To create long-form content that will drive organic search I use a tested 10 step process, which I've outlined below:
Step 1: We pick a target keyword with an existing audience. It’s important that this is tied to the kinds of people you’re wanting to attract to your website.
Step 2: Generate an SEO content report on the selected keyword.
Step 3: Outline the content. Using this report, I create an outline that captures the key terms that Google values related to this topic.
Step 4: Research extensively. This is typically some combination of expert interviews, gathering solid supporting data, and reading about the subject matter.
Step 5: Write the first draft.
Step 6: Reference that first draft against the SEO content report we’ve created to ensure that all relevant terms and topics are covered, and that we’ve created something that’s competitive against Google’s top results for that keyword.
Step 7: Insert the completed draft into Grammarly to self-edit. Please note, if you have an editorial person on your staff, they may still want to review this to ensure tone and style.
Step 8: Write a keyword-optimized, engaging, honest heading and subheadings.
Step 9: Fine tune your title tag, URL, and meta description.
Step 10: Publish!
While the approach that I’ve outlined above doesn’t require me to be expert in every part of business (because hey, that’s what you are!), experience does matter. In that spirit, I have experience writing in areas like startup finance, marketing automation, multi-channel marketing, customer experience, customer stories, website personalization, tailoring content for SEO, diversity in Silicon Valley and creating press release level whitepapers for CEOs & founders. I've worked with VC-backed startups in the Bay Area, finance consulting firms and small bootstrap companies.
Something important to note: I take NDAs really seriously. As a result, I don’t name drop clients in order to honor the integrity of those relationships. The few writing samples below are more about illustrating ability and less about finding my biggest-most-impressive-client so that you’ll want to work with me.
"By using a highly integrated marketing stack with Autopilot at the center, Skimlinks is able to create contextual customer journeys through value-adding content that overlays seamlessly with the goals Skimlinks sets along each stage of their acquisition funnel.
Skimlinks has used this approach to customer journey marketing to bring their monetization platform to 1.5 million publishers and counting..."
"Who we are culturally and ethnically is inextricably tied to our creative process. People do not exist in a vacuum. Human does not happen without context. We are always rooted in a tangible experience, time, and place. Our ethnicity is always integrated into the way we experience God, personhood, and community. This extends out to our practice and experience of creativity.
Art does not happen in a vacuum. It is also rooted in a time, place, and community. To not tell that story leaves us lacking context - and ultimately inhibits our ability to appreciate the fullness of the person before us or the creative thing they are doing. We bring all of who we are into our creating."
"Showing up. Staring at the blank page. Making something out of nothing. Writing, editing, coding, whatever. You cannot automate the vastness of the beginning. You cannot outsource the creative process and expect it to have meaning. The formula is doing work."