The document discusses strategies for developing content to engage audiences and improve search engine optimization. It emphasizes researching competitors' content approaches, identifying keywords with buyer intent, and creating different types of content on specific topics that can be recycled across multiple platforms. An effective content strategy also involves building loyal audiences through consistent, high-quality posting and engaging with followers on social media.

2. TO BE DISCUSSED TODAY
Content Research
Content Development
Content Promotion

3. WHY IS CONTENT IMPORTANT?
Engages your audience
Google favors sites with built-out content
Content can be reused in different forms
You can use content to tell people who you
are and what you do

5. USE YOUR COMPETITORS FOR REFERENCE
• Spy on your top ranking competitors to see
what works for them:
• What types of content are they posting?
• How much (word count, video length, etc.) are
they posting?
• How often are they posting?
• What keywords are they focusing on?
• Look at what they are doing, then do it better.

6. TOOLS FOR KEYWORD RESEARCH

7. TYPES OF KEYWORDS
Before you can determine what you need content
for, you should know what people are searching for
online and what their intentions are. Not all online
traffic is lucrative.
There are 3 types of keywords that people type into
search engines:
• Research Keywords
• Keywords with buyer intent
• Brand words

8. RESEARCH VS. BUYER INTENT
R E S E A R C H
People looking for
information
Not likely to turn into
business
Any term that does
not imply a business
or service provider
B U Y E R I N T E N T
Lead generating
Will likely have the word
“company, service, etc.”
These are the keywords
you want to focus on
Plumbing, Painting, Fencing Plumber, Painter, Fence
Contractor

9. CONTENT STRATEGY
Do your research to create a strategy.
Your content strategy can be planned out in
whatever time increment that works for
you.
We suggest making a plan for each quarter
and tracking the difference in leads,
ranking, and website/social media traffic.

11. A content silo
should be
created for
each major
service or
product you are
trying to rank
for. 
Services
ATM
Installation
What you’ll
need to
prepare
FAQ
Where should
you install
your ATM
HOW TO WRITE CONTENT FOR YOUR WEBSITE

12. HOW MUCH DO I CREATE FOR EACH PAGE OR
POST?
• 500 word minimum. If your
competitors are writing 600 words
per page, you need to write at least
that much. Ideally, 600-700 words
is good for your industry.
Written
Content:
• Try to keep it around a minute or
less. If you are creating a video for
social media, keep it around 30
seconds. If it is a tutorial, it can be
longer.
Video:

13. H1, H2, H3
image
Infographic
Video
Third-party
validation
Domain/services/specific service/faq
Domain/services/specific service
Domain/services
Domain
URL STRUCTUREPAGE STRUCTURE

14. WRITING FOR KEYWORDS VS BRAND WORDS
K E Y W O R D S
The main keyword
of each inner page
of your website
should be in the
title and the H1.
Do not keyword
stuff the content
itself.
B R A N D W O R D S
The homepage of
your website
needs to be brand
driven. All
content, titles and
headings should
be branded
keywords.

15. RECYCLE YOUR CONTENT
Pick a topic
Write a page to post on your website
Create an info graphic out of the same
content
Make a PowerPoint out of your content
Create a few short videos using sections of
the PowerPoint

17. BUILDING A LOYAL AUDIENCE
• Build an expectation with a consistent posting schedule
• Post your content on platforms your audience already
uses (LinkedIn, Facebook, ATM Marketplace., etc.)
• Make sure you are posting relevant, useful content that
will bring your readers back for more.
• More content doesn’t always mean you’ll grab more of an
audience. Quality over Quantity
• Focus on the people that you can really connect with.
Reaching out to a broad audience is not going to gain
followers.
• Engage with your audience. Start a conversation with
your followers about the content that you share.

18. PROMOTE YOUR CONTENT
Social Media
& Social
Sharing
Guest
Blogging
Press
Release
Distributio
n
Publicity
Services:
HARO
Email
Distribution
SEO
Publishing

19. SOCIAL MEDIA
Facebook / YT:
• Boost Posts to Targeted Audience
• Run Ads to Targeted Audience (content or videos)
• Run Ads for YT Videos (social and seo)
Guest Blogging:
• Find industry relevant blogs and provide content
quarterly
• Offer to write an insightful article for Industry publication
• Promote information socially through industry channels

20. SEO
Publish / PR / Email
1. Write Whitepaper & publish to your website
2. Use Fiverr.com to create unique images and
infographics
3. Write PR about Whitepaper & Distribute to pr.com or
prlog.com
4. Assure images are properly optimized
5. Run email campaign, trickling out teasers about
Whitepaper
6. Consider publishing a book with compilation of
Whitepapers.
7. Use Createspace and publish on Amazon
8. HARO

21. GETTHECLICKS.COM
407-681-4100
sales@gettheclicks.com
Jennifer Wheeler
j.wheeler@gettheclicks.com