Lots of marketing professionals find it hard to reconcile their brand messaging with their search optimisation. Here’s a plan to fix this – and a confession. It’s way simpler than you’d imagine.
Finding a balance between brand voice and SEO keywords isn’t always easy, but there is a way. And it’s not as complex as some agencies might have you believe. In fact, Alan can give you a solution in just 92 seconds. Hit that play button above to find out how it’s done.
Or, get in touch to find out how we can help develop a clear voice for your brand.
Prefer good old-fashioned words on a screen? We hear you. Here’s the transcript:
Hello – I’m Alan from Blackad.
Lots of marketing professionals find it hard to reconcile their brand messaging with their search optimisation.
The brand copywriters fixate on tone of voice. Because it’s got to sound good, right?
And the SEO people focus on keywords. Which does the brand voice precisely no favours.
All while the poor marketing professional is left struggling to hit their messaging goals – not to mention their campaign KPIs.
Here’s a plan to fix this – and a small confession. It’s way simpler than you might imagine.
First, define your audience. Then define what matters to them. And finally, push those ‘matters to them’ buttons with your content.
So far, so SEO 101.
The slightly radical part comes next: get your SEO people to take a fresh look at your messaging matrix.
At the same time, get your brand copywriters to look at your topic clusters.
Better still, get them to look at both – together – while you’re still planning your content.
Topic clusters build up a stash of irresistible inter-linked content – usually core topic pages and supporting blog content.
And your messaging matrix is a parallel universe version of the same thing. It tells you which messages to take to each audience at each stage of their buying journey.
If you’ve already got topic clusters and a messaging matrix, you’re set.
And if you need a little help, check out the ebook and resources on our website.
We’d love to hear your insights about getting SEO and tone of voice to play nice. Get in touch.