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How to devise a content strategy post content audit - BrightonSEO Jul 2021

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How to devise a content strategy post content audit - BrightonSEO Jul 2021

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High-quality content is an essential part of SEO and, for many, is considered to be one of the most important ranking factors. But to really reap the reward of great content, you’re going to need a plan of action!

A clear content strategy will help you create content which is useful, informative, engaging and relevant to your audience.

From keyword mapping to content repurposing, content pillars and topic clusters, to detailed knowledge hubs and link-worthy campaign content which scores dreamy AF headlines - in this talk I’ll share some top tips I’ve learned from various roles in the industry, on how to create a killer content strategy.

High-quality content is an essential part of SEO and, for many, is considered to be one of the most important ranking factors. But to really reap the reward of great content, you’re going to need a plan of action!

A clear content strategy will help you create content which is useful, informative, engaging and relevant to your audience.

From keyword mapping to content repurposing, content pillars and topic clusters, to detailed knowledge hubs and link-worthy campaign content which scores dreamy AF headlines - in this talk I’ll share some top tips I’ve learned from various roles in the industry, on how to create a killer content strategy.

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How to devise a content strategy post content audit - BrightonSEO Jul 2021

  1. 1. How to devise a content strategy following a content audit Jess Peace | NeoMam Studios SLIDESHARE.NET/JESSPEACE @PEACEYYY / #brightonSEO
  2. 2. High-quality content is an essential part of SEO and is often considered to be one of the most important ranking factors @PEACEYYY
  3. 3. From raising brand awareness to providing information on your products or services... @PEACEYYY
  4. 4. Increasing conversions to improving your discoverability and rankings in SERPS, or landing dreamy AF links in relevant publications... @PEACEYYY
  5. 5. But to really reap the reward of great content, you’re going to need a plan... @PEACEYYY
  6. 6. What is Content Strategy? @PEACEYYY
  7. 7. A content strategy is a documented plan which takes your business goals, and uses content to help achieve those goals @PEACEYYY
  8. 8. Simply put - it is the process of planning, creating, distributing and measuring content @PEACEYYY
  9. 9. Why are content strategies useful? @PEACEYYY
  10. 10. A clear content strategy will help you create content which is useful, informative, engaging and relevant to your audience @PEACEYYY
  11. 11. Think of it like this... @PEACEYYY
  12. 12. You wouldn’t start making technical changes on a website with no idea of what already works, what needs fixing, what the aim is or who/what it will impact @PEACEYYY
  13. 13. So don’t just create content for the sake of it. In my opinion, no content is better than bad content... @PEACEYYY
  14. 14. ✨ How to develop a content strategy ✨ @PEACEYYY
  15. 15. Whether you are developing a completely new strategy, or refreshing your current one, here’s how to get started... @PEACEYYY
  16. 16. #1 - Define your goals @PEACEYYY
  17. 17. What are your business goals? @PEACEYYY
  18. 18. What does your brand stand for? @PEACEYYY
  19. 19. What is your aim for developing a content strategy? @PEACEYYY
  20. 20. This could look like one or more of the following... @PEACEYYY
  21. 21. “I want to increase brand awareness…” “I want to increase leads and conversions…” “I want to earn high-quality backlinks...” “I want to improve rankings…” “I want to close the gap on competitors…”
  22. 22. There is no one size fits all approach to content marketing. Your business goals should highlight areas of focus, which will help to set priorities for your content strategy @PEACEYYY
  23. 23. # 2 - Know your audience @PEACEYYY
  24. 24. Before you can define what you’re going to create, you need to know who you are creating it for @PEACEYYY
  25. 25. By knowing who your target audience are, you can produce more relevant and valuable content for them, improving the chance of increased engagement and conversions @PEACEYYY
  26. 26. Ask yourself the following questions... @PEACEYYY
  27. 27. Who do you want to reach? @PEACEYYY
  28. 28. Are you looking to expand your current audience or target a new one? Are you targeting a particular demographic? @PEACEYYY
  29. 29. What does your target audience care about? @PEACEYYY
  30. 30. What does your business offer and what problems do you solve for a consumer? @PEACEYYY
  31. 31. If someone is interested in your business, what else are they likely to care about? @PEACEYYY
  32. 32. How does this audience consume information? @PEACEYYY
  33. 33. Does your target audience spend time on social media, like Reddit or Instagram? @PEACEYYY
  34. 34. Are they likely to listen to a podcast or subscribe to a newsletter? @PEACEYYY
  35. 35. When do they turn to Google for information, and what do they search for? @PEACEYYY
  36. 36. TOOL: AnswerThePublic is a free search listening tool which cranks out every useful phrase and question people are asking around a certain keyword @PEACEYYY
  37. 37. TLDR: AnswerThePublic is a GOLDMINE of consumer insight you can use to create fresh, ultra-useful content @PEACEYYY
  38. 38. #3 - Assess your current content @PEACEYYY
  39. 39. One of the key pieces of information which will inform your content strategy, is the performance of your current content @PEACEYYY
  40. 40. Whichever tools or methods you use for this, the auditing stage provides valuable insight into how your content performs and is consumed by visitors to your site @PEACEYYY
  41. 41. My favourite tools for auditing content are Ahrefs, Content King, Google Analytics, HotJar and common sense... @PEACEYYY
  42. 42. One of my favourite techniques during auditing, is what I call the Snog, Marry, Avoid Technique @PEACEYYY
  43. 43. This technique literally combs through your existing pages and content, and highlights examples of what to do/not to do @PEACEYYY
  44. 44. Let’s say you’ve exported a list of all blog pages using Google Analytics. In a dream world, we’d be looking for pages or blogs which drive lots of traffic, have a super low bounce rate, a decent time on page etc... @PEACEYYY
  45. 45. TIP: In Sheets, use conditional formatting on the data as a traffic light system for content performance @PEACEYYY
  46. 46. Highlight examples which are the greenest (highest) in terms of traffic and time on page, and the reddest (lowest) in terms of bounce rate/exit rate etc. @PEACEYYY
  47. 47. The Snog, Marry, Avoid technique uses these metrics to identify content which... @PEACEYYY
  48. 48. Works but could be working harder (snog)... @PEACEYYY
  49. 49. Works really well and is a prime example of the kind of content you should be creating (marry)... @PEACEYYY
  50. 50. Doesn’t really hold any benefit, drives no traffic, has low engagement and is outdated etc (avoid)... @PEACEYYY
  51. 51. By identifying types of content which do/don’t work well, you can use this information to strengthen your content strategy AND to repurpose old content @PEACEYYY
  52. 52. Make your content go further! @PEACEYYY
  53. 53. In addition to your audit findings, ALL OF THESE THINGS will help to inform... @PEACEYYY
  54. 54. Which pages need some TLC - Your findings may show that you need to optimise core pages/product pages before creating “nice to have” content @PEACEYYY
  55. 55. Which types of content to create - audio, images, video, long-form blog posts, influencer or celebrity endorsements etc... @PEACEYYY
  56. 56. Which topics to address and build content around - this will help establish core content pillars and topic clusters @PEACEYYY
  57. 57. Which stage of the sales funnel the intended audience is in (awareness, consideration, conversion stage) @PEACEYYY
  58. 58. And the delivery channels which make sense for your content strategy (SEO, PR, social media, paid search, email, forums, etc…) @PEACEYYY
  59. 59. @PEACEYYY
  60. 60. After five years working in content marketing and specialising in strategy and production, the most common questions I get asked by clients and marketers are around... @PEACEYYY
  61. 61. The creation of content hubs, and content for link-building/Digital PR @PEACEYYY
  62. 62. What is a content hub? @PEACEYYY
  63. 63. A content hub is an area of a website which houses content, containing various types and formats, focusing on particular topics which are intrinsically relevant to the site’s target audience @PEACEYYY
  64. 64. They can help to drive traffic, increase rankings, increase leads and conversions, strengthen your internal linking strategy etc. @PEACEYYY
  65. 65. To create a content hub, you’re going to need to first establish your core content pillars... @PEACEYYY
  66. 66. A content pillar is a substantive and informative section of content covering a specific topic or theme @PEACEYYY
  67. 67. By focusing your attention on creating content pillars, you demonstrate expertise within certain areas by building up a wealth of content around certain subjects @PEACEYYY
  68. 68. Then, linking into the pillar content will be a range of content which covers individual, more specific subtopics, otherwise known as cluster content @PEACEYYY
  69. 69. Each piece of cluster content should provide more detail on a specific topic/answer a query/focus on a longer-tail keyword which relates to the main pillar in some way @PEACEYYY
  70. 70. @PEACEYYY
  71. 71. This can work wonders for establishing authority, improving your rankings and increasing your chances of owning keywords at a category level @PEACEYYY
  72. 72. I like to work with clients to create an editorial content calendar mapping out content for 3-6 months at a time @PEACEYYY
  73. 73. This will include potential guide topics and a brief description, the content pillar it feeds into, the stage of the funnel it will appeal to, and any target keywords @PEACEYYY
  74. 74. TIP: Look for ways to repurpose content to really make it go further (blog posts, podcast scripts, case studies, videos, gifs, sound bites, infographics etc.) @PEACEYYY
  75. 75. Content for link-building/Digital PR @PEACEYYY
  76. 76. Digital PR involves creating content which has a unique hook, and outreaching to journalists, publications and influencers in order to get coverage and build links on relevant websites @PEACEYYY
  77. 77. It is the creation and sharing of online content which is intended to raise brand awareness and stimulate interest in businesses brands products or services @PEACEYYY
  78. 78. Digital PR helps raise brand awareness and the link-building aspect of it is an important part of SEO, helping search engines discover new web pages and determine how well a page should rank in the SERPs @PEACEYYY
  79. 79. @PEACEYYY
  80. 80. Some questions you might ask when creating content/digital PR campaigns are: @PEACEYYY
  81. 81. Does it have a unique hook or angle? @PEACEYYY
  82. 82. Does it offer something new or add value to an existing conversation or topic? @PEACEYYY
  83. 83. Have you used creative assets to support the content? @PEACEYYY
  84. 84. Can a journalist or website cover this piece without linking back to you? @PEACEYYY
  85. 85. Is the piece timely? Is it relevant? Is this the best time to run the campaign? @PEACEYYY
  86. 86. Who will cover the story? Is it tailored to a specific audience? @PEACEYYY
  87. 87. REMEMBER the real metric you need to consider when creating any piece of content is whether it useful, informative, engaging and relevant to your audience @PEACEYYY
  88. 88. TIP: Type your keyword into Buzzsumo and see which types of articles have the most shares and engagement @PEACEYYY
  89. 89. TIP: Monitor search trends! Google Trends is a free data exploration tool which allows us to see what people are interested in and are searching for, in real-time @PEACEYYY
  90. 90. @PEACEYYY
  91. 91. TIP: Consume content. Blogs, podcasts, newsletters, campaigns, artwork, video, TikToks, OOH, Reddit, follow inspiring people on social media etc. @PEACEYYY
  92. 92. In such a competitive and, at times, saturated field, how do you create campaigns which stand out in order to get those 🔗🔗🔗 ? @PEACEYYY
  93. 93. At NeoMam, our mission is to produce hero content campaigns which people will share for months and years to come... @PEACEYYY
  94. 94. We avoid the “campaign sausage machine” and go for ideas we genuinely think are cool, that we want to create, and that we’re confident will get links... @PEACEYYY
  95. 95. “We want every piece of content we launch to be educational, entertaining, awe- inspiring or informative.” - Gisele Navarro, CEO @ NeoMam @PEACEYYY
  96. 96. The idea here comes right back to user intent. Is the campaign relevant? Is it interesting? @PEACEYYY
  97. 97. How do you create campaigns for clients who aren’t that sexy? Inject their brand into something fun... @PEACEYYY
  98. 98. Here are just some of our campaigns... @PEACEYYY
  99. 99. ✨ Key takeaways ✨ @PEACEYYY
  100. 100. Set goals (but be willing to update them) Know your audience Produce quality content with them in mind Repurpose great content Get creative with content ideas Give people a reason to link REMEMBER if you genuinely believe in your content, so will your audience!
  101. 101. THANK YOU FOR LISTENING! SLIDESHARE.NET/JESSPEACE @PEACEYYY / #brightonSEO

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