The moment anyone mentions the term “SEO,” either to content writers or to the inbound marketing team, it's very easy to get caught up in analyzing concepts such as keyword density and keyword positioning. While you can't ignore these concepts, over-emphasizing can make inbound marketing seem tedious, at best, or render your campaign less effective, at worst, because the content may sound stilted, forced or simply off-target.
Maybe you don't have the personnel who can maintain content development momentum for your inbound marketing efforts. Maybe you tried it with in-house writers and they just weren't cutting it -- or their other job duties were suffering because of their dedication to creating new content. (If this is the case, encourage these people by letting them write one or two things each month. Keep stoking their fire for inbound marketing. These people will be valuable players when it comes to interacting with your hired writers to create the best, most relevant content!)
Many different elements go into the successful practice of inbound marketing, but we're going to start at the very beginning, with your blog. Quality blog content helps achieve at least three different objectives in your inbound marketing efforts:
“We need a new website!”
“We really need to commit to blogging next year!”