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15 Tips That Make Freelance Writers Successful

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When I scroll through Facebook and Instagram, I often see ads from people who are freelance writers, promoting the “working from anywhere” lifestyle.

The ad copy typically goes something like this ⁠— “Would you like to be able to work on your own schedule, from anywhere in the world? That’s what I did.”

Like anyone, I always think, “Well, duh!”

And I’m not alone. According to Upwork’s 2018 Freelancing in America report, the number of American freelancers has increased by 3.7 million since 2014.

In fact, 59% of U.S. companies now use a flexible workforce to some degree, whether that’s freelancers or remote workers.

These stats bode well for writers who are interested in starting remote or freelance work. So, as freelance work becomes increasingly popular, you might be wondering how to become a successful freelance writer.

Below, we’ll review freelance writing tips and how to get started as a beginner.

1. Choose a niche.

As a freelance writer, you can choose the topics you write about. However, instead of casting your net wide and writing about anything that comes across your desk, consider diving deeper into a certain subject.

Allie Decker, a writer on HubSpot’s pillar team and a successful freelance writer, says, “You can’t be an expert on everything — surely you’ve heard the term ‘Master of None.’ Writing within a niche will also make writing projects easier over time as you build your expertise.”

For example, if you’re interested in writing for marketing companies, you can specialize in writing for small businesses. This will give you an advantage when you pitch small businesses and make it easier to write content as you repeatedly write for a similar audience.

Overall, choosing a niche will help you decide who you send pitches to, what projects you take on, and which topics you’ll want to study and research extensively.

2. Communicate with your clients.

Once you’ve secured a job, it’s time to get to work. However, don’t just put your head down and forget about the client.

Aja Frost, an SEO strategist at HubSpot and a successful freelance writer, says, “Communicate early and often with your clients. If you get sick or overwhelmed and know there’s a good chance you’ll miss a deadline, don’t go radio silent — tell the client what’s going on. If you’re going out of town and won’t be working for a few weeks, don’t tell them the day before — let them know a few months ahead and offer to send them some articles in advance.”

Additionally, Frost notes, “If you’re going to finish early (and send them the invoice early) — give them a heads up ASAP so they can work out any potential billing invoices. Your proactiveness and transparency will be incredibly appreciated and will put you ahead of many freelancers.”

This type of communication makes your job easier and can help you form a connection with your clients so they’ll book jobs with you in the future. Additionally, clear communication is the best thing you can do for your reputation and brand.

3. Network with other writers.

Although it might seem counterintuitive to network with the competition so-to-speak, doing so is an excellent way to gain success in freelance writing.

Decker says, “It’s healthy for your professional and personal development. I’ve learned the most about freelancing from a few who are already doing it, and I’ve built enough rapport to be passed along projects that they don’t have the bandwidth for. It’s also nice to have a semblance of ‘coworkers’ when you’re working alone, day in and day out.”

By networking with other writers, you can stay up-to-date on the latest news and trends in your niche. Plus, you can share and learn information on how to be successful as a freelance writer. The best person to ask for advice is someone who has walked the road you want to walk.

Additionally, once you do make connections, it’ll help your brand reputation and give you name recognition most freelance writers don’t have.

4. Be active online.

Not to reiterate, but having name recognition and being known in your industry is one of the top ways to book jobs as a freelance writer.

To achieve this, you need to be active online. For example, you should have a portfolio website with testimonials, write a blog on your site, guest post on other publications, and remain active and engaged on social media.

Once you choose a niche and start posting online, people will begin to recognize your name. Additionally, these things can also improve your SEO and give you more credibility, so your name shows up when companies search “small business freelance writers.”;

5. Write well-crafted pitches.

While, ideally, the tips above can help you receive jobs through networking and online searches, it’s equally important to note that you’ll need to write pitches almost every day and reach out to companies that would be a good fit.

To find companies to pitch, you can look at job boards like Contena, Blogging Pros, or Mediabistro, join Facebook groups, or network on LinkedIn.

Once you’ve found a company to pitch, you need to write a well-crafted proposal that sells you and makes sense to the publication. This isn’t an easy task, so to become a successful freelance writer, you need to learn what makes a good proposal.

6. Study negotiation and acquire a contract for every job.

The top mistakes almost every freelance writer makes at the beginning of their career is that they don’t set up a contract and don’t know their worth, so they work for less than they should.

Take the advice now and make sure you research how to negotiate freelance wages. Look up the average hourly rate, rate per word, or rate per project. List out the pros and cons of the pricing structure and decide what you want to charge.

Once you know what you want to charge, you can go into a negotiation with the upper hand. When you close the deal, it’s time to draw up a contract.

In fact, you don’t ever want to work on a project without a contract. A contract gives you an opportunity to understand the scope of the project and lay out your boundaries for the client.

7. Learn how to edit.

As a freelance writer, you don’t have an editor looking over every piece you turn in. This means you need to learn the art of the self-edit.

For example, here’s my writing and editing process:

  1. Write without judgment: When you’re writing your pieces, take off the editor’s hat and just write.
  2. Edit for spelling, grammar, and sentence structure: After you finish the piece, set it aside for a few hours or a day or so if you can. Then, on your first edit, just look for spelling and grammar errors. Additionally, ensure the sentences are structured correctly.
  3. Edit for style: Your client might adhere to a certain style guide. If they do, you’ll want to ensure the piece is written in the right style. Are the names, titles, times, quotes, and image sources done correctly? Go through and double check.
  4. Edit for formatting: Lastly, go through and make sure the piece is perfectly formatted.

Overall, you’ll want to switch from “writing mode” to “editing mode.” When you’re editing, you’re looking for overall accuracy, clarity, and formatting.

8. Master time management and organization skills.

In order to be a successful freelance writer, you’ll have to excel at time management and organization skills. As a freelancer, you don’t have a boss or manager telling you when to turn in your drafts or giving you boxes to check off throughout the writing process.

While independence is one of the perks of freelance writing, it also means you need to overcompensate for time management.;

Write out your to-do lists, keep track of your deadlines, stay organized, and always try to be working ahead so you can take advantage of the freelance lifestyle (like those glorious travel days).

9. Gather testimonials.

After you’ve done a few assignments and have worked with enough people who have given you positive feedback, ask for testimonials.

You can put testimonials on your site or have people recommend you on LinkedIn. Recommendations will give you credibility and help potential clients understand why they should want to work with you.

In order to gather testimonials, do some research on the letter/email to send to current or previous clients when you’re asking for feedback. The language you use here is important and should be tailored and personalized to the client to whom you’re reaching out.

10. Enhance your complementary skills.

As a freelance writer, you can’t just be a good writer. You should also have complementary skills like SEO, analytics, marketing, or advertising.

An excellent way to stay on the top of your game is to take courses and read articles related to these skillsets. These skills will set you apart from other freelance writers who only know how to write and can’t optimize articles for results.

Additionally, you should also take advice from clients if they offer tips to improve your writing. This advice could help boost your skills and make you a more marketable freelancer.

11. Collect results.

The best way to sell yourself is with data. Once you’ve written a piece and have formed a good connection with the client, ask them to share the results of your work.

Did the company get more email sign-ups? How was the conversion rate on your posts? The click-through-rate? The bounce rate? The time on page?

If you’re armed with numeric results for your work, clients will jump at the chance to book you. Plus, the more successful your posts are, the more money you can charge. Think of it like this: if you earn a company $3,000 in revenue, they should probably pay you more than $150 per blog post.

12. Consider your workspace.

Working from anywhere sounds like a nice concept. However, as a remote employee, I can tell you that your workspace is a crucial component to your productivity.

To be a successful freelancer, you need to learn what type of environment works for you. Do you need natural light to be productive? How about light noise? Or no noise at all? Everyone is different and at most jobs you don’t get a say in your environment.

Luckily, for freelancers, you can take time and figure out where you’ll be most productive. Keep in mind that it could change daily. Some days I’m most productive at my kitchen table. Other days, it’s best if I’m at a library or coffee shop.;

Ultimately, it’s critical you learn about yourself and consider your workspace if you want to be a successful freelancer.

13. Create a brand.

As mentioned above, name recognition and creating a brand will help you book jobs and get your name out there.

Creating a brand is an excellent way to network with other writers and get the jobs you want.

To create a brand, make sure you choose a niche, pick a social media persona, and have a unique writing style that sets you apart from other freelance writers. Additionally, it’s critical you remain consistent with both voice and design across your website and social media platforms to create a memorable brand.;

Once you’ve created a brand for yourself, you’ll begin to see some jobs come to you instead of having to pitch every day.

14. Generate ideas.

Even if you don’t have a current job or assignment, stay relevant in your niche. Think of topics and ideas you want to write about and work on them. It’s always a good idea to have some articles “saved” in a backlog for future pitches or guest posts.

If you’re continuously writing and coming up with ideas, you’ll have more to say when you pitch companies.

These articles can help you stay ahead of the curve and plan for income in the future.

15. Ask questions.

When you begin working with a client, once you have a topic, you might think you can just go ahead and start writing. However, that wouldn’t be a good idea, because you need to have more information and clearly communicate with the client about their expectations.

For instance, you might ask them about word count, SEO, topics and subtopics, deadline, and whether or not they’d like you to conduct interviews. This information will help you begin outlining your article and make it easier to write. Additionally, when you ask the right questions, you’re more likely to turn in great work that’ll help you get hired again.

Freelance Writing for Beginners

As a beginner, it can be hard to know where to get started in the freelance writing world. You know that you’ll write for a number of clients and publications, but you aren’t sure how to start that process.

Here’s a simplified run-down of how to get started:

Step 1: Build your brand: Create your website, write your own blog posts, guest post for other publications, and get active online. This will help you build authority in your niche.

Step 2: Choose your pay structure: Understand that each job might be different. However, you need to decide which pay structure works for you: commission, per project, per word, or hourly.

Step 3: Register your business: You can either register your business as an LLC and open a business bank account to protect your assets, or you can opt to receive 1099s from companies and work from your personal bank account.

Step 4: Setting up your workspace: Again, this is an important consideration. Once you’ve decided to jump into freelancing, set up your workspace.

Step 5: Pitch potential clients: Now it’s time to get to the grind. Look at job boards or contact the companies directly. Either way, you should send several pitches a day to get started.

Step 6: Market yourself: Always promote your content to establish credibility in your industry.

Step 7: Stay organized: Organization is the name of the game when you’re writing for several publications. Keep track of deadlines and always work ahead if you can.

Freelance writing isn’t always an easy and glamorous job like the Facebook ads make it seem. It requires a lot of hard work, organization, and persistence. However, if you stay on the grind, and work with the end game in mind — like those long walks on the Saint Tropez beaches — you can eventually build a brand where companies are coming directly to you and willing to pay you what you’re worth.





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Marketing Strategies

Now Is The Time To Find And Correct Your Digital Strategy Pitfalls

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/

/Every brand or enterprise is crafting and refining their digital strategy on a daily basis. However, especially in the world of B2B, companies fall into many of the same mistakes. 

According to a 2019 Forrester report, “44% of B2B buyers expect to do more than half of their work-related purchasing online in the next three years.” In the wake of COVID-19, that figure is probably even higher. It is crucial that marketers create engaging digital content, leveraging every digital touchpoint as an opportunity to build trust and strengthen relationships.

Marketers have access to more target audience research and data than ever before, but that doesn’t mean it is easy to avoid pitfalls. Let’s consider the consequential B2B marketing mistakes that companies are making, and demonstrate why a digital strategy audit is the solution.

Your Content Shouldn’t Reflect Your Organization Chart

 Too often, companies — particularly B2B enterprises — build their websites and digital assets around their internal organization structure rather than a customer’s needs. As an example, imagine you are a customer looking for a mop. You surf to a company’s website to buy a complete cleaning solution, but they have separate pages for mop handles and mop heads because they operate as separate divisions. Now you have to research the parts separately, figure out what you need and ensure they are compatible with one another. That’s not a huge ask for a mop, but imagine you are purchasing a complicated business system with hardware, software and a consultative service component.

Your Messaging Should Focus On The Customer, Not The Product

Companies often lead with the news of the capability or product they just launched, but prospects don’t come to your website for product announcements. They visit because they have a question or a problem. Your messaging should show people you understand that problem. This is a best practice for all marketers, but it is especially true for those marketing to developers, engineers and the C-suite. These audiences are highly skeptical of “marketing speak” and an overly product-forward content strategy will turn them off. Plus, leading with product makes your company seem uninterested in building strong audience bonds.

Don’t Overload One Area Of The Buyer Journey With Content But Neglect Others

Another mistake that is easy to overlook when you are inside the organization is creating content around some areas of the buyer journey, but not others. If your organization doesn’t have a healthy mix of content formats, you may be making this error. For example, you might have multiple white papers and blog articles that are relevant to a prospect comparing competitive solutions, but no video to share on social media to create brand awareness.

It is also common to create content for one audience segment but forget about other personas, or simply run out of time and resources. B2B purchasing decisions involve multiple decision-makers with different priorities and needs. A complete digital strategy needs to encompass all of them, which is part of what makes B2B marketing so challenging.

Don’t Overuse Jargon

Your existing customers know your lingo, but new ones may not. It is important that your messaging and content use natural language, rather than jargon, so it resonates with your audience. This may sound like a simple one, but it can be hard to catch yourself because you are accustomed to the company’s lexicon.

Why Now Is The Time For A Digital Assessment

The first step in fixing mistakes is finding them. Your company may have slowed or even stopped marketing initiatives in response to COVID-19, so use this time to audit your digital strategy.

There isn’t an industry on the planet that hasn’t been upended by the pandemic. Buying processes have changed overnight, so even if your company has managed to avoid these marketing traps, you still need to audit your strategy and update it to reflect the new normal.

A comprehensive review should include:

  • A content audit and effectiveness assessment;
  • A website CX health assessment;
  • A channel audit and effectiveness assessment;
  • A brand message assessment; and
  • An event strategy assessment.

The good news is an audit will likely uncover low-hanging fruit — low-effort/high-impact actions you can take to drive fast results for your company. Next, you can devise a plan for tackling the bigger initiatives.

Remember, as a B2B marketer, your goal is to build relationships with prospects and to lead them through their consideration journey, fostering trust every step of the way. The missteps above compromise your ability to do so. An audit kicks off the process of doing this right.


Greg Harbinson is the Senior Strategy Director at Centerline Digital, where he focuses his time on helping companies create messaging and experiences to better communicate with their customers. His work includes building messaging frameworks, defining the information architecture for websites, designing customer experience programs and helping companies understand the best ways to solve communication problems.



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What gets lost when in-person events go on hold, and how can we salvage it?

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30-second summary:

  • This year, we’ve seen the events industry get flipped on its head.
  • Now more than ever is the time to consider how event marketers and planners can ensure they’re keeping people entertained, connected and, most importantly, engaged virtually.
  • As event marketers and planners navigate their options for providing digital event opportunities, there are three main considerations they face: replicating energy and momentum in a virtual setting, understanding the power of face-to-face human connection, and maintaining authenticity in business relationships.

This year, we’ve seen the events industry get flipped on its head. Whether cancelled, postponed or converted to digital, in-person events as a whole have understandably been put on hold in light of COVID-19.

Most recently, Cannes announced it will completely cancel its in-person 2020 event after organizers had originally decided to postpone it to October, while the SXSW Film Festival teamed up with Amazon Prime to stream movies for free instead of showcase them in person this year.

While we’ve seen great examples like these of businesses getting creative with their conference strategies in the midst of COVID-19, we can’t help but think about what gets lost when in-person events are postponed.

As we’ve seen industry experts and media put it, the events industry isn’t “doomed, but it will change. Now more than ever is the time to consider how event marketers and planners can ensure they’re keeping people entertained, connected and, most importantly, engaged virtually.

By employing the right strategies, businesses can come back better than ever to still create the sense of community people crave from events, while continuing to collect valuable intent data that strengthens their customer and prospect relationships in this new reality.

In the immediate future, as event marketers and planners ponder this and navigate their options for providing digital event opportunities, there are three main considerations they face: replicating energy and momentum in a virtual setting, understanding the power of face-to-face human connection, and maintaining authenticity in business relationships.

Replicating live events energy through the screen

With events, having good content and presentations is one thing, but a powerful speaker standing in front of an audience delivering their message is what truly seals the deal and captures attention.

Beyond the stage, the energy that people get from being in a room with other professionals, reconnecting with colleagues old and new – likely with a favorite classic song playing in the background – is incomparable.

While scenarios like this aren’t possible right now with events pivoting to digital, event marketers and planners should consider how their businesses can match this momentum in a virtual setting.

Focusing on highly-engaging speakers and understanding how to prep them for the screen as opposed to a live audience will be helpful. Other tactics like virtual “networking hours” and gamification via live competitions or surveys can also help keep an audience excited for what’s next.

To amplify audience engagement further, event marketers can consider a mobile app as a means to add to intent data and be able to more accurately personalize content and follow up.

Recognizing the power of human connection at events

We’re taught from a young age that handshakes are the bread and butter of first impressions. While a small gesture, the act of shaking someone’s hand upon meeting them is one of the many ways in which networking and human interaction has changed with in-person events getting canceled.

At the end of the day, all humans crave connection – and small acts like this, to larger interactions that make up networking as we know it including face-to-face conversations and one-to-one meetings, play a big role in relationship building.

We’ve seen this supported by the fact that the use of video conferencing tools and apps has sharply increased since stay-at-home initiatives have been put in place in light of COVID-19.

If considering a digital event, create frequent moments for live interaction – whether it be inviting participants to provide input on a session or topic via chat rooms, quick quiz rounds to keep people on their feet, or simply giving access to an easy-to-use networking tool such as an event mobile app, where attendees can “meet-up” or chat in-between sessions.

It’s easy to forget in virtual settings that attendees don’t just want to watch content, but they want to be able to interact with it, talk to speakers and other attendees, and provide feedback.

Maintaining authenticity in business relationships

Whenever you’re marketing or selling something, the hardest thing to do is demonstrate authenticity in your approach – and this is made even more difficult when you have to reach people via email and other virtual alternatives, as opposed to in-person events.

Prepare your sales team for networking in a virtual setting – how should their approach change, and how will your digital alternative support it?

Consider the basics like allowing for one-on-one networking opportunities during the virtual gathering, and encouraging your team to always take meetings with video on to offer a more personable conversation.

Also, just like with an in-person event, gathering the right information about your target audience and leads to offer personalized and interactive content is just as, if not more important in a virtual setting.

Understand what data you want to collect before your virtual event kicks off, and use those insights for customized follow-ups to keep people engaged with your content afterwards.

Virtual alternatives can’t replace some of the best moments in-person events offer, but we do have to adjust to this new reality and humanize the digital experience to keep our audiences engaged.

Finding ways to replicate the energy in-person events provide, creating moments for face-to-face engagement and interaction, and sustaining authentic communication with customers and prospects are all top considerations for event marketers and planners as they make the pivot to digital events.

At the end of the day, people are now more than ever looking for reasons to gather (virtually), learn from each other and build meaningful connections.

The post What gets lost when in-person events go on hold, and how can we salvage it? appeared first on ClickZ.



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Tips and tools to combine content marketing and PPC

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30-second summary:

  • Many businesses opt for content marketing because organic traffic is free. But, this strategy makes them miss a great opportunity to grow fast because combining SEO-optimized content with PPC speeds up the lead generation process.
  • Online businesses need to know specific use cases for content marketing and PPC to assess the value of the strategy.
  • Less than half of small businesses (45%) invest in PPC.
  • PPC and SEO content marketing can bring in more leads by capturing more quality traffic with more effective keyword optimization of blog content, lead magnets, and landing pages.
  • To get the most value from content marketing and PPC, businesses need to master keyword research, searcher intent, and the consistency between the landing page and ad optimization.

As someone who primarily engaged in SEO and content writing for small businesses, I didn’t really care about PPC advertising.  

Maybe because of people like me, only 45% of small businesses invest in PPC 

I thought that the best way to bring high-quality leads was with super optimized content, so paid advertising was the realm of bigger companies. That’s the mindset of many small business owners. With teeny tiny marketing budgets, they have to choose between SEO/content and PPC. 

SEO/content often becomes their choice, especially of those with interest in content creation and a lack of real marketing experience.  

SEO was my preferred choice, too, and I saw PPC as something secondary. 

Boy, was I wrong about this!

After a couple of projects involving PPC promotion, my view of the strategy completely changed. No, they didn’t change how I thought about SEO, but they showed how amazing the results could be if you combine the power of both strategies. 

To all SEO specialists still not using PPC and the other way around, here’s what you’re missing.  

1. More effective content thanks to PPC-tested keywords

Developing a content strategy is one of the most complex and important tasks for any SEO specialist. They use keyword research tools, PPC tools, Google Search Console results, and other methods to find those precious keywords used by customers.  

When they find the keywords they think are good for targeting SEO/content marketing, they begin a slow process of creating content. I wrote oh-so-many blog articles, eBooks, checklists, reports, and other content to find out the keywords that attracted the most conversions.  

All of this takes a lot of time.  

In fact, to write a super effective blog post, you need more than six hours 

Source: OrbitMedia 

When you’re done with writing the draft, there’s also proofreading, editing, making visuals, and keyword optimization. To cut a long story short, you might need a few days to complete a good article that can bring quality organic traffic.  

But that’s not the end of that road.  

Google, too, needs some time to index the article and rank it. In fact, it might take between two and six months to rank in the top 10.  

That’s a bit much, agree? 

To top it all off, the keywords you’ve chosen for your content might not the best ones to target. If you make this mistake, you’ll have to learn your mistakes and start all over again (welcome to the world of SEO content writing, folks). 

Is there a way to speed this time-consuming process up? Yes. It’s PPC.  

It can get you in front of the audience and allow you to test your keyword ideas much faster. If you have content to test, use PPC ads, and equip them with the keywords.  

Get them out there and see what people respond to best. You can have some great results as early as a few days, which is pretty much impossible with SEO/content marketing.  

Another great news is that you can run A/B testing. This means running ads featuring different keywords for the same content piece. If one performs much better than the other, update the content with the more popular keywords.  

So, the takeaway here is that running PPC campaigns for content is a much faster way to test keywords. Start by finding keywords with research tools and make some ads, and you’ll be more likely to discover how your customers look for businesses like yours.  

Related:  

2. More leads from lead magnets

In content SEO, we often create lead magnets 

They are content pieces like reports, white papers, eBooks, webinars, videos, and other valuable content that people need to sign up to access.  

You’ve seen tons of them before. A common example is a banner promoting an industry report with an irresistible CTA on a blog. It says that you need to provide your email address and name to access it instantly.  

Click on that CTA, and you’ll go to a landing page with the lead capture form.  

Like this “The Ultimate Agency Guide to Video Marketing” landing page, where everyone can download a guide with helpful tips on video marketing.

Example of lead magnets landing pages

As you can see, the content is offered in exchange for some data. Not a bad deal of a guide packed with useful instructions for businesses.  

Unsurprisingly, many content producers often turn to lead magnets for quick lead generation.  

Ozan Gobert, a senior content writer at Best Writers Online said, 

“Lead magnets work well for both B2B and B2C businesses aslong as they have some value for customers. You can generate some high-quality leads with them, as they typically attract those interested in insights and tips inside.” 

If a blog has thousands of visitors every week, then there might not be a need for PPC promoting lead magnets. But is that true for your blog? 

Many people think they can manage without the ads (I was one of them). Basically, it’s because they think that great content will “sell” itself. 

Despite what they might think, not so many blogs are that successful in attracting visitors. In fact, more than 90% of web pages don’t get any organic search traffic from Google.

Ahrefs stats on PPC and content marketing

As you can see, only about 1.3 percent of web pages out there get decent traffic. Just for that tiny share, promoting a lead magnet with PPC advertising might not be necessary every time. 

Obviously, the situation is very different for the rest.  

If your website doesn’t have a lot of visitors, too, then creating lead magnets might be pointless. They’ll just sit there only to be discovered by a few people per week.

Not good because you need more leads.  

If you wish that there was a way to get more people to pay attention to, there is actually a way.

And it’s PPC, of course. To get some emails, you need a well-crafted PPC campaign that leads people to the landing page where they can sign up to receive the content.  

You can try to bring people with keyword-based ads promoting the lead magnet. If you choose the right keywords, the ads have a much greater chance to attract leads than SEO alone.  

This is how it works: PPC does the job bringing in visitors, the content converts them into leads by having them complete the capture form.  

To increase the chance of people signing up, the value of content is critical. But, the visual appeal is also a major consideration. You need tools for creating visual content like images, graphics, and infographics to add to your lead magnets.  

3. Better marketing campaign performance thanks to a smart keyword use

Many businesses out there don’t realize they can bring much more quality traffic to their websites if they focus on best-performing keywords in both SEO, content marketing and PPC.  

Much more traffic.  

When an SEO/content marketing specialist and a PPC marketer share a list of relevant keywords, they can decide how to divide them to: 

  • Target the most promising keywords together to bring the most traffic 
  • Identify the keywords that are the most difficult for SEO and target them with PPC and the other way around
  • Define which search queries to focus on with each lead acquisition strategy

Ultimately, the cooperation between the PPC and SEO teams can result in a much more effective keyword strategy. In turn, this strategy could attract more traffic to your websites. 

Important note

To make content keyword optimization work, you need to master searcher intent or purchase intentPut simply, searcher intent is the reason behind a search query.  

For example, the query “Samsung a10 review” implies that the searcher is looking to do some research but has not made the decision yet. If they search Google for “buy Samsung a10 cheap”, then they might be ready to buy.  

Each intent defines how you should create content. It matters a lot for SEO because Google’s goal is to provide its users with the most relevant results.  

Dive Deeper: Tapping into Google’s Algorithm for Searcher Intent. 

4. Create landing pages that convert more visitors

A landing page is the heart of any PPC marketing.  

But, in many cases, PPC specialists aren’t the best persons to write the copy for it. By engaging content and SEO specialists and having them work with PPC folks, you can create a keyword optimized copy that also appeals to the readers.  

For example, PPC specialists can provide keywords and ideas for optimized headings and subheadings for attracting traffic. In turn, content writers contribute by creating a copy that’s easy to read and entices the visitors to act.  

So, the collaboration of PPC and SEO/content teams can result in campaign landing pages that generate clicks and converts.  

A good way to start doing PPC campaign landing pages is to create a checklist to cover all bases. This checklist can include images, copy, sign up options, etc. 

Know more: Studying the anatomy of a successful high-conversion landing page

SEO and PPC: Two are better than one

I’m not exaggerating when I say that SEO and PPC are a marriage made in heaven. I am positive that these points described in this article prove that.

Don’t make a mistake I made by neglecting the power of PPC advertising. Combined with SEO and quality content, you can greatly increase the quality of your traffic.

If you’d like to try them together, feel free to start by doing PPC ads for your best-performing blog articles. The results you’ll see will definitely impress and inspire you to try more. Thanks to this article, you’ll know your next steps.

Ana Mayer is a project manager with 3+ years of experience. She likes to read and create expert academic materials for the Online Writers Rating writing review website.

The post Tips and tools to combine content marketing and PPC appeared first on Search Engine Watch.



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