Content Strategy
Topics: Marketing
Steps
1. Set objective and vision
What is the content supposed to achieve? To which business goals does it align?
2. Research your audience
To whom will the content speak? What is the profile/persona of of its target audience?
Research your audience in order to refine your profile, correcting assumptions.
Research companies. Find out which search queries funnel people to their websites.
Research conferences that attract your audience. What are the talks about?
Research competitors targeting the same audience. Which topics does their newsletter cover?
Research social media. Which hashtags related to your audience are trending?
3. Understand strengths and weaknesses of your website
Research your web analytics. Which search queries bring people to your website? What are your top referrers?
Which lower-ranking search queries are high-intent phrases that you could boost?
4. Define specific goals
Set benchmark metrics that point you in the right direction. Make them measurable and time-bound.
Examples:
- Goal: Increase average position of each keyword by X. Method: Create 1 blog post for each keywords by end of Q1.
- Goal: Create a tutorial that ranks on page 1 of Google Search. Method: Create a tutorial relevant for the audience by end of Q1.
- Goal: Rank high for a topic that's hot with the audience right now. Method: Create a video on the topic by end of Q1.
5. Execute, analyse
Work towards your goals.
After the deadline has passed, review how you did. How many goals did you hit? Which ones were the most difficult? Which pieces of content performed best? What can you learn of the results?
6. Repeat
Improve your process continuously. Refresh your goals, assumptions, methods and ideas.