Textbroker International is a custom content creation company that matches writers with clients. The writing services span a wide spectrum, whether it’s a quick piece for a website or a well-researched white paper. Textbroker runs two corporate blogs — one for clients and one for writers — and has been using InboundWriter to help optimize their content. Furthermore, the company leverages InboundWriter as a business resource in reviewing client content…
Here’s Textbroker’s story told by communications director, Christina Zila:
We started a blog for clients in late 2011 with the goals of educating clients and increasing our main site’s ranking. Our first in-house efforts were focused on product improvements and better ways to use the site. Although we knew we had to optimize for keywords, we shorted keywords and keyword density to focus on information, writing solely for people and not for search engines at all.
These posts didn’t get a lot of attention. While the content was informative and helpful, it wasn’t getting the reach expected. We switched strategies, leveraging our own writers, showcasing the quality content the site could generate. The next step was to expand blog post themes to include current SEO topics and other items clients were interested in. We deepened the editorial calendar, adding titles and specific post expectations, which made outsourcing the writing a snap. We expected keywords to come naturally because the posts were more focused, but we were ready to optimize those keywords by hand as well.
Since we started using InboundWriter, we have more commentary and social media traction on our pieces. I love that the automatic research will highlight the most common terms in a piece. It lets me know if I’m going to rank for ‘users’ or ‘widgets’ rather than my actual keyword. Our next step is to include at least one keyword in the order instructions to optimize quality content more easily.
By using InboundWriter, we found that although our authors did a great job of creating quality content:
It’s so nice to pop a post into InboundWriter and watch the needle rise. I usually just have to tweak the title, add a keyword, and go straight to publication. It’s helped optimize our content and increase its reach.