Stop the content chaos. As soon as the marketing teams discovered how important content marketing was as part of their marketing strategy, it started the content boom. More content is posted online in a single minute than a customer can consume in a lifetime. Watch this 30 minute webinar as it shows you to how to build a content strategy that builds on what your customer needs, wants, and is searching for.

1. CONFIDENTIAL
Webinar:
How to Develop a Data-Driven Content Strategy
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2. CONFIDENTIAL
About the Hosts
o About seoClarity
• SEO and content optimization platform
o About Perfect Search
• Full-service digital marketing agency
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Meet the Experts
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Kayla Hammersmith
Manager of Copywriting and Content Strategy
Perfect Search Media
Ryan Heuser
Product Manager, SEO Expert
seoClarity
Justin McIntyre
Director of SEO & Content
Perfect Search Media

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Agenda
1. The Problem in Content Marketing Today
2. Data Sources Content Marketers Should Utilize
3. How SEO Data Changes the Content Marketing Game
4. Measuring What Success Means for You
5. How to…
1. Perform Topic Research
2. Perform Content Mapping
3. Create & Optimize Content
4. Test Content
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5. CONFIDENTIAL
The Problem in Content Marketing Today
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Content shock is real. According to Smart Insights,
in a mere 60 seconds, there are:
• 1,440 WordPress posts published
• 448,800 tweets sent
• 3.8 million Google searches performed

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The Problem in Content Marketing Today
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The idea that “content is king” was helpful for
solidifying the value of content, but it encouraged
businesses to publish anything and everything.
According to the Content Marketing Institute, 94%
of small businesses, 93% of B2Bs, and 77% of
B2Cs use content marketing.
However, only 9% of B2B marketers
evaluate their efforts as very effective.

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The Problem in Content Marketing Today
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Want to ensure that your content marketing
efforts are very effective?
Use data to create high-quality,
personalized content.
We’re lucky to be in an age where we have more data on
our customers than ever before. Let’s use it to craft content
our users want to engage with.

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Data Sources Content Marketers Should Utilize
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• Demographic data
• Psychographic data
• Sales personas
• Site analytics data
• Market research projects

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Data Sources Content Marketers Should Utilize
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While all of these sources have their pros and cons,
they’re not enough. That’s where SEO data comes in.
SEO data, or information about keyword
phrases’ search volume and competition
metrics, is a vast network of data
provided directly from customers.

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SEO Data
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In 2016, Google confirmed that it
processed more than:
2 trillion searches
Which translates to:
5.5 billion
searches every
day

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SEO Data
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People Search for Everything Online
• awareness
• informational/consideration
• transactional
• navigational

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SEO Data
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& What it Tells You About Your Buyer
Single Keywords (Head-Terms)
• Tells Us:
• top of the funnel
• possibly undecided on brand
• may end up being more information
in nature than transactional

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SEO Data
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& What it Tells You About Your Buyer
Short Keywords (2-3 words)
• Tells Us:
• brands, categories, or high-level
insights
• location intent

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SEO Data
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& What it Tells You About Your Buyer
Long-Tail Keywords (4+ Words)
• Tells Us:
• color, version, service specifics
• user is closer to conversion

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SEO Data
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& What it Tells You About Your Buyer
Question Queries
• Tells Us:
• potential content to include on
page or create
• possible barriers to purchase

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What the Path to Success Means for You
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o Determine what you want to accomplish
o Select the KPIs for the core team and greater marketing team and organization (do these
align?)
o Determine the goal for each topic

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How To…
Let’s Get Started
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How to…
Step 1: Set Your KPIs
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• Traffic
• Low Bounce Rates
• Pages per session
• Time on Page/Site
• Click-Through Rate
• Conversion Rates
• Email Sign-Ups
• Increase in Backlinks

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What the Path to Success Means for You
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…using seoClarity to Measure

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How To…
Step 2: Topic Research
• Historical Results
• Low Hanging Fruit
• Competitive Gaps/Opportunities
• Seasonality
• Business Priorities/Product Updates

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Keyword & Topic Research
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seoClarity Content Ideas
seoClarity Content Gap Analysis
Google Search Console Striking Distance Queries

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How To…
Step 3: Content Mapping
• Map keywords to intent, within your topics
• Content ideas
• Historical Trends
• Current News
• Questions (Answer Box)
• Related Questions (People Also Ask)
• Determine other semantically related content
• Create/Optimize Preferred Landing page
• Write content to match the intent that was mapped out

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Example: Content Mapping
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Awareness Consideration Transactional Navigation
Help users find
more information
about their
problem.
Help find more
information about
potential solutions
users consider to
buy.
Help find places to
buy their selected
solution.
Help find a
location of a
business they want
to engage with.
Examples:
“what to get for
mother’s day”
“mother’s day gift
ideas”
Examples:
“types of flower
bouquets”
“what type of
flowers to get for
mother’s day”
Examples:
“order flowers
online”
“buy cheap online
flowers”
Examples:
“flower delivery
near me”
“gift basket
delivery near River
North”

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How to…
Step 4: Create Your Topic Clusters
Becoming an Topic Authority on Priority Keywords
• Answer all levels of questions from basic to advanced
• Ensures you don’t miss an important component
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Topic Authority Map
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How to…
Step 5: Execute
o It’s time to write, edit, publish,
and optimize
o Best practices:
• Optimized meta data
• Strong H1s, H2s, and H3s
• Bulleted or numbered lists for
readability
• Internal links, strong anchor text
• Clear calls-to-action
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How To…
Last Step: Test, Learn, Repeat
• Test
• Time you should allow
• How much (statistically significant) data
• Learn
• Biggest pitfalls in optimizing
• Ask the user to take the next step
• Repeat
• Optimization is a continuous process

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Content Fusion
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Content Fusion
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flower delivery
flower

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Conclusion & Takeaways
1. Simply investing in content creation isn’t enough. You need to ensure that you’re
using SEO data to craft content that is engaging, relevant, and data-driven.
2. Set clear KPIs and utilize tools like seoClarity to ensure that you can track your
content’s impact.
3. Test! Once you publish a piece of content, you’re not finished. Use your learnings
to inform optimizations and future content creation.

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Conclusion & Takeaways
Dive deeper into the how-to’s of data-driven content
creation. Check out seoClarity & Perfect Search’s latest
Content Marketing Guide…
http://bit.ly/data-powers-content-guide