Mark Wilson

Joined April 2020
For content managers, how do you balance the thoroughness that Google likes to see with the scanability and brevity your sales team might want for assignment selling pieces? Can the same piece serve both ends?

I have my ideas, but I'd be interested in hearing yours!
Liz Moorehead , Ramona Sukhraj , Nathan Dube , Bri Stauffer , Mark Wilson , Katie Martens , Betsy Francoeur , Jeremy Sutton , Paul D. Grant See More
Mark Wilson
I think the slightly blunt answer is to convince the sales team of the benefit of long-form content to both lead generation and qualifying those leads. How many companies have a blog with, say, bi-weekly 300-word articles that do absolutely nothing to grow the company? 

More collaboratively, though, we lean on video a lot in our assignment selling, since it's more palatable as a first touch for many. The videos we link invite them to continue researching with the longer stuff.
One of the things I find to be equal parts fascinating and completely frustrating is the "inside baseball" side of SEO. There's this whole world of seemingly super technical stuff that influences how well our ideal buyers are able (or not able to) discover the content we're creating for them.

And yet these stories are often shoved aside or dismissed as being irrelevant.

This story is just one example. It's easy to think that stories about "internal linking" and site structure are too abstract for you to care about or understand, but that's not the case.

As I said in that article:

"... while it's easy to dismiss these little morsels of strategic SEO expertise as being "too in the weeds" to be relevant to how well your content strategy gets... See More
Mark Wilson
Hm. We probably go a bit overboard here and there, though our "core" content (pillars + highest-ranking/revenue-generating articles) are linked more often than most other content. Is there a sense of when too much becomes too much, so to speak? Should I create a cap on internal links per every 1K words, for example? I have a similar quota for external links (min. 1 per 1K words), but no strict standard for the internal side.
Carina Duffy , Jessica Palmeri , Jennifer Barrell and I were all discussing this issue that we've been seeing within the different industries we work with. So we have a question for you:

Are you experiencing this issue? What content have you created to address this? (And please share an example if you have one!) What has been the response from some of your prospects/customers?
Let us know in the comments! See More
Mark Wilson
We just came out with an article detailing the issues. Our sales team will be using it in the assignment selling process. Here's the link:
https://indoortemp.com/resources/labor-manufacturing-shortage-in-HVAC

We are likely following that with a video, and more focused (and likely shorter) content for our service dept. surrounding parts shortages for things like repairs.

No response yet; the article just went up about 48 hours ago. But we should know more in the coming weeks. The goal is transparency, though. We can only work with what we have, and it's affecting our competition as well. So if they hear it from us, and we're the most thorough, the hope is that it will create trust to work around the issues.
Hey all!

I'm writing an article that will provide actionable steps for new Content Managers to take within their first 90 days in order to set themselves up for success (and wow their boss!).

What advice would you give to someone stepping into the Content Manager role at a new company?

Let me know, thanks!!

Please note: I will use answers within my article and cite your name, title and company See More
Mark Wilson
Come up with an editing regimen to hold yourself accountable. A second set of eyes is great, and tools like Grammarly help too. But ultimately, no one else is going to be responsible for the quality of your content. I do several "passes" on any piece of content. Some take seconds; others, minutes. But they each act like a checkbox:
  • Did I leave any sentences or thoughts incomplete?
  • If I scan quickly, is it obvious the text is broken up visually through pictures, videos, sidebars, bulleted lists, etc.?
  • Do the sub-heads (H2s) logically follow one another?
  • Do I explain any jargon or acronyms that are mentioned, particularly if someone else wrote the first draft?

As soon as you identify common struggles in your writing, they can be adapted into additional editing parameters.