Heather Lloyd-Martin

1. How to Build a Killer Content Team
Heather Lloyd-Mar/n
seocopywri/ng.com

2. ABOUT ME:
ü Last month, I celebrated my 19 year anniversary in
SEO.
ü Forbes called me “the pioneer of SEO copywri/ng.”
ü I’m a SeaLle-area na/ve, and now based in Portland,
OR.
ü I specialize in training wri/ng teams, streamlining
their processes and showcasing their opportuni/es.

3. A GOOD CONTENT TEAM MAKES EVERYTHING EASY

4. BUT, SOME COMPANIES ARE USED TO THIS

5. SOUND LIKE YOUR TEAM? YOU’RE NOT ALONE

6. NOTICE A TREND?

7. HOW TO DRIVE THE SUCCESS YOU WANT

10. LOOK FOR THESE SUPERPOWERS:
ü Can she dig into the customer persona and the
buyers’ journey micro-moments?
ü Does she know how to develop content ideas that
mesh with the buyers’ journey?
ü Does she have experience building an editorial
calendar?
ü Can she research keyphrases?
ü Is she a good writer, with SEO and sales-wri/ng skills?
ü Does she know how to find influencers?
ü Can she create strategies to help old content get
no/ced again?
ü Can she review the analy/cs and make sugges/ons?

11. COMMON IN-HOUSE CONTENT SALARY RANGES

12. ü Low end: $1,250-$2,500/month
ü Average - $2,500 - $7,500/month
ü High end: $7,500 -$10,000+/month
Source:.brianhonigman.com
OUTSOURCED CONTENT STRATEGIST/WRITER FEES

13. ü Low end: $30-$75/post (under 1,000
words).
ü Average - $75 -150/post
ü High end: $150 - $500+ (for SMEs, or
industry influencers.)
ü Beware low-cost providers – you will pay
in other ways.
IF YOU NEED FREELANCE WRITING TALENT

14. A POSSIBLE ORG CHART

15. ü You have more flexibility with freelancers, but turnaround
/mes may be slower than you’d like.
ü Companies with an in-house marke/ng department can easily
learn SEO skills (more on that soon,) and it’s more cost-effec/ve
than working with freelancers.
ü Some/mes, an exis/ng team member can transi/on to a
content strategist role – assuming she receives training and has
some wri/ng skills.
OUTSOURCED VERSUS IN-HOUSE

17. MANY TEAMS FEEL LIKE THIS. EVERY DAY.

18. THE SECRET? DO THINGS DIFFERENTLY

19. PROCESS TIP #1: PUT SUCCESS IN YOUR WAY

20. WHAT YOU NEED IN PLACE BEFORE YOUR CONTENT
STRATEGY
ü A publica/on schedule (hint: it may be less o;en than you
think!)
ü A content audit
ü A customer persona document.
ü A list of buyers’ journey micro-moments.
ü An ini/al influencer list (you can always build on this.)
ü Your preferred call to ac/on.
ü A style guide.
ü A firm understanding of analy/cs – what’s working and
what’s not. As a bonus, your analy/cs will help you…

21. PROCESS TIP #2: FIND YOUR “ONE THING”
“What’s the ONE Thing I could do, such that by doing it everything else
would be easier or unnecessary?” – Gary Keller, Keller Williams Realty, Inc.

22. IT’S EASY TO GET DISTRACTED BY SHINY NEW STUDIES

23. OR GET CAUGHT UP IN STUPID RULES

24. AN EXAMPLE OF THE ONE THING…

25. YOUR ONE THING WILL BE DIFFERENT THAN YOUR
COMPETITION – SO THINK OUT OF THE BOX
You’ve got to do YOU!

26. PROCESS TIP #3: LOOK FOR EASY

27. CONTENT REPURPOSING SAVES YOU TIME
ü Repurpose old blog posts and
turn them into a report.
ü Transcribe old podcasts and
create a guide.
ü Transform a “/ps” ar/cle into
an easy-to-scan infographic.
ü Turn an old blog post into a
“/ps” email series.

28. RE-OPTIMIZE OLD POSTS FOR MORE SEO POWER
ü Tools like SEMrush make it
easy to locate op/miza/on
opportuni/es.
ü Look closely at Titles and meta
descrip/ons and rewrite for
beLer conversions.
ü Look for over-op/mized pages
too, and bring them up to
date.

31. SEO WRITING TRAINING IS CRUCIAL
Source: Conductor, March 2017

32. EDUCATION OPTIONS
ü Online courses: Look for
updated courses with some
instructor feedback.
ü Workshops: Local SEO writers
may create a day-long seminar
(or, you can fly to a special
event.)
ü Customized in-house training:
Content consul/ng + group
training.

33. CONSIDER “LUNCH AND LEARN” OPPORTUNITIES
ü Headline wri/ng
ü PPC ad wri/ng
ü Sales formula wri/ng
ü Copywri/ng techniques
ü Neuromarke/ng techniques

35. YOUR RESULT? A SMART, INTERCONNECTED TEAM THAT GETS
RESULTS!

36. PLUS, YOU’LL ENJOY A SMOOTH, EASY AND SUCCESSFUL CONTENT
PROCESS

37. THANK YOU!
SEOCopywri/ng.com
heather@seocopywri/ng.com
TwiLer: @heatherlloyd
Thank You!