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1. Session 3
CONTENT
MARKETING
STRATEGY

2. ● Improves Potential for Ranking for
Target Keywords
The most straightforward way to improve
visibility for non-ranking keywords is to build
content target it
MAPPING
KEYWORDS TO
CONTENT TOPICS
● Preliminary Step before Building Out a
Content Calendar
By building a list of content topics that tie
back to target keywords, you can start
building a content calendar for future content
marketing

3. How to Approach Content-Keyword Mapping
● Prioritize those keywords that are most important to the business
and/or have the most potential
● For competitive keywords, build out supporting pages using a
topic cluster approach

4. The Topic Cluster Model
● Pillar (Hub) Pages
Large topics that are core to the
business operations. These topics
should easily map back to your products
or service, audience, or industry
● Clusters (Spoke) Pages
The topics that support the hub &
explore all possible options for traffic
and engagement

5. Before coming up with ideas…
● Does it map back to our
product/service?
Don’t waste resources that will add
value for the business
● Are we qualified to talk about
this topic?
Is it something that you or your team
can talk about in depth?

6. ● Difference Between Keyword & SERP
Intent
Both keyword and SERP intent play major
roles in content marketing, however it’s
important to understand the difference
REVISITING INTENT
& RESEARCHING
TOPICS
● Content Topic Research Tactics
It’s recommended that we create content
assets that are relevant AND trending/timely

7. Understanding User Intent, SERP Intent, and Content Tactic
● In the last session, we discussed keyword intent, which maps to a
stage in the buyer’s journey.
● SERP intent refers to the type of search results Google is showing
for your target keywords.
● We can use the search results to inform us the type of content we
should create
● Use incognito/private window searches

8. Common Content Tactics
● Comparison Guide
● Curated Roundup
● Expert Guide
● Expert Roundup
● Gated Content
● Graphic
● Hub Post
● Infographic
● Interview
● Short Video
● Spoke Post
● Template
● Tool

9. Example: “ How Do Men Put Together Outfits”
● Keyword Intent: top of funnel, informational
● SERP Intent: tells us that we should create either a listicle or a
how-to guide
● The SERP intent informs us that we should also include examples
in the content asset we create for this phrase

10. Topic Research Tactics
● Outdated Content and/or Content Gaps
● SEMRush
● Google News
● Google Trends
● Social Media (Facebook, Twitter, LinkedIn, YouTube, podcasts)

11. ● Leverage SEMRush’s Content
Template & Writing Assistant
The tool provides data driven insights to
produce SEO optimized content.
HOW TO WRITE SEO-
OPTIMIZED CONTENT
● Prioritize Users
SEO is important; however, writing for the user
and their experiene should be the priority

12. ● Practice Good On-Page SEO
Observe the SEO best practices we reviewed
during Session 2
SEO Best Practices
for Publishing New
Content
● Submit to Google for Expedited Page
Crawling
The first step in getting your content asset to
rank is getting it indexed

13. Mind Your On-Page SEO
● Title Tags
● Meta Descriptions
● ALT Tags
● Internal & External Links
● Heading Tags (H1, H2, H3)
● URL Slug
● Rich Media Assets
Use Yoast as a guide

14. Submitting the Content for Page Crawling
If you’ve added new content or revised existing content, you can
request that Google re-index your page using one of the following
methods
● Google Search Console URL Inspection tool
● Submit a Sitemap via Google Search Console

15. ● It’s Not Sufficient to Write Good
Content
Writing the content is 20% of the equation.
Content promotion is the remaining 80%
The Power of Content
Promotion
● Find Your Audience Online
Go to where they congregate, build your
reputation, and provide value
● Look for Opportunities to Build Links
Link building is essential for any sound SEO
strategy. Approach it as if you are doing PR
for your campaign

16. The Mainstays
Recommended content promotion tactics for all content assets:
● Facebook Business Page (consider boosting the post for $5-$10)
● Instagram
● Twitter
● LinkedIn
● Pinterest (best for image-heavy content)
● Medium
● YouTube and Vimeo (best for video assets)
● Facebook Groups
● Reddit – create your own subreddit or contribute to existing,
relevant subreddits
● Email – if you don’t have an email list, rent another influencer’s list

17. Search Google
Review which platforms are showing up for your target keywords

18. Stalk Your Audience
These promotion sources require more research, but can uncover
hidden gems:
● Relevant Blog & Forum Comments
● Guest Post Opportunities
● Roundups
● Resource Pages