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➡
➡
➡
➡
3
4
Identify
• Personas –
define
concerns
and
understand
motivations
and needs
Questions
• What
questions
do your
personas
ask at each
stage of the
buying
process?
Answers
• Develop a
content
plan that
answers
these
questions
Map
• Map
answers to
stages in
buying
process and
pair with
keyword
plan
Create
• Create
keyword
optimised
sharable
content that
adds value
and answers
questions
Map everything out
Which
content
brings in
traffic?
Which
content
inspires
action?
Which
keywords
should I
focus on?
Where
can we
improve
CTR?
Links Content RankBrain
41

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