages will now have automatic access to a broader range of websites.

List Of Added Languages

  • Arabic
  • Gujarati
  • Korean
  • Persian
  • Thai
  • Turkish
  • Urdu
  • Vietnamese

Why Did It Take So Long?

It seems odd that Google didn’t already translate results into so many major languages like Turkish, Arabic or Korean. So I asked international SEO expert Christopher Shin (LinkedIn profile) about why it might have taken so long for Google to do this in the Korean language.

Christopher shared:

Google was always facing difficulties in the South Korean market as a search engine, and that has to do mainly with Naver and Kakao, formerly known as Daum.

But the whole paradigm shift to Google began when more and more students that went abroad to where Google is the dominant search engine came back to South Korea. When more and more students, travelers abroad etc., returned to Korea, they started to realize the strengths and weaknesses of the local search portals and the information capabilities these local portals provided. Laterally, more and more businesses in South Korea like Samsung, Hyundai etc., started to also shift marketing and sales to global markets, so the importance of Google as a tool for companies was also becoming more important with the domestic population.

Naver is still the dominant search portal, but not to retrieve answers to specific queries, rather for the purpose of shopping, reviews etc.

So I believe that market prioritization may be a big part as to the delayed introduction of Translated Google Search Results. And in terms of numbers, Korea is smaller with only roughly 52M nationwide and continues to decline due to poor birth rates.

Another big factor as I see it, has to do with the complexity of the Korean language which would make it more challenging to build out a translation tool that only replicates a simple English version. We use the modern Korean Hangeul but also the country uses Hanja, which are words from the Chinese origin. I used to have my team use Google Translate until all of them complained that Naver’s Papago does a better job, but with the introduction of ChatGPT, the competitiveness offered by Google was slim.”

Takeaway

It’s not an understatement to say that 2024 has not been a good year for publishers, from the introduction of AI Overviews to the 2024 Core Algorithm Update, and missing image thumbnails on recipe blogger sites, there hasn’t been much good news coming out of Google. But this news is different because it creates the opportunity for publisher content to be shown in even more languages than ever.

Read the updated documentation here:

Translated results in Google Search

Featured Image by Shutterstock/baranq

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