The question of how to procure the right people to execute your content strategy is a critical but challenging question for marketing leaders. Whether you invest in a search agency, independent contractors, or full-time employees, having a technology platform in place is critical.
Just like how you wouldn’t outsource your web analytics to an outside vendor just because they were doing conversion optimization for you, the same should be true for organic: owning your data is key to getting your content in front of customers.
1. Make Your Process Repeatable
One of the major challenges of building a successful SEO and content program is building a repeatable process, not just the occasional efforts to drive additional traffic. That is one of the downsides of external resources. Without a strong commitment from internal teams, outside resources can make meaningful improvements, but can struggle to make the process repeatable.
2. Get Resources Where You Need Them, When You Need Them
Having a platform in place gives you the flexibility to source your resources from anywhere. Recommendations, workflow, and reporting is already built-in, so a new agency, contractor, or employee can pick up right where others have left off. You can also have multiple different resources working seamlessly together. An agency, contractor, and internal employee may have differing approaches, but a single platform unifies their process and improves accountability. This makes finding the right resource much simpler.
3. Don’t Lose Your Data
Once you’re able to source your services more flexibly, you can reduce dependency on resources that are single points of failure. Is your agency not delivering what they promised? Did you lose a key employee? Are outside contractors failing to live up to expectations?
When you have a platform in place, your entire search program doesn’t have to go with them. By securing your process, you can avoid painful switching costs and the difficulty of starting from scratch every time. New agencies or employees will avoid the time-consuming work of picking through someone else’s work in order to understand what has already been done.
SEO and content marketing require you to constantly iterate and measure the results to be successful. Don’t lose that work every time you need to change how you implement your strategy.
4. Own Your Own Data History
Keeping your own data allows you to maintain historical data with which you can show longterm trends, year-over-year analysis, and other key comparisons. Whoever works on your content process, they should always analyze, measure, and report on data that you control in-house. When you control your own data, you can: (a) ensure its accuracy, (b) get a complete picture of your campaigns, and (c) avoid losing access to your data (if you change vendors or employees).
5. Avoid Discrepancy and Incompatibility
When you let data live outside of your organization, you face 4 main challenges: 1) Different parts of the organization using different data sets, 2) discrepancies in what data should be used, 3) incompatibilities between workflow systems, and 4) the lack of a standard reporting experience.
This is particularly relevant for large organizations, but even in the smallest organizations, it can be a major challenge; the data coming from outside agencies or contractors might not always match what you’re seeing.
An SEO Platform is Now a Requirement
An SEO platform is increasingly a requirement of a modern marketer’s technology stack. If you need to make sure that your message is getting in front of your audience, then make sure you have ownership of your data and your process no matter who is doing your work. Request a demo of Conductor Searchlight.