In your online marketing strategy, you wonder what can be the place of the web editor? Should he be called on on an ad hoc or regular basis? Does he have the skills to understand and master the different trends of current web marketing?
His profession and skills are evolving just as much as the digital world. Many qualitative training courses are emerging and make web writing adaptive and creative. What if we told you that some web editors are also professional blogger, community manager, SEO, web entrepreneur and Youtubeur! That says a lot about their incredible versatility.
2020 web marketing trends
With content marketing that is constantly evolving, almost monthly changes in social networks and search mutations (Google), it takes a lot of energy to adapt! Not to mention the regularity to be maintained because of the fierce competition.
Applying a web marketing strategy is difficult because what worked yesterday probably won’t work tomorrow!
Let’s also talk about the big changes in blogging, e-commerce and social advertising.
But you are not alone.
A versatile and responsive web editor is waiting for you somewhere. It can be at the heart of your strategy.
Here are some important points regarding the changes underway in this “magnetic field of web marketing”:
- Decrease in the importance of strategies based on keywords without taking into account the semantic field (BERT updates, RankBrain);
- Highlighting natural language: the written and oral expression of a human;
- Artificial intelligence that captures the research intention, hence the importance of writing naturally (UX or user experience);
- Mutation of search engines into response engines (featured snippet or position 0);
- Conversational queries, voice assistants that are developing: Siri, Ok Google, Alexa;
- Explosion of mobile content that is used by 47% of the world population (source Danilo Duchesnes, Trends in digital marketing in 2020);
- Development of micro content that is quick to consume (posts, carousels, quotes, infographics);
- Social media growing exponentially (Instagram, Pinterest, LinkedIn);
- Increasingly influential video format;
- Search by image to take into account.
Everything moves, everything changes. The editor must be in contact with all these new specialties and master them.
A physical and real presence of the freelance web editor
What can be the work of the editor within the major evolutions of webmarketing?
Do you already work with a community manager? Do you entrust SEO to your webmaster? Do you delegate to an agency that is (very) expensive, without knowing the people who work on your site? Do you use the writing platforms on an ad hoc basis?
The first advantage of working with a freelance web editor is that you have to deal with a human who can listen to you, hear your positioning, note your needs and offer you his solutions. It is available and easily reachable. A little real to compensate for the virtual.
The pillars of natural referencing: the field of expertise of the web editor +++
Even if the developments do not seem to be in favor of natural referencing, it cannot disappear and depending on your theme, it remains very important.
Indeed, zero positions respond to small needs and provide punctual responses (often informative) but we can reasonably think that quality sites, which provide real solutions do not only need to appear in featured snippet. Indeed the prospect will go whatever happens to click on the site that can help and guide him in his journey.
Thus, natural referencing must be worked on, it remains a lasting value in the long term and is based on:
- The strategy ;
- The technique ;
- The contents ;
- Popularity ;
These are the sub-domains of natural referencing that quality web SEO writers master (when they have been specifically trained in natural referencing and therefore they are +++ writers).
The skills of the writer and his strength of proposal
Regardless of his textual skills (mastery of the language, spelling, rich lexicon, mastery of writing tools, software and interfaces), a writer who is trained in natural referencing can help you:
- Define, clarify or strengthen your strategy, through an exhaustive and qualitative study of your keywords;
- Optimize your content thanks to html markup, photo descriptions, meta descriptions, etc.
- Create truly captivating articles thanks to his mastery of the language, the lexical quality, the semantic field and the power of evocation of powerful words;
- Avoid duplicate content.
Beyond the SEO side, copywriters, depending on their experience and training, can also be powerful allies for:
- Write your impactful sales pages;
- Improve your sales tunnels and your customer journey;
- Help you develop your list by writing an exciting ebook;
- Write qualitative messages on your networks;
- Develop your brand image through storytelling.
No more robotic articles, filled with visible and repetitive keywords! The trend is towards quality and diversity, mastering the elements that make the user have a good experience. He learns things, doesn’t hurt his eyes while reading (thanks to airy texts) and stays on your pages for a long time. This positively impacts your bounce rate and the experience of your visitor.
Finally, with regard to monitoring your performance and audience indicators, the SEO writer takes care of this. It guides you over time if you trust them because, as you know, natural referencing follows a fairly long orbit.
However, in parallel, he will be able to create content that can help you develop faster traffic: guest articles, advertising texts, training courses, infographics, newsletters, etc.
An auditory-eyed detective!
You have probably already ordered texts from writers who sent you questions to clarify your expectations.
This may seem annoying but, after all, remains quite normal.
The briefing (list of instructions to follow for the creation of content) requires a meta reflection on your objectives and your positioning.
This is essential but takes time if you want to optimize your editorial content, especially on your blogs. Are you clear about your goals?
The SEO web editor, after an audit of your editorial content, will know how to orient your publications and define the main lines of your business.
He will be guided by his professional tools (Ranxplorer, Semrush) but also by his knowledge of search engines and his varied experience with his different customers. His strength of proposal will allow a constructive exchange.
A specialist in long articles?
It types at the speed of light and makes no spelling errors. It can produce large amounts of content, which Google likes.
The SEO writer is an expert in creating editorial content, whether short (product sheet, newsletters, optimized image descriptions) or long (blog articles, e-book, guides).
It boosts your content marketing in quantity and quality.
A major asset: transformation and reuse of your key content
A web editor can adapt your content to different channels and media and help you reuse it.
It can also create micro-content from a basic block or “pillar content”, in order to share publications on the various communication media of which you are a follower.
For example, an optimized blog article can, once written, be adapted by:
- Native article on LinkedIn in several episodes;
- Script for audio recording (podcast);
- Script for a video to shoot facing the camera;
- Written description of your short videos (one tip per Story);
- Graph or infographic with specific sentences;
The list could go on. All content needs words and writing. Search engines don’t know how to analyze audio as well!
Capture the prospect’s attention: maximize entry points
Cutting out pillar content seems very important for capturing the attention of prospects on as many entry points as possible (e.g. a blog, Pinterest, YouTube, LinkedIn, Facebook, Tik Tok, etc.).
We are talking about 7 to 15 entry points to hope to capture the attention of the future customer enough!
So there is a lot of work to do.
Regularity and adaptability are essential.
Clearly, it seems complicated to do everything alone! And you are aware of it.
Recruiting a writer, an SEO consultant, a community manager, a webmaster, that’s a lot of people in a team, while a competent +++ web writer can be at the heart of your strategy.
You can come and consult my site if you feel like it. I train these versatile writers (the name Rédacteur +++ comes from there).
Digital marketing is no longer a passive creation of content while waiting for the fish to take the bait.
It’s about exchanging, sharing or even debating, but also about playing with your audience!
Who is better placed than a writing professional to interact with undecided prospects who are open to pedagogy!
He can thus help you to set up a quiz, a contest, surveys, whether on your networks (news feed or stories), your blogs or your advertisements.
Video and podcasts need texts!
Video is omnipresent in the current web marketing sphere. We are also witnessing the development of TV channels on networks: IGTV, Facebook Live, Facebook Watch.
Let’s not forget the YouTube juggernaut who needs optimized texts to better position you on its huge search engine (the second in the world after Google!).
The podcast has become very interesting for some time and will be improved with an article transcribed (if it has not already been created from an existing publication).
Voice SEO: glory on the long tail
There is a very significant development of voice assistants (Cortana from Microsoft, Alexa from Amazon, Siri from Apple, Google assistant).
In fact, more and more Internet users are doing their research by voice, hence the importance of placing short sentences close to oral language in your content. But also to deal with long tail requests.
For example if your subject is about market gardening, a web editor “SEO consultant” would suggest:
- The advantages of organic market gardening;
- Market gardening in Occitania;
- Market gardening in winter, in summer…;
- Organic market gardening in summer in Occitanie;
Noisy overexposure vs targeted presence?
Thanks to his extensive skills in digital marketing, the web editor guides you towards a “fair targeted exposure”.
It detects your main lines and uses it to create an editorial calendar, based on an audit of your blog content and allows you to develop and strengthen your performance zones!
Indeed, as we mentioned, the challenge is to create value by being at the limit of the saturation of a subject.
The more you have dealt with variants, queries, long tail keywords and the more you will be valued by the algorithms in view of current (and future) trends.
The more you are fairly present on many platforms, the more prospects you will have in front of you and therefore potential customers.
Center of gravitation. Digital balancing act. By the power of words, the editor attracts to him the creation of quality content.
The SEO web editor will not realize all your dreams, but will gradually place you in a precise and sharp internet visibility, thanks to his multi-skills, his adaptability, his SEO watch and thanks to the power of words.
He will know how to best stick to your values.
A new invisible influencer?