Whitney Wellman

The most important thing to do as an SEO writer right now... is to lean into AI. I know that's not what everyone wants to hear. But at the very least, you've got to know what's going on in the industry if you're going to keep up with it. I truly believe that in a few years, about 80% of content will be AI-written. I don't think that we will ever use AI content without at least some human input (i.e. a content writer/editor reading through the content and making changes before publishing). For search engine writers, this means learning to use AI tools to help with keyword research, outline writing, topical research, and yes, writing. Become an experienced AI tender who also knows how to enhance content, and you can't lose.

Automate the processes for content creation, not the creation itself — that's my motto. And as a content marketer of 8 years, I know a thing or two about the production process. My favorite tools help with keyword research, outlining user-focused content, topic research, and tracking content strategy. Tools I use every day include Ahrefs, Clearscope, good ole Google spreadsheets, Google Docs, and of course free search engines. For business marketing, I also use Canva and LinkedIn. Instead of garnering way too many tools and spreading myself too thin on managing said tools, I keep the tools few and far between and focus on pouring into my human team members. I teach them to leverage the tools and use them to their advantage.

To keep up with changing trends in the content marketing industry, you have to be a marketer first. That is, you must aspire to help people get the information and services they need — regardless of the avenue by which they find these services. To be a content marketer, you have to adapt to new marketing channels quickly in order to meet your audience where they are. You must set aside personal preferences and let go of your attachment to what has worked in the past in order to move forward with the future. People will always consume content. You just have to be willing to adjust your marketing strategy and methods to the ways that people are consuming content *right now.*

Checking in on content performance is crucial to content marketing success. If my content isn't ranking, as a content manager and strategist, I look at all content factors first. Does the content need a page update? You can improve heading quality, content digestibility, factual accuracy, value of information, etc. Then, I check that internal linking and other on-page SEO is on point. Finally, I cross-analyze my content against what's out there on the same topic. Is my content the best? Does it answer questions about the topic that other pages don't? If all of these factors check out all right, what website elements could be improved? It's not always content; SEO, content, and linking must be happily married for content to perform well.

My answer as a self-employed content manager is always content first! If your content isn't engaging to your audience, you need to take a deep look at the possible reasons why. Is it missing the mark? Are you including enough personal elements to showcase your personal brand? Does the content resonate with your audience (topic relevance)? Are the topics you're covering timely? The best way to glean this information is by testing different content posts, from type to format to style and tone changes. Do this for three months and you'll have valuable data that can help you enhance your content strategy moving forward.

To be an effective, successful content manager, you absolutely don’t need all the software and apps in the world…You really only need two things: -a stellar content strategy -a well-honed, adaptable content plan You don’t need a ton of software or apps to execute either of those components. Really, you need top-notch writers who are experienced at their craft, adept editors, and a few management tools — most of which you can get free or for a small fee. Spreadsheets may not have all the fancy features, but they get the job done. Your employer or client should have their own content management system and if they don’t, advocate for one. Use your skills and experience to save on where you would spend on tools and apps.