Expert Interview Series: Mike Lagman of Spiralytics Inc. on digital marketing strategies

Mike Lagman is a Search Strategist and Blogger at Spiralytics Inc. with over five years of experience in Search Engine Optimization, Content Marketing and Google Analytics.

We recently asked Mike about the digital marketing trends he’s following and about the role freelancers can play in brands’ digital marketing strategies. Here’s what he had to say:

How has digital marketing evolved since you started your career?

I started my career in Digital Marketing, SEO in particular back in 2010. I’ve seen a lot of changes since then. The birth of some of the popular websites were in the early and mid 2000s but it’s only in 2010 that more and more people becomes dependent on the web. The ease of buying your needs, having them delivered straight to your door is just one of the benefits. I would say that digital marketing has grown rapidly over the years and as a professional in this field, it’s important for me to cope up with the new trends.

What are the most exciting innovations or trends you’re observing in digital marketing right now?

The most exciting digital trends for me are the following:

  • Google and other search engines got smarter
  • Social media’s impact on branding has gotten huge
  • Online PR is now even more convenient than the traditional one

What are the components of a successful content marketing strategy?

It’s important to set your goals first. People tend to miss this out. They immediately go to the process of writing the content. It’s always good to know your KPIs first. You also need to know your target audience, do some analysis, brainstorm with your team, then research for your target keywords. Document all of it and you’re done.

Where can brands find savvy content marketing talent to meet the demands of their marketing strategies?

Content marketing talents from small/start-up agencies tend to do job well. In Spiralytics, we train people by giving them the full grasp of content marketing (from content planning to content creation). Training is provided on other disciplines as well like SEO, Google Analytics and Paid Advertising. This will prepare them for a bigger role in the future. Brands can hire agencies like Spiralytics to do content marketing for them.

What role should freelancers play in their strategies?

Freelancers provide work flexibility and it’s always what brands are looking for in a talent. In terms of the role freelancers play in their strategies, it is always being the backup and support.

How has access to freelancers around the globe impacted company’s digital marketing abilities?

Freelancers made it easier for companies to accomplish a job because of their availability and reliability. Companies save time in training new employees when hiring freelancers. Their independence is one of their main traits as well.

What are some of the challenges of working with content writers from other countries?

  • Not having the ability to adapt
  • Language can also be a challenge
  • Time difference
  • Setting up deadlines

What are the biggest benefits of access to a global pool of freelancing talent?

It gives you a lot of options. It’s probably one of the main reasons why companies (especially the small ones) tend to hire freelancers instead of full-time employees. It’s cost-effective because you can always choose the best available talent based on your budget.

For freelance writers and bloggers, what are the advantages of working with international companies?

It’s always an additional experience. It also gives you the chance to build relationships with people not in your current circle. Also, I think the main benefit is that you’ll learn how to manage or run a business.

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