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Defining your Digital Content Strategy

How do you make sense of content? By focusing on the research before the creation. Content creation is not a strategy. Creating a content strategy should be a data driven exercise robust in data.

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Defining your Digital Content Strategy

  1. 1. Defining your Digital Content Strategy Content is king, but it isn’t everything.
  2. 2. How do you make sense of content? @pearl_higgins
  3. 3. Content creation is not a strategy. @pearl_higgins
  4. 4. Content is not an island. @pearl_higgins
  5. 5. @pearl_higgins content
  6. 6. Contents: @pearl_higgins THE PROCESS Keyword research Competitive analysis Content inventory Analysis of need states Content creation Promotion
  7. 7. Step 1- Keyword Research @pearl_higgins
  8. 8. Keyword research starts at home @pearl_higgins
  9. 9. Free Tools for Keyword Research – Webmaster Tools • search traffic- top queries – Google Analytics • acquisition- keywords – Internal Site Search @pearl_higgins • if enabled – Google Autocomplete • for variations on a keyword – Uber Suggest •, and others like it – Google Ad Tool • suggested queries
  10. 10. Paid Tools for Keyword Research – SearchMetrics – Spyfu @pearl_higgins
  11. 11. Free and Essential Tool: Excel @pearl_higgins
  12. 12. Collect your keyword data across as many different platforms as possible. The more, the merrier. @pearl_higgins
  13. 13. Step 2: Competitive Analysis @pearl_higgins
  14. 14. Who are your competitors? @pearl_higgins
  15. 15. Not just industry BUT SERP too. @pearl_higgins
  16. 16. Collect competitor analysis SearchMetrics & SpyFu @pearl_higgins
  17. 17. Eliminate branded terms @pearl_higgins
  18. 18. Compile data & create a pivot table @pearl_higgins
  19. 19. Check for overlap to see what keywords are popular @pearl_higgins
  20. 20. Dump back in to Ad tool for search volume, then rank those that are higher priority @pearl_higgins
  21. 21. Once you have a sense of overlap among your competitors, focus on gaps in your campaigns. @pearl_higgins
  22. 22. Weed through competitor keywords for opportunities that make sense for you @pearl_higgins
  23. 23. Take all that new keyword data and begin grouping and analyzing. @pearl_higgins
  24. 24. Bucket keywords for user intent @pearl_higgins Is the keyword: – Transactional? Buy snack box subscription – Navigational? Graze or nature box – Informational? Healthy snack options
  25. 25. This will yield a list of keywords with search volume, type of search, and existing content. This is the the starting point for your content strategy. @pearl_higgins
  26. 26. Your content spreadsheet: @pearl_higgins
  27. 27. Step 3: Content inventory @pearl_higgins
  28. 28. Content inventory is all about figuring out what you need, what you have, and what your audience is looking for. @pearl_higgins
  29. 29. Crawl your site @pearl_higgins
  30. 30. Bucket the types of content you have on site @pearl_higgins
  31. 31. Cross reference against keyword data @pearl_higgins
  32. 32. Make note of pages that support the keywords you want to target @pearl_higgins
  33. 33. Identify gaps & opportunities Keyword: food gifts for the holidays Only existing content: @pearl_higgins
  34. 34. Step 4: Analysis of need states @pearl_higgins
  35. 35. Need state: A way of understand the topology of the market, and the driving needs that determine brand choice in a particular market. @pearl_higgins
  36. 36. Shopper/buyer need states Awareness Familiarity Consideration Purchase Loyalty @pearl_higgins
  37. 37. Different need states lend themselves to different content types Snacks Healthy Snack Options Snack Delivery Buy Snack Subscription Snack of the month club perks @pearl_higgins
  38. 38. After identifying pages to be improved or created, identify what type of content you are creating to meet the need state of the keyword targeted on that page. @pearl_higgins
  39. 39. @pearl_higgins Process: What is the keyword intent/need state? What kind of content would support that? What does that look like? *Food Gifts*
  40. 40. For Example: Familiarity- Healthy Snack Options: – Articles on healthy sweet and savory snacks – Video tutorials on preparing healthy snacks – Food pyramid and nutritional serving illustrations – Resources for how to meal plan, and incorporate snacks into a day to day menu plan – Expert nutritionist interviews about snacks, food, and making time to exercise. @pearl_higgins
  41. 41. Step 4: Content creation @pearl_higgins
  42. 42. Now that you have all that data, try to forget it at least a little bit, and think about the user. @pearl_higgins
  43. 43. What types of content are most shared: @pearl_higgins
  44. 44. Think beyond the blog post – Tutorials: illustrated, video, step-by-step, etc. – Interviews: with experts, customers, etc. – Resources: lists of related industry vendors, upcoming events, tools, etc. – Guides: buying guides, care guides, gift guides, etc. – Interactive Pieces: quizzes, guides, resources, contests, etc. – Photo Series: behind the scenes, upcoming work, employee spotlights, etc. @pearl_higgins
  45. 45. Video tutorials @pearl_higgins
  46. 46. @pearl_higgins Interviews
  47. 47. @pearl_higgins Resources
  48. 48. @pearl_higgins Guides
  49. 49. Interactive pieces @pearl_higgins
  50. 50. Photo series @pearl_higgins
  51. 51. Think big within your budget @pearl_higgins
  52. 52. Step 5: Promotion! @pearl_higgins
  53. 53. Outreach is simple. Remember your user? Find them and reach out to them as a person. @pearl_higgins
  54. 54. How do you find them? @pearl_higgins
  55. 55. @pearl_higgins Trackur
  56. 56. @pearl_higgins BuzzStream:
  57. 57. @pearl_higgins Topsy
  58. 58. For the love of dog, please don’t automate your outreach programs. @pearl_higgins
  59. 59. Don’t discount the possibility of paid promotion for boosting good content @pearl_higgins
  60. 60. @pearl_higgins Takeaways: – Give yourself a solid base for any strategy by really doing your keyword research. – The more competitive analysis you can do, the easier finding the gaps in the market and your own content will be. – A need state analysis will be the framework for how you build your content. – Think beyond the blog post. – Promote as an individual.
  61. 61. @pearl_higgins Questions?