Content marketing for enterprise companies comes with its own unique set of challenges, but Ross Hudgens of Siege Media has just the tips to overcome them.
Content has to pass in front a lot of eyes before changes are made in large organizations. Watch Ross reveal how best to get internal buy-in and make changes in slow-moving pipelines.
Video transcription
I’m Ross Hudgens, founder of Siege Media and we’re a content marketing agency with offices in Austin and San Diego. Today I’m speaking on content marketing for the enterprise, especially as it ties into search.
I think it applies to an in-house SEO who’s at a bigger company or start-up, or really anyone with organizational problems and budget problems, and also agencies who deal with those companies.
How to get more buy-in for your content
SEOs sometimes use jargon that doesn’t speak to executives. They do get a lot of it, but it’s almost more that we’re using jargon that I think, almost rightly, executives de-qualify or disqualify — such as “link juice” or “domain authority” — when they’re really caring about revenue and content and branding effects.
Content can be used to justify budget in a lot of ways. You can use traffic cost to validate it, and people are willing to pay for rankings and for this content that exists.
Ross explains how you can make an impact with your work
People are usually willing to pay for content ideas once they get an idea of the traffic it will bring in.
Additionally, content does have link value as well, so if you get links to content, it can drive the bottom funnel pages higher by lifting the authority of your site as a whole.
SEO and content creation
I don’t think SEOs now need to be expert content creators. I think having some expertise in that is good. The way our team works is we have more content marketing specialists who have single-page SEO expertise where they’re not doing technical audits or anything like that.
I think, especially in an enterprise position, you should be an SEO, and then rely on the creative people — so you should have designers and writers who specialize in those things. It’s good to have at least a baseline of “I can tell that looks good; I can tell that is a well-written post,” but not be a writer or designer and just rely on the people who do that best.
We have several clients with content marketing that have gotten 250,000 plus monthly visit increases just from applying this correctly. Thinking about traffic costs, validating that, and then obviously putting it against the traffic value of these assets. We’ve found consistent value in just doing this over and over again, so it’s a pretty proven model in my point of view.
Want even more city crawl content?
We had some pretty awesome speakers join us in Austin — see what tips and tactics they had up their sleeves, here.
