For marketers, maintaining creativity as they implement SEO-driven content strategy is one of the most challenging tasks. Bursts of creativity are common, but sustained creative output is often a daunting goal. The perception is that SEO optimization is too technical and difficult to align with the creativity portion of content strategy. One of the traditional ways to overcome this issue is to rely on the help by experts. Keep in mind that the experts may exist within your own company. Engaging your readers in person is not the most conventional method, but it can help you find the human connection in the content you present. Providing a unique perspective of your content helps to differentiate it from other search results. Finally, if budget allows, don’t underestimate the power of presenting old content in the new light by using different multimedia.
- Interview leaders by email or phone and ask them to tell their stories.
- Podcasts, videos, images and graphs can be used to refresh older content.
- Directly engaging with your readers can put you in touch with the challenges they face.
“If you’re feeling frustrated by a topic you don’t feel comfortable writing about, don’t hesitate to reach out to experts — even within your own company.”