#also I wrote most of this with burnout but it helped me tackle it

[imagoddamnonionmason]

Smooth Operator

Fandom: Call of Duty: Black Ops Cold War

Word Count: 6112

Relationships: Bell OC/Frank Woods, Alex Mason/OC

Characters: Frank Woods, Alex Mason, Jodie Hall, Sarah Mason

Summary: This is an AU based off of the biker skin of Frank's from the Demon Dog bundle. It is probably my favourite skin and wanted to write something based off of it - however, the ideas I had didn't settle in the 'canon' world I have planned for Jodie, my Bell OC, so decided to do an AU instead. Essentially, he's a bit of a flirt and Jodie is just trying to work XD but it ends well!

Tagging: @alypink (I think I remember saying I'd tag you when I posted this- sorry if not ;u;)

The diner was a common stop for those who were on a lengthy journey, whether that be roadtrips or days out. Everyone who entered those double doors were patrons who had been on the road for too long and were in need of something to fuel the rest of their journey. 

The two men rode into the car park, having been riding the dips and occasional twists of the road for a little longer than anticipated and though Frank could have continued riding for longer, he agreed with Alex that a quick break wouldn’t hurt. 

The parking was easy, as they rolled their bikes into smaller bays near the front of the diner, pulling their helmets off and leaving them on the seats. Frank ran his fingers through his hair, ruffling away the flatness that the helmet had caused. His eyes moved over to his friend, who was already walking to the entrance. Pulling down the red neckerchief to rest under his chin, Frank said, “we’re only stoppin’ for a coffee.” 

“Yeah, yeah, I hear ya,” Alex waved over his shoulder, knowing full well that he was not only stopping for a coffee, but for a catch up with his favourite girl, Sarah. They’d met at that same diner months prior, on a different outing, and the two had been on a couple of dates. Frank knew he’d most likely end up getting caught there, watching the two chat away, being young and in love. He was happy for the guy, the girl seemed really sweet, but he wanted a coffee and then to get back on the road. 

Once the two were inside, he caught Alex scanning the space for the young woman in the corner of his eye and he couldn’t help the shake of his head. It seemed Sarah wasn’t out front yet. 

“Strange,” Alex commented, “she’s supposed to be working.” 

“You sound like a stalker,” Frank uttered, moving over to a booth in the corner - it was far enough away from the judgemental eyes of others, though he couldn’t give two shits about what other people thought, he just didn’t like people.

“I’d like to think I sound concerned,” Alex retorted, slumping into the seat opposite Frank, who was sitting in the seating that connected to the wall. He was watching everything, eyes narrow and hawk-like. 

It wasn’t long before a young woman came to stand at their table, a smile on her features that most definitely did not reach her eyes. It was forced and strained, like she had already decided that she hated the interaction before she’d even had it. She was a new face and the crisp new uniform made clear that she was a new waitress. It was a pale yellow pinafore that stopped just before the knees, accented with a  wide white rounded collar, short sleeves with a peaked trim and an apron. From the pockets of the apron, this woman pulled a small pad of paper and a pencil, holding them ready for an order. Even her tone signalled that she pulled no pleasure from the job, “what do you want?” 

Frank liked her immediately. 

He leant back into the seat, relaxed, as an enamoured smile grew on his lips, eyes lighting up a little. Alex spotted this, fighting the urge to kick Frank’s foot under the table and destabilise his current position, if only to torment the other in the face of his apparent attraction. Rather than reply himself, Alex let his friend do it, instead opting to peer over his shoulder and give the room a once-over again, still looking for Sarah. 

“Two coffees,” Frank answered, “are you new around here?” 

“Two coffees,” she echoed, scribbling it down on the pad, as she puffed a stray strand of hair that had fallen from her updo, “will you want sugar and milk?” 

Her eyes moved from the pad to look at Frank and it seemed to him that she didn’t care for his question. Honestly, she hadn’t really wanted to come over to serve them, if only because she had certain expectations influenced by their attire; they looked like they had ridden straight out of a biker gang and from what she had heard they were not the most civil of people. It’s why she was being so abrasive. 

“Sure,” he said, his elbow now resting on the table and his knuckles just resting at his temple as he leaned, his eyes steadily watching how she moved. She was beautiful, in a way that seemed effortless for her, from her reddened lips, the long lashes, the slight creases of dimples at the corners of her mouth when she spoke. Even as she stood, hip cocked out to one side as she shifted her weight from one foot to the other, all he could think about was how attractive she was. 

What caught him the most, though, were her eyes. They were a dark brown, with small flecks of honey, and when they were on him he felt a warmth rush over him. They were soft, kind, with a slight sense of tiredness clinging to the hue. He didn’t want her to look away. 

Maybe he could understand Alex a little more; though Frank thought that he only wanted the fun of the chase. 

“Would you like the same?” she now moved her eyes from him and that warmth left, now shared with Alex who hummed in response to her. He hadn’t fully caught the question, but offered her an easy smile before he realised what had been asked. She seemed a little softer on the other, as she let out a little sigh and waited patiently. Alex replied, “neither for me.” 

“Alright,” she hummed, offering that tight smile from before, “do either of you want anything from the menu?” 

“What do you recommend?” Frank asked, turning his body so that he was now fully engaged with speaking with her. 

“If I’m honest, the only thing that’s good here are the waffles.” She admitted, then looked him up and down, “but you don’t seem like the waffle kind of guy.” 

“You’d be right,” Frank admitted, laughing slightly, “I’ll stick with the coffee.” 

The smile she wore relaxed a little and she offered it to Frank somewhat apologetically; she hadn’t really meant to be so blunt. When she turned to Alex, he offered that he was also fine with only the coffee. With the order taken, she stepped back and tapped her pencil to the pad a couple times, before she turned on her heel and left.

As she walked away, Frank watched after her, a mischievous look in his eye as though he’d made a decision about something. Alex knew his friend well, knew that he’d decided he was going to leave with that woman’s number, which caused him to laugh, “that’s not goin’ to happen, Frank.” 

“What do you know?” His response was quick, accentuated with the slight furrow of his brows as he tugged on the neckerchief around his neck. 

“I know that you’re goin’ to get rejected by that woman over there,” Alex jutted his thumb out in her direction, as they both peered over at her again. 

She was now settled behind the counter, working away at brewing their coffee. To her right, the doors that lead into the kitchen opened and Sarah appeared. The smaller woman was chipper, but in the way that a person was using it to hide the tiredness that wracked their body and though some might find the compensation a little annoying, the new waitress seemed to relax once this bright presence joined her at her side. 

“Sorry for leavin’ you to deal with the floor for that long,” Sarah chirped, giving the woman’s arm a quick reassuring squeeze, “who’ve we got in then, Jodie?” 

Jodie kept her attention on the coffee pot, but answered Sarah’s question, “there’s a family on table eight, they weren’t ready to order when I greeted them, so you might want to try them next. Table thirteen has a couple, their order is in the kitchen.” 

Once the coffee was finished brewing, she grabbed the pot as well as two empty mugs, “then this is for the two guys at table 20, over in the corner.” Using her head to indicate the direction, Jodie added, “I think one of them is going to try to flirt.” 

“Oh dear,” Sarah followed her, then spotted Alex and, by extension, Frank, “oh dear.” 

A warm, mirthful smile formed on her lips as a giggle bubbled in her throat. Sarah leant toward Jodie, who naturally ducked her head closer as she anticipated her friend’s whispering, “that’s the guy I was tellin’ you about, you know, the one that…” 

“Oh?” Jodie moved away to look at Sarah’s face, brows furrowed as she silently questioned her meaning. The smaller woman raised an eyebrow as she bit her lip, impishly. Jodie then remembered a conversation they had a bit back, about a little visit Sarah had received and what they had gotten up to, “Sarah!” 

“Isn’t he handsome?” Sarah responded, leaning on the countertop and sighing dreamily, before she snapped out of it to add with a shrug, “Frank’s not too bad lookin’, either, sweetheart, he seems like he’d be your type.” 

“My type,” Jodie scoffed, “my type is not… that.” She had gestured in the men’s general direction, eyes casting over them as she then caught herself focusing on the man in question. From there, she couldn’t see how one would think he was anything like the kind of person she would go for. He looked like a delinquent, someone who made mischief for the sake of it. No, she couldn’t find him attractive. 

“Oh, come on, Jodie,” Sarah heaved dramatically, “if he’s flirtin’ with you there ain’t no harm in flirtin’ back. It’s how Alex and I started datin’.” 

Jodie chuckled, “you can have them. Save me the pain because I’m not flirting.” 

“I think I’ll let you keep ‘em,” Sarah said, nudging the other’s shoulder with her own as her tone lilted teasingly, “just have fun with it, you’ll be fine.” 

“Sarah, I’m not going to flirt-” 

“I’m headin’ over to table eight, honey,” she grinned as she moved away before Jodie could protest further, then offered a slight wave over towards Alex and Frank. Alex waved back, then ducked his head to hide the smile on his face. Jodie watched this interaction, remaining standing behind the counter with the pot of coffee and mugs in hand, wishing that Sarah could have left her with the family. 

She looked over to the men once again and at the same time Frank turned to look at her. He was mid conversation with his friend, but his words were then enveloped by the smile on his face. In response to him, she scrunched up her nose, refusing to give in to his charm. So what if he was flirting, or smiling at her? She didn’t care. Jodie was just there to serve coffee and earn money.

At the table, Jodie placed the mugs down first, then the coffee pot. As she did these things, she felt his eyes watching her as steadily as they had when she’d first spoken with them. He spoke, voice erring with a gruffness that Jodie felt could only suit him, “what do we call you, doll?” 

“Not that,” she replied, hotly, as she gently slid over one of the mugs to Alex. She had decided that he wasn’t so bad, given that he was dating her friend; if he was good enough for Sarah, Jodie felt like she could cut him some slack. She received a smile in return as thanks. 

“Well I can’t call you nothin’, can I?” he replied. 

“You could,” she replied, sliding his mug to him sharply. Frank caught it quickly, then shot her a mischievous grin. 

“I’ll just have to stick with doll then, won’t I?” 

Her eyes locked with his momentarily and she pursed her lips. Now that Sarah had pointed it out, Jodie hated to admit that he was, unfortunately, attractive. His eyes were sharp, icy blue and the devilish glint in them had her heart in the beginning motions of a flutter. It could have been the slight edge to his tone, daring her to protest against him. It could have been the way his tongue flickered over his bottom lip before he started talking to her, drawing her eyes down to them, captured- 

 No. Jodie was not paid to flirt. She was paid to serve coffee and tea and shitty diner food. She was not going to flirt with him. 

“Enjoy your coffee,” she said, sharply, then offered Alex a little smile, “if you need anything, shout Sarah.” 

Before Frank had time to counter, she was walking away and Alex laughed out loud. He had poured himself a mug, the steam momentarily obscuring his vision of Frank, but he could imagine the look on his face. When he finally checked if his assumption was right, he was surprised by the fact that Frank was so obviously watching her ass. A kick from Alex snapped Frank from his current task of watching her swinging hips, so that he could then watch his friend silently laugh at him, “time to give up, buddy.” 

With a slight grimace, Frank side-eyed Alex, a look of disdain on his features. There was a slight shake of his head, then he checked the tabletop for the milk and sugar he’d asked for; the table was vacant of these things. 

“Seems like I have one more chance,” Frank uttered, “then and only then will I take the loss.” 

Alex rolled his eyes, clicking his tongue, as he then followed the image of his friend’s retreating form. He shook his head, though there was a fond mirth to the crease of his eyes that formed when he found himself grinning. As he rested an arm over the back of the booth’s seating, he caught the eye of Sarah, who in turn was grinning from ear to ear at the sight of Frank at the counter. She waved her hand giddily to Alex, jutting her thumb in their direction before she dramatically put her hand to her chest in shock. Alex shrugged in response, before he turned back to finish his coffee. 

At the counter, Jodie was spritzing the surface with cleaner, then sweeping in large circles to clean the countertop. Really, this was to make herself look busy, as she had seen movement in the corner of her eye. Frank had come to lean against the counter, one arm resting on the surface as his free hand hooked into his pocket. He cleared his throat, the ghost of a smirk on his face. 

“What do you want?” She asked, heaving a sigh and resting the knuckles of her hands on her hips, still holding a cloth in one hand. 

“So cold,” he said, “ya like this with all your customers?” 

“Not all of them,” she replied, returning to cleaning, “just some.” 

“I feel honoured,” he chuckled. 

“Don’t,” she pursed her lips, before she added, “if you came over here just for a chat, I’ll have to disappoint-”

“Actually, I came over because you forgot the extras.” He admitted, pointing to the milk and sugar that had been set aside by the coffee machine. Her eyes followed the guidance, then she sucked air in quickly between her teeth. 

Apologetically, she gathered them, then offered them to him by sliding them across the counter to him, “sorry about that. Is there anything else you’d like?” 

Hovering in place, his eyes reluctantly dropped from her face and down to the milk, offered in a little pot, and sugar packets. Then he looked back up at her; there was that same impish glint in his eyes, the subtle uplift of the corner of his mouth as he wrapped his knuckles on the counter’s surface. He wondered whether he should take his last shot, even if he risked being rejected by the beautiful woman. 

“Yeah, actually,” he decided, watching her features for any furtive tell that he had the go ahead to ask. The slight quirk of her brows, thrown up in an urge for him to continue had him adding, “I really would like to put a pretty name to a pretty face, doll. Maybe even a number.” 

Jodie slapped the cloth in her hand down on the counter, looking up at the other with a slight twitch to the corner of her eyes, as they narrowed on him coolly. Honestly, he was charming, handsome, anyone would have swooned already, but Jodie had come too far to let herself collapse in the face of his allure. She was too prideful. So, she countered, heaving the words through and past her teeth as her eyes dropped down to his lips again. They flickered away, down to her hands, to anywhere other than him. Her tone was clipped, “if I had a dollar for every time a man like you asked me for my number, I wouldn’t have to work here.” 

“JODIE.” A gruff voice from the kitchen shouted, the tones howling and grieved with annoyance. There was a look on her face that signalled she’d prefer to do anything than go back there and face whoever was yelling, but when her name was called again, harsher this time, she shouted back, “yes! I heard you.” 

Turning on her heel, she called out to Sarah, “will you watch the floor?” 

“I got’cha, girl,” Sarah hollered in her southern tones, though she was watching after the double doors once Jodie had disappeared through them. Moving between the tables, Sarah then came to stand beside Frank, nudging his arm slightly, “her plate’s pretty full.” 

“Oh yeah?” 

“She’s also ain’t used to pretty guys flirtin’ with her,” Sarah chuckled, “you got her all flustered.” 

“Right…” Frank became acutely aware that there were raised voices coming from the back, too muffled to really understand what was being said. He asked, “that a manager yellin’ or somethin’ back there?” 

“Oh, that guy?” Sarah began walking back to Frank’s booth with him, eyes watching the other patrons to make sure no one wanted her attention, before she came to stand beside Alex. He was still seated, but soon snuck his hand around her upper legs, hand resting on her hip. Both of the men signalled they were listening to her, Alex quickly catching up with what they were talking about. 

“Oh, he’s an asshole,” Sarah mentioned, “always yellin’. He just likes to feel special, you know? He takes out any stress on us girls, though.”

“Really?” Alex questioned, looking up at the woman with a slight surprise on his face, as this was the first time he was hearing about the problem. 

“Yeah, I worked here long enough to tell him where he can put his attitude,” she leant forward a little bit, “but Jodie ain’t been here too long, so he thinks he can get away with it. Tell you what, I never seen a waitress get called back there as much as her… I feel sorry for her most of the time and there ain’t nothin’ I can do about it.” 

Frank let his eyes rest on Alex for a moment, lips pursed in a contemplative look, as Alex seemed to share the same thought; neither of them liked what they were hearing. 

There was a clatter that drew the attention of everyone in the diner, as the double doors from the kitchen flung open in a fury. Jodie, who held a coat folded over her arm, a bag over her right shoulder and car keys handing on her fingers, was storming through the diner and out into the car park. Whatever had been discussed had bought an early end to her shift and left her features set in a furious storm. 

“Oh dear,” Sarah grumbled, as Alex rubbed circles on her hip, “he’s gone and done it again…” 

“Need me to have a word?” Frank uttered, bitterly, watching as Jodie got into her car and drove away. 

“He’s not the kinda guy that’s gonna change,” she huffed. 

Catching Frank’s gaze, Alex’s jaw was set, tense, “we can be persuasive.” 

A slight tap to his shoulder and she was gently chiding him, “you stop that. I ain’t havin’ any of that here, got it?” 

“Yes, ma’am.” 

“Sarah, do I pay you to stand around and do nothing?” That same voice from the back was now at the counter, near the till, and it belonged to a short, portly, balding man who was sweating buckets. He wiped his brow, before he gestured aggressively for her to move away from the men and get back to work. 

Alex’s arm was no longer around her, as he had started to rise up from his seat; Frank made no move to stop him. Sarah, however, was urging him to sit back down and only when she made sure he was looking at her, a nod of her head to say that she was fine, did Alex do just that. But not before he sent the manager a very hard, cold stare. 

________

From that point on, the diner felt tense, strange. Half an hour had passed and Frank decided it was time to leave, though Alex waited behind for his partner. He’d mentioned that he didn’t feel comfortable leaving her alone, that he wanted to make sure she got home safely; Frank had scoffed, commenting something along the lines of ‘ever the gentleman’ in a good natured jab. 

 So, after saying bye, Frank had headed from the diner, from the shitty manager and his friends by himself, traversing the road alone. It stretched for miles and eventually there was a small blot of colour on the oncoming horizon of what seemed to be a broken down vehicle. For a moment, Frank felt sorry for the poor bastard who’d got stuck at the side of the road, but had no intention of stopping. It was their problem, after all, not his. 

His mind remained unwavering, at least until he was close enough to recognise the vehicle. There was smoke whispering from the open bonnet, hands waving it away before the body they were attached to moved into view. He almost smirked, but forced that away as he identified the woman as Jodie. Her face was contorted into a sharpened grimace, brows so tightly knitted together that it looked like an oncoming headache. 

A concerned feeling pooled in his gut and Frank faltered in his intention to ride by. By the time he was at her position at the roadside, he was slowly coming to a stop. Once he had, he remained seated, though leant back slightly as his gloved hands dropped from the handles of the Harley-Davidson and into his lap. After a split second, he was quick to pull his red-lensed goggle up and onto his spiked helmet and tug his red neckerchief under his chin. 

“You alright there, doll?” He settled on asking, watching her steadily.

Jodie had halted in her pacing, as a hand raked through her hair, which was now set free from its earlier updo. Her fingers massaged circles into her scalp, bidding the headache that niggled at the edges of her mind to go away. It wasn’t. 

She snapped, “are you stalking me?” 

“Not at all,” he replied, then gestured to her car, “I can take a look.” 

Hovering at the side of her dead car, Jodie set him with a dubious glance. She supposed it wouldn’t hurt to take him up on his offer, but given their earlier interactions, part of her wondered what the conditions were. When he made no move to get up, to force her to accept his offer, she slowly nodded her head; only then did he kick out the stand on his bike, leave his belongings on the seat and move towards her. 

“This happened before?” He asked, as he came to stand beside her. As he looked down, he noticed that her eyes were a little reddened, as was the tip of her nose. He didn’t mention it, even if he was curious to know whether his assumptions were correct. She seemed like the kind of person too prideful to admit she had been crying - he was the same. Not that he’d ever cried… or so Frank would have everyone think. 

“Uh,” Jodie distractedly scratched at her brow, before screwing her eyes closed in an effort to formulate a sentence, “yeah. There was an issue with the timing belt, so I took it to a mechanic, he said he’d fixed the issue but, clearly…” 

Her hand halfheartedly waved towards the vehicle and Frank nodded along, before he leant over the engine to start his inspection. In all honesty, Jodie wondered if the mechanic had replaced the timing belt with another faulty one, or if she really was just that unlucky to have broken down again. It might not even be the same issue, but given the awful sound and screeching the car had made before coming to an abrupt halt, she believed she was facing another timing belt issue. Which was just great, that was another expense she couldn’t afford. 

A heavy sigh passed her lips, as she moved away to let Frank do whatever he wanted. Look as he might, he wasn’t going to be able to fix anything. Jodie was certain of it. Still, she supposed it was nice of him to stop by and try. It was more than what some other people had done when she’d tried to flag them down. 

“Sounds like he screwed you over,” Frank commented lightly, as he continued to inspect. He was being thorough, making sure that every inch was checked over, just in case there were multiple issues. 

As he did this, he asked, “are you good?” 

“What?” Jodie asked, eyes moving to him from her dazed state. She had been hovering just behind him, eyes not really focused on anything in particular, ears humming with a ringing pitch as a headache began to form in the forefront of her head. She had even sniffled a couple of times, still recovering from the few frustrated tears she had shed once she realised her situation at the side of the road. 

“Are you good?” He repeated, stopping in his movements to shoot her a brief look over his shoulder. He tried his best to seem less abrupt with his tone, but he wasn’t too sure if he achieved that. He did notice that her hardened stare softened when she recognised what he’d said, a slight flicker of gentle shock passing her eyes. 

“Why wouldn’t I be?” she asked in return, arms folding over her chest as her eyes darted down to her feet. Using the tip of her white trainers, she rolled a stone over and over on the same spot, until she got bored of doing so and kicked it away. 

Frank’s voice was a little muffled as he had returned his attention to the engine, but his words still reached her, “ain’t none of my business, but your boss could learn how to treat a woman properly.” 

“Oh…” She grew a little tense, “yeah. I suppose he could.” 

“There ain’t no supposin’.” Frank leant his hands on the lip of the car, shifting his weight from one foot to the other. He cocked his head to one side, releasing tension in the muscles, before he decided to straighten up. He continued, “does he speak like that to you often?” 

There was a moment that Jodie just found herself watching him, their eyes interlocked in a silent conversation, and she wasn’t entirely sure whether revealing the truth to him was the right thing to do. After all, he was a stranger to her and why would a stranger want to know anything about her, no less about her boss’ attitude towards her. 

She broke eye contact first, turning her body an angle away from him. Her eyes settled on the road, the vast long, stretching road which was vacant of any oncoming traffic. There were not even specs on the horizon. Jodie focused on this road while she contemplated saying something, admitting that she really hated the way she was spoken to, like she was nothing but shit that her boss had stepped in. 

He was a stranger… 

A sigh passed her lips, then she was turning back to him, arms moving to hang at her sides before she offered, “he does.” 

Frank was now half leaning against the car, his arms over his chest, hands grabbing at his upper arms. His lips were pursed, piercing blue eyes settled on a spot on the ground, just in front of where Jodie stood. He nodded once, as though he had decided on something, then spoke again, “just you?” 

“No, Sarah, too.” Jodie said, “but she handles it.”

“So I’ve heard,” he muttered, but still, it left a bitter taste on his tongue. Part of him wished Sarah had let Mason knock some sense into the guy. 

“If Sarah asked you to-”

“She hasn’t asked me to do anything,” he interjected. 

Jodie went quiet. 

“Your timing belt is fucked, by the way,” he added. 

“What?” She was at his side in an instant, head ducked down to take a sweeping look at her engine; she wasn’t entirely sure what she would be looking for, but look she did. It gave her something to do as her thoughts began to race through her head. 

Jodie’s brows furrowed together tightly in a scrutinising frown as he pointed to the timing belt, which was not looking like it should. A groan left her and her hands came to rest against her features; her sight was darkened by her palms and it was a nice reprieve from the glaring sun of the day. Now if only there was a way she didn’t have to stand around in the heat, sweat growing slick on the back of her neck. 

“I can’t believe this,” she grumbled.  

Frank moved to close the bonnet of the car with a thud, hearing it click back into place satisfyingly and he was then stood by her, a little closer than originally intended, and her shoulder gently brushed against his chest. Upon feeling him so close, her hands shot down from hiding her face and she was peering up at him. 

She wanted to cry, to kick her car, to slam her fist into the nearest thing, as her frustration built up in her chest; instead, all she did was force a restful look on her face, fight against the emotion, and bit her lip in tense thought. 

He watched her carefully, one brow raised; it seemed that his decision from earlier needed to be voiced now. 

“Get on, I’m taking you to town.” He said this as he walked away, a gloved hand tapping her arm to spark her attention to him and by extension his ride. He arrived at his bike by the time she was spinning on her heel, giving him a look of incredulity. 

“Wait, what? Who says?” She demanded. 

He chuckled, plucking his helmet from the seat, holding it just out in front of him as he checked it over, “I do.” 

“You didn’t even ask.” She huffed, exasperated, hands gesturing out to his motorbike. He took the opportunity to place his helmet in her outstretched hand, which she took for fear of it clattering to the floor and becoming damaged. 

“Do you want me to ask?”

Jodie held the helmet close to her chest, unsure of whether she should say yes, or no, or nothing at all. All the while, he was mounting the bike, adjusting his position and kicking up the stand. 

“It would have been nice.” 

“Alright,” he started the bike, the sound of it deep rumbling resonating in Jodie’s body, “will you get on? I’m taking you to town.” 

“That’s not what I-”

He shot her a charming smile, as he interjected, “if you think I’m leavin’ you at the side of the road for some nut to pick you up, think again, doll.”

A sigh left her, head ducked down to hide the slight smile tugging at the corner of her lips - the smile had struck a chord in her heart and she thought back to what Sarah had said. Yeah, maybe he was her type… dammit. 

Jodie pulled the helmet on, stepping up to the bike as she fastened the straps. Then, she was settling into the seat behind him, as she then internally panicked about where to put her hands. Did she wrap her arms around him? Or grab his jacket? Were there handles on the sides of the seat? 

“You need to hold on,” he commented, “don’t wanna lose you.” 

“Uh, ok,” she held onto his jacket. 

Before he set off, Frank tugged his neckerchief back over his lower face, hiding a mischievous smirk that started to grow on his lips. 

Holding on to me like that ain’t gonna do, he thought to himself, as he checked the road and pulled out. In an instant, he was hiking up the speed and the jolt of it caused Jodie to slip backwards. Instinctively, her arms wrapped around his body, clinging tightly as her body was now flush against his back. 

With their closeness, Jodie could feel the vibration of his chuckle in his chest and felt a slight pat on her hands from one of his own. Over the sound of the roaring engine, the rush of the wind, she said, “you did that on purpose.” 

“I told you to hold on, didn’t I?” 

But, yes, Frank most definitely did that on purpose. 

The ride was relatively smooth, though there were occasions where their speed would increase or Frank would take a turn a little sharp and his self-indulgent grin would grow whenever he felt the woman cling to him that little bit tighter. Every so often, he would catch Jodie resting her head against his shoulder and he would sneak glances at her through the side mirrors. As they arrived at the town, Frank felt his heart dropping a little, not wanting to quite let things be over yet. But, they had to, as the mechanic’s workshop came into view. 

The bike slowed to a stop and Frank held it steady as Jodie climbed off. He kept his gaze on her as she removed his helmet and she held it in her hands for a little longer than was necessary. She seemed to be thinking about something and he enjoyed how her lips pursed gently in her thought. 

“There anythin’ else I can do?” he asked. 

“Yeah, actually,” the ghost of a smile appeared on her features. As she offered his helmet back, she added, “just wait here.” 

Frank did exactly that after he took his helmet back, placing it on his head that then cocked to the side as he watched her walk away, a slight urgency to her steps. Moments later, she was rushing back out to him with a small, neatly folded slip of paper in her hand. With a very sheepish look, she offered it out to him, eyes unable to meet his own. 

“What’s this?” he asked, unable to hide the teasing lilt to his tone as he took the paper between his index and middle fingers. Crossing her arms in response, she murmured, “open it up and you’ll find out.” 

He did and written in very neat, slightly cursive handwriting was a full name and a number. Frank read it once, then twice, then peered up at her, noticing the slight red to the tips of her ears and cheeks. Was she flustered? 

“Well Miss Hall,” he started, tucking that paper away in his breast pocket for safe keeping, which he patted twice. His tone then became graced with concern, “will you be alright?” 

With a nod of her head, she offered, “I think I’ve got it from here.” 

The two idly waved goodbye and Jodie remained stood as she watched Frank leave. The roar of the bike slowly faded down in decibels until she could no longer hear it and she let herself smile widely. 

“You still need me, darlin’?” Came the cutting voice of the mechanic, who snapped her from her thoughts. 

She turned to face him, moving towards the workshop as she said, “yeah, coming!” 

Her mind, though, was still occupied with Frank and she was left feeling like a giddy schoolgirl.

[hiraya-rawr]

hi there!!!

so like i’ve been following you for a long time now and your fluffy writing always makes me squeal twirl my hair kick my legs like a little girl

i just. need advice. i have a few drafts and i just UGHH i have so little motivation to write or do ANYTHING and writers block is hitting me like a brick

they’re just small fluffy oneshots so idk why im struggling so much 💀😭😭

if ur wondering what the fics are its

1. braiding diluc’s hair

2. burnt out!reader and alhaitham (request)

i wanna continue them bcs i like the ideas and what i’ve wrote so far but it feels like my writing skills slipped through my fingers ☹️☹️

burnout reader fics are so ironic when you're stuck in your drafts 😭 but anyway hii!! aaah a long time follower? 🥹 im so touched dhjshejxjd

tbh as a student with a full schedule, the way i try to tackle all my drafts and coms is to. . . schedule it too. at least 20 minutes a day. I bring up a timer, or use a pomodoro timer online, and I time 20 minutes of writing.

at the very least, you get a little bit of progress on your works each day! most of the time i actually get into the mood and write more than 20 mins. you know that saying "fake it till you make it"? i force myself to start and it comes naturally near the end!

on the other hand, I also try to search up a playlist before working! writing angst? search for sad music. writing fluff? sappy songs! it wires your brain to be in the mood of what you're writing so that helps me :)) hope this helps!

[timeblues]

How to Stay Creative With an SEO-Driven Content Strategy

Posted by Caroline-Forsey

When I first joined HubSpot's blogging team in January 2018, I loved our writing process. Once a month, we all met in a conference room with a list of ideas on Google Docs which were pitched one-by-one (intricate, I know).

The process was extremely creative, iterative, and collaborative. Of course, it was also often a matter of guess-and-check. Plus, brainstorming can be a bit of a selfish process. The ideas I pitched in those meetings, I pitched in part because I wanted to write them and because I was interested in them as a reader. I could only hope our audience would be interested as well.

While we developed a pulse for understanding what our readers liked from reviewing top viewed posts from the past, our process didn't enable us to develop content that matched what our potential readers wanted from us.

So, just a few months into 2018, our team pivoted and created a brand new SEO-driven content strategy to address our inability to move forward. Take a look at the organic growth we've seen as a result of that strategy over the past two years:

How did we do it? To start, the blogging team partnered with the SEO team. The SEO team now delivers a fresh Search Insights Report (what we've come to affectionately call the "SIR") to us every quarter, which are packed with blog topics vetted for search potential. We diligently move down the list, assigning individual blog topics to be written or updated by writers on the team. From the graph above, you can see the almost immediate growth we expereinced as a result of this new strategy. Within two years, we more than doubled the keywords for which we rank on page one.

As Editor of HubSpot's Marketing Blog, this left me with a bit of a void. I was thrilled to see the results of the SIRs and recognized how they helped us reach new audiences and rekindle our organic traffic, but, from a personal perspective, I missed the creativity that came with pitching big-risk ideas and watching them pay off. (Believe it or not, articles like "What Is Semi-Structured Data?" wasn't exactly what I dreamt about publishing when obtaining my English degree.)

However, I've learned over the past year that there are ways to remain creative even within a grander, primarily SEO-driven strategy. Here, let's dive into six tips to ensure you don't have to sacrifice your own creative freedom for the sake of organic growth.

1. Enlist the help of experts to spark creativity while ensuring posts are still keyword-driven.

A few months ago, I tackled the topic of first versus third party APIs. While I am confident in writing about our product line, "Force quit" is about the extent of my software knowledge (option+command+esc, for those wondering), so I dreaded writing the post. It was both daunting and not particularly inspiring to me as a writer.

Of course, I could've written this post the way I've written about plenty of other dry topics — by sludging through it, chugging copious amounts of coffee, and listening to Spotify to make it a little more "fun".

However, when I began writing the post, I wasn't impressed with my work. Since I didn't fully grasp the concept, it was surface-level and ambiguous. If a marketer stumbled across it, they wouldn't learn much.

To solve for this issue, I reached out to a few IT specialists at HubSpot and ended up speaking to two developer support specialists. I even met with one of them via Zoom to further discuss the intricacies of APIs, and recorded the meeting to transcribe later on.

Suddenly, I felt like an investigative reporter. I collected quotes from experts in the field, drafted up a new post that made sense to both myself and the developer support specialists, and published it. I was incredibly proud of the piece because I felt I'd worked as a liaison between the developer world and the marketing world, making the whole concept of APIs a little clearer to my team while ensuring it remained accurate and tactical.

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. Their passion for the subject will fuel your desire to write the piece from a more human angle. Remember, keyword-driven content still leaves plenty of room to angle the piece in a number of interesting directions, as long as the insight you're providing aligns with the intent of the keyword you're targeting.

2. Interview leaders in various industries and tell their stories.

Over the past year, I've spoken to happiness researcher and speaker Shawn Achor on how happiness leads to success, Harvard professor Amy Edmondson on psychological safety in the workplace, and leadership consultant Simon Hazeldine on using performance psychology to get ahead in the workplace, among many others.

These posts, which enabled me to synthesize complex psychological issues and translate them into tactical strategies for marketers, allowed me to exercise my creative muscle. I interviewed experts via email or on the phone, and used their responses to craft meaningful, coherent narratives. Ultimately, I never felt more "in the flow" than I did when writing these posts.

Your industry undoubtedly has leaders that interest you. If you're a marketer in the catering or hospitality industries, consider speaking to top chefs in the area. Alternatively, if you're a marketer for an e-commerce website, try reaching out to e-commerce consultants to get quotes about the future of the industry.

It's not impossible to align your own interests with business impact, even if those interests are outside the scope of traditional marketing. As someone who's personally interested in psychology, for instance, I was able to find the intersection between psychology and workplace performance, which helps our readers grow in their own roles.

Including feedback from experts can also give you a competitive advantage in the SERPs. For instance, we published "HubSpot Marketers Give 6 Tips for Fighting Burnout", on January 20, 2020, and within one month, it already had over 5,000 views. This piece, over time, will likely perform better than a more generic "how to fight burnout" piece without the expert angle.

Ultimately, it's important to consider who you're interested in speaking with and how that expert's experience might align with your audience's interests, and brainstorm ideas from there.

3. Find the human connection.

As marketers, we're often tasked with writing about less-than-thrilling topics, particularly if these topics are part of a keyword-driven strategy. For example, take a quick glimpse at some of the pieces we've seen on our SIR in the past:

These titles are helpful for our readers, but presenting the information in a creative way becomes difficult. I often tell new writers on the team that you can find an interesting human angle to any topic, no matter how boring it may seem, which makes writing about the topic more exciting and offers more ways for readers to connect with the piece.

The easiest way to find the human angle is to consider the reader's point of view when searching a topic on Google. Start by asking yourself, "why would I ever search for this topic?"

Searches don't happen in silos. Nowadays, Google is increasingly trying to continue a "searcher's journey" through People Also Ask boxes, People Also Search For panels, and Related Search links at the bottom of most SERPs. These features enable searchers to rethink their search and find similar, relevant answers to other questions they might have.

Ultimately, anyone searching for one keyword is searching for that keyword as part of a larger marketing and business strategy. As a content creator, it's critical you find the bigger picture element and use these new SERP features to tell more creative, holistic stories around the topic at hand.

For instance, recently I wrote a post on how to embed videos in emails. The body of the post itself, I knew, allowed for little creativity — it was essentially a brief step-by-step guide to embedding video. However, I could still find space for creativity in my introduction, and I knew that meant developing empathy for my reader.

I started by imagining the motivation behind any marketer searching "how to embed video in email". They are likely someone who's struggling to increase CTR or email subscriptions, so I introduced the topic with a brief, big-picture overview on why email is important for a business's bottom line (in case you wanted to know, it’s because 87% of businesses use video in their marketing tactics).

Then, I empathize with the reader, acknowledging that sprucing up your emails isn't always easy, and neither is embedding videos —��particularly since major email clients don't support video embeds.

Suddenly, a topic I'd initially found boring became exciting to me because I could sense the urgency and real-world impact that publishing the piece and answering the reader's query would have. In essence, what they’re really asking is "How can I continue creating engaging content for my audience?"

That's a human angle to which I think we can all relate.

4. Use multimedia to freshen up old content.

If you're struggling with a particularly dry topic, you might evoke creativity by adding multimedia elements like podcasts, YouTube videos, images, or graphs — all of which open up new traffic opportunities since you can generate image traffic through the SERPs as well.

These designs can help you stay engaged when writing the piece, and can also help your post rank on Google, since search engines prefer multimedia components such as images or video.

For instance, we embedded a video in "How to Create An Incredibly Well-Written Executive Summary [+ Example]". Readers have the option of reading my post, but alternatively, they can watch the discussion take place on-screen.

Of course, multimedia depends on your budget. We aren't able to add a video to every post we produce. However, there are plenty of simpler forms of multimedia that are free, such as embedded images and graphs.

Additionally, if you're interested in other aspects of marketing besides writing, this is a good chance to expand your professional portfolio and learn a new skill as well.

5. Frame your content from a unique angle that differentiates it from other search results.

It's important to note: not all posts need to agree with what's already on the SERPs for you to rank.

For instance, my colleague Lestraundra wrote "10 Reasons Why You Don't Need a CRM". This article currently ranks on page one for the search query "you don't need a CRM" ... but the article actually explains why you do need a CRM, in a playfully sarcastic way.

We managed to rank well while also giving readers something they weren't expecting. You might consider similar provocative arguments you can make, as the uniqueness (and sometimes controversy) of your writing will enable you to rise up the ranks on the SERPs while providing fresh, interesting content to your audience.

6. Engage with your readers in real life whenever possible.

On one particularly uninspiring day, I set up a 30-minute chat with a customer to learn more about her personal marketing challenges.

As we spoke, I realized how out-of-touch I'd become with some of our readers’ primary struggles. For instance, she was a team of one, which meant while she understood the importance of blogging, she didn't always have time to develop an in-depth strategy since she was juggling content creation for social media, email marketing, and PR for her small business.

When I got back to my desk, I had no problem writing my assigned post about free social media analytics tools, because I understood the real-world importance of this post for that reader's daily life. Ultimately, she didn't have time to research the pros and cons of various tools, and she didn't have a budget for anything fancy. The inspiration and creativity I felt that day derived from my in-person interaction with my reader.

Of course, it's not always possible to set up a call with a customer, but there are plenty of other options for engaging with readers. For instance, you might consider creating a poll for your social media audience, engaging with readers in a Twitter chat, or sending a survey to your readers in an email newsletter to learn more about what they want from your brand.

Conclusion

Ultimately, it can be difficult to stay creative when your department is primarily focused on using technical SEO to achieve major goals. And, of course, you'd never want to entirely forgo SEO for the sake of creativity, since that prevents you from reaching a larger audience and ensuring your content is useful and actionable for your readers.

Nonetheless, if there's anything I've learned over the past two years as a result of our new strategy, it's that analytics and creativity can, indeed, work hand-in-hand. Ideally, with these six tips, you'll be able to inspire some creativity in your daily process. Feel free to comment below with your own thoughts — I'd love to hear them!

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[siliconwebx]

A Funny Thing Happened on the Way to the JavaScript

Around this time last year, I wrote an article about the JavaScript learning landscape. Within that article, you’ll find my grand plans to learn JavaScript — complete with a link to a CodePen Collection I started for tracking my progress, and it even got dozens of comments cheering me on.

Like most people, I was ambitious. It was a new year and I was excited to tackle a long-standing project. It was my development version of losing 30 pounds (which I also need to do). But, if you follow that link to the CodePen Collection, you’ll see that there’s nothing there. If you were to scour my hard drive or cloud storage, you’d see that there aren’t any JavaScript files or projects there, either.

Over the past year, I didn’t make any progress on one of my main goals. So, what the hell happened?

A Story as Old as Time

The internet is littered with similar tweets and blog posts. Inboxes are filled with TinyLetters of resolutions and there's no shortage of YouTubers teaching anyone who will listen how to have their best year ever. But very few people follow through on their goals. This might be even more true in the design and development world, what with the plethora of new technologies, languages, libraries, and tools that hit the scene on a regular basis.

These stories all follow a similar path:

Person determines major goal

Person tells friends (or who knows how many CSS-Tricks visitors)

Person gets distracted, overwhelmed, disinterested, or all three

Goal is completely forgotten about after X amount of time

Person apologizes and makes up excuses for friends (or, again, who know how many CSS-Tricks visitors)

In my experience, it's not the goal-setting or telling everyone about said goal that's the problem. It's step three above. When goals go off the rails, at least for me, it's due to three main issues: distraction, stress, and lack of interest. Barring unforeseen life events, these three issues are responsible for all those unachieved goals that we struggle with.

In thinking about my goals for this year, I decided to start first with deconstructing why I couldn’t reach the one major goal I set for myself last year. So, let’s dig into those three issues and see if there’s a way to prevent any of them happening this time around.

Distraction

Distraction seems to be the big one here. We all have a lot going on. Between job and family responsibilities, other hobbies and hanging out with friends, it’s hard to fit in new projects. As necessary as they are, all those other interests and responsibilities are distractions when it comes to our goals.

The whole point of setting a goal is carving out time to work towards it. It’s about prioritizing the goal over other things. For me, I found myself letting all of those other distractions in life work their way into my day. It was all too easy to work through lunch instead of taking that time to tackle a chapter in a JavaScript book. I would get sucked into the latest Netflix series after the kids went to bed. I didn’t prioritize learning JavaScript and I had nothing to show for it at the end of the year.

Overcoming Distraction

The key here is to block out those distractions, which is easier said than done. We can’t simply ignore the needs of our families and careers, but we need to give ourselves time to focus without distractions. For me, I’m increasingly convinced that the solution is time blocking.

Time blocking is exactly what it sounds like: You block out specific periods of time on your calendar to focus on certain tasks. Time blocking allows you to prioritize what’s important. It doesn’t force you to sit down, crack open a book, or start coding, but it gives you the time to do it. There are a ton of articles online that go into different time blocking methods, a few of which are below:

Schedule it so it happens: The art of time blocking

How to time block (and why it’s the best productivity hack you should use)

The Hyper-Scheduling Experiment

For me, I’m going to block out specific times throughout the week to focus on learning JavaScript in 2019. I’m trying to be realistic about how much time I can invest, weighing it against other obligations. Then I’m putting those time blocks on my shared family calendar to make it clear to everyone what I’m prioritizing. More importantly, I’m making it clear that this time is for focus, and to leave the other distractions at the door.

It can also be helpful to block smaller, but just as impactful, distractions on your phone and computer. Closing out browser tabs not related to your task, silencing notifications, and clearing your desk of otherwise distracting items should be part of the routine when you sit down to start working on your task. It’s easy to scroll through Twitter, Hacker News, or even CSS-Tricks and convince yourself that it’s time well spent (that last one usually is, though) but that time adds up and doesn’t always result in learning or growing your skills like you think it will. Cutting out those distractions and allowing yourself to focus on what you want to accomplish is a great way to, you know, actually accomplish your goals.

Stress

Last year’s post lays out a landscape full of interesting articles, books, podcasts, and courses. There is no lack of things to learn about and enough resources to keep anyone busy for way longer than just a year. And, when it comes to JavaScript, it seems like there’s always some new technique or framework that you need to learn.

Combine that with all of the ancillary topics you need to understand when learning JavaScript and you end up with one of those overwhelming developer roadmaps that Chris collected a while back.

I don’t care how smart you are, that’s intimidating as hell. Feeling overwhelmed on the web is common place. How do you think it feels as someone just starting out? Combined with all the responsibilities and distractions from the last section, and you have a killer recipe for burnout.

I had originally intended to work my way through Marijn Haverbeke’s Eloquent JavaScript as a first step towards learning the language. But I also mentioned all the podcasts, YouTube channels, and newsletters with which I was surrounding myself. The intention was to learn through immersion, but it quickly resulted in feeling stressed and overwhelmed. And when I felt overwhelmed, I quickly allowed all those distractions to pull my attention away from learning JavaScript.

Overcoming Stress

Just like when dealing with distraction, I think the key to dealing with stress is to focus on one or two things and cut out all the rest. Instead of fully immersing myself in the JavaScript world, I’m going to stick to just the book, work my way through that, and then find the next resource later down the road. I’m going to intentionally ignore as much of the JavaScript world as I can in order to get my bearings and only open myself up to the stress of the developer roadmap if, and when, I feel like I want to journey down that path.

Disinterest

Flipping through any programming book (at least for a beginner) causes most people’s eyes to glaze over. The code looks overly complex and it resembles a math textbook. I don’t know about you, but I hated math class and I found it hard to get excited about investing my free time in something that felt a lot like going back to high school.

But I know that learning JavaScript (and programming, in general) is a worthwhile pursuit and will let me tackle projects that I’ve long wanted to complete but haven’t had the chops to do. So, how can I get interested in what, at first glance, looks like such a boring task?

Overcoming Disinterest

I think the key here is to relate what I learn to some subject that I find fascinating.

I’ve been interested in data visualization for a long time. Blogs like Flowing Data are fascinating, and I’ve wanted to be able to create data visualizations of my own for years. And I know that JavaScript is increasingly a viable way to create those graphics. Tools like D3.js and p5.js are first-class frameworks for creating amazing visualizations — so why not learn the underlying language those tools use?

My plan to overcome disinterest is to work my way towards a project that I want to build. Go through all the basics, trudge through the muck, and then use the concepts learned along the way to understand more advanced tools, like D3.js.

Anytime you can align your learning to areas you find interesting, you’re more likely to be successful. I think that’s what was missing the first time around, so I’m setting up targets to aim for when learning JavaScript, things that will keep me interested enough to learn what I need to learn.

It’s a Hard Road

Learning is rarely easy. But, sometimes, it’s when it’s the hardest that it pays off the most.

I’m convinced that the more we can uncover our own mental roadblocks and deconstruct them, the better positioned we are to achieve our goals. For me, my mental roadblocks are distraction, stress, and disinterest. The three work together to keep me from my goals, but I’m putting plans into motion to overcome all three. Your roadblocks may differ, but you probably have ways of dealing with them, too.

I’d love to hear from everyone how they overcame their own challenges when learning a new skill. Leave a comment below telling me your story. Sharing it may help me, and others, finally achieve what we’ve always wanted, whether it’s learning JavaScript, digging into the latest framework, or running that marathon we’ve all been putting off for so long.

The post A Funny Thing Happened on the Way to the JavaScript appeared first on CSS-Tricks.

😉SiliconWebX | 🌐CSS-Tricks

[isearchgoood]

How to Stay Creative With an SEO-Driven Content Strategy

Posted by Caroline-Forsey

When I first joined HubSpot's blogging team in January 2018, I loved our writing process. Once a month, we all met in a conference room with a list of ideas on Google Docs which were pitched one-by-one (intricate, I know).

The process was extremely creative, iterative, and collaborative. Of course, it was also often a matter of guess-and-check. Plus, brainstorming can be a bit of a selfish process. The ideas I pitched in those meetings, I pitched in part because I wanted to write them and because I was interested in them as a reader. I could only hope our audience would be interested as well.

While we developed a pulse for understanding what our readers liked from reviewing top viewed posts from the past, our process didn't enable us to develop content that matched what our potential readers wanted from us.

So, just a few months into 2018, our team pivoted and created a brand new SEO-driven content strategy to address our inability to move forward. Take a look at the organic growth we've seen as a result of that strategy over the past two years:

How did we do it? To start, the blogging team partnered with the SEO team. The SEO team now delivers a fresh Search Insights Report (what we've come to affectionately call the "SIR") to us every quarter, which are packed with blog topics vetted for search potential. We diligently move down the list, assigning individual blog topics to be written or updated by writers on the team. From the graph above, you can see the almost immediate growth we expereinced as a result of this new strategy. Within two years, we more than doubled the keywords for which we rank on page one.

As Editor of HubSpot's Marketing Blog, this left me with a bit of a void. I was thrilled to see the results of the SIRs and recognized how they helped us reach new audiences and rekindle our organic traffic, but, from a personal perspective, I missed the creativity that came with pitching big-risk ideas and watching them pay off. (Believe it or not, articles like "What Is Semi-Structured Data?" wasn't exactly what I dreamt about publishing when obtaining my English degree.)

However, I've learned over the past year that there are ways to remain creative even within a grander, primarily SEO-driven strategy. Here, let's dive into six tips to ensure you don't have to sacrifice your own creative freedom for the sake of organic growth.

1. Enlist the help of experts to spark creativity while ensuring posts are still keyword-driven.

A few months ago, I tackled the topic of first versus third party APIs. While I am confident in writing about our product line, "Force quit" is about the extent of my software knowledge (option+command+esc, for those wondering), so I dreaded writing the post. It was both daunting and not particularly inspiring to me as a writer.

Of course, I could've written this post the way I've written about plenty of other dry topics — by sludging through it, chugging copious amounts of coffee, and listening to Spotify to make it a little more "fun".

However, when I began writing the post, I wasn't impressed with my work. Since I didn't fully grasp the concept, it was surface-level and ambiguous. If a marketer stumbled across it, they wouldn't learn much.

To solve for this issue, I reached out to a few IT specialists at HubSpot and ended up speaking to two developer support specialists. I even met with one of them via Zoom to further discuss the intricacies of APIs, and recorded the meeting to transcribe later on.

Suddenly, I felt like an investigative reporter. I collected quotes from experts in the field, drafted up a new post that made sense to both myself and the developer support specialists, and published it. I was incredibly proud of the piece because I felt I'd worked as a liaison between the developer world and the marketing world, making the whole concept of APIs a little clearer to my team while ensuring it remained accurate and tactical.

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. Their passion for the subject will fuel your desire to write the piece from a more human angle. Remember, keyword-driven content still leaves plenty of room to angle the piece in a number of interesting directions, as long as the insight you're providing aligns with the intent of the keyword you're targeting.

2. Interview leaders in various industries and tell their stories.

Over the past year, I've spoken to happiness researcher and speaker Shawn Achor on how happiness leads to success, Harvard professor Amy Edmondson on psychological safety in the workplace, and leadership consultant Simon Hazeldine on using performance psychology to get ahead in the workplace, among many others.

These posts, which enabled me to synthesize complex psychological issues and translate them into tactical strategies for marketers, allowed me to exercise my creative muscle. I interviewed experts via email or on the phone, and used their responses to craft meaningful, coherent narratives. Ultimately, I never felt more "in the flow" than I did when writing these posts.

Your industry undoubtedly has leaders that interest you. If you're a marketer in the catering or hospitality industries, consider speaking to top chefs in the area. Alternatively, if you're a marketer for an e-commerce website, try reaching out to e-commerce consultants to get quotes about the future of the industry.

It's not impossible to align your own interests with business impact, even if those interests are outside the scope of traditional marketing. As someone who's personally interested in psychology, for instance, I was able to find the intersection between psychology and workplace performance, which helps our readers grow in their own roles.

Including feedback from experts can also give you a competitive advantage in the SERPs. For instance, we published "HubSpot Marketers Give 6 Tips for Fighting Burnout", on January 20, 2020, and within one month, it already had over 5,000 views. This piece, over time, will likely perform better than a more generic "how to fight burnout" piece without the expert angle.

Ultimately, it's important to consider who you're interested in speaking with and how that expert's experience might align with your audience's interests, and brainstorm ideas from there.

3. Find the human connection.

As marketers, we're often tasked with writing about less-than-thrilling topics, particularly if these topics are part of a keyword-driven strategy. For example, take a quick glimpse at some of the pieces we've seen on our SIR in the past:

These titles are helpful for our readers, but presenting the information in a creative way becomes difficult. I often tell new writers on the team that you can find an interesting human angle to any topic, no matter how boring it may seem, which makes writing about the topic more exciting and offers more ways for readers to connect with the piece.

The easiest way to find the human angle is to consider the reader's point of view when searching a topic on Google. Start by asking yourself, "why would I ever search for this topic?"

Searches don't happen in silos. Nowadays, Google is increasingly trying to continue a "searcher's journey" through People Also Ask boxes, People Also Search For panels, and Related Search links at the bottom of most SERPs. These features enable searchers to rethink their search and find similar, relevant answers to other questions they might have.

Ultimately, anyone searching for one keyword is searching for that keyword as part of a larger marketing and business strategy. As a content creator, it's critical you find the bigger picture element and use these new SERP features to tell more creative, holistic stories around the topic at hand.

For instance, recently I wrote a post on how to embed videos in emails. The body of the post itself, I knew, allowed for little creativity — it was essentially a brief step-by-step guide to embedding video. However, I could still find space for creativity in my introduction, and I knew that meant developing empathy for my reader.

I started by imagining the motivation behind any marketer searching "how to embed video in email". They are likely someone who's struggling to increase CTR or email subscriptions, so I introduced the topic with a brief, big-picture overview on why email is important for a business's bottom line (in case you wanted to know, it’s because 87% of businesses use video in their marketing tactics).

Then, I empathize with the reader, acknowledging that sprucing up your emails isn't always easy, and neither is embedding videos — particularly since major email clients don't support video embeds.

Suddenly, a topic I'd initially found boring became exciting to me because I could sense the urgency and real-world impact that publishing the piece and answering the reader's query would have. In essence, what they’re really asking is "How can I continue creating engaging content for my audience?"

That's a human angle to which I think we can all relate.

4. Use multimedia to freshen up old content.

If you're struggling with a particularly dry topic, you might evoke creativity by adding multimedia elements like podcasts, YouTube videos, images, or graphs — all of which open up new traffic opportunities since you can generate image traffic through the SERPs as well.

These designs can help you stay engaged when writing the piece, and can also help your post rank on Google, since search engines prefer multimedia components such as images or video.

For instance, we embedded a video in "How to Create An Incredibly Well-Written Executive Summary [+ Example]". Readers have the option of reading my post, but alternatively, they can watch the discussion take place on-screen.

Of course, multimedia depends on your budget. We aren't able to add a video to every post we produce. However, there are plenty of simpler forms of multimedia that are free, such as embedded images and graphs.

Additionally, if you're interested in other aspects of marketing besides writing, this is a good chance to expand your professional portfolio and learn a new skill as well.

5. Frame your content from a unique angle that differentiates it from other search results.

It's important to note: not all posts need to agree with what's already on the SERPs for you to rank.

For instance, my colleague Lestraundra wrote "10 Reasons Why You Don't Need a CRM". This article currently ranks on page one for the search query "you don't need a CRM" ... but the article actually explains why you do need a CRM, in a playfully sarcastic way.

We managed to rank well while also giving readers something they weren't expecting. You might consider similar provocative arguments you can make, as the uniqueness (and sometimes controversy) of your writing will enable you to rise up the ranks on the SERPs while providing fresh, interesting content to your audience.

6. Engage with your readers in real life whenever possible.

On one particularly uninspiring day, I set up a 30-minute chat with a customer to learn more about her personal marketing challenges.

As we spoke, I realized how out-of-touch I'd become with some of our readers’ primary struggles. For instance, she was a team of one, which meant while she understood the importance of blogging, she didn't always have time to develop an in-depth strategy since she was juggling content creation for social media, email marketing, and PR for her small business.

When I got back to my desk, I had no problem writing my assigned post about free social media analytics tools, because I understood the real-world importance of this post for that reader's daily life. Ultimately, she didn't have time to research the pros and cons of various tools, and she didn't have a budget for anything fancy. The inspiration and creativity I felt that day derived from my in-person interaction with my reader.

Of course, it's not always possible to set up a call with a customer, but there are plenty of other options for engaging with readers. For instance, you might consider creating a poll for your social media audience, engaging with readers in a Twitter chat, or sending a survey to your readers in an email newsletter to learn more about what they want from your brand.

Conclusion

Ultimately, it can be difficult to stay creative when your department is primarily focused on using technical SEO to achieve major goals. And, of course, you'd never want to entirely forgo SEO for the sake of creativity, since that prevents you from reaching a larger audience and ensuring your content is useful and actionable for your readers.

Nonetheless, if there's anything I've learned over the past two years as a result of our new strategy, it's that analytics and creativity can, indeed, work hand-in-hand. Ideally, with these six tips, you'll be able to inspire some creativity in your daily process. Feel free to comment below with your own thoughts — I'd love to hear them!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

via Blogger https://ift.tt/35Mg5B1 #blogger #bloggingtips #bloggerlife #bloggersgetsocial #ontheblog #writersofinstagram #writingprompt #instapoetry #writerscommunity #writersofig #writersblock #writerlife #writtenword #instawriters #spilledink #wordgasm #creativewriting #poetsofinstagram #blackoutpoetry #poetsofig

[theinjectlikes2]

How to Stay Creative With an SEO-Driven Content Strategy

Posted by Caroline-Forsey

When I first joined HubSpot's blogging team in January 2018, I loved our writing process. Once a month, we all met in a conference room with a list of ideas on Google Docs which were pitched one-by-one (intricate, I know).

The process was extremely creative, iterative, and collaborative. Of course, it was also often a matter of guess-and-check. Plus, brainstorming can be a bit of a selfish process. The ideas I pitched in those meetings, I pitched in part because I wanted to write them and because I was interested in them as a reader. I could only hope our audience would be interested as well.

While we developed a pulse for understanding what our readers liked from reviewing top viewed posts from the past, our process didn't enable us to develop content that matched what our potential readers wanted from us.

So, just a few months into 2018, our team pivoted and created a brand new SEO-driven content strategy to address our inability to move forward. Take a look at the organic growth we've seen as a result of that strategy over the past two years:

How did we do it? To start, the blogging team partnered with the SEO team. The SEO team now delivers a fresh Search Insights Report (what we've come to affectionately call the "SIR") to us every quarter, which are packed with blog topics vetted for search potential. We diligently move down the list, assigning individual blog topics to be written or updated by writers on the team. From the graph above, you can see the almost immediate growth we expereinced as a result of this new strategy. Within two years, we more than doubled the keywords for which we rank on page one.

As Editor of HubSpot's Marketing Blog, this left me with a bit of a void. I was thrilled to see the results of the SIRs and recognized how they helped us reach new audiences and rekindle our organic traffic, but, from a personal perspective, I missed the creativity that came with pitching big-risk ideas and watching them pay off. (Believe it or not, articles like "What Is Semi-Structured Data?" wasn't exactly what I dreamt about publishing when obtaining my English degree.)

However, I've learned over the past year that there are ways to remain creative even within a grander, primarily SEO-driven strategy. Here, let's dive into six tips to ensure you don't have to sacrifice your own creative freedom for the sake of organic growth.

1. Enlist the help of experts to spark creativity while ensuring posts are still keyword-driven.

A few months ago, I tackled the topic of first versus third party APIs. While I am confident in writing about our product line, "Force quit" is about the extent of my software knowledge (option+command+esc, for those wondering), so I dreaded writing the post. It was both daunting and not particularly inspiring to me as a writer.

Of course, I could've written this post the way I've written about plenty of other dry topics — by sludging through it, chugging copious amounts of coffee, and listening to Spotify to make it a little more "fun".

However, when I began writing the post, I wasn't impressed with my work. Since I didn't fully grasp the concept, it was surface-level and ambiguous. If a marketer stumbled across it, they wouldn't learn much.

To solve for this issue, I reached out to a few IT specialists at HubSpot and ended up speaking to two developer support specialists. I even met with one of them via Zoom to further discuss the intricacies of APIs, and recorded the meeting to transcribe later on.

Suddenly, I felt like an investigative reporter. I collected quotes from experts in the field, drafted up a new post that made sense to both myself and the developer support specialists, and published it. I was incredibly proud of the piece because I felt I'd worked as a liaison between the developer world and the marketing world, making the whole concept of APIs a little clearer to my team while ensuring it remained accurate and tactical.

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. Their passion for the subject will fuel your desire to write the piece from a more human angle. Remember, keyword-driven content still leaves plenty of room to angle the piece in a number of interesting directions, as long as the insight you're providing aligns with the intent of the keyword you're targeting.

2. Interview leaders in various industries and tell their stories.

Over the past year, I've spoken to happiness researcher and speaker Shawn Achor on how happiness leads to success, Harvard professor Amy Edmondson on psychological safety in the workplace, and leadership consultant Simon Hazeldine on using performance psychology to get ahead in the workplace, among many others.

These posts, which enabled me to synthesize complex psychological issues and translate them into tactical strategies for marketers, allowed me to exercise my creative muscle. I interviewed experts via email or on the phone, and used their responses to craft meaningful, coherent narratives. Ultimately, I never felt more "in the flow" than I did when writing these posts.

Your industry undoubtedly has leaders that interest you. If you're a marketer in the catering or hospitality industries, consider speaking to top chefs in the area. Alternatively, if you're a marketer for an e-commerce website, try reaching out to e-commerce consultants to get quotes about the future of the industry.

It's not impossible to align your own interests with business impact, even if those interests are outside the scope of traditional marketing. As someone who's personally interested in psychology, for instance, I was able to find the intersection between psychology and workplace performance, which helps our readers grow in their own roles.

Including feedback from experts can also give you a competitive advantage in the SERPs. For instance, we published "HubSpot Marketers Give 6 Tips for Fighting Burnout", on January 20, 2020, and within one month, it already had over 5,000 views. This piece, over time, will likely perform better than a more generic "how to fight burnout" piece without the expert angle.

Ultimately, it's important to consider who you're interested in speaking with and how that expert's experience might align with your audience's interests, and brainstorm ideas from there.

3. Find the human connection.

As marketers, we're often tasked with writing about less-than-thrilling topics, particularly if these topics are part of a keyword-driven strategy. For example, take a quick glimpse at some of the pieces we've seen on our SIR in the past:

These titles are helpful for our readers, but presenting the information in a creative way becomes difficult. I often tell new writers on the team that you can find an interesting human angle to any topic, no matter how boring it may seem, which makes writing about the topic more exciting and offers more ways for readers to connect with the piece.

The easiest way to find the human angle is to consider the reader's point of view when searching a topic on Google. Start by asking yourself, "why would I ever search for this topic?"

Searches don't happen in silos. Nowadays, Google is increasingly trying to continue a "searcher's journey" through People Also Ask boxes, People Also Search For panels, and Related Search links at the bottom of most SERPs. These features enable searchers to rethink their search and find similar, relevant answers to other questions they might have.

Ultimately, anyone searching for one keyword is searching for that keyword as part of a larger marketing and business strategy. As a content creator, it's critical you find the bigger picture element and use these new SERP features to tell more creative, holistic stories around the topic at hand.

For instance, recently I wrote a post on how to embed videos in emails. The body of the post itself, I knew, allowed for little creativity — it was essentially a brief step-by-step guide to embedding video. However, I could still find space for creativity in my introduction, and I knew that meant developing empathy for my reader.

I started by imagining the motivation behind any marketer searching "how to embed video in email". They are likely someone who's struggling to increase CTR or email subscriptions, so I introduced the topic with a brief, big-picture overview on why email is important for a business's bottom line (in case you wanted to know, it’s because 87% of businesses use video in their marketing tactics).

Then, I empathize with the reader, acknowledging that sprucing up your emails isn't always easy, and neither is embedding videos — particularly since major email clients don't support video embeds.

Suddenly, a topic I'd initially found boring became exciting to me because I could sense the urgency and real-world impact that publishing the piece and answering the reader's query would have. In essence, what they’re really asking is "How can I continue creating engaging content for my audience?"

That's a human angle to which I think we can all relate.

4. Use multimedia to freshen up old content.

If you're struggling with a particularly dry topic, you might evoke creativity by adding multimedia elements like podcasts, YouTube videos, images, or graphs — all of which open up new traffic opportunities since you can generate image traffic through the SERPs as well.

These designs can help you stay engaged when writing the piece, and can also help your post rank on Google, since search engines prefer multimedia components such as images or video.

For instance, we embedded a video in "How to Create An Incredibly Well-Written Executive Summary [+ Example]". Readers have the option of reading my post, but alternatively, they can watch the discussion take place on-screen.

Of course, multimedia depends on your budget. We aren't able to add a video to every post we produce. However, there are plenty of simpler forms of multimedia that are free, such as embedded images and graphs.

Additionally, if you're interested in other aspects of marketing besides writing, this is a good chance to expand your professional portfolio and learn a new skill as well.

5. Frame your content from a unique angle that differentiates it from other search results.

It's important to note: not all posts need to agree with what's already on the SERPs for you to rank.

For instance, my colleague Lestraundra wrote "10 Reasons Why You Don't Need a CRM". This article currently ranks on page one for the search query "you don't need a CRM" ... but the article actually explains why you do need a CRM, in a playfully sarcastic way.

We managed to rank well while also giving readers something they weren't expecting. You might consider similar provocative arguments you can make, as the uniqueness (and sometimes controversy) of your writing will enable you to rise up the ranks on the SERPs while providing fresh, interesting content to your audience.

6. Engage with your readers in real life whenever possible.

On one particularly uninspiring day, I set up a 30-minute chat with a customer to learn more about her personal marketing challenges.

As we spoke, I realized how out-of-touch I'd become with some of our readers’ primary struggles. For instance, she was a team of one, which meant while she understood the importance of blogging, she didn't always have time to develop an in-depth strategy since she was juggling content creation for social media, email marketing, and PR for her small business.

When I got back to my desk, I had no problem writing my assigned post about free social media analytics tools, because I understood the real-world importance of this post for that reader's daily life. Ultimately, she didn't have time to research the pros and cons of various tools, and she didn't have a budget for anything fancy. The inspiration and creativity I felt that day derived from my in-person interaction with my reader.

Of course, it's not always possible to set up a call with a customer, but there are plenty of other options for engaging with readers. For instance, you might consider creating a poll for your social media audience, engaging with readers in a Twitter chat, or sending a survey to your readers in an email newsletter to learn more about what they want from your brand.

Conclusion

Ultimately, it can be difficult to stay creative when your department is primarily focused on using technical SEO to achieve major goals. And, of course, you'd never want to entirely forgo SEO for the sake of creativity, since that prevents you from reaching a larger audience and ensuring your content is useful and actionable for your readers.

Nonetheless, if there's anything I've learned over the past two years as a result of our new strategy, it's that analytics and creativity can, indeed, work hand-in-hand. Ideally, with these six tips, you'll be able to inspire some creativity in your daily process. Feel free to comment below with your own thoughts — I'd love to hear them!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

from The Moz Blog https://ift.tt/2YS8jnN via IFTTT

[lakelandseo]

How to Stay Creative With an SEO-Driven Content Strategy

Posted by Caroline-Forsey

When I first joined HubSpot's blogging team in January 2018, I loved our writing process. Once a month, we all met in a conference room with a list of ideas on Google Docs which were pitched one-by-one (intricate, I know).

The process was extremely creative, iterative, and collaborative. Of course, it was also often a matter of guess-and-check. Plus, brainstorming can be a bit of a selfish process. The ideas I pitched in those meetings, I pitched in part because I wanted to write them and because I was interested in them as a reader. I could only hope our audience would be interested as well.

While we developed a pulse for understanding what our readers liked from reviewing top viewed posts from the past, our process didn't enable us to develop content that matched what our potential readers wanted from us.

So, just a few months into 2018, our team pivoted and created a brand new SEO-driven content strategy to address our inability to move forward. Take a look at the organic growth we've seen as a result of that strategy over the past two years:

How did we do it? To start, the blogging team partnered with the SEO team. The SEO team now delivers a fresh Search Insights Report (what we've come to affectionately call the "SIR") to us every quarter, which are packed with blog topics vetted for search potential. We diligently move down the list, assigning individual blog topics to be written or updated by writers on the team. From the graph above, you can see the almost immediate growth we expereinced as a result of this new strategy. Within two years, we more than doubled the keywords for which we rank on page one.

As Editor of HubSpot's Marketing Blog, this left me with a bit of a void. I was thrilled to see the results of the SIRs and recognized how they helped us reach new audiences and rekindle our organic traffic, but, from a personal perspective, I missed the creativity that came with pitching big-risk ideas and watching them pay off. (Believe it or not, articles like "What Is Semi-Structured Data?" wasn't exactly what I dreamt about publishing when obtaining my English degree.)

However, I've learned over the past year that there are ways to remain creative even within a grander, primarily SEO-driven strategy. Here, let's dive into six tips to ensure you don't have to sacrifice your own creative freedom for the sake of organic growth.

1. Enlist the help of experts to spark creativity while ensuring posts are still keyword-driven.

A few months ago, I tackled the topic of first versus third party APIs. While I am confident in writing about our product line, "Force quit" is about the extent of my software knowledge (option+command+esc, for those wondering), so I dreaded writing the post. It was both daunting and not particularly inspiring to me as a writer.

Of course, I could've written this post the way I've written about plenty of other dry topics — by sludging through it, chugging copious amounts of coffee, and listening to Spotify to make it a little more "fun".

However, when I began writing the post, I wasn't impressed with my work. Since I didn't fully grasp the concept, it was surface-level and ambiguous. If a marketer stumbled across it, they wouldn't learn much.

To solve for this issue, I reached out to a few IT specialists at HubSpot and ended up speaking to two developer support specialists. I even met with one of them via Zoom to further discuss the intricacies of APIs, and recorded the meeting to transcribe later on.

Suddenly, I felt like an investigative reporter. I collected quotes from experts in the field, drafted up a new post that made sense to both myself and the developer support specialists, and published it. I was incredibly proud of the piece because I felt I'd worked as a liaison between the developer world and the marketing world, making the whole concept of APIs a little clearer to my team while ensuring it remained accurate and tactical.

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. Their passion for the subject will fuel your desire to write the piece from a more human angle. Remember, keyword-driven content still leaves plenty of room to angle the piece in a number of interesting directions, as long as the insight you're providing aligns with the intent of the keyword you're targeting.

2. Interview leaders in various industries and tell their stories.

Over the past year, I've spoken to happiness researcher and speaker Shawn Achor on how happiness leads to success, Harvard professor Amy Edmondson on psychological safety in the workplace, and leadership consultant Simon Hazeldine on using performance psychology to get ahead in the workplace, among many others.

These posts, which enabled me to synthesize complex psychological issues and translate them into tactical strategies for marketers, allowed me to exercise my creative muscle. I interviewed experts via email or on the phone, and used their responses to craft meaningful, coherent narratives. Ultimately, I never felt more "in the flow" than I did when writing these posts.

Your industry undoubtedly has leaders that interest you. If you're a marketer in the catering or hospitality industries, consider speaking to top chefs in the area. Alternatively, if you're a marketer for an e-commerce website, try reaching out to e-commerce consultants to get quotes about the future of the industry.

It's not impossible to align your own interests with business impact, even if those interests are outside the scope of traditional marketing. As someone who's personally interested in psychology, for instance, I was able to find the intersection between psychology and workplace performance, which helps our readers grow in their own roles.

Including feedback from experts can also give you a competitive advantage in the SERPs. For instance, we published "HubSpot Marketers Give 6 Tips for Fighting Burnout", on January 20, 2020, and within one month, it already had over 5,000 views. This piece, over time, will likely perform better than a more generic "how to fight burnout" piece without the expert angle.

Ultimately, it's important to consider who you're interested in speaking with and how that expert's experience might align with your audience's interests, and brainstorm ideas from there.

3. Find the human connection.

As marketers, we're often tasked with writing about less-than-thrilling topics, particularly if these topics are part of a keyword-driven strategy. For example, take a quick glimpse at some of the pieces we've seen on our SIR in the past:

These titles are helpful for our readers, but presenting the information in a creative way becomes difficult. I often tell new writers on the team that you can find an interesting human angle to any topic, no matter how boring it may seem, which makes writing about the topic more exciting and offers more ways for readers to connect with the piece.

The easiest way to find the human angle is to consider the reader's point of view when searching a topic on Google. Start by asking yourself, "why would I ever search for this topic?"

Searches don't happen in silos. Nowadays, Google is increasingly trying to continue a "searcher's journey" through People Also Ask boxes, People Also Search For panels, and Related Search links at the bottom of most SERPs. These features enable searchers to rethink their search and find similar, relevant answers to other questions they might have.

Ultimately, anyone searching for one keyword is searching for that keyword as part of a larger marketing and business strategy. As a content creator, it's critical you find the bigger picture element and use these new SERP features to tell more creative, holistic stories around the topic at hand.

For instance, recently I wrote a post on how to embed videos in emails. The body of the post itself, I knew, allowed for little creativity — it was essentially a brief step-by-step guide to embedding video. However, I could still find space for creativity in my introduction, and I knew that meant developing empathy for my reader.

I started by imagining the motivation behind any marketer searching "how to embed video in email". They are likely someone who's struggling to increase CTR or email subscriptions, so I introduced the topic with a brief, big-picture overview on why email is important for a business's bottom line (in case you wanted to know, it’s because 87% of businesses use video in their marketing tactics).

Then, I empathize with the reader, acknowledging that sprucing up your emails isn't always easy, and neither is embedding videos — particularly since major email clients don't support video embeds.

Suddenly, a topic I'd initially found boring became exciting to me because I could sense the urgency and real-world impact that publishing the piece and answering the reader's query would have. In essence, what they’re really asking is "How can I continue creating engaging content for my audience?"

That's a human angle to which I think we can all relate.

4. Use multimedia to freshen up old content.

If you're struggling with a particularly dry topic, you might evoke creativity by adding multimedia elements like podcasts, YouTube videos, images, or graphs — all of which open up new traffic opportunities since you can generate image traffic through the SERPs as well.

These designs can help you stay engaged when writing the piece, and can also help your post rank on Google, since search engines prefer multimedia components such as images or video.

For instance, we embedded a video in "How to Create An Incredibly Well-Written Executive Summary [+ Example]". Readers have the option of reading my post, but alternatively, they can watch the discussion take place on-screen.

Of course, multimedia depends on your budget. We aren't able to add a video to every post we produce. However, there are plenty of simpler forms of multimedia that are free, such as embedded images and graphs.

Additionally, if you're interested in other aspects of marketing besides writing, this is a good chance to expand your professional portfolio and learn a new skill as well.

5. Frame your content from a unique angle that differentiates it from other search results.

It's important to note: not all posts need to agree with what's already on the SERPs for you to rank.

For instance, my colleague Lestraundra wrote "10 Reasons Why You Don't Need a CRM". This article currently ranks on page one for the search query "you don't need a CRM" ... but the article actually explains why you do need a CRM, in a playfully sarcastic way.

We managed to rank well while also giving readers something they weren't expecting. You might consider similar provocative arguments you can make, as the uniqueness (and sometimes controversy) of your writing will enable you to rise up the ranks on the SERPs while providing fresh, interesting content to your audience.

6. Engage with your readers in real life whenever possible.

On one particularly uninspiring day, I set up a 30-minute chat with a customer to learn more about her personal marketing challenges.

As we spoke, I realized how out-of-touch I'd become with some of our readers’ primary struggles. For instance, she was a team of one, which meant while she understood the importance of blogging, she didn't always have time to develop an in-depth strategy since she was juggling content creation for social media, email marketing, and PR for her small business.

When I got back to my desk, I had no problem writing my assigned post about free social media analytics tools, because I understood the real-world importance of this post for that reader's daily life. Ultimately, she didn't have time to research the pros and cons of various tools, and she didn't have a budget for anything fancy. The inspiration and creativity I felt that day derived from my in-person interaction with my reader.

Of course, it's not always possible to set up a call with a customer, but there are plenty of other options for engaging with readers. For instance, you might consider creating a poll for your social media audience, engaging with readers in a Twitter chat, or sending a survey to your readers in an email newsletter to learn more about what they want from your brand.

Conclusion

Ultimately, it can be difficult to stay creative when your department is primarily focused on using technical SEO to achieve major goals. And, of course, you'd never want to entirely forgo SEO for the sake of creativity, since that prevents you from reaching a larger audience and ensuring your content is useful and actionable for your readers.

Nonetheless, if there's anything I've learned over the past two years as a result of our new strategy, it's that analytics and creativity can, indeed, work hand-in-hand. Ideally, with these six tips, you'll be able to inspire some creativity in your daily process. Feel free to comment below with your own thoughts — I'd love to hear them!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[daynamartinez22]

How to Stay Creative With an SEO-Driven Content Strategy

Posted by Caroline-Forsey

When I first joined HubSpot's blogging team in January 2018, I loved our writing process. Once a month, we all met in a conference room with a list of ideas on Google Docs which were pitched one-by-one (intricate, I know).

The process was extremely creative, iterative, and collaborative. Of course, it was also often a matter of guess-and-check. Plus, brainstorming can be a bit of a selfish process. The ideas I pitched in those meetings, I pitched in part because I wanted to write them and because I was interested in them as a reader. I could only hope our audience would be interested as well.

While we developed a pulse for understanding what our readers liked from reviewing top viewed posts from the past, our process didn't enable us to develop content that matched what our potential readers wanted from us.

So, just a few months into 2018, our team pivoted and created a brand new SEO-driven content strategy to address our inability to move forward. Take a look at the organic growth we've seen as a result of that strategy over the past two years:

How did we do it? To start, the blogging team partnered with the SEO team. The SEO team now delivers a fresh Search Insights Report (what we've come to affectionately call the "SIR") to us every quarter, which are packed with blog topics vetted for search potential. We diligently move down the list, assigning individual blog topics to be written or updated by writers on the team. From the graph above, you can see the almost immediate growth we expereinced as a result of this new strategy. Within two years, we more than doubled the keywords for which we rank on page one.

As Editor of HubSpot's Marketing Blog, this left me with a bit of a void. I was thrilled to see the results of the SIRs and recognized how they helped us reach new audiences and rekindle our organic traffic, but, from a personal perspective, I missed the creativity that came with pitching big-risk ideas and watching them pay off. (Believe it or not, articles like "What Is Semi-Structured Data?" wasn't exactly what I dreamt about publishing when obtaining my English degree.)

However, I've learned over the past year that there are ways to remain creative even within a grander, primarily SEO-driven strategy. Here, let's dive into six tips to ensure you don't have to sacrifice your own creative freedom for the sake of organic growth.

1. Enlist the help of experts to spark creativity while ensuring posts are still keyword-driven.

A few months ago, I tackled the topic of first versus third party APIs. While I am confident in writing about our product line, "Force quit" is about the extent of my software knowledge (option+command+esc, for those wondering), so I dreaded writing the post. It was both daunting and not particularly inspiring to me as a writer.

Of course, I could've written this post the way I've written about plenty of other dry topics — by sludging through it, chugging copious amounts of coffee, and listening to Spotify to make it a little more "fun".

However, when I began writing the post, I wasn't impressed with my work. Since I didn't fully grasp the concept, it was surface-level and ambiguous. If a marketer stumbled across it, they wouldn't learn much.

To solve for this issue, I reached out to a few IT specialists at HubSpot and ended up speaking to two developer support specialists. I even met with one of them via Zoom to further discuss the intricacies of APIs, and recorded the meeting to transcribe later on.

Suddenly, I felt like an investigative reporter. I collected quotes from experts in the field, drafted up a new post that made sense to both myself and the developer support specialists, and published it. I was incredibly proud of the piece because I felt I'd worked as a liaison between the developer world and the marketing world, making the whole concept of APIs a little clearer to my team while ensuring it remained accurate and tactical.

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. Their passion for the subject will fuel your desire to write the piece from a more human angle. Remember, keyword-driven content still leaves plenty of room to angle the piece in a number of interesting directions, as long as the insight you're providing aligns with the intent of the keyword you're targeting.

2. Interview leaders in various industries and tell their stories.

Over the past year, I've spoken to happiness researcher and speaker Shawn Achor on how happiness leads to success, Harvard professor Amy Edmondson on psychological safety in the workplace, and leadership consultant Simon Hazeldine on using performance psychology to get ahead in the workplace, among many others.

These posts, which enabled me to synthesize complex psychological issues and translate them into tactical strategies for marketers, allowed me to exercise my creative muscle. I interviewed experts via email or on the phone, and used their responses to craft meaningful, coherent narratives. Ultimately, I never felt more "in the flow" than I did when writing these posts.

Your industry undoubtedly has leaders that interest you. If you're a marketer in the catering or hospitality industries, consider speaking to top chefs in the area. Alternatively, if you're a marketer for an e-commerce website, try reaching out to e-commerce consultants to get quotes about the future of the industry.

It's not impossible to align your own interests with business impact, even if those interests are outside the scope of traditional marketing. As someone who's personally interested in psychology, for instance, I was able to find the intersection between psychology and workplace performance, which helps our readers grow in their own roles.

Including feedback from experts can also give you a competitive advantage in the SERPs. For instance, we published "HubSpot Marketers Give 6 Tips for Fighting Burnout", on January 20, 2020, and within one month, it already had over 5,000 views. This piece, over time, will likely perform better than a more generic "how to fight burnout" piece without the expert angle.

Ultimately, it's important to consider who you're interested in speaking with and how that expert's experience might align with your audience's interests, and brainstorm ideas from there.

3. Find the human connection.

As marketers, we're often tasked with writing about less-than-thrilling topics, particularly if these topics are part of a keyword-driven strategy. For example, take a quick glimpse at some of the pieces we've seen on our SIR in the past:

These titles are helpful for our readers, but presenting the information in a creative way becomes difficult. I often tell new writers on the team that you can find an interesting human angle to any topic, no matter how boring it may seem, which makes writing about the topic more exciting and offers more ways for readers to connect with the piece.

The easiest way to find the human angle is to consider the reader's point of view when searching a topic on Google. Start by asking yourself, "why would I ever search for this topic?"

Searches don't happen in silos. Nowadays, Google is increasingly trying to continue a "searcher's journey" through People Also Ask boxes, People Also Search For panels, and Related Search links at the bottom of most SERPs. These features enable searchers to rethink their search and find similar, relevant answers to other questions they might have.

Ultimately, anyone searching for one keyword is searching for that keyword as part of a larger marketing and business strategy. As a content creator, it's critical you find the bigger picture element and use these new SERP features to tell more creative, holistic stories around the topic at hand.

For instance, recently I wrote a post on how to embed videos in emails. The body of the post itself, I knew, allowed for little creativity — it was essentially a brief step-by-step guide to embedding video. However, I could still find space for creativity in my introduction, and I knew that meant developing empathy for my reader.

I started by imagining the motivation behind any marketer searching "how to embed video in email". They are likely someone who's struggling to increase CTR or email subscriptions, so I introduced the topic with a brief, big-picture overview on why email is important for a business's bottom line (in case you wanted to know, it’s because 87% of businesses use video in their marketing tactics).

Then, I empathize with the reader, acknowledging that sprucing up your emails isn't always easy, and neither is embedding videos — particularly since major email clients don't support video embeds.

Suddenly, a topic I'd initially found boring became exciting to me because I could sense the urgency and real-world impact that publishing the piece and answering the reader's query would have. In essence, what they’re really asking is "How can I continue creating engaging content for my audience?"

That's a human angle to which I think we can all relate.

4. Use multimedia to freshen up old content.

If you're struggling with a particularly dry topic, you might evoke creativity by adding multimedia elements like podcasts, YouTube videos, images, or graphs — all of which open up new traffic opportunities since you can generate image traffic through the SERPs as well.

These designs can help you stay engaged when writing the piece, and can also help your post rank on Google, since search engines prefer multimedia components such as images or video.

For instance, we embedded a video in "How to Create An Incredibly Well-Written Executive Summary [+ Example]". Readers have the option of reading my post, but alternatively, they can watch the discussion take place on-screen.

Of course, multimedia depends on your budget. We aren't able to add a video to every post we produce. However, there are plenty of simpler forms of multimedia that are free, such as embedded images and graphs.

Additionally, if you're interested in other aspects of marketing besides writing, this is a good chance to expand your professional portfolio and learn a new skill as well.

5. Frame your content from a unique angle that differentiates it from other search results.

It's important to note: not all posts need to agree with what's already on the SERPs for you to rank.

For instance, my colleague Lestraundra wrote "10 Reasons Why You Don't Need a CRM". This article currently ranks on page one for the search query "you don't need a CRM" ... but the article actually explains why you do need a CRM, in a playfully sarcastic way.

We managed to rank well while also giving readers something they weren't expecting. You might consider similar provocative arguments you can make, as the uniqueness (and sometimes controversy) of your writing will enable you to rise up the ranks on the SERPs while providing fresh, interesting content to your audience.

6. Engage with your readers in real life whenever possible.

On one particularly uninspiring day, I set up a 30-minute chat with a customer to learn more about her personal marketing challenges.

As we spoke, I realized how out-of-touch I'd become with some of our readers’ primary struggles. For instance, she was a team of one, which meant while she understood the importance of blogging, she didn't always have time to develop an in-depth strategy since she was juggling content creation for social media, email marketing, and PR for her small business.

When I got back to my desk, I had no problem writing my assigned post about free social media analytics tools, because I understood the real-world importance of this post for that reader's daily life. Ultimately, she didn't have time to research the pros and cons of various tools, and she didn't have a budget for anything fancy. The inspiration and creativity I felt that day derived from my in-person interaction with my reader.

Of course, it's not always possible to set up a call with a customer, but there are plenty of other options for engaging with readers. For instance, you might consider creating a poll for your social media audience, engaging with readers in a Twitter chat, or sending a survey to your readers in an email newsletter to learn more about what they want from your brand.

Conclusion

Ultimately, it can be difficult to stay creative when your department is primarily focused on using technical SEO to achieve major goals. And, of course, you'd never want to entirely forgo SEO for the sake of creativity, since that prevents you from reaching a larger audience and ensuring your content is useful and actionable for your readers.

Nonetheless, if there's anything I've learned over the past two years as a result of our new strategy, it's that analytics and creativity can, indeed, work hand-in-hand. Ideally, with these six tips, you'll be able to inspire some creativity in your daily process. Feel free to comment below with your own thoughts — I'd love to hear them!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[drummcarpentry]

How to Stay Creative With an SEO-Driven Content Strategy

Posted by Caroline-Forsey

When I first joined HubSpot's blogging team in January 2018, I loved our writing process. Once a month, we all met in a conference room with a list of ideas on Google Docs which were pitched one-by-one (intricate, I know).

The process was extremely creative, iterative, and collaborative. Of course, it was also often a matter of guess-and-check. Plus, brainstorming can be a bit of a selfish process. The ideas I pitched in those meetings, I pitched in part because I wanted to write them and because I was interested in them as a reader. I could only hope our audience would be interested as well.

While we developed a pulse for understanding what our readers liked from reviewing top viewed posts from the past, our process didn't enable us to develop content that matched what our potential readers wanted from us.

So, just a few months into 2018, our team pivoted and created a brand new SEO-driven content strategy to address our inability to move forward. Take a look at the organic growth we've seen as a result of that strategy over the past two years:

How did we do it? To start, the blogging team partnered with the SEO team. The SEO team now delivers a fresh Search Insights Report (what we've come to affectionately call the "SIR") to us every quarter, which are packed with blog topics vetted for search potential. We diligently move down the list, assigning individual blog topics to be written or updated by writers on the team. From the graph above, you can see the almost immediate growth we expereinced as a result of this new strategy. Within two years, we more than doubled the keywords for which we rank on page one.

As Editor of HubSpot's Marketing Blog, this left me with a bit of a void. I was thrilled to see the results of the SIRs and recognized how they helped us reach new audiences and rekindle our organic traffic, but, from a personal perspective, I missed the creativity that came with pitching big-risk ideas and watching them pay off. (Believe it or not, articles like "What Is Semi-Structured Data?" wasn't exactly what I dreamt about publishing when obtaining my English degree.)

However, I've learned over the past year that there are ways to remain creative even within a grander, primarily SEO-driven strategy. Here, let's dive into six tips to ensure you don't have to sacrifice your own creative freedom for the sake of organic growth.

1. Enlist the help of experts to spark creativity while ensuring posts are still keyword-driven.

A few months ago, I tackled the topic of first versus third party APIs. While I am confident in writing about our product line, "Force quit" is about the extent of my software knowledge (option+command+esc, for those wondering), so I dreaded writing the post. It was both daunting and not particularly inspiring to me as a writer.

Of course, I could've written this post the way I've written about plenty of other dry topics — by sludging through it, chugging copious amounts of coffee, and listening to Spotify to make it a little more "fun".

However, when I began writing the post, I wasn't impressed with my work. Since I didn't fully grasp the concept, it was surface-level and ambiguous. If a marketer stumbled across it, they wouldn't learn much.

To solve for this issue, I reached out to a few IT specialists at HubSpot and ended up speaking to two developer support specialists. I even met with one of them via Zoom to further discuss the intricacies of APIs, and recorded the meeting to transcribe later on.

Suddenly, I felt like an investigative reporter. I collected quotes from experts in the field, drafted up a new post that made sense to both myself and the developer support specialists, and published it. I was incredibly proud of the piece because I felt I'd worked as a liaison between the developer world and the marketing world, making the whole concept of APIs a little clearer to my team while ensuring it remained accurate and tactical.

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. Their passion for the subject will fuel your desire to write the piece from a more human angle. Remember, keyword-driven content still leaves plenty of room to angle the piece in a number of interesting directions, as long as the insight you're providing aligns with the intent of the keyword you're targeting.

2. Interview leaders in various industries and tell their stories.

Over the past year, I've spoken to happiness researcher and speaker Shawn Achor on how happiness leads to success, Harvard professor Amy Edmondson on psychological safety in the workplace, and leadership consultant Simon Hazeldine on using performance psychology to get ahead in the workplace, among many others.

These posts, which enabled me to synthesize complex psychological issues and translate them into tactical strategies for marketers, allowed me to exercise my creative muscle. I interviewed experts via email or on the phone, and used their responses to craft meaningful, coherent narratives. Ultimately, I never felt more "in the flow" than I did when writing these posts.

Your industry undoubtedly has leaders that interest you. If you're a marketer in the catering or hospitality industries, consider speaking to top chefs in the area. Alternatively, if you're a marketer for an e-commerce website, try reaching out to e-commerce consultants to get quotes about the future of the industry.

It's not impossible to align your own interests with business impact, even if those interests are outside the scope of traditional marketing. As someone who's personally interested in psychology, for instance, I was able to find the intersection between psychology and workplace performance, which helps our readers grow in their own roles.

Including feedback from experts can also give you a competitive advantage in the SERPs. For instance, we published "HubSpot Marketers Give 6 Tips for Fighting Burnout", on January 20, 2020, and within one month, it already had over 5,000 views. This piece, over time, will likely perform better than a more generic "how to fight burnout" piece without the expert angle.

Ultimately, it's important to consider who you're interested in speaking with and how that expert's experience might align with your audience's interests, and brainstorm ideas from there.

3. Find the human connection.

As marketers, we're often tasked with writing about less-than-thrilling topics, particularly if these topics are part of a keyword-driven strategy. For example, take a quick glimpse at some of the pieces we've seen on our SIR in the past:

These titles are helpful for our readers, but presenting the information in a creative way becomes difficult. I often tell new writers on the team that you can find an interesting human angle to any topic, no matter how boring it may seem, which makes writing about the topic more exciting and offers more ways for readers to connect with the piece.

The easiest way to find the human angle is to consider the reader's point of view when searching a topic on Google. Start by asking yourself, "why would I ever search for this topic?"

Searches don't happen in silos. Nowadays, Google is increasingly trying to continue a "searcher's journey" through People Also Ask boxes, People Also Search For panels, and Related Search links at the bottom of most SERPs. These features enable searchers to rethink their search and find similar, relevant answers to other questions they might have.

Ultimately, anyone searching for one keyword is searching for that keyword as part of a larger marketing and business strategy. As a content creator, it's critical you find the bigger picture element and use these new SERP features to tell more creative, holistic stories around the topic at hand.

For instance, recently I wrote a post on how to embed videos in emails. The body of the post itself, I knew, allowed for little creativity — it was essentially a brief step-by-step guide to embedding video. However, I could still find space for creativity in my introduction, and I knew that meant developing empathy for my reader.

I started by imagining the motivation behind any marketer searching "how to embed video in email". They are likely someone who's struggling to increase CTR or email subscriptions, so I introduced the topic with a brief, big-picture overview on why email is important for a business's bottom line (in case you wanted to know, it’s because 87% of businesses use video in their marketing tactics).

Then, I empathize with the reader, acknowledging that sprucing up your emails isn't always easy, and neither is embedding videos — particularly since major email clients don't support video embeds.

Suddenly, a topic I'd initially found boring became exciting to me because I could sense the urgency and real-world impact that publishing the piece and answering the reader's query would have. In essence, what they’re really asking is "How can I continue creating engaging content for my audience?"

That's a human angle to which I think we can all relate.

4. Use multimedia to freshen up old content.

If you're struggling with a particularly dry topic, you might evoke creativity by adding multimedia elements like podcasts, YouTube videos, images, or graphs — all of which open up new traffic opportunities since you can generate image traffic through the SERPs as well.

These designs can help you stay engaged when writing the piece, and can also help your post rank on Google, since search engines prefer multimedia components such as images or video.

For instance, we embedded a video in "How to Create An Incredibly Well-Written Executive Summary [+ Example]". Readers have the option of reading my post, but alternatively, they can watch the discussion take place on-screen.

Of course, multimedia depends on your budget. We aren't able to add a video to every post we produce. However, there are plenty of simpler forms of multimedia that are free, such as embedded images and graphs.

Additionally, if you're interested in other aspects of marketing besides writing, this is a good chance to expand your professional portfolio and learn a new skill as well.

5. Frame your content from a unique angle that differentiates it from other search results.

It's important to note: not all posts need to agree with what's already on the SERPs for you to rank.

For instance, my colleague Lestraundra wrote "10 Reasons Why You Don't Need a CRM". This article currently ranks on page one for the search query "you don't need a CRM" ... but the article actually explains why you do need a CRM, in a playfully sarcastic way.

We managed to rank well while also giving readers something they weren't expecting. You might consider similar provocative arguments you can make, as the uniqueness (and sometimes controversy) of your writing will enable you to rise up the ranks on the SERPs while providing fresh, interesting content to your audience.

6. Engage with your readers in real life whenever possible.

On one particularly uninspiring day, I set up a 30-minute chat with a customer to learn more about her personal marketing challenges.

As we spoke, I realized how out-of-touch I'd become with some of our readers’ primary struggles. For instance, she was a team of one, which meant while she understood the importance of blogging, she didn't always have time to develop an in-depth strategy since she was juggling content creation for social media, email marketing, and PR for her small business.

When I got back to my desk, I had no problem writing my assigned post about free social media analytics tools, because I understood the real-world importance of this post for that reader's daily life. Ultimately, she didn't have time to research the pros and cons of various tools, and she didn't have a budget for anything fancy. The inspiration and creativity I felt that day derived from my in-person interaction with my reader.

Of course, it's not always possible to set up a call with a customer, but there are plenty of other options for engaging with readers. For instance, you might consider creating a poll for your social media audience, engaging with readers in a Twitter chat, or sending a survey to your readers in an email newsletter to learn more about what they want from your brand.

Conclusion

Ultimately, it can be difficult to stay creative when your department is primarily focused on using technical SEO to achieve major goals. And, of course, you'd never want to entirely forgo SEO for the sake of creativity, since that prevents you from reaching a larger audience and ensuring your content is useful and actionable for your readers.

Nonetheless, if there's anything I've learned over the past two years as a result of our new strategy, it's that analytics and creativity can, indeed, work hand-in-hand. Ideally, with these six tips, you'll be able to inspire some creativity in your daily process. Feel free to comment below with your own thoughts — I'd love to hear them!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[gamebazu]

How to Stay Creative With an SEO-Driven Content Strategy

Posted by Caroline-Forsey

When I first joined HubSpot's blogging team in January 2018, I loved our writing process. Once a month, we all met in a conference room with a list of ideas on Google Docs which were pitched one-by-one (intricate, I know).

The process was extremely creative, iterative, and collaborative. Of course, it was also often a matter of guess-and-check. Plus, brainstorming can be a bit of a selfish process. The ideas I pitched in those meetings, I pitched in part because I wanted to write them and because I was interested in them as a reader. I could only hope our audience would be interested as well.

While we developed a pulse for understanding what our readers liked from reviewing top viewed posts from the past, our process didn't enable us to develop content that matched what our potential readers wanted from us.

So, just a few months into 2018, our team pivoted and created a brand new SEO-driven content strategy to address our inability to move forward. Take a look at the organic growth we've seen as a result of that strategy over the past two years:

How did we do it? To start, the blogging team partnered with the SEO team. The SEO team now delivers a fresh Search Insights Report (what we've come to affectionately call the "SIR") to us every quarter, which are packed with blog topics vetted for search potential. We diligently move down the list, assigning individual blog topics to be written or updated by writers on the team. From the graph above, you can see the almost immediate growth we expereinced as a result of this new strategy. Within two years, we more than doubled the keywords for which we rank on page one.

As Editor of HubSpot's Marketing Blog, this left me with a bit of a void. I was thrilled to see the results of the SIRs and recognized how they helped us reach new audiences and rekindle our organic traffic, but, from a personal perspective, I missed the creativity that came with pitching big-risk ideas and watching them pay off. (Believe it or not, articles like "What Is Semi-Structured Data?" wasn't exactly what I dreamt about publishing when obtaining my English degree.)

However, I've learned over the past year that there are ways to remain creative even within a grander, primarily SEO-driven strategy. Here, let's dive into six tips to ensure you don't have to sacrifice your own creative freedom for the sake of organic growth.

1. Enlist the help of experts to spark creativity while ensuring posts are still keyword-driven.

A few months ago, I tackled the topic of first versus third party APIs. While I am confident in writing about our product line, "Force quit" is about the extent of my software knowledge (option+command+esc, for those wondering), so I dreaded writing the post. It was both daunting and not particularly inspiring to me as a writer.

Of course, I could've written this post the way I've written about plenty of other dry topics — by sludging through it, chugging copious amounts of coffee, and listening to Spotify to make it a little more "fun".

However, when I began writing the post, I wasn't impressed with my work. Since I didn't fully grasp the concept, it was surface-level and ambiguous. If a marketer stumbled across it, they wouldn't learn much.

To solve for this issue, I reached out to a few IT specialists at HubSpot and ended up speaking to two developer support specialists. I even met with one of them via Zoom to further discuss the intricacies of APIs, and recorded the meeting to transcribe later on.

Suddenly, I felt like an investigative reporter. I collected quotes from experts in the field, drafted up a new post that made sense to both myself and the developer support specialists, and published it. I was incredibly proud of the piece because I felt I'd worked as a liaison between the developer world and the marketing world, making the whole concept of APIs a little clearer to my team while ensuring it remained accurate and tactical.

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. Their passion for the subject will fuel your desire to write the piece from a more human angle. Remember, keyword-driven content still leaves plenty of room to angle the piece in a number of interesting directions, as long as the insight you're providing aligns with the intent of the keyword you're targeting.

2. Interview leaders in various industries and tell their stories.

Over the past year, I've spoken to happiness researcher and speaker Shawn Achor on how happiness leads to success, Harvard professor Amy Edmondson on psychological safety in the workplace, and leadership consultant Simon Hazeldine on using performance psychology to get ahead in the workplace, among many others.

These posts, which enabled me to synthesize complex psychological issues and translate them into tactical strategies for marketers, allowed me to exercise my creative muscle. I interviewed experts via email or on the phone, and used their responses to craft meaningful, coherent narratives. Ultimately, I never felt more "in the flow" than I did when writing these posts.

Your industry undoubtedly has leaders that interest you. If you're a marketer in the catering or hospitality industries, consider speaking to top chefs in the area. Alternatively, if you're a marketer for an e-commerce website, try reaching out to e-commerce consultants to get quotes about the future of the industry.

It's not impossible to align your own interests with business impact, even if those interests are outside the scope of traditional marketing. As someone who's personally interested in psychology, for instance, I was able to find the intersection between psychology and workplace performance, which helps our readers grow in their own roles.

Including feedback from experts can also give you a competitive advantage in the SERPs. For instance, we published "HubSpot Marketers Give 6 Tips for Fighting Burnout", on January 20, 2020, and within one month, it already had over 5,000 views. This piece, over time, will likely perform better than a more generic "how to fight burnout" piece without the expert angle.

Ultimately, it's important to consider who you're interested in speaking with and how that expert's experience might align with your audience's interests, and brainstorm ideas from there.

3. Find the human connection.

As marketers, we're often tasked with writing about less-than-thrilling topics, particularly if these topics are part of a keyword-driven strategy. For example, take a quick glimpse at some of the pieces we've seen on our SIR in the past:

These titles are helpful for our readers, but presenting the information in a creative way becomes difficult. I often tell new writers on the team that you can find an interesting human angle to any topic, no matter how boring it may seem, which makes writing about the topic more exciting and offers more ways for readers to connect with the piece.

The easiest way to find the human angle is to consider the reader's point of view when searching a topic on Google. Start by asking yourself, "why would I ever search for this topic?"

Searches don't happen in silos. Nowadays, Google is increasingly trying to continue a "searcher's journey" through People Also Ask boxes, People Also Search For panels, and Related Search links at the bottom of most SERPs. These features enable searchers to rethink their search and find similar, relevant answers to other questions they might have.

Ultimately, anyone searching for one keyword is searching for that keyword as part of a larger marketing and business strategy. As a content creator, it's critical you find the bigger picture element and use these new SERP features to tell more creative, holistic stories around the topic at hand.

For instance, recently I wrote a post on how to embed videos in emails. The body of the post itself, I knew, allowed for little creativity — it was essentially a brief step-by-step guide to embedding video. However, I could still find space for creativity in my introduction, and I knew that meant developing empathy for my reader.

I started by imagining the motivation behind any marketer searching "how to embed video in email". They are likely someone who's struggling to increase CTR or email subscriptions, so I introduced the topic with a brief, big-picture overview on why email is important for a business's bottom line (in case you wanted to know, it’s because 87% of businesses use video in their marketing tactics).

Then, I empathize with the reader, acknowledging that sprucing up your emails isn't always easy, and neither is embedding videos — particularly since major email clients don't support video embeds.

Suddenly, a topic I'd initially found boring became exciting to me because I could sense the urgency and real-world impact that publishing the piece and answering the reader's query would have. In essence, what they’re really asking is "How can I continue creating engaging content for my audience?"

That's a human angle to which I think we can all relate.

4. Use multimedia to freshen up old content.

If you're struggling with a particularly dry topic, you might evoke creativity by adding multimedia elements like podcasts, YouTube videos, images, or graphs — all of which open up new traffic opportunities since you can generate image traffic through the SERPs as well.

These designs can help you stay engaged when writing the piece, and can also help your post rank on Google, since search engines prefer multimedia components such as images or video.

For instance, we embedded a video in "How to Create An Incredibly Well-Written Executive Summary [+ Example]". Readers have the option of reading my post, but alternatively, they can watch the discussion take place on-screen.

Of course, multimedia depends on your budget. We aren't able to add a video to every post we produce. However, there are plenty of simpler forms of multimedia that are free, such as embedded images and graphs.

Additionally, if you're interested in other aspects of marketing besides writing, this is a good chance to expand your professional portfolio and learn a new skill as well.

5. Frame your content from a unique angle that differentiates it from other search results.

It's important to note: not all posts need to agree with what's already on the SERPs for you to rank.

For instance, my colleague Lestraundra wrote "10 Reasons Why You Don't Need a CRM". This article currently ranks on page one for the search query "you don't need a CRM" ... but the article actually explains why you do need a CRM, in a playfully sarcastic way.

We managed to rank well while also giving readers something they weren't expecting. You might consider similar provocative arguments you can make, as the uniqueness (and sometimes controversy) of your writing will enable you to rise up the ranks on the SERPs while providing fresh, interesting content to your audience.

6. Engage with your readers in real life whenever possible.

On one particularly uninspiring day, I set up a 30-minute chat with a customer to learn more about her personal marketing challenges.

As we spoke, I realized how out-of-touch I'd become with some of our readers’ primary struggles. For instance, she was a team of one, which meant while she understood the importance of blogging, she didn't always have time to develop an in-depth strategy since she was juggling content creation for social media, email marketing, and PR for her small business.

When I got back to my desk, I had no problem writing my assigned post about free social media analytics tools, because I understood the real-world importance of this post for that reader's daily life. Ultimately, she didn't have time to research the pros and cons of various tools, and she didn't have a budget for anything fancy. The inspiration and creativity I felt that day derived from my in-person interaction with my reader.

Of course, it's not always possible to set up a call with a customer, but there are plenty of other options for engaging with readers. For instance, you might consider creating a poll for your social media audience, engaging with readers in a Twitter chat, or sending a survey to your readers in an email newsletter to learn more about what they want from your brand.

Conclusion

Ultimately, it can be difficult to stay creative when your department is primarily focused on using technical SEO to achieve major goals. And, of course, you'd never want to entirely forgo SEO for the sake of creativity, since that prevents you from reaching a larger audience and ensuring your content is useful and actionable for your readers.

Nonetheless, if there's anything I've learned over the past two years as a result of our new strategy, it's that analytics and creativity can, indeed, work hand-in-hand. Ideally, with these six tips, you'll be able to inspire some creativity in your daily process. Feel free to comment below with your own thoughts — I'd love to hear them!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[kjt-lawyers]

How to Stay Creative With an SEO-Driven Content Strategy

Posted by Caroline-Forsey

When I first joined HubSpot's blogging team in January 2018, I loved our writing process. Once a month, we all met in a conference room with a list of ideas on Google Docs which were pitched one-by-one (intricate, I know).

The process was extremely creative, iterative, and collaborative. Of course, it was also often a matter of guess-and-check. Plus, brainstorming can be a bit of a selfish process. The ideas I pitched in those meetings, I pitched in part because I wanted to write them and because I was interested in them as a reader. I could only hope our audience would be interested as well.

While we developed a pulse for understanding what our readers liked from reviewing top viewed posts from the past, our process didn't enable us to develop content that matched what our potential readers wanted from us.

So, just a few months into 2018, our team pivoted and created a brand new SEO-driven content strategy to address our inability to move forward. Take a look at the organic growth we've seen as a result of that strategy over the past two years:

How did we do it? To start, the blogging team partnered with the SEO team. The SEO team now delivers a fresh Search Insights Report (what we've come to affectionately call the "SIR") to us every quarter, which are packed with blog topics vetted for search potential. We diligently move down the list, assigning individual blog topics to be written or updated by writers on the team. From the graph above, you can see the almost immediate growth we expereinced as a result of this new strategy. Within two years, we more than doubled the keywords for which we rank on page one.

As Editor of HubSpot's Marketing Blog, this left me with a bit of a void. I was thrilled to see the results of the SIRs and recognized how they helped us reach new audiences and rekindle our organic traffic, but, from a personal perspective, I missed the creativity that came with pitching big-risk ideas and watching them pay off. (Believe it or not, articles like "What Is Semi-Structured Data?" wasn't exactly what I dreamt about publishing when obtaining my English degree.)

However, I've learned over the past year that there are ways to remain creative even within a grander, primarily SEO-driven strategy. Here, let's dive into six tips to ensure you don't have to sacrifice your own creative freedom for the sake of organic growth.

1. Enlist the help of experts to spark creativity while ensuring posts are still keyword-driven.

A few months ago, I tackled the topic of first versus third party APIs. While I am confident in writing about our product line, "Force quit" is about the extent of my software knowledge (option+command+esc, for those wondering), so I dreaded writing the post. It was both daunting and not particularly inspiring to me as a writer.

Of course, I could've written this post the way I've written about plenty of other dry topics — by sludging through it, chugging copious amounts of coffee, and listening to Spotify to make it a little more "fun".

However, when I began writing the post, I wasn't impressed with my work. Since I didn't fully grasp the concept, it was surface-level and ambiguous. If a marketer stumbled across it, they wouldn't learn much.

To solve for this issue, I reached out to a few IT specialists at HubSpot and ended up speaking to two developer support specialists. I even met with one of them via Zoom to further discuss the intricacies of APIs, and recorded the meeting to transcribe later on.

Suddenly, I felt like an investigative reporter. I collected quotes from experts in the field, drafted up a new post that made sense to both myself and the developer support specialists, and published it. I was incredibly proud of the piece because I felt I'd worked as a liaison between the developer world and the marketing world, making the whole concept of APIs a little clearer to my team while ensuring it remained accurate and tactical.

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. Their passion for the subject will fuel your desire to write the piece from a more human angle. Remember, keyword-driven content still leaves plenty of room to angle the piece in a number of interesting directions, as long as the insight you're providing aligns with the intent of the keyword you're targeting.

2. Interview leaders in various industries and tell their stories.

Over the past year, I've spoken to happiness researcher and speaker Shawn Achor on how happiness leads to success, Harvard professor Amy Edmondson on psychological safety in the workplace, and leadership consultant Simon Hazeldine on using performance psychology to get ahead in the workplace, among many others.

These posts, which enabled me to synthesize complex psychological issues and translate them into tactical strategies for marketers, allowed me to exercise my creative muscle. I interviewed experts via email or on the phone, and used their responses to craft meaningful, coherent narratives. Ultimately, I never felt more "in the flow" than I did when writing these posts.

Your industry undoubtedly has leaders that interest you. If you're a marketer in the catering or hospitality industries, consider speaking to top chefs in the area. Alternatively, if you're a marketer for an e-commerce website, try reaching out to e-commerce consultants to get quotes about the future of the industry.

It's not impossible to align your own interests with business impact, even if those interests are outside the scope of traditional marketing. As someone who's personally interested in psychology, for instance, I was able to find the intersection between psychology and workplace performance, which helps our readers grow in their own roles.

Including feedback from experts can also give you a competitive advantage in the SERPs. For instance, we published "HubSpot Marketers Give 6 Tips for Fighting Burnout", on January 20, 2020, and within one month, it already had over 5,000 views. This piece, over time, will likely perform better than a more generic "how to fight burnout" piece without the expert angle.

Ultimately, it's important to consider who you're interested in speaking with and how that expert's experience might align with your audience's interests, and brainstorm ideas from there.

3. Find the human connection.

As marketers, we're often tasked with writing about less-than-thrilling topics, particularly if these topics are part of a keyword-driven strategy. For example, take a quick glimpse at some of the pieces we've seen on our SIR in the past:

These titles are helpful for our readers, but presenting the information in a creative way becomes difficult. I often tell new writers on the team that you can find an interesting human angle to any topic, no matter how boring it may seem, which makes writing about the topic more exciting and offers more ways for readers to connect with the piece.

The easiest way to find the human angle is to consider the reader's point of view when searching a topic on Google. Start by asking yourself, "why would I ever search for this topic?"

Searches don't happen in silos. Nowadays, Google is increasingly trying to continue a "searcher's journey" through People Also Ask boxes, People Also Search For panels, and Related Search links at the bottom of most SERPs. These features enable searchers to rethink their search and find similar, relevant answers to other questions they might have.

Ultimately, anyone searching for one keyword is searching for that keyword as part of a larger marketing and business strategy. As a content creator, it's critical you find the bigger picture element and use these new SERP features to tell more creative, holistic stories around the topic at hand.

For instance, recently I wrote a post on how to embed videos in emails. The body of the post itself, I knew, allowed for little creativity — it was essentially a brief step-by-step guide to embedding video. However, I could still find space for creativity in my introduction, and I knew that meant developing empathy for my reader.

I started by imagining the motivation behind any marketer searching "how to embed video in email". They are likely someone who's struggling to increase CTR or email subscriptions, so I introduced the topic with a brief, big-picture overview on why email is important for a business's bottom line (in case you wanted to know, it’s because 87% of businesses use video in their marketing tactics).

Then, I empathize with the reader, acknowledging that sprucing up your emails isn't always easy, and neither is embedding videos — particularly since major email clients don't support video embeds.

Suddenly, a topic I'd initially found boring became exciting to me because I could sense the urgency and real-world impact that publishing the piece and answering the reader's query would have. In essence, what they’re really asking is "How can I continue creating engaging content for my audience?"

That's a human angle to which I think we can all relate.

4. Use multimedia to freshen up old content.

If you're struggling with a particularly dry topic, you might evoke creativity by adding multimedia elements like podcasts, YouTube videos, images, or graphs — all of which open up new traffic opportunities since you can generate image traffic through the SERPs as well.

These designs can help you stay engaged when writing the piece, and can also help your post rank on Google, since search engines prefer multimedia components such as images or video.

For instance, we embedded a video in "How to Create An Incredibly Well-Written Executive Summary [+ Example]". Readers have the option of reading my post, but alternatively, they can watch the discussion take place on-screen.

Of course, multimedia depends on your budget. We aren't able to add a video to every post we produce. However, there are plenty of simpler forms of multimedia that are free, such as embedded images and graphs.

Additionally, if you're interested in other aspects of marketing besides writing, this is a good chance to expand your professional portfolio and learn a new skill as well.

5. Frame your content from a unique angle that differentiates it from other search results.

It's important to note: not all posts need to agree with what's already on the SERPs for you to rank.

For instance, my colleague Lestraundra wrote "10 Reasons Why You Don't Need a CRM". This article currently ranks on page one for the search query "you don't need a CRM" ... but the article actually explains why you do need a CRM, in a playfully sarcastic way.

We managed to rank well while also giving readers something they weren't expecting. You might consider similar provocative arguments you can make, as the uniqueness (and sometimes controversy) of your writing will enable you to rise up the ranks on the SERPs while providing fresh, interesting content to your audience.

6. Engage with your readers in real life whenever possible.

On one particularly uninspiring day, I set up a 30-minute chat with a customer to learn more about her personal marketing challenges.

As we spoke, I realized how out-of-touch I'd become with some of our readers’ primary struggles. For instance, she was a team of one, which meant while she understood the importance of blogging, she didn't always have time to develop an in-depth strategy since she was juggling content creation for social media, email marketing, and PR for her small business.

When I got back to my desk, I had no problem writing my assigned post about free social media analytics tools, because I understood the real-world importance of this post for that reader's daily life. Ultimately, she didn't have time to research the pros and cons of various tools, and she didn't have a budget for anything fancy. The inspiration and creativity I felt that day derived from my in-person interaction with my reader.

Of course, it's not always possible to set up a call with a customer, but there are plenty of other options for engaging with readers. For instance, you might consider creating a poll for your social media audience, engaging with readers in a Twitter chat, or sending a survey to your readers in an email newsletter to learn more about what they want from your brand.

Conclusion

Ultimately, it can be difficult to stay creative when your department is primarily focused on using technical SEO to achieve major goals. And, of course, you'd never want to entirely forgo SEO for the sake of creativity, since that prevents you from reaching a larger audience and ensuring your content is useful and actionable for your readers.

Nonetheless, if there's anything I've learned over the past two years as a result of our new strategy, it's that analytics and creativity can, indeed, work hand-in-hand. Ideally, with these six tips, you'll be able to inspire some creativity in your daily process. Feel free to comment below with your own thoughts — I'd love to hear them!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[paulineberry]

How to Stay Creative With an SEO-Driven Content Strategy

Posted by Caroline-Forsey

When I first joined HubSpot's blogging team in January 2018, I loved our writing process. Once a month, we all met in a conference room with a list of ideas on Google Docs which were pitched one-by-one (intricate, I know).

The process was extremely creative, iterative, and collaborative. Of course, it was also often a matter of guess-and-check. Plus, brainstorming can be a bit of a selfish process. The ideas I pitched in those meetings, I pitched in part because I wanted to write them and because I was interested in them as a reader. I could only hope our audience would be interested as well.

While we developed a pulse for understanding what our readers liked from reviewing top viewed posts from the past, our process didn't enable us to develop content that matched what our potential readers wanted from us.

So, just a few months into 2018, our team pivoted and created a brand new SEO-driven content strategy to address our inability to move forward. Take a look at the organic growth we've seen as a result of that strategy over the past two years:

How did we do it? To start, the blogging team partnered with the SEO team. The SEO team now delivers a fresh Search Insights Report (what we've come to affectionately call the "SIR") to us every quarter, which are packed with blog topics vetted for search potential. We diligently move down the list, assigning individual blog topics to be written or updated by writers on the team. From the graph above, you can see the almost immediate growth we expereinced as a result of this new strategy. Within two years, we more than doubled the keywords for which we rank on page one.

As Editor of HubSpot's Marketing Blog, this left me with a bit of a void. I was thrilled to see the results of the SIRs and recognized how they helped us reach new audiences and rekindle our organic traffic, but, from a personal perspective, I missed the creativity that came with pitching big-risk ideas and watching them pay off. (Believe it or not, articles like "What Is Semi-Structured Data?" wasn't exactly what I dreamt about publishing when obtaining my English degree.)

However, I've learned over the past year that there are ways to remain creative even within a grander, primarily SEO-driven strategy. Here, let's dive into six tips to ensure you don't have to sacrifice your own creative freedom for the sake of organic growth.

1. Enlist the help of experts to spark creativity while ensuring posts are still keyword-driven.

A few months ago, I tackled the topic of first versus third party APIs. While I am confident in writing about our product line, "Force quit" is about the extent of my software knowledge (option+command+esc, for those wondering), so I dreaded writing the post. It was both daunting and not particularly inspiring to me as a writer.

Of course, I could've written this post the way I've written about plenty of other dry topics — by sludging through it, chugging copious amounts of coffee, and listening to Spotify to make it a little more "fun".

However, when I began writing the post, I wasn't impressed with my work. Since I didn't fully grasp the concept, it was surface-level and ambiguous. If a marketer stumbled across it, they wouldn't learn much.

To solve for this issue, I reached out to a few IT specialists at HubSpot and ended up speaking to two developer support specialists. I even met with one of them via Zoom to further discuss the intricacies of APIs, and recorded the meeting to transcribe later on.

Suddenly, I felt like an investigative reporter. I collected quotes from experts in the field, drafted up a new post that made sense to both myself and the developer support specialists, and published it. I was incredibly proud of the piece because I felt I'd worked as a liaison between the developer world and the marketing world, making the whole concept of APIs a little clearer to my team while ensuring it remained accurate and tactical.

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. Their passion for the subject will fuel your desire to write the piece from a more human angle. Remember, keyword-driven content still leaves plenty of room to angle the piece in a number of interesting directions, as long as the insight you're providing aligns with the intent of the keyword you're targeting.

2. Interview leaders in various industries and tell their stories.

Over the past year, I've spoken to happiness researcher and speaker Shawn Achor on how happiness leads to success, Harvard professor Amy Edmondson on psychological safety in the workplace, and leadership consultant Simon Hazeldine on using performance psychology to get ahead in the workplace, among many others.

These posts, which enabled me to synthesize complex psychological issues and translate them into tactical strategies for marketers, allowed me to exercise my creative muscle. I interviewed experts via email or on the phone, and used their responses to craft meaningful, coherent narratives. Ultimately, I never felt more "in the flow" than I did when writing these posts.

Your industry undoubtedly has leaders that interest you. If you're a marketer in the catering or hospitality industries, consider speaking to top chefs in the area. Alternatively, if you're a marketer for an e-commerce website, try reaching out to e-commerce consultants to get quotes about the future of the industry.

It's not impossible to align your own interests with business impact, even if those interests are outside the scope of traditional marketing. As someone who's personally interested in psychology, for instance, I was able to find the intersection between psychology and workplace performance, which helps our readers grow in their own roles.

Including feedback from experts can also give you a competitive advantage in the SERPs. For instance, we published "HubSpot Marketers Give 6 Tips for Fighting Burnout", on January 20, 2020, and within one month, it already had over 5,000 views. This piece, over time, will likely perform better than a more generic "how to fight burnout" piece without the expert angle.

Ultimately, it's important to consider who you're interested in speaking with and how that expert's experience might align with your audience's interests, and brainstorm ideas from there.

3. Find the human connection.

As marketers, we're often tasked with writing about less-than-thrilling topics, particularly if these topics are part of a keyword-driven strategy. For example, take a quick glimpse at some of the pieces we've seen on our SIR in the past:

These titles are helpful for our readers, but presenting the information in a creative way becomes difficult. I often tell new writers on the team that you can find an interesting human angle to any topic, no matter how boring it may seem, which makes writing about the topic more exciting and offers more ways for readers to connect with the piece.

The easiest way to find the human angle is to consider the reader's point of view when searching a topic on Google. Start by asking yourself, "why would I ever search for this topic?"

Searches don't happen in silos. Nowadays, Google is increasingly trying to continue a "searcher's journey" through People Also Ask boxes, People Also Search For panels, and Related Search links at the bottom of most SERPs. These features enable searchers to rethink their search and find similar, relevant answers to other questions they might have.

Ultimately, anyone searching for one keyword is searching for that keyword as part of a larger marketing and business strategy. As a content creator, it's critical you find the bigger picture element and use these new SERP features to tell more creative, holistic stories around the topic at hand.

For instance, recently I wrote a post on how to embed videos in emails. The body of the post itself, I knew, allowed for little creativity — it was essentially a brief step-by-step guide to embedding video. However, I could still find space for creativity in my introduction, and I knew that meant developing empathy for my reader.

I started by imagining the motivation behind any marketer searching "how to embed video in email". They are likely someone who's struggling to increase CTR or email subscriptions, so I introduced the topic with a brief, big-picture overview on why email is important for a business's bottom line (in case you wanted to know, it’s because 87% of businesses use video in their marketing tactics).

Then, I empathize with the reader, acknowledging that sprucing up your emails isn't always easy, and neither is embedding videos — particularly since major email clients don't support video embeds.

Suddenly, a topic I'd initially found boring became exciting to me because I could sense the urgency and real-world impact that publishing the piece and answering the reader's query would have. In essence, what they’re really asking is "How can I continue creating engaging content for my audience?"

That's a human angle to which I think we can all relate.

4. Use multimedia to freshen up old content.

If you're struggling with a particularly dry topic, you might evoke creativity by adding multimedia elements like podcasts, YouTube videos, images, or graphs — all of which open up new traffic opportunities since you can generate image traffic through the SERPs as well.

These designs can help you stay engaged when writing the piece, and can also help your post rank on Google, since search engines prefer multimedia components such as images or video.

For instance, we embedded a video in "How to Create An Incredibly Well-Written Executive Summary [+ Example]". Readers have the option of reading my post, but alternatively, they can watch the discussion take place on-screen.

Of course, multimedia depends on your budget. We aren't able to add a video to every post we produce. However, there are plenty of simpler forms of multimedia that are free, such as embedded images and graphs.

Additionally, if you're interested in other aspects of marketing besides writing, this is a good chance to expand your professional portfolio and learn a new skill as well.

5. Frame your content from a unique angle that differentiates it from other search results.

It's important to note: not all posts need to agree with what's already on the SERPs for you to rank.

For instance, my colleague Lestraundra wrote "10 Reasons Why You Don't Need a CRM". This article currently ranks on page one for the search query "you don't need a CRM" ... but the article actually explains why you do need a CRM, in a playfully sarcastic way.

We managed to rank well while also giving readers something they weren't expecting. You might consider similar provocative arguments you can make, as the uniqueness (and sometimes controversy) of your writing will enable you to rise up the ranks on the SERPs while providing fresh, interesting content to your audience.

6. Engage with your readers in real life whenever possible.

On one particularly uninspiring day, I set up a 30-minute chat with a customer to learn more about her personal marketing challenges.

As we spoke, I realized how out-of-touch I'd become with some of our readers’ primary struggles. For instance, she was a team of one, which meant while she understood the importance of blogging, she didn't always have time to develop an in-depth strategy since she was juggling content creation for social media, email marketing, and PR for her small business.

When I got back to my desk, I had no problem writing my assigned post about free social media analytics tools, because I understood the real-world importance of this post for that reader's daily life. Ultimately, she didn't have time to research the pros and cons of various tools, and she didn't have a budget for anything fancy. The inspiration and creativity I felt that day derived from my in-person interaction with my reader.

Of course, it's not always possible to set up a call with a customer, but there are plenty of other options for engaging with readers. For instance, you might consider creating a poll for your social media audience, engaging with readers in a Twitter chat, or sending a survey to your readers in an email newsletter to learn more about what they want from your brand.

Conclusion

Ultimately, it can be difficult to stay creative when your department is primarily focused on using technical SEO to achieve major goals. And, of course, you'd never want to entirely forgo SEO for the sake of creativity, since that prevents you from reaching a larger audience and ensuring your content is useful and actionable for your readers.

Nonetheless, if there's anything I've learned over the past two years as a result of our new strategy, it's that analytics and creativity can, indeed, work hand-in-hand. Ideally, with these six tips, you'll be able to inspire some creativity in your daily process. Feel free to comment below with your own thoughts — I'd love to hear them!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[whitelabelseoreseller]

How to Stay Creative With an SEO-Driven Content Strategy

Posted by Caroline-Forsey

When I first joined HubSpot's blogging team in January 2018, I loved our writing process. Once a month, we all met in a conference room with a list of ideas on Google Docs which were pitched one-by-one (intricate, I know).

The process was extremely creative, iterative, and collaborative. Of course, it was also often a matter of guess-and-check. Plus, brainstorming can be a bit of a selfish process. The ideas I pitched in those meetings, I pitched in part because I wanted to write them and because I was interested in them as a reader. I could only hope our audience would be interested as well.

While we developed a pulse for understanding what our readers liked from reviewing top viewed posts from the past, our process didn't enable us to develop content that matched what our potential readers wanted from us.

So, just a few months into 2018, our team pivoted and created a brand new SEO-driven content strategy to address our inability to move forward. Take a look at the organic growth we've seen as a result of that strategy over the past two years:

How did we do it? To start, the blogging team partnered with the SEO team. The SEO team now delivers a fresh Search Insights Report (what we've come to affectionately call the "SIR") to us every quarter, which are packed with blog topics vetted for search potential. We diligently move down the list, assigning individual blog topics to be written or updated by writers on the team. From the graph above, you can see the almost immediate growth we expereinced as a result of this new strategy. Within two years, we more than doubled the keywords for which we rank on page one.

As Editor of HubSpot's Marketing Blog, this left me with a bit of a void. I was thrilled to see the results of the SIRs and recognized how they helped us reach new audiences and rekindle our organic traffic, but, from a personal perspective, I missed the creativity that came with pitching big-risk ideas and watching them pay off. (Believe it or not, articles like "What Is Semi-Structured Data?" wasn't exactly what I dreamt about publishing when obtaining my English degree.)

However, I've learned over the past year that there are ways to remain creative even within a grander, primarily SEO-driven strategy. Here, let's dive into six tips to ensure you don't have to sacrifice your own creative freedom for the sake of organic growth.

1. Enlist the help of experts to spark creativity while ensuring posts are still keyword-driven.

A few months ago, I tackled the topic of first versus third party APIs. While I am confident in writing about our product line, "Force quit" is about the extent of my software knowledge (option+command+esc, for those wondering), so I dreaded writing the post. It was both daunting and not particularly inspiring to me as a writer.

Of course, I could've written this post the way I've written about plenty of other dry topics — by sludging through it, chugging copious amounts of coffee, and listening to Spotify to make it a little more "fun".

However, when I began writing the post, I wasn't impressed with my work. Since I didn't fully grasp the concept, it was surface-level and ambiguous. If a marketer stumbled across it, they wouldn't learn much.

To solve for this issue, I reached out to a few IT specialists at HubSpot and ended up speaking to two developer support specialists. I even met with one of them via Zoom to further discuss the intricacies of APIs, and recorded the meeting to transcribe later on.

Suddenly, I felt like an investigative reporter. I collected quotes from experts in the field, drafted up a new post that made sense to both myself and the developer support specialists, and published it. I was incredibly proud of the piece because I felt I'd worked as a liaison between the developer world and the marketing world, making the whole concept of APIs a little clearer to my team while ensuring it remained accurate and tactical.

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. Their passion for the subject will fuel your desire to write the piece from a more human angle. Remember, keyword-driven content still leaves plenty of room to angle the piece in a number of interesting directions, as long as the insight you're providing aligns with the intent of the keyword you're targeting.

2. Interview leaders in various industries and tell their stories.

Over the past year, I've spoken to happiness researcher and speaker Shawn Achor on how happiness leads to success, Harvard professor Amy Edmondson on psychological safety in the workplace, and leadership consultant Simon Hazeldine on using performance psychology to get ahead in the workplace, among many others.

These posts, which enabled me to synthesize complex psychological issues and translate them into tactical strategies for marketers, allowed me to exercise my creative muscle. I interviewed experts via email or on the phone, and used their responses to craft meaningful, coherent narratives. Ultimately, I never felt more "in the flow" than I did when writing these posts.

Your industry undoubtedly has leaders that interest you. If you're a marketer in the catering or hospitality industries, consider speaking to top chefs in the area. Alternatively, if you're a marketer for an e-commerce website, try reaching out to e-commerce consultants to get quotes about the future of the industry.

It's not impossible to align your own interests with business impact, even if those interests are outside the scope of traditional marketing. As someone who's personally interested in psychology, for instance, I was able to find the intersection between psychology and workplace performance, which helps our readers grow in their own roles.

Including feedback from experts can also give you a competitive advantage in the SERPs. For instance, we published "HubSpot Marketers Give 6 Tips for Fighting Burnout", on January 20, 2020, and within one month, it already had over 5,000 views. This piece, over time, will likely perform better than a more generic "how to fight burnout" piece without the expert angle.

Ultimately, it's important to consider who you're interested in speaking with and how that expert's experience might align with your audience's interests, and brainstorm ideas from there.

3. Find the human connection.

As marketers, we're often tasked with writing about less-than-thrilling topics, particularly if these topics are part of a keyword-driven strategy. For example, take a quick glimpse at some of the pieces we've seen on our SIR in the past:

These titles are helpful for our readers, but presenting the information in a creative way becomes difficult. I often tell new writers on the team that you can find an interesting human angle to any topic, no matter how boring it may seem, which makes writing about the topic more exciting and offers more ways for readers to connect with the piece.

The easiest way to find the human angle is to consider the reader's point of view when searching a topic on Google. Start by asking yourself, "why would I ever search for this topic?"

Searches don't happen in silos. Nowadays, Google is increasingly trying to continue a "searcher's journey" through People Also Ask boxes, People Also Search For panels, and Related Search links at the bottom of most SERPs. These features enable searchers to rethink their search and find similar, relevant answers to other questions they might have.

Ultimately, anyone searching for one keyword is searching for that keyword as part of a larger marketing and business strategy. As a content creator, it's critical you find the bigger picture element and use these new SERP features to tell more creative, holistic stories around the topic at hand.

For instance, recently I wrote a post on how to embed videos in emails. The body of the post itself, I knew, allowed for little creativity — it was essentially a brief step-by-step guide to embedding video. However, I could still find space for creativity in my introduction, and I knew that meant developing empathy for my reader.

I started by imagining the motivation behind any marketer searching "how to embed video in email". They are likely someone who's struggling to increase CTR or email subscriptions, so I introduced the topic with a brief, big-picture overview on why email is important for a business's bottom line (in case you wanted to know, it’s because 87% of businesses use video in their marketing tactics).

Then, I empathize with the reader, acknowledging that sprucing up your emails isn't always easy, and neither is embedding videos — particularly since major email clients don't support video embeds.

Suddenly, a topic I'd initially found boring became exciting to me because I could sense the urgency and real-world impact that publishing the piece and answering the reader's query would have. In essence, what they’re really asking is "How can I continue creating engaging content for my audience?"

That's a human angle to which I think we can all relate.

4. Use multimedia to freshen up old content.

If you're struggling with a particularly dry topic, you might evoke creativity by adding multimedia elements like podcasts, YouTube videos, images, or graphs — all of which open up new traffic opportunities since you can generate image traffic through the SERPs as well.

These designs can help you stay engaged when writing the piece, and can also help your post rank on Google, since search engines prefer multimedia components such as images or video.

For instance, we embedded a video in "How to Create An Incredibly Well-Written Executive Summary [+ Example]". Readers have the option of reading my post, but alternatively, they can watch the discussion take place on-screen.

Of course, multimedia depends on your budget. We aren't able to add a video to every post we produce. However, there are plenty of simpler forms of multimedia that are free, such as embedded images and graphs.

Additionally, if you're interested in other aspects of marketing besides writing, this is a good chance to expand your professional portfolio and learn a new skill as well.

5. Frame your content from a unique angle that differentiates it from other search results.

It's important to note: not all posts need to agree with what's already on the SERPs for you to rank.

For instance, my colleague Lestraundra wrote "10 Reasons Why You Don't Need a CRM". This article currently ranks on page one for the search query "you don't need a CRM" ... but the article actually explains why you do need a CRM, in a playfully sarcastic way.

We managed to rank well while also giving readers something they weren't expecting. You might consider similar provocative arguments you can make, as the uniqueness (and sometimes controversy) of your writing will enable you to rise up the ranks on the SERPs while providing fresh, interesting content to your audience.

6. Engage with your readers in real life whenever possible.

On one particularly uninspiring day, I set up a 30-minute chat with a customer to learn more about her personal marketing challenges.

As we spoke, I realized how out-of-touch I'd become with some of our readers’ primary struggles. For instance, she was a team of one, which meant while she understood the importance of blogging, she didn't always have time to develop an in-depth strategy since she was juggling content creation for social media, email marketing, and PR for her small business.

When I got back to my desk, I had no problem writing my assigned post about free social media analytics tools, because I understood the real-world importance of this post for that reader's daily life. Ultimately, she didn't have time to research the pros and cons of various tools, and she didn't have a budget for anything fancy. The inspiration and creativity I felt that day derived from my in-person interaction with my reader.

Of course, it's not always possible to set up a call with a customer, but there are plenty of other options for engaging with readers. For instance, you might consider creating a poll for your social media audience, engaging with readers in a Twitter chat, or sending a survey to your readers in an email newsletter to learn more about what they want from your brand.

Conclusion

Ultimately, it can be difficult to stay creative when your department is primarily focused on using technical SEO to achieve major goals. And, of course, you'd never want to entirely forgo SEO for the sake of creativity, since that prevents you from reaching a larger audience and ensuring your content is useful and actionable for your readers.

Nonetheless, if there's anything I've learned over the past two years as a result of our new strategy, it's that analytics and creativity can, indeed, work hand-in-hand. Ideally, with these six tips, you'll be able to inspire some creativity in your daily process. Feel free to comment below with your own thoughts — I'd love to hear them!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

from The Moz Blog http://tracking.feedpress.it/link/9375/13526142

[nutrifami]

How to Stay Creative With an SEO-Driven Content Strategy

Posted by Caroline-Forsey

When I first joined HubSpot's blogging team in January 2018, I loved our writing process. Once a month, we all met in a conference room with a list of ideas on Google Docs which were pitched one-by-one (intricate, I know).

The process was extremely creative, iterative, and collaborative. Of course, it was also often a matter of guess-and-check. Plus, brainstorming can be a bit of a selfish process. The ideas I pitched in those meetings, I pitched in part because I wanted to write them and because I was interested in them as a reader. I could only hope our audience would be interested as well.

While we developed a pulse for understanding what our readers liked from reviewing top viewed posts from the past, our process didn't enable us to develop content that matched what our potential readers wanted from us.

So, just a few months into 2018, our team pivoted and created a brand new SEO-driven content strategy to address our inability to move forward. Take a look at the organic growth we've seen as a result of that strategy over the past two years:

How did we do it? To start, the blogging team partnered with the SEO team. The SEO team now delivers a fresh Search Insights Report (what we've come to affectionately call the "SIR") to us every quarter, which are packed with blog topics vetted for search potential. We diligently move down the list, assigning individual blog topics to be written or updated by writers on the team. From the graph above, you can see the almost immediate growth we expereinced as a result of this new strategy. Within two years, we more than doubled the keywords for which we rank on page one.

As Editor of HubSpot's Marketing Blog, this left me with a bit of a void. I was thrilled to see the results of the SIRs and recognized how they helped us reach new audiences and rekindle our organic traffic, but, from a personal perspective, I missed the creativity that came with pitching big-risk ideas and watching them pay off. (Believe it or not, articles like "What Is Semi-Structured Data?" wasn't exactly what I dreamt about publishing when obtaining my English degree.)

However, I've learned over the past year that there are ways to remain creative even within a grander, primarily SEO-driven strategy. Here, let's dive into six tips to ensure you don't have to sacrifice your own creative freedom for the sake of organic growth.

1. Enlist the help of experts to spark creativity while ensuring posts are still keyword-driven.

A few months ago, I tackled the topic of first versus third party APIs. While I am confident in writing about our product line, "Force quit" is about the extent of my software knowledge (option+command+esc, for those wondering), so I dreaded writing the post. It was both daunting and not particularly inspiring to me as a writer.

Of course, I could've written this post the way I've written about plenty of other dry topics — by sludging through it, chugging copious amounts of coffee, and listening to Spotify to make it a little more "fun".

However, when I began writing the post, I wasn't impressed with my work. Since I didn't fully grasp the concept, it was surface-level and ambiguous. If a marketer stumbled across it, they wouldn't learn much.

To solve for this issue, I reached out to a few IT specialists at HubSpot and ended up speaking to two developer support specialists. I even met with one of them via Zoom to further discuss the intricacies of APIs, and recorded the meeting to transcribe later on.

Suddenly, I felt like an investigative reporter. I collected quotes from experts in the field, drafted up a new post that made sense to both myself and the developer support specialists, and published it. I was incredibly proud of the piece because I felt I'd worked as a liaison between the developer world and the marketing world, making the whole concept of APIs a little clearer to my team while ensuring it remained accurate and tactical.

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. Their passion for the subject will fuel your desire to write the piece from a more human angle. Remember, keyword-driven content still leaves plenty of room to angle the piece in a number of interesting directions, as long as the insight you're providing aligns with the intent of the keyword you're targeting.

2. Interview leaders in various industries and tell their stories.

Over the past year, I've spoken to happiness researcher and speaker Shawn Achor on how happiness leads to success, Harvard professor Amy Edmondson on psychological safety in the workplace, and leadership consultant Simon Hazeldine on using performance psychology to get ahead in the workplace, among many others.

These posts, which enabled me to synthesize complex psychological issues and translate them into tactical strategies for marketers, allowed me to exercise my creative muscle. I interviewed experts via email or on the phone, and used their responses to craft meaningful, coherent narratives. Ultimately, I never felt more "in the flow" than I did when writing these posts.

Your industry undoubtedly has leaders that interest you. If you're a marketer in the catering or hospitality industries, consider speaking to top chefs in the area. Alternatively, if you're a marketer for an e-commerce website, try reaching out to e-commerce consultants to get quotes about the future of the industry.

It's not impossible to align your own interests with business impact, even if those interests are outside the scope of traditional marketing. As someone who's personally interested in psychology, for instance, I was able to find the intersection between psychology and workplace performance, which helps our readers grow in their own roles.

Including feedback from experts can also give you a competitive advantage in the SERPs. For instance, we published "HubSpot Marketers Give 6 Tips for Fighting Burnout", on January 20, 2020, and within one month, it already had over 5,000 views. This piece, over time, will likely perform better than a more generic "how to fight burnout" piece without the expert angle.

Ultimately, it's important to consider who you're interested in speaking with and how that expert's experience might align with your audience's interests, and brainstorm ideas from there.

3. Find the human connection.

As marketers, we're often tasked with writing about less-than-thrilling topics, particularly if these topics are part of a keyword-driven strategy. For example, take a quick glimpse at some of the pieces we've seen on our SIR in the past:

These titles are helpful for our readers, but presenting the information in a creative way becomes difficult. I often tell new writers on the team that you can find an interesting human angle to any topic, no matter how boring it may seem, which makes writing about the topic more exciting and offers more ways for readers to connect with the piece.

The easiest way to find the human angle is to consider the reader's point of view when searching a topic on Google. Start by asking yourself, "why would I ever search for this topic?"

Searches don't happen in silos. Nowadays, Google is increasingly trying to continue a "searcher's journey" through People Also Ask boxes, People Also Search For panels, and Related Search links at the bottom of most SERPs. These features enable searchers to rethink their search and find similar, relevant answers to other questions they might have.

Ultimately, anyone searching for one keyword is searching for that keyword as part of a larger marketing and business strategy. As a content creator, it's critical you find the bigger picture element and use these new SERP features to tell more creative, holistic stories around the topic at hand.

For instance, recently I wrote a post on how to embed videos in emails. The body of the post itself, I knew, allowed for little creativity — it was essentially a brief step-by-step guide to embedding video. However, I could still find space for creativity in my introduction, and I knew that meant developing empathy for my reader.

I started by imagining the motivation behind any marketer searching "how to embed video in email". They are likely someone who's struggling to increase CTR or email subscriptions, so I introduced the topic with a brief, big-picture overview on why email is important for a business's bottom line (in case you wanted to know, it’s because 87% of businesses use video in their marketing tactics).

Then, I empathize with the reader, acknowledging that sprucing up your emails isn't always easy, and neither is embedding videos — particularly since major email clients don't support video embeds.

Suddenly, a topic I'd initially found boring became exciting to me because I could sense the urgency and real-world impact that publishing the piece and answering the reader's query would have. In essence, what they’re really asking is "How can I continue creating engaging content for my audience?"

That's a human angle to which I think we can all relate.

4. Use multimedia to freshen up old content.

If you're struggling with a particularly dry topic, you might evoke creativity by adding multimedia elements like podcasts, YouTube videos, images, or graphs — all of which open up new traffic opportunities since you can generate image traffic through the SERPs as well.

These designs can help you stay engaged when writing the piece, and can also help your post rank on Google, since search engines prefer multimedia components such as images or video.

For instance, we embedded a video in "How to Create An Incredibly Well-Written Executive Summary [+ Example]". Readers have the option of reading my post, but alternatively, they can watch the discussion take place on-screen.

Of course, multimedia depends on your budget. We aren't able to add a video to every post we produce. However, there are plenty of simpler forms of multimedia that are free, such as embedded images and graphs.

Additionally, if you're interested in other aspects of marketing besides writing, this is a good chance to expand your professional portfolio and learn a new skill as well.

5. Frame your content from a unique angle that differentiates it from other search results.

It's important to note: not all posts need to agree with what's already on the SERPs for you to rank.

For instance, my colleague Lestraundra wrote "10 Reasons Why You Don't Need a CRM". This article currently ranks on page one for the search query "you don't need a CRM" ... but the article actually explains why you do need a CRM, in a playfully sarcastic way.

We managed to rank well while also giving readers something they weren't expecting. You might consider similar provocative arguments you can make, as the uniqueness (and sometimes controversy) of your writing will enable you to rise up the ranks on the SERPs while providing fresh, interesting content to your audience.

6. Engage with your readers in real life whenever possible.

On one particularly uninspiring day, I set up a 30-minute chat with a customer to learn more about her personal marketing challenges.

As we spoke, I realized how out-of-touch I'd become with some of our readers’ primary struggles. For instance, she was a team of one, which meant while she understood the importance of blogging, she didn't always have time to develop an in-depth strategy since she was juggling content creation for social media, email marketing, and PR for her small business.

When I got back to my desk, I had no problem writing my assigned post about free social media analytics tools, because I understood the real-world importance of this post for that reader's daily life. Ultimately, she didn't have time to research the pros and cons of various tools, and she didn't have a budget for anything fancy. The inspiration and creativity I felt that day derived from my in-person interaction with my reader.

Of course, it's not always possible to set up a call with a customer, but there are plenty of other options for engaging with readers. For instance, you might consider creating a poll for your social media audience, engaging with readers in a Twitter chat, or sending a survey to your readers in an email newsletter to learn more about what they want from your brand.

Conclusion

Ultimately, it can be difficult to stay creative when your department is primarily focused on using technical SEO to achieve major goals. And, of course, you'd never want to entirely forgo SEO for the sake of creativity, since that prevents you from reaching a larger audience and ensuring your content is useful and actionable for your readers.

Nonetheless, if there's anything I've learned over the past two years as a result of our new strategy, it's that analytics and creativity can, indeed, work hand-in-hand. Ideally, with these six tips, you'll be able to inspire some creativity in your daily process. Feel free to comment below with your own thoughts — I'd love to hear them!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[evempierson]

How to Stay Creative With an SEO-Driven Content Strategy

Posted by Caroline-Forsey

When I first joined HubSpot's blogging team in January 2018, I loved our writing process. Once a month, we all met in a conference room with a list of ideas on Google Docs which were pitched one-by-one (intricate, I know).

The process was extremely creative, iterative, and collaborative. Of course, it was also often a matter of guess-and-check. Plus, brainstorming can be a bit of a selfish process. The ideas I pitched in those meetings, I pitched in part because I wanted to write them and because I was interested in them as a reader. I could only hope our audience would be interested as well.

While we developed a pulse for understanding what our readers liked from reviewing top viewed posts from the past, our process didn't enable us to develop content that matched what our potential readers wanted from us.

So, just a few months into 2018, our team pivoted and created a brand new SEO-driven content strategy to address our inability to move forward. Take a look at the organic growth we've seen as a result of that strategy over the past two years:

How did we do it? To start, the blogging team partnered with the SEO team. The SEO team now delivers a fresh Search Insights Report (what we've come to affectionately call the "SIR") to us every quarter, which are packed with blog topics vetted for search potential. We diligently move down the list, assigning individual blog topics to be written or updated by writers on the team. From the graph above, you can see the almost immediate growth we expereinced as a result of this new strategy. Within two years, we more than doubled the keywords for which we rank on page one.

As Editor of HubSpot's Marketing Blog, this left me with a bit of a void. I was thrilled to see the results of the SIRs and recognized how they helped us reach new audiences and rekindle our organic traffic, but, from a personal perspective, I missed the creativity that came with pitching big-risk ideas and watching them pay off. (Believe it or not, articles like "What Is Semi-Structured Data?" wasn't exactly what I dreamt about publishing when obtaining my English degree.)

However, I've learned over the past year that there are ways to remain creative even within a grander, primarily SEO-driven strategy. Here, let's dive into six tips to ensure you don't have to sacrifice your own creative freedom for the sake of organic growth.

1. Enlist the help of experts to spark creativity while ensuring posts are still keyword-driven.

A few months ago, I tackled the topic of first versus third party APIs. While I am confident in writing about our product line, "Force quit" is about the extent of my software knowledge (option+command+esc, for those wondering), so I dreaded writing the post. It was both daunting and not particularly inspiring to me as a writer.

Of course, I could've written this post the way I've written about plenty of other dry topics — by sludging through it, chugging copious amounts of coffee, and listening to Spotify to make it a little more "fun".

However, when I began writing the post, I wasn't impressed with my work. Since I didn't fully grasp the concept, it was surface-level and ambiguous. If a marketer stumbled across it, they wouldn't learn much.

To solve for this issue, I reached out to a few IT specialists at HubSpot and ended up speaking to two developer support specialists. I even met with one of them via Zoom to further discuss the intricacies of APIs, and recorded the meeting to transcribe later on.

Suddenly, I felt like an investigative reporter. I collected quotes from experts in the field, drafted up a new post that made sense to both myself and the developer support specialists, and published it. I was incredibly proud of the piece because I felt I'd worked as a liaison between the developer world and the marketing world, making the whole concept of APIs a little clearer to my team while ensuring it remained accurate and tactical.

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. Their passion for the subject will fuel your desire to write the piece from a more human angle. Remember, keyword-driven content still leaves plenty of room to angle the piece in a number of interesting directions, as long as the insight you're providing aligns with the intent of the keyword you're targeting.

2. Interview leaders in various industries and tell their stories.

Over the past year, I've spoken to happiness researcher and speaker Shawn Achor on how happiness leads to success, Harvard professor Amy Edmondson on psychological safety in the workplace, and leadership consultant Simon Hazeldine on using performance psychology to get ahead in the workplace, among many others.

These posts, which enabled me to synthesize complex psychological issues and translate them into tactical strategies for marketers, allowed me to exercise my creative muscle. I interviewed experts via email or on the phone, and used their responses to craft meaningful, coherent narratives. Ultimately, I never felt more "in the flow" than I did when writing these posts.

Your industry undoubtedly has leaders that interest you. If you're a marketer in the catering or hospitality industries, consider speaking to top chefs in the area. Alternatively, if you're a marketer for an e-commerce website, try reaching out to e-commerce consultants to get quotes about the future of the industry.

It's not impossible to align your own interests with business impact, even if those interests are outside the scope of traditional marketing. As someone who's personally interested in psychology, for instance, I was able to find the intersection between psychology and workplace performance, which helps our readers grow in their own roles.

Including feedback from experts can also give you a competitive advantage in the SERPs. For instance, we published "HubSpot Marketers Give 6 Tips for Fighting Burnout", on January 20, 2020, and within one month, it already had over 5,000 views. This piece, over time, will likely perform better than a more generic "how to fight burnout" piece without the expert angle.

Ultimately, it's important to consider who you're interested in speaking with and how that expert's experience might align with your audience's interests, and brainstorm ideas from there.

3. Find the human connection.

As marketers, we're often tasked with writing about less-than-thrilling topics, particularly if these topics are part of a keyword-driven strategy. For example, take a quick glimpse at some of the pieces we've seen on our SIR in the past:

These titles are helpful for our readers, but presenting the information in a creative way becomes difficult. I often tell new writers on the team that you can find an interesting human angle to any topic, no matter how boring it may seem, which makes writing about the topic more exciting and offers more ways for readers to connect with the piece.

The easiest way to find the human angle is to consider the reader's point of view when searching a topic on Google. Start by asking yourself, "why would I ever search for this topic?"

Searches don't happen in silos. Nowadays, Google is increasingly trying to continue a "searcher's journey" through People Also Ask boxes, People Also Search For panels, and Related Search links at the bottom of most SERPs. These features enable searchers to rethink their search and find similar, relevant answers to other questions they might have.

Ultimately, anyone searching for one keyword is searching for that keyword as part of a larger marketing and business strategy. As a content creator, it's critical you find the bigger picture element and use these new SERP features to tell more creative, holistic stories around the topic at hand.

For instance, recently I wrote a post on how to embed videos in emails. The body of the post itself, I knew, allowed for little creativity — it was essentially a brief step-by-step guide to embedding video. However, I could still find space for creativity in my introduction, and I knew that meant developing empathy for my reader.

I started by imagining the motivation behind any marketer searching "how to embed video in email". They are likely someone who's struggling to increase CTR or email subscriptions, so I introduced the topic with a brief, big-picture overview on why email is important for a business's bottom line (in case you wanted to know, it’s because 87% of businesses use video in their marketing tactics).

Then, I empathize with the reader, acknowledging that sprucing up your emails isn't always easy, and neither is embedding videos — particularly since major email clients don't support video embeds.

Suddenly, a topic I'd initially found boring became exciting to me because I could sense the urgency and real-world impact that publishing the piece and answering the reader's query would have. In essence, what they’re really asking is "How can I continue creating engaging content for my audience?"

That's a human angle to which I think we can all relate.

4. Use multimedia to freshen up old content.

If you're struggling with a particularly dry topic, you might evoke creativity by adding multimedia elements like podcasts, YouTube videos, images, or graphs — all of which open up new traffic opportunities since you can generate image traffic through the SERPs as well.

These designs can help you stay engaged when writing the piece, and can also help your post rank on Google, since search engines prefer multimedia components such as images or video.

For instance, we embedded a video in "How to Create An Incredibly Well-Written Executive Summary [+ Example]". Readers have the option of reading my post, but alternatively, they can watch the discussion take place on-screen.

Of course, multimedia depends on your budget. We aren't able to add a video to every post we produce. However, there are plenty of simpler forms of multimedia that are free, such as embedded images and graphs.

Additionally, if you're interested in other aspects of marketing besides writing, this is a good chance to expand your professional portfolio and learn a new skill as well.

5. Frame your content from a unique angle that differentiates it from other search results.

It's important to note: not all posts need to agree with what's already on the SERPs for you to rank.

For instance, my colleague Lestraundra wrote "10 Reasons Why You Don't Need a CRM". This article currently ranks on page one for the search query "you don't need a CRM" ... but the article actually explains why you do need a CRM, in a playfully sarcastic way.

We managed to rank well while also giving readers something they weren't expecting. You might consider similar provocative arguments you can make, as the uniqueness (and sometimes controversy) of your writing will enable you to rise up the ranks on the SERPs while providing fresh, interesting content to your audience.

6. Engage with your readers in real life whenever possible.

On one particularly uninspiring day, I set up a 30-minute chat with a customer to learn more about her personal marketing challenges.

As we spoke, I realized how out-of-touch I'd become with some of our readers’ primary struggles. For instance, she was a team of one, which meant while she understood the importance of blogging, she didn't always have time to develop an in-depth strategy since she was juggling content creation for social media, email marketing, and PR for her small business.

When I got back to my desk, I had no problem writing my assigned post about free social media analytics tools, because I understood the real-world importance of this post for that reader's daily life. Ultimately, she didn't have time to research the pros and cons of various tools, and she didn't have a budget for anything fancy. The inspiration and creativity I felt that day derived from my in-person interaction with my reader.

Of course, it's not always possible to set up a call with a customer, but there are plenty of other options for engaging with readers. For instance, you might consider creating a poll for your social media audience, engaging with readers in a Twitter chat, or sending a survey to your readers in an email newsletter to learn more about what they want from your brand.

Conclusion

Ultimately, it can be difficult to stay creative when your department is primarily focused on using technical SEO to achieve major goals. And, of course, you'd never want to entirely forgo SEO for the sake of creativity, since that prevents you from reaching a larger audience and ensuring your content is useful and actionable for your readers.

Nonetheless, if there's anything I've learned over the past two years as a result of our new strategy, it's that analytics and creativity can, indeed, work hand-in-hand. Ideally, with these six tips, you'll be able to inspire some creativity in your daily process. Feel free to comment below with your own thoughts — I'd love to hear them!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[xaydungtruonggia]

How to Stay Creative With an SEO-Driven Content Strategy

Posted by Caroline-Forsey

When I first joined HubSpot's blogging team in January 2018, I loved our writing process. Once a month, we all met in a conference room with a list of ideas on Google Docs which were pitched one-by-one (intricate, I know).

The process was extremely creative, iterative, and collaborative. Of course, it was also often a matter of guess-and-check. Plus, brainstorming can be a bit of a selfish process. The ideas I pitched in those meetings, I pitched in part because I wanted to write them and because I was interested in them as a reader. I could only hope our audience would be interested as well.

While we developed a pulse for understanding what our readers liked from reviewing top viewed posts from the past, our process didn't enable us to develop content that matched what our potential readers wanted from us.

So, just a few months into 2018, our team pivoted and created a brand new SEO-driven content strategy to address our inability to move forward. Take a look at the organic growth we've seen as a result of that strategy over the past two years:

How did we do it? To start, the blogging team partnered with the SEO team. The SEO team now delivers a fresh Search Insights Report (what we've come to affectionately call the "SIR") to us every quarter, which are packed with blog topics vetted for search potential. We diligently move down the list, assigning individual blog topics to be written or updated by writers on the team. From the graph above, you can see the almost immediate growth we expereinced as a result of this new strategy. Within two years, we more than doubled the keywords for which we rank on page one.

As Editor of HubSpot's Marketing Blog, this left me with a bit of a void. I was thrilled to see the results of the SIRs and recognized how they helped us reach new audiences and rekindle our organic traffic, but, from a personal perspective, I missed the creativity that came with pitching big-risk ideas and watching them pay off. (Believe it or not, articles like "What Is Semi-Structured Data?" wasn't exactly what I dreamt about publishing when obtaining my English degree.)

However, I've learned over the past year that there are ways to remain creative even within a grander, primarily SEO-driven strategy. Here, let's dive into six tips to ensure you don't have to sacrifice your own creative freedom for the sake of organic growth.

1. Enlist the help of experts to spark creativity while ensuring posts are still keyword-driven.

A few months ago, I tackled the topic of first versus third party APIs. While I am confident in writing about our product line, "Force quit" is about the extent of my software knowledge (option+command+esc, for those wondering), so I dreaded writing the post. It was both daunting and not particularly inspiring to me as a writer.

Of course, I could've written this post the way I've written about plenty of other dry topics — by sludging through it, chugging copious amounts of coffee, and listening to Spotify to make it a little more "fun".

However, when I began writing the post, I wasn't impressed with my work. Since I didn't fully grasp the concept, it was surface-level and ambiguous. If a marketer stumbled across it, they wouldn't learn much.

To solve for this issue, I reached out to a few IT specialists at HubSpot and ended up speaking to two developer support specialists. I even met with one of them via Zoom to further discuss the intricacies of APIs, and recorded the meeting to transcribe later on.

Suddenly, I felt like an investigative reporter. I collected quotes from experts in the field, drafted up a new post that made sense to both myself and the developer support specialists, and published it. I was incredibly proud of the piece because I felt I'd worked as a liaison between the developer world and the marketing world, making the whole concept of APIs a little clearer to my team while ensuring it remained accurate and tactical.

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. Their passion for the subject will fuel your desire to write the piece from a more human angle. Remember, keyword-driven content still leaves plenty of room to angle the piece in a number of interesting directions, as long as the insight you're providing aligns with the intent of the keyword you're targeting.

2. Interview leaders in various industries and tell their stories.

Over the past year, I've spoken to happiness researcher and speaker Shawn Achor on how happiness leads to success, Harvard professor Amy Edmondson on psychological safety in the workplace, and leadership consultant Simon Hazeldine on using performance psychology to get ahead in the workplace, among many others.

These posts, which enabled me to synthesize complex psychological issues and translate them into tactical strategies for marketers, allowed me to exercise my creative muscle. I interviewed experts via email or on the phone, and used their responses to craft meaningful, coherent narratives. Ultimately, I never felt more "in the flow" than I did when writing these posts.

Your industry undoubtedly has leaders that interest you. If you're a marketer in the catering or hospitality industries, consider speaking to top chefs in the area. Alternatively, if you're a marketer for an e-commerce website, try reaching out to e-commerce consultants to get quotes about the future of the industry.

It's not impossible to align your own interests with business impact, even if those interests are outside the scope of traditional marketing. As someone who's personally interested in psychology, for instance, I was able to find the intersection between psychology and workplace performance, which helps our readers grow in their own roles.

Including feedback from experts can also give you a competitive advantage in the SERPs. For instance, we published "HubSpot Marketers Give 6 Tips for Fighting Burnout", on January 20, 2020, and within one month, it already had over 5,000 views. This piece, over time, will likely perform better than a more generic "how to fight burnout" piece without the expert angle.

Ultimately, it's important to consider who you're interested in speaking with and how that expert's experience might align with your audience's interests, and brainstorm ideas from there.

3. Find the human connection.

As marketers, we're often tasked with writing about less-than-thrilling topics, particularly if these topics are part of a keyword-driven strategy. For example, take a quick glimpse at some of the pieces we've seen on our SIR in the past:

These titles are helpful for our readers, but presenting the information in a creative way becomes difficult. I often tell new writers on the team that you can find an interesting human angle to any topic, no matter how boring it may seem, which makes writing about the topic more exciting and offers more ways for readers to connect with the piece.

The easiest way to find the human angle is to consider the reader's point of view when searching a topic on Google. Start by asking yourself, "why would I ever search for this topic?"

Searches don't happen in silos. Nowadays, Google is increasingly trying to continue a "searcher's journey" through People Also Ask boxes, People Also Search For panels, and Related Search links at the bottom of most SERPs. These features enable searchers to rethink their search and find similar, relevant answers to other questions they might have.

Ultimately, anyone searching for one keyword is searching for that keyword as part of a larger marketing and business strategy. As a content creator, it's critical you find the bigger picture element and use these new SERP features to tell more creative, holistic stories around the topic at hand.

For instance, recently I wrote a post on how to embed videos in emails. The body of the post itself, I knew, allowed for little creativity — it was essentially a brief step-by-step guide to embedding video. However, I could still find space for creativity in my introduction, and I knew that meant developing empathy for my reader.

I started by imagining the motivation behind any marketer searching "how to embed video in email". They are likely someone who's struggling to increase CTR or email subscriptions, so I introduced the topic with a brief, big-picture overview on why email is important for a business's bottom line (in case you wanted to know, it’s because 87% of businesses use video in their marketing tactics).

Then, I empathize with the reader, acknowledging that sprucing up your emails isn't always easy, and neither is embedding videos — particularly since major email clients don't support video embeds.

Suddenly, a topic I'd initially found boring became exciting to me because I could sense the urgency and real-world impact that publishing the piece and answering the reader's query would have. In essence, what they’re really asking is "How can I continue creating engaging content for my audience?"

That's a human angle to which I think we can all relate.

4. Use multimedia to freshen up old content.

If you're struggling with a particularly dry topic, you might evoke creativity by adding multimedia elements like podcasts, YouTube videos, images, or graphs — all of which open up new traffic opportunities since you can generate image traffic through the SERPs as well.

These designs can help you stay engaged when writing the piece, and can also help your post rank on Google, since search engines prefer multimedia components such as images or video.

For instance, we embedded a video in "How to Create An Incredibly Well-Written Executive Summary [+ Example]". Readers have the option of reading my post, but alternatively, they can watch the discussion take place on-screen.

Of course, multimedia depends on your budget. We aren't able to add a video to every post we produce. However, there are plenty of simpler forms of multimedia that are free, such as embedded images and graphs.

Additionally, if you're interested in other aspects of marketing besides writing, this is a good chance to expand your professional portfolio and learn a new skill as well.

5. Frame your content from a unique angle that differentiates it from other search results.

It's important to note: not all posts need to agree with what's already on the SERPs for you to rank.

For instance, my colleague Lestraundra wrote "10 Reasons Why You Don't Need a CRM". This article currently ranks on page one for the search query "you don't need a CRM" ... but the article actually explains why you do need a CRM, in a playfully sarcastic way.

We managed to rank well while also giving readers something they weren't expecting. You might consider similar provocative arguments you can make, as the uniqueness (and sometimes controversy) of your writing will enable you to rise up the ranks on the SERPs while providing fresh, interesting content to your audience.

6. Engage with your readers in real life whenever possible.

On one particularly uninspiring day, I set up a 30-minute chat with a customer to learn more about her personal marketing challenges.

As we spoke, I realized how out-of-touch I'd become with some of our readers’ primary struggles. For instance, she was a team of one, which meant while she understood the importance of blogging, she didn't always have time to develop an in-depth strategy since she was juggling content creation for social media, email marketing, and PR for her small business.

When I got back to my desk, I had no problem writing my assigned post about free social media analytics tools, because I understood the real-world importance of this post for that reader's daily life. Ultimately, she didn't have time to research the pros and cons of various tools, and she didn't have a budget for anything fancy. The inspiration and creativity I felt that day derived from my in-person interaction with my reader.

Of course, it's not always possible to set up a call with a customer, but there are plenty of other options for engaging with readers. For instance, you might consider creating a poll for your social media audience, engaging with readers in a Twitter chat, or sending a survey to your readers in an email newsletter to learn more about what they want from your brand.

Conclusion

Ultimately, it can be difficult to stay creative when your department is primarily focused on using technical SEO to achieve major goals. And, of course, you'd never want to entirely forgo SEO for the sake of creativity, since that prevents you from reaching a larger audience and ensuring your content is useful and actionable for your readers.

Nonetheless, if there's anything I've learned over the past two years as a result of our new strategy, it's that analytics and creativity can, indeed, work hand-in-hand. Ideally, with these six tips, you'll be able to inspire some creativity in your daily process. Feel free to comment below with your own thoughts — I'd love to hear them!

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