Owner of E1evation LLC, Todd Lohenry is a WordPress developer and social media expert who educates, equips and empowers thought leaders with tactics and tools for content management and content marketing. Currently, E1evation LLC manages more than 100 WordPress web sites on four continents.
In late 2011, Todd noticed that he was not making time to employ the strategies and tactics for his own business that he was recommending to his clients. His blog, for example, a key content marketing vehicle for him, was increasingly consisting of curated content with only 30 percent of each entry being original writing. According to his own teachings, this ratio should have been the inverse with at least 70 percent of each blog post having original content in order to be recognized by Google as such. In addition, Todd was often using eye candy widgets and tools that made his posts look interesting, but didn’t do much for searchability.
At the beginning of 2012, Todd spoke to an SEO consultant and realized that he needed to get more “intentional” about his blog content (and his content marketing strategy in general). With this in mind, Todd searched online for relevant content optimization resources, and found InboundWriter — a cloud-based web application and WordPress plugin designed specifically for writers to guide their content marketing and optimization efforts. The application indexes the social web in real-time to see what target audiences are reading, sharing and discussing. It then streams this intelligence into a web-based document editor or an integrated WordPress plugin, providing explicit recommendations about the language a writer should use to create the most compelling content possible. Content is scored on a scale of 1-100 with interactive feedback mechanisms providing suggestions for how to reach the optimal score and maximize findabiliy.
Upon discovering the application, Todd decided to test it for two weeks. During this period, he used InboundWriter on a daily basis, blogging 1-2 times per day, on average. At the end of the two week period, Todd noticed a remarkable improvement in his Alexa ranking. Prior to InboundWriter, his blog was ranked at roughly 35,000 (U.S.) on Alexa.com. After two weeks of using the InboundWriter plugin, his ranking improved by approximately 30%, reaching a ranking of 27,000 (U.S.). In addition, he observed an increase in calls and contact form inquiries, likely a result of his new content marketing strategy. An InboundWriter convert, Todd says: “InboundWriter has been a critical part of my content creation process.”