SuccessWorks, established in 1998, is a leading SEO copywriting agency that assists B2B companies in enhancing their storytelling and content creation for improved leads and profitability. The document emphasizes the importance of repurposing content across various platforms to maximize its utility, including turning blog posts into white papers, ebooks, and social media snippets. Additionally, it highlights strategies for effective content planning and engagement with freelance and in-house writers to drive awareness and sales.

1. SMXWest 2013
The Veg-O-Matic approach to
smart SEO writing

2. About SuccessWorks
First SEO copywriting agency
(established in 1998.)
Help B2B companies tell their stories,
boost their leads and drive more profit.
Train companies in SEO content best
practices.
Established the SEO Copywriting
Certification training for freelance and
in-house writers.

3. Once upon a time...
It was all about your
Website...

4. Today, the pressure to create and
distribute content is high...

5. We know content is important...but
content creation is challenging...
92 percent of
surveyed marketers
say that content
creation is “very” or
“somewhat” effective
as an SEO tactic...
But it’s the most
difficult to
implement...

6. The unfortunate result?
Learned helplessness.
Companies don’t know what
to do next (or they feel like
they aren’t doing enough.)
So, they do nothing and miss
opportunities.

7. The secret to staying sane...
Strategically repurpose your content
Strategically repurpose your content

8. Write big pieces of content you can slice
and dice into parts

9. One piece of content can have multiple
benefits.
- Good search positions for a
variety of keyphrases
- Lead generation
- Build awareness
- Start a conversation
- Support other marketing
initiatives

10. These “parts” can be distributed across
different mediums
White paper/Ebook Blog post Sales pages/ case
studies
- Create a blog series - Tweet something - Have video
based on the white from the post, and link testimonials? Share
paper. back to it. them on FB or
Google +.
- Tweet a stat and link - Aggregate related
back to the white blog posts and turn - Tweet something
paper. them into an ebook. from the case study
and link back.
- Post a fact on your - Create a video that
Facebook page or links back to the blog
Google + post.
- Pull out excerpt for - Post on LinkedIn/FB
an enewsletter and start a discussion.

11. Tips from the trenches...
- We are a small company
- I’m very hands-on (read: I
do a little bit of everything...)
- Time is precious

12. I feel the pressure too. That’s why I
developed a process.

13. Goals
- Connect with freelance and
in-house writers and start
conversations.
- Build product awareness.
- Connect with companies
that need SEO copywriting
services.

14. Our social marketing mix

15. Standard procedure...
- Tweets/posts are pulled from blog
posts, the Certification training
materials and the Business Bootcamp
training materials.
- We post at least five times a day (or
more).
- Most posts are informational - not
promotional.
Interesting tidbit: Pulling “tweet
snippets” from older posts brings them
back to life.

16. We customize posts for each network
This prompts
people to visit the
site and start a
discussion.

17. Turn popular posts into a downloadable
white paper...
Conversion goal: encourage newsletter
signups

18. Turn video posts into a “how to” guide...
People who want more information about how to
start a freelance business will be given a video
guide with 10 videos.
Upsell - the Business Bootcamp.

19. Turn old blog posts into an ebook...
Can sell on Kindle, give away - or both!
Upsell - Certification

20. Update old blog posts...
Updating posts (and keeping the URLs the same) can save tons of
content production time.
GREAT resource by Michael Gray (Graywolf)
http://www.wolf-howl.com/blogging/blog-less-update-more/

21. Answer FAQs by blogging
I can point people to the post rather than answering the same
questions over and over...
The post is also part of my Certification training materials

22. Weekly posts are highlighted in an
enewsletter (with a CTA every week.)
Bonus: Tuesdays (when
the newsletter is
released) tends to have
the most site traffic.
Plus, the posts are re-
tweeted and shared.

23. The biggest key to success? Planning in
advance.

24. Questions to ask before creating
content...
- What would reinforce the sales cycle
(in a non sales-y way).
- What questions do we get from
readers/prospects?
- What can we update/tweak?
- How many ways can the content
provide value?
- What tools can we use to streamline
the process?
- What is realistic for our company?

25. The Veg-O-Matic approach works!
Repurposing content across social networks and
emails drives most of my product sales (and
about 75% of my writing sales, too)

26. Questions? Here’s how to reach me.
SEO copywriting services, SEO Copywriting
Certification training and customized training
Heather Lloyd-Martin
CEO, SuccessWorks
SEOCopywriting.com
heather@seocopywriting.com
Twitter: @heatherlloyd