• David Christopher

    We have been baking content costs (infographics, video, online applications, PR) into our link building budgets and then meeting with the clients when it’s time to deliver on those assets and making them seem more like added gravy than something they already paid for.

    That way we get our content, the link building team can be efficient, and the client gets much better content than they were anticipating. It means their expectations are low, but so is their engagement and their investment.

    It has worked, but it hasn’t fostered a suitable level of client collaboration, transparent reporting and accountability to qualify as #RCS.

    So we’re re-tooling our process, getting buy in up-front and setting quarterly client meetings with the content/blogging/link building team to align better with client marketing goals and activities and collaboratively setting an editorial calendar.

    Making time for the big out-of-the-ordinary pitches like your example above is challenging though when we’re worked hard to keep up with the demand for rankings-traffic-conversions. Part of me wants to say it’s because our clients aren’t Fortune 500 companies, but you don’t get those kind of clients unless you pitch well.

    Our team is predominately young-gun SEOs still honing that craft. I have delivered your #RCS presentation to them two years in a row now and I know it inspires me. By degrees we get closer to that ideal, and they now know where we’re heading.

    I’ve had success training people to execute SEO tactics, but how do you train the same people (chosen for linguistic/marketing/IT skills) to execute #RCS tactics? I’ve managed to scale SEO, now I have to deliver #RCS personally (I am up to this), and more crucially, I have to teach it to 20 other people (the jury’s out here). I have to inspire 20 other people to become real marketers.

    Wil, How are you scaling #RCS?

    My hunch is that now we’re talking about leadership and investing in exceptional people. The same pressures that keeps marketing companies small and keeps fracturing them into spin-offs will likely exert pressure on digital marketing companies. Digital marketing isn’t going to be a skill, it’s going to be a craft.

  • nutrizionista firenze

    I will think much about…

  • The Dude

    A big chunk of this process might have to be revisited as backlinks become a thing of the past under Hummingbird’s reign. Savvy clients may start assigning less value to links (much as Google will do), and rightly so. Thoughts?

  • Spook SEO

    Your post made my head loads for how many minutes. I am new to this but as if what I read, I found it very useful to some folks, including me. :)

  • wilreynolds

    Dude, not sure I am following here buddy…sorry it took me a while to get back to ya too.

  • josephjrobison

    Excellent, thank you! What balance do you strike between showing them what you’re going to do up front without giving away the farm?