It’s easy to teach a creative basic SEO tactics, but next to impossible to teach someone who doesn’t have a creative streak how to make something unique.

Show content creators results in their language

It’s useful to include your content team in your regular reporting, but once again, try to tailor the information to what is most important for them. Show them how their use of certain keywords or content structure is improving and succeeding.

Every passionate writer wants people to read their words; show them results in this context. It’s not a big leap to say that increased organic traffic means a bigger audience reading their work, or that longer time on page means people are truly enjoying what they read. When a writer sees evidence that his or her content piece is getting attention, they’ll be more willing to include SEO-strong tactics in future work.

The boardroom: where creativity goes to die

There’s a vicious cycle played out in marketing teams every day. A content creator comes up with a creative idea. Maybe it’s a bit cheeky, or weird, or off-beat, but it’s very clever and has great potential to connect and surprise the audience.

Several other people on the team see the idea and love it. They think it’s hilarious. But then, the chisels come out.

“Could we change this word?”

“And maybe use a different image?”

“I’m not sure we want to say that, some customers might find that offensive.”

“I don’t get the joke.”

“This is totally off brand.”

And then the SEO team comes in:

“There’s no keyword in that headline. Can we add one in?”

The next thing you know, what was once a winning creative idea has been watered down by everyone else in the business. While it’s important that writers stay on brand and communicate a company’s message, it’s also important that people in the upper echelons of a business let the creatives be creative.