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7 Big Enterprise Content Marketing Strategies You Need To Know

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7 Big Enterprise Content Marketing Strategies You Need To Know

It’s easy to publish content.

It’s a lot harder to publish content that drives ROI and provides value to your target audience.

On February 16, I moderated a sponsored webinar presented by Katie Greenwood, Sr. SEO Manager at Conductor.

Greenwood showed the ins and outs of creating an effective enterprise content strategy that leads to conversions, not bounces.

Here is a quick summary of the webinar. To access the entire presentation, complete the form.

7 Steps To Improve Your Enterprise Content Strategy

Organic traffic accounts for 53% of all website traffic.

Even though your brand’s name recognition can bring in some clicks, you still need to consider your SEO and content to maximize your presence.

In 2022, organic, SEO-driven content will be an even more important metric for your site and its success.

Step 1: Bring SEO In House

Have a dedicated SEO and content strategy team at every step in the customer journey.

If you’re an enterprise brand, this team should consist of more than one person.

Compared to agencies, in-house teams are more equipped to respond to new information and implement new plans faster.

This is because they have direct access to other internal teams and a dedicated time spend.

In-house teams know your customers, their challenges, and most importantly, each other.

This level of familiarity helps create content that sells and converts.

Step 2: Include SEO At All Stages Of The Content Process

Don’t just bring SEO in at the end, just before publishing.

Instead, ensure that all marketing team members have a solid understanding of SEO.

This way, every stage of your process is driven and informed by organic search best practices.

Be sure to include SEO education for your social team, your content writers, your developers – whoever may have a hand in creating content for your site.

[Discover SEO Education Strategies] Instantly access this webinar →

Step 3: Expand Your Competitor Lists

You know your overarching business competitors, but do you know your content competitors for every stage of the buyers’ journey?

They may be completely different.

Knowing your competitors at each level will help you pivot your content creation at each step.

Step 4: Meet Your Customers At All Stages Of Their Process

Create early-stage content that helps your customers answer their most beginner questions about a topic.

Create middle-stage content that can help make comparison questions easier.

Create late-stage content that helps complete the buyers’ journey more efficiently.

[See Buyer Journey Content Examples] Instantly access this webinar →

Step 5: Focus On Branded Content

Other companies are likely talking about you if you are an enterprise brand.

Make sure you show up for and own your brand name keywords, especially when it comes to supporting articles about your products.

You want to control the conversation about yourself.

Step 6: Pay Attention To Result Types

Tailor your content strategy to the result types that make sense for your keywords.

If your target keywords are all “People Also Ask” results, make sure your content contains Q&A content.

If your keywords display videos on SERPs, make videos.

[Find Out How To Make Video Content] Instantly access this webinar →

Step 7: Track. Everything.

Small changes can have significant impacts on an SEO brand.

Ensure you have automated methods to track content strategies for your site and regular reports for updates.

Understanding your data will help you share wins and enable you to go back and fix campaigns that didn’t work.

Setting up tracking for your KPIs before starting your project sets you up for success.

[Learn Tools You Can Use] Instantly access this webinar →

Remember, it’s always ok to reassess and try again.

If your campaigns are not working out the way you want, these are six tips you can implement now.

And the most crucial resource in enterprise SEO?

It’s teamwork.

Make sure that you empower your team with education and tracking.

That’s the biggest key to having a successful enterprise content strategy.

[Slides] 7 Big Enterprise Content Marketing Strategies You Need To Know

Here is the presentation:

7 Big Enterprise Content Marketing Strategies You Need To Know from Search Engine Journal

Join Us for Our Next Webinar!

2022 SERP Feature Trends & Tips For A Better SEO Strategy

Facing tough competition in the SERPs? Curious about SERP features and which ones you can benefit from?

Learn about the latest SERP feature trends, how to get them, and how they can power up your SEO plan in our next webinar on February 23 at 2 p.m. ET.


Image Credits

Featured Image: Paulo Bobita/Search Engine Journal




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Executive Director Of WordPress Resigns

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WordPress Executive Director Josepha Haden Chomphosy resigns,

Josepha Haden Chomphosy, Executive Director of the WordPress Project, officially announced her resignation, ending a nine-year tenure. This comes just two weeks after Matt Mullenweg launched a controversial campaign against a managed WordPress host, which responded by filing a federal lawsuit against him and Automattic.

She posted an upbeat notice on her personal blog, reaffirming her belief in the open source community as  positive economic force as well as the importance of strong opinions that are “loosely  held.”

She wrote:

“This week marks my last as the Executive Director of the WordPress project. My time with WordPress has transformed me, both as a leader and an advocate. There’s still more to do in our shared quest to secure a self-sustaining future of the open source project that we all love, and my belief in our global community of contributors remains unchanged.

…I still believe that open source is an idea that can transform generations. I believe in the power of a good-hearted group of people. I believe in the importance of strong opinions, loosely held. And I believe the world will always need the more equitable opportunities that well-maintained open source can provide: access to knowledge and learning, easy-to-join peer and business networks, the amplification of unheard voices, and a chance to tap into economic opportunity for those who weren’t born into it.”

Turmoil At WordPress

The resignation comes amidst the backdrop of a conflict between WordPress co-founder Matt Mullenweg and the managed WordPress web host WP Engine, which has brought unprecedented turmoil within the WordPress community, including a federal lawsuit filed by WP Engine accusing Mullenweg of attempted extortion.

Resignation News Was Leaked

The news about the resignation was leaked on October 2nd by the founder of the WordPress news site WP Tavern (now owned by Matt Mullenweg), who tweeted that he had spoken with Josepha that evening, who announced her resignation.

He posted:

“I spoke with Josepha tonight. I can confirm that she’s no longer at Automattic.

She’s working on a statement for the community. She’s in good spirits despite the turmoil.”

Screenshot Of Deleted Tweet

Josepha tweeted the following response the next day:

“Ok, this is not how I expected that news to come to y’all. I apologize that this is the first many of you heard of it. Please don’t speculate about anything.”

Rocky Period For WordPress

While her resignation was somewhat of an open secret it’s still a significant event because of recent events at WordPress, including the resignations of 8.4% of Automattic employees as a result of an offer of a generous severance package to all employees who no longer wished to work  there.

Read the official announcement:

Thank you, WordPress

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8% Of Automattic Employees Choose To Resign

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8% Of Automattic Employees Choose To Resign

WordPress co-founder and Automattic CEO announced today that he offered Automattic employees the chance to resign with a severance pay and a total of 8.4 percent. Mullenweg offered $30,000 or six months of salary, whichever one is higher, with a total of 159 people taking his offer.

Reactions Of Automattic Employees

Given the recent controversies created by Mullenweg, one might be tempted to view the walkout as a vote of no-confidence in Mullenweg. But that would be a mistake because some of the employees announcing their resignations either praised Mullenweg or simply announced their resignation while many others tweeted how happy they are to stay at Automattic.

One former employee tweeted that he was sad about recent developments but also praised Mullenweg and Automattic as an employer.

He shared:

“Today was my last day at Automattic. I spent the last 2 years building large scale ML and generative AI infra and products, and a lot of time on robotics at night and on weekends.

I’m going to spend the next month taking a break, getting married, and visiting family in Australia.

I have some really fun ideas of things to build that I’ve been storing up for a while. Now I get to build them. Get in touch if you’d like to build AI products together.”

Another former employee, Naoko Takano, is a 14 year employee, an organizer of WordCamp conferences in Asia, a full-time WordPress contributor and Open Source Project Manager at Automattic announced on X (formerly Twitter) that today was her last day at Automattic with no additional comment.

She tweeted:

“Today was my last day at Automattic.

I’m actively exploring new career opportunities. If you know of any positions that align with my skills and experience!”

Naoko’s role at at WordPress was working with the global WordPress community to improve contributor experiences through the Five for the Future and Mentorship programs. Five for the Future is an important WordPress program that encourages organizations to donate 5% of their resources back into WordPress. Five for the Future is one of the issues Mullenweg had against WP Engine, asserting that they didn’t donate enough back into the community.

Mullenweg himself was bittersweet to see those employees go, writing in a blog post:

“It was an emotional roller coaster of a week. The day you hire someone you aren’t expecting them to resign or be fired, you’re hoping for a long and mutually beneficial relationship. Every resignation stings a bit.

However now, I feel much lighter. I’m grateful and thankful for all the people who took the offer, and even more excited to work with those who turned down $126M to stay. As the kids say, LFG!”

Read the entire announcement on Mullenweg’s blog:

Automattic Alignment

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YouTube Extends Shorts To 3 Minutes, Adds New Features

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YouTube Extends Shorts To 3 Minutes, Adds New Features

YouTube expands Shorts to 3 minutes, adds templates, AI tools, and the option to show fewer Shorts on the homepage.

  • YouTube Shorts will allow 3-minute videos.
  • New features include templates, enhanced remixing, and AI-generated video backgrounds.
  • YouTube is adding a Shorts trends page and comment previews.

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