From Freelance Writer To In-House Leader: Meet Aja Frost

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To work freelance or to go in-house? That is the concern.

And the concern is harder now more than ever– particularly for material online marketers.

According to our State of SEO 2022, freelancing is an increasingly appealing course, with practically 45% of freelance and contract respondents making salaries above $75,000 per year.

However that doesn’t mean it’s the only feasible profession course for material online marketers.

In fact, the future looks intense for internal professionals as more companies are finding ways to incorporate SEO into more comprehensive marketing efforts.

So, which way do you address the fork in the roadway?

Gain brand-new insight from this Q&A-design interview with Aja Frost, who began her marketing career as a freelance author making a regular monthly earnings of approximately $6,000.

Now, she’s the Director of English Development at HubSpot, where she assisted its Sales Blog break an 18-month traffic plateau by using an “organic-first” technique.

Keep reading as Frost shares her experience of becoming an internal content strategist, go-to SEO methods, and tips for building a rewarding SEO career.

Becoming An Internal Material Strategist

What has it been like transitioning from an established freelance writer to an internal content strategist?

Aja Frost: “My transition from freelancing to in-house was 6 years ago, however I remember it was challenging.

I had to relearn a great deal of my impulses– for instance, your supervisor and teammates tend to want more frequent/detailed updates than your customers, who generally only care about the high level. I was far less self-governing than I ‘d been as a freelancer.

In addition, I had to determine the dynamics of working inside what, at the time, seemed like a huge organization (~ 1,700 individuals). Now that sounds little, as HubSpot has 7,000+ staff members.”

What unforeseen skill or experience has helped you as a marketing leader and SEO strategist?

AF: “Active listening and observing is probably my most-used skill.

I spend five to six hours each day in conferences, and having the ability to interpret how someone is feeling, what they’re stating versus what they’re not stating, if they’re convinced or hesitant, etc, is incredibly valuable.

To facilitate this, I make Zoom full-screen, conceal my own box so I can’t get distracted by my face, and switch off all alerts.

If I remain in a larger group, I keep scanning faces, so I’m assessing everybody’s reactions. And I consistently repeat back what I’m hearing so I can challenge my assumptions and ensure I’m analyzing clues correctly.”

Go-To Content Tools & Techniques

What is your favorite function within the HubSpot platform, and why?

AF: “I’m so excited about the free website builder HubSpot launched a few months earlier.

It’s really a drag-and-drop site home builder that’s extremely simple to utilize (I’ve built a few test sites for enjoyable), and it uses totally free web hosting and no cost for connecting a customized domain.”

What patterns are you seeing in how AI impact keyword research study? How do you take and turn these patterns into topic-cluster-driven search techniques?

AF: “AI-driven keyword research study is practical as a foundation.

It’s far quicker to utilize a tool to come up with relevant longer-tail keywords than by hand dig through the SERPs or even Ahrefs outcomes.

However, absolutely nothing beats an SEO’s intuition and proficiency for finding out which keywords belong together in a post and how those short articles should be grouped into clusters.”

How does globalization affect your planning for content strategy?

AF: “Content that has traffic and demand potential in multiple markets will be produced in English first and then localized into Spanish, French, German, Portuguese, and/or Japanese for our local blog sites.

Our localization group is unbelievable; for every piece of material they localize, they’re equating not just the words and meaning but matching HubSpot’s style and voice to the target market.

For example, when localizing an English post to German, the team will replace “biggest,” “best in class,” “amazing,” etc with “it’s great, and it will assist you.”

A great deal of material is developed in-language (implying the keyword research is performed in Spanish, and the content is produced in Spanish). This guarantees we address the concerns unique to our target market.”

What’s the most reliable SEO method you ‘d advise to somebody wishing to improve the outcomes they are getting from organic search?

AF: “Concentrate on quality over quantity. It’s much more effective to release one well-written, extensive piece of material with special insights and initial research study than 10 higher-level, derivative pieces.

If you’re not getting the outcomes you must be when you look at your keywords’ target MSV (monthly search volume), decrease and spend (way more) time on each post.”

Assisting Women Run The SEO World

Any suggestions for SEO freelancers who have a difficult time selling themselves with no past clients under their belts for referral?

AF: “Create samples for hypothetical customers, ask another freelancer if you can do some complimentary keyword research study or material development for them in exchange for training and your name on a job, and make certain your website looks expert and your own material strategy is impressive.”

What advice do you have for a female pursuing a profession in SEO? For a lady aspiring to a leadership function in the market?

AF: “Being a woman in the SEO market and a female leader in tech is getting a lot simpler … however it’s still tough!

My support system has been indispensable for helping me vent when I experience sexism, pushing me to take on brand-new difficulties, and brainstorming techniques to get more airtime in conferences, get individuals to take me seriously, and advocate for myself.

I highly, extremely advise building your network of peers (both inside and outside of your business) to get in touch with.”

What empowers you as a strong female leader?

AF: “I’m empowered by the trust and respect I show my fantastic (or, for German readers, “good”) associates and manager. And, of course, the live version of Beyonce’s Development.”

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Included Image: Thanks To Aja Frost