11 min
BONUS: LinkedIn's Steve Kearns on Blog Submissions and Boosting SEO B2B Marketing and More With Pam Didner
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- Marketing
I had a great time talking to Steve Kearns, Head of Blog And Social Media for LinkedIn Marketing Solutions. Our conversation lasted well over an hour, so I split it into several episodes. Part 1 explored how to consolidate country-specific blog sites into a global one. If you are working on global content marketing, you should definitely check it out. Part 2 is about social media marketing and how he goes about doing it.
In this bonus episode, Steve shares how his team evaluates internal and external blog submissions and he also creates content that will rank higher on SEO, and more. Let’s get started.
Pam Didner: How do you manage your writing staff? Are they in-house or outsourced? And do you have any suggestions to the listeners in terms of how to manage the writing staff for enterprises and also for small businesses?
Steve Kearns: Yeah, absolutely. So, um, I'll give you a quick overview as to how my team is structured. So I'm focused on leading the strategy kind of cross-functional relationships dot-connecting across, you know, the blog function, social media marketing function, and the web content marketing function. And then within my team, we have dedicated subject matter experts for each of those channels, so to speak. So I have a blog editor-in-chief whose sole job is to focus on running the day-to-day and really setting the vision for the topics we're going to talk about--the content strategy on the blog specifically.
So that is her name's Tequia Burt and she's been working in the B2B marketing space. She's incredible. Incredible. Um, so Tequia is now focused full-time on, uh, delivering sort of that day-to-day operations, but also content strategy and vision for the blog. And she works with a number of different partners across our business, both internally to source internal submissions --so where you'll have different stakeholders across the business, submitting content to her saying, “Hey, I want to write about X, Y, and Z. Is this a fit for the blog?” And we've actually pre-empted those submissions with what we're calling a style guide, because otherwise you, you get into a situation where the tail is wagging the dog with stakeholder submissions. We say, “Hey, here are the six things--six is an arbitrary number--but here are the six things that we talk about. And here are the six things that our audience wants to hear about. Here's a breakdown of what our audience demographics look like. Here's who visits the blog. Here are the here's the traffic data, here is the volume of subscribers we have access to” just so we give our partners a full picture of what it is they’re writing for, who it is they're speaking to et cetera, to make sure that we're actually getting productive submissions. So that's one lens.
Pam Didner: The submission is that external submission or a combination of internal and external submissions?
Steve Kearns: A little bit of both, I would say more toward internal, but that can also account for external as well. So really anything that's coming through other marketers in our organization or folks externally, that's going to go through that like style guide or submissionesque process where we inform folks who are writing for the blog. “Hey, this is what we're looking for. This is what good looks like, provide them examples, give them like image guidelines”; just like make it a really easy experience for them to be able to submit something that's optimized for the blog.
And then I would say the other lens that we look at is Tequia works specifically with an agency to produce all of our SEO-driven content. So, you know, we, you know, again are working with, with experts in the B2B marketing field to look at what are the keywords that our business wants to go after? And then also, you know, what topics among our target audience have the highest search volume?
So it's kind of triangulating between those two topics to figure out well, the other 50% of
I had a great time talking to Steve Kearns, Head of Blog And Social Media for LinkedIn Marketing Solutions. Our conversation lasted well over an hour, so I split it into several episodes. Part 1 explored how to consolidate country-specific blog sites into a global one. If you are working on global content marketing, you should definitely check it out. Part 2 is about social media marketing and how he goes about doing it.
In this bonus episode, Steve shares how his team evaluates internal and external blog submissions and he also creates content that will rank higher on SEO, and more. Let’s get started.
Pam Didner: How do you manage your writing staff? Are they in-house or outsourced? And do you have any suggestions to the listeners in terms of how to manage the writing staff for enterprises and also for small businesses?
Steve Kearns: Yeah, absolutely. So, um, I'll give you a quick overview as to how my team is structured. So I'm focused on leading the strategy kind of cross-functional relationships dot-connecting across, you know, the blog function, social media marketing function, and the web content marketing function. And then within my team, we have dedicated subject matter experts for each of those channels, so to speak. So I have a blog editor-in-chief whose sole job is to focus on running the day-to-day and really setting the vision for the topics we're going to talk about--the content strategy on the blog specifically.
So that is her name's Tequia Burt and she's been working in the B2B marketing space. She's incredible. Incredible. Um, so Tequia is now focused full-time on, uh, delivering sort of that day-to-day operations, but also content strategy and vision for the blog. And she works with a number of different partners across our business, both internally to source internal submissions --so where you'll have different stakeholders across the business, submitting content to her saying, “Hey, I want to write about X, Y, and Z. Is this a fit for the blog?” And we've actually pre-empted those submissions with what we're calling a style guide, because otherwise you, you get into a situation where the tail is wagging the dog with stakeholder submissions. We say, “Hey, here are the six things--six is an arbitrary number--but here are the six things that we talk about. And here are the six things that our audience wants to hear about. Here's a breakdown of what our audience demographics look like. Here's who visits the blog. Here are the here's the traffic data, here is the volume of subscribers we have access to” just so we give our partners a full picture of what it is they’re writing for, who it is they're speaking to et cetera, to make sure that we're actually getting productive submissions. So that's one lens.
Pam Didner: The submission is that external submission or a combination of internal and external submissions?
Steve Kearns: A little bit of both, I would say more toward internal, but that can also account for external as well. So really anything that's coming through other marketers in our organization or folks externally, that's going to go through that like style guide or submissionesque process where we inform folks who are writing for the blog. “Hey, this is what we're looking for. This is what good looks like, provide them examples, give them like image guidelines”; just like make it a really easy experience for them to be able to submit something that's optimized for the blog.
And then I would say the other lens that we look at is Tequia works specifically with an agency to produce all of our SEO-driven content. So, you know, we, you know, again are working with, with experts in the B2B marketing field to look at what are the keywords that our business wants to go after? And then also, you know, what topics among our target audience have the highest search volume?
So it's kind of triangulating between those two topics to figure out well, the other 50% of
11 min