As a B2B copywriter, one of the biggest challenges of writing web content is writing effective engaging content while optimizing it for search. For me, it’s easier to write the content with the reader in mind first, and then optimize the content for search engines. I use the following B2B copywriter’s seven-step checklist and tweak the content until it’s optimized for the reader and for search engines.
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Whether you’re a B2B marcom manager who’s taking on social media as a grass roots effort (you and one or two colleagues) or you’ve enlisted a team, content creation can be daunting, even meeting the bare minimum frequency. Like many B2B marcom managers who are beginning a social media program, you and your already burdened staff are responsible for creating most of the content in addition to your day jobs. Before you read any further, make sure you have a content marketing plan and a conversation calendar in place. Then get ready to develop your B2B social media workflow.
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The nutrition label lists the ingredients based on volume per package. Items appearing first on the ingredients list are most abundant in each serving. This is where the nutrition label is like SEO copywriting. The keywords on which you’re optimizing your page should be the first few keywords in the meta title and description, as well as in alt image tags and on-page body copy… think up and to the left. This helps search engines determine relevancy of the search query to your web page. (There’s more to relevance than SEO copywriting, but it’s a necessary part of SEO.) Learn more…

I received a message from a fellow group member in an online community the other day. It read like this (note: names/titles have been changed):
“My new white paper on XYZ – available to group members Feel free to download – don’t worry – no sales pitches!”
Call me crazy, but when someone says, “don’t [...]

As a B2B copywriter and marcom consultant, keyword density is less important than good content that reads well. Density is something I do at the very end of writing content, as a precaution to make sure I haven’t gone beyond the 3-5% density.
My experience has been that when you focus [...]

I was writing web content for a client and felt like I was writing blindly because I didn’t have a list of their top performing keywords. It turns out that the list is easy to generate. Search strategist, Benny Blum, explains how to generate a list of top performaing keywords in his article, [...]

I had this discussion with an online marketing manager at a major consulting firm and she and I both agree that copywriters–with training in copywritng for SEO, of course–should write the meta title and description. They are in the best position to convey the relevance of the page to search engines. (Assuming that they’ve also [...]

Good B2B copywriters make sure your content includes plenty of keywords. But what your copywriter may not know is that keywords, when used in overabundance, could actually hurt your natural search engine optimization (SEO) initiatives. Here’s why…

If a search crawler sees too many keywords, it could punish you in ranking because it thinks you’re engaged [...]

Asking if your company should have a website is a no-brainer. But what about social media?… Is it optional anymore?
Social media is a part of having an online presence. While the tools are coming at us faster than we can understand how to apply them, it’s still important to integrate social media into your marketing [...]

Integrated marketing communications can be more effective with a “keyword bank or glossary” (That’s your company’s inventory of keywords and phrases.) Some B2B marketers only think of keywords in the context of a website. When you think beyond your website, you can leverage your keywords and phrases to boost search ranking from all of your [...]