SEO Content Marketing

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Sharpen your content marketing, SEO and writing skills

Have you asked yourself how you can increase your Google ranking for free? No need to buy ads, just a daily flow of organic traffic? If you have, this course is for you…

An online course in content marketing for SEO with live mentoring from an expert. This five-week SEO content marketing course will make you a master of writing blog posts and articles that:

  • Reach your target audience of prospective clients and customers
  • Increase your Google ranking
  • Improve your sales

What is content marketing?

Content marketing is a digital marketing tactic that involves using different types of content. The purpose of these blog posts, articles, web pages and other quality content is to drive awareness, leads and sales. Content marketing can be used to educate your target market, generate leads and sell your products and services.

How do you get readers to your content marketing efforts?

For your content marketing to work, you need readers. Your readers can arrive from ads, your email list or any number of channels. However, most content marketers also want Google to send readers to their content for free. 

Getting Google to send readers to your content is where a knowledge of search engine optimisation (SEO) comes into your content marketing. SEO is the practice of improving your placement on the search engine results pages, earning you as many free clicks as possible from search engines like Google.

The need to give Google reasons to send traffic is why content marketing is a smart component of any SEO strategy.

Using content marketing to move readers along your sales funnel

One appeal of content marketing is its strength in warming up potential customers without any hard sell. That warming effect comes from giving prospective customers:

  • More insight into who you are, what you do, how you do it
  • Information about what they need to know to shift from researchers to confident buyers

While you’re giving them that information, it doesn’t hurt to be weaving subtle persuasive techniques through your content marketing. That’s where Taleist’s expertise in copywriting comes in. Copywriting takes your content marketing further — from informing, educating and entertaining to persuading the reader to act.

What our online SEO content marketing course covers

In this course, we cover:

  • How to uncover what your target audience really wants to know
  • How to write content that delivers that information in a way that impresses Google
  • How to weave the techniques of persuasive writing through your content marketing to boost your ultimate conversion rate of readers into clients and customers
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Tactical clarity

Content marketing is a powerful tactic when used in service of a marketing strategy. However, it’s easy for a blog to slide off track by degrees. Eventually, without your noticing, the content you’re producing no longer serves your marketing strategy. And neither Google nor your target audience will be impressed by content in articles or blog posts that are miles off course.

We ensure that you never face this problem by covering two critical areas in this course…

1. Delivering on your marketing strategy

You’re writing content to serve a marketing strategy, so we’ll develop a plan for your content marketing to make sure the content is always on track. This will include a checklist to to use before and after writing every piece to ensure that everything you write delivers on your marketing objective.

2. Audience identification

Having a crystal clear picture of your target audience will guide everything you write. We’ll do is come up with that picture of your ideal reader so that it will guide everything you write.

Developing your voice and style guide

We’ll create a simple style guide that defines your voice. When you have this style guide, you can be sure everything you write is consistent, so your reader is never jarred by content that seems “all over the place”.

A voice and style guide is also crucial if you have — or might one day have — other people writing content in your voice.

Understanding SEO

SEO (search engine optimisation) is the art of persuading Google that your website is the best answer to a particular search.

Google considers many things when deciding on the best answer to a search. We’ll go over the biggest considerations of technical SEO so you have clarity on the context for your content marketing. However, we’ll concentrate on SEO copywriting. That is the art of optimising your content for Google because the words on your site are what deliver the answer Google is looking for.

You’ll know all the key terms — “title tags”, “on-page SEO”, “link building”, “backlinks”. Plus, you’ll discover how to shape the words on your website to influence Google to increase traffic without ruining the user experience for your human readers.

Topic and keyword research

Choosing the right topics and keywords for your content marketing helps your SEO and your human readers. That’s because this research doesn’t just tell you what Google wants to see. Topic and keyword research tells you what your ideal reader wants to know about by looking at their search queries.

You can use keyword research:

  • To uncover the gaps in your readers’ knowledge
  • Learn your readers’ desires
  • Pinpoint what articles and blog posts your readers will value finding on your website

When you know how to use topic and keyword research, you can effortlessly uncover endless topics that will delight your target audience and Google.

For this section of the course we’ll be using a combination of free and inexpensive tools. You won’t need to invest in the paid tools, but you’ll know what they are if you’re ready to save time from manual research and scale your content marketing.

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Content marketing for humans and Google

Believe it or not, Google might not be human, but the algorithm is more than capable of judging good writing and steering searchers away from bad writing. Not only can the algorithm determine good writing for itself, Google double checks with your human readers. And Google will stop sending you traffic if Google sees humans aren’t sticking around to read what you write. (Google knows everything.)

All this means that the better your writing is, the more likely Google is to rank your content.

We’ll go through how to write content that’s informative and enjoyable for humans without losing the structure that guides Google’s to an understanding of your content and where to rank it.

We’ll cover:

  • How to write a headline
  • Grabbing the reader’s attention and hanging onto it
  • Different writing styles
  • Structures you can follow
  • Common writing mistakes that cost you readers (and how to avoid them)
  • Simple ways to improve your writing
  • Software you can use as a sounding board to improve your writing

Finding images

The focus of this course is on words and SEO, but content marketing works best with images. We’ll cover easy-to-use resources for finding and styling images.

Maximising your content

Content is often treated as disposable, but that’s a mistake. Content marketing should be treated like a capital investment, not an operating expense. So you should be thinking of your content marketing efforts as creating an asset that increases in value over time.

We’ll show you a simple formula that ensures you’re creating an asset with your content marketing, as well as squeezing maximum value from every piece of content by hooking your content marketing strategy into your social media marketing.

Repeatable process

Having a process mapped out means you won’t forget keys steps when you’re moving back and forth between content marketing and other tasks.

Alternatively, you might want to scale your content marketing once it starts to bite with Google. Having a repeatable process laid out will make it easy to bring other people in have them deliver quality blog posts.

We’ll formalise the process you follow in your content marketing so it’s foolproof and delivers consistent results. And just like developing your voice and style guide, laying out a formal process makes it easy when you bring in someone new to work on your content marketing.

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Group mentoring

This is a small-group course that’s delivered in a “flipped classroom” format. Flipped classroom means you can work through the discovery modules in your own time. You don’t burn through time with your mentor having to run through material that could just as easily have been a video or written module.

In a flipped classroom, 100% of the group’s time live in Zoom with your mentor is spent on answering individual questions and going through work submitted for review. (And if you can’t make a session, you can ask question in advance and you’ll get a recording of the session.)

Plus, being in a group means you learn from everyone else’s questions and the answers. Other people will think of different things to ask and different approaches, and you get the benefit.

Course format

This is a five-week course combining video modules and written content with live group mentoring sessions.

  • Training videos and assignments released weekly.
  • By working through the assignments, you’ll create tools tailored for your business.
  • Submit assignments and samples for review (optional)
  • Weekly Zoom workshop for the group. Your mentor will answer questions, review any submitted work and go deeper on the materials in a way that’s tailored to the group. Can’t make a session? No problem: ask any questions you have in advance, and you’ll get a recording of the session with your questions answered. Plus, you’ll have everyone else’s questions and the answers.

How much time will the course take?

The flipped classroom means this course mixes pre-prepared content with live weekly Zooms.

The Zooms will be up to 90 minutes weekly — but how long depends on how many questions the group has because the Zooms are 100% for questions and interaction between the group and the instructor.

If you go through all the pre-prepared material and do the assignments, you’ll need approximately two hours per week. However, you have continuing access to the course material and the Zoom recordings after the five-week course is over. That means you can do some of the work every week and finish off after the course is over.

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Ongoing access

Can’t finish everything in five weeks? Want to refer back to the videos? You’ll have ongoing access to the course materials beyond the conclusion of the group component.

Your content marketing mentor

Steven Lewis, copywriting teacher
Your content marketing mentor, Steven Lewis, has been content marketing on the internet since before the term was invented.

Steven Lewis has been content marketing since before content marketing was a term. “Blogging” wasn’t even a word when Steven started his first blog in 1994 (back then, blogs were called “zines”). That was four years before Google launched, so SEO hadn’t even been invented — because there were no search engines.

As a journalist Steven has been published around the world — the Financial Times, the Wall Street Journal, Esquire, GQ

Today, after more than 20 years of content marketing, website and SEO experience, Steven runs Sydney copywriting agency Taleist. Taleist is an agency of direct response copywriters who use their writing to persuade readers to take action.

Is this SEO content writing course for you?

This course is for you if:

  1. You’re a business owner or marketer responsible for getting your website ranking in Google
  2. You want to know how to give Google the meaty content it needs to consider your website a winning answer to the questions people are asking

Course dates

There are currently two groups going through the course. The next group will depart on:

Wednesday 13 October. Places are limited.

Zooms will be at noon (Sydney time) on:

  • Tuesday 19 October
  • Tuesday 26 October
  • Tuesday 2 November
  • Tuesday 9 November
  • Tuesday 16 November

Recordings will be available if you can’t make a session, and you can ask questions in advance or the following week.

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Next level…

Ongoing group mentoring

Anyone who completes the foundation course in SEO content marketing is eligible to join our monthly mentoring program for business owners and marketers who want to take their writing to the next level. This group mentoring helps marketers and business owners to tackle their real-world challenges in writing more compelling, more persuasive content, whether that’s for Google or other audiences.