The Case for the Full Stack Digital Writer

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You’re scrolling through your feed and stop at an article title that piques your interest.

“How to Create Great Digital Content”

What would you expect to find if you clicked on it?

You probably fell into one of two camps:

  • The “writing for ranking” camp
  • The “writing for engagement” camp

Let me explain.

Think of a spectrum. On one end, you have the more SEO-minded content creators who are hyper-focused on getting Google to surface their content in the top positions of search results.

On the other, you have the copywriters and conversion optimization specialists who are hyper-focused on creating engaging, interesting content that readers will enjoy.

The first camp takes an approach to content creation that centers on strategies like keyword research, n-gram analysis, and TF-IDF.

This method asks, “What are people searching for in Google, and how does Google understand this topic?” Content is then created on the foundation of this research.

The second camp approaches content creation with the question, “What will resonate with our audience?”

Their focus is first on psychographics, using proven copywriting formulas, and getting to know their audience through things like forums, reviews, and surveys.

They want to create enticing content that gets read, shared, and either converts or assists conversions.

So who’s right?

SEO vs. Content Marketing vs. CRO vs. Copywriting…

If you’ve done keyword research around the topics of SEO, content marketing, conversion rate optimization (CRO), or copywriting, you’ll know that they’re often pitted against each other.

  • “SEO vs. Content Marketing”
  • “What’s the difference between SEO and copywriting?”
  • “Which generates higher ROI: CRO or SEO?”

Can’t we all just get along?

To a certain degree, I get it. These searches stem from:

  • People who are confused about the differences between each discipline.
  • And/or marketers who only have the budget for one and need to make the highest-impact choice.

So what is the…

 

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