Content and Conversation: Organic Growth Insights from Siege Media

Training a great team of content marketers doesn’t have to feel like such a challenge. While there’s no one-size-fits-all approach to content marketing, we’ve seen success with our training strategy — even as we continue to look for ways to improve the process with each new team member we hire. Based on lessons learned from hiring 50+ content marketers (and their insightful training feedback!), we’ve compiled tips for quickly training up new team members, no matter their expertise or skill level. Listen to our Content & Conversation episode below on how we’ve modified our process to fit a fully remote team. Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:0:58: How we’ve shifted our “Skyscraper Technique” outlook1:43: The value in “2x” level content2:30: Misapplication of the “Skyscraper Technique”5:13: Our thought process around passive vs. manual link acquisition8:10: Thinking about search clicks vs. search volume12:12: Is there a “good” balance of search volume to search clicks?Show Links:How to Increase Website Traffic by 250,000+ Monthly Visits [2020 Update]Brian Dean Skyscraper Technique“Christmas songs” SERPOn SERP SEO – The Infuriating Reality of Search’s Future by Rand FishkinFollow Ross on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend Ross an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:3:24: Are links and content really all that’s needed for SEO?8:11: The danger in relying on SEO hacks and loopholes10:15: Copywriting vs. content marketing13:15: Our outreach process including open rate and placement rates20:54: How to do content marketing at scale and still ensure quality24:39: Our preferred SEO and content marketing tools31:03: Refreshing content vs. killing a page38:00: Idea of “collaborative copy”41:30: The risk of content mills43:44: How to take simple topics and turn it into a link engine46:35: The Gary Vaynerchuk model and repurposing content50:45: Our YouTube strategyShow Links:How to Use “Freshness Distance” to Improve Rankings by Ross HudgensThe GaryVee Content ModelWatch the original recording on Neville’s channelSiegeLearn content marketing courseFollow Ross on TwitterFollow Neville on TwitterCopywritingCourse.comSend Ross an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:00:53: Debunking common E-A-T myths2:10: How does E-A-T relate to the Medic Update?4:25: What should you focus on for E-A-T if you’re in YMYL?7:12: Realistic timelines to see outcomes from E-A-T related changes9:50: Getting buy-in for E-A-T changes10:45: Does domain authority and brand recognition matter more with E-A-T?15:57: Is it realistic to expect to outrank .gov sites now?20:37: How to balance E-A-T with a company’s mission23:08: Unique or unexpected methods of showcasing E-A-T27:33: What keeps you up at night with E-A-T?Show Links:What Does It Mean to Have Good E-A-T? by Lily RayLily’s Conductor Speech on Factoring E-A-T Into Your SEO StrategyFollow Lily on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend us an emailProduced by Cara BrownSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:00:28: Training content marketers to communicate with creatives1:45: Creating a Pinterest board to assemble inspiration2:29: Training designers to communicate with marketers4:05: How much time to give a designer to understand the content?5:16: Ideal method of giving designer direction6:51: Is there such thing as too much design direction?7:38: How to feel comfortable giving creative feedback as a non-creative10:15: How to build an “eye for design”Show Links:Follow Leslie on DribbbleFollow Alex on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:00:30: When does prioritizing immediate links make sense?2:46: Content formats that get results in a short time frame3:56: Risks involved with short term link building content5:46: Link outcomes and expectations in a 6 month strategy9:00: What businesses can focus on a longer, 1+ year timeline?10:30: Content formats better suited for a long term strategy12:15: Link outcomes and expectations for a 1+ year timelineShow Links:What We Learned Analyzing the Cost Per Link of 500+ Posts by Caroline GilbertFollow Ross on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend Ross an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:00:40: How has SEO influenced media relations for you?8:16: What are pet peeves you have when SEOs try pitching?11:03: Why you shouldn’t stress over blog links vs. money page links14:27: Relationship building tips for marketers starting at zero19:20: Personalizing pitches with scale25:21: How to foster relationships outside your specific pitch needs26:51: Determining a good send volume for campaigns31:51: Why you shouldn’t ignore mid-tier, regional or niche publications34:25: How to handle no responses and follow ups40:49: Are press releases dead?47:39: Must-listen We Earn Media episodes and favorite journalism tipsShow Links:Tune in to We Earn MediaThe “WSJ” Marketing Problem with Rand FishkinAlan Henry of Wired episodeFollow Britt on TwitterFollow Jackie on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:00:41: How to build bottom funnel links through outreach4:12: Moving links from your homepage to a relevant product page4:55: Adding citable elements to your bottom funnel pages6:24: Ideas for blending long form content with landing pages9:15: How to use internal linking in content to your benefit10:42: Can visuals, such as infographics, fit on product pages to encourage links?Show Links:Advanced Link Reclamation and Link Moves by Sarah HollenbeckHow to Generate Money Page Links with Garrett FrenchStockx Air Jordan page exampleEmbroker startup insurance page exampleFollow Ross on TwitterFollow Caroline on LinkedInProduced by Cara BrownSend Ross an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:00:22: What ESG stands for and addresses1:42: How “Reimagining Capitalism in a World on Fire” by Rebecca Henderson influenced Siege Media2:36: Using ESG to analyze potential clients3:33: Types of businesses that may not qualify3:57: Why darker industries rely more on agencies6:19: Working for causes = better internal fulfillment6:47: Breaking down the client-agency relationship7:25: Do your research on companies implementing ESG8:47: How to evaluate internal efforts10:24: Identify ESG through positive brand experience–use third-party toolsShow Links:Follow Ross on TwitterSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing

Show Notes:00:21: Julia McCoy’s background, the origin of Express Writers2:37: How to interview new writers5:39: The best process when vetting portfolios8:02: The ideal writing staff split and why industry-specific writers are necessary9:37: What is a typical tempo of your editorial team?10:36: In-house vs. outsourced team structure14:04: How clients split copywriting duties in-house16:02: How much content should I be creating?18:42: Common obstacles when scaling production/li>20:32: Educating clients post-202021:14: How much SEO knowledge is appropriate for writers and editorial staff?23:09: How crucial are SEO tools?24:50: The importance of on-page brand experience26:37: The state of AI in copywriting28:56: Roadblocks when relying on AI31:53: Copywriting trends to look forward to in 2021Show Links:Follow Julia on TwitterVisit Express WritersLearn from the Content Hacker AcademyFollow Caroline on LinkedInSend us an email Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: ross@siegemedia.com #seo | #contentmarketing