1.
The Science of
Content Strategy
Himani Kankaria
LET'S START >>
Founder, Missive Digital
#SEOBytes

2.
WHAT IS CONTENT STRATEGY?

3.
IS IT CONTENT MARKETING?

4.
CONTENT STRATEGY
GOALS
PEOPLE PLAN

5.
IT'S NOT CONTENT MARKETING
CONTENT STRATEGY
GOALS
PEOPLE PLAN

6.
WHAT IS A CONTENT STRATEGY MADE UP OF?
SMART GOALS TARGET AUDIENCES CUSTOMER JOURNEY
CHANNELS BUDGET KPIs
TYPES OF CONTENT NO. OF CONTENT DISTRIBUTION PLAN
What's the purpose of
content strategy?
Whom are we creating
for?
At what stages would we need
to educate/convince them?
Social, Email, PR, Ads,
etc.
Creation vs
Distribution
How will we measure
the success?
Text or media How many and when? How to take them to the
customers?

7.
Content strategy is only for blogs.
"
"
FOR SEO
#SEOBytes

8.
"
Content strategy is only for blogs.
"
FOR SEO
not
not
not
#SEOBytes

9.
WHAT BECOMES PART OF THE CONTENT STRATEGY
APART FROM BLOGS?
Based on the search query or
user journey stage.
Images, GIFs, infographics,
videos, and more.
You choose either from PAA,
competitors, or user surveys.
Webinars, Podcasts, eBooks,
Whitepapers, Brochures, etc.
What info to ask, how much
to ask, in what way, etc.
What goes on social media
now matters the most for SEO.
Web Page Media FAQs
Lead Magnets Forms Social Media
Brand messaging cannot differ
for SEO or any other channel
Traditional or Digital - SEO
needs to collaborate here.
Traditional or Digital - SEO
needs to collaborate here.
Email Marketing Advertising PR

10.
HOW TO APPROACH
THE CONTENT STRATEGY?

11.
HOW TO APPROACH
THE CONTENT STRATEGY?
Especially for a niche site that is yet to have a demand

12.
1. DOCUMENT THE ICPS
Ideal customer
profiles should include
these parameters to
know them better.
Make a copy of this template - http://bit.ly/3QT0qHy

13.
2. UNDERSTANDING THE BUYERS' JOURNEY
This will always differ for different
audiences and their profiles.
1
2
3
4
5
Free trial
Test the
product
Want a
demo
Request a
proposal
Ready to
buy
B2B product with no SaaS functionality yet.

14.
3. SETTING UP A SMART GOALS
Impressions on all
platforms
Engagement on all
platforms
Traffic through all
platforms
Brand awareness
should be the focus.
Example of how you can do it.

15.
4. DECIDING THE CHANNELS
Website

16.
4. DECIDING THE CHANNELS
Owners'
network
Family Friends
Colleagues

17.
4. DECIDING THE CHANNELS
Branding
Expos
PR
Storytelling
Ads

18.
4. DECIDING THE CHANNELS
Influencer
marketing

19.
5. IDENTIFYING THE TYPES & TITLES
Depends on where
your audiences are.

20.
6. ALIGN THEM WITH KPIS
Impressions
CTR
Traffic (its sources)
Engagement Rate
Conversions
Conversion Rate
Behavior
And more
Depending on the content
type, you can assign the
KPIs:

21.
7. SET THINGS FOR CREATION &
DISTRIBUTION

22.
WHAT KPI TO LOOK FOR?

23.
KPIS DIFFER BASED ON CONTENT TYPE & PURPOSE

24.
KPIS DIFFER BASED ON CONTENT TYPE & PURPOSE
MQL
Traffic, conversions,
conversion rate

25.
KPIS DIFFER BASED ON CONTENT TYPE & PURPOSE
MQL
LANDING PAGE
Traffic, conversions,
conversion rate
Traffic, behaviour, conversions,
conversion rate

26.
KPIS DIFFER BASED ON CONTENT TYPE & PURPOSE
MQL BLOG
LANDING PAGE
Traffic, conversions,
conversion rate
Impressions, CTR, traffic (its
sources, behaviour, exit
Traffic, behaviour, conversions,
conversion rate

27.
KPIS DIFFER BASED ON CONTENT TYPE & PURPOSE
MQL BLOG
LANDING PAGE VIDEO
Traffic, conversions,
conversion rate
Impressions, CTR, traffic (its
sources, behaviour, exit
Traffic, behaviour, conversions,
conversion rate
Traffic, engagement, SERP
positions

28.
COMMON MISTAKES
+
FAILURE REASONS

29.
Strategists make mistakes, due to
which content strategy fails.

30.
Strategists make mistakes, due to
which content strategy fails.
Not setting up the KPIs for
each content
1.

31.
Strategists make mistakes, due to
which content strategy fails.
Not setting up the KPIs for
each content
No focus on the
audience.
1.
2.

32.
Strategists make mistakes, due to
which content strategy fails.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.

33.
Strategists make mistakes, due to
which content strategy fails.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.
Just targeting the leads
as the KPI.
4.

34.
Strategists make mistakes, due to
which content strategy fails.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.
Just targeting the leads
as the KPI.
4.
Not emphasizing the user and
content experience.
5.

35.
Strategists make mistakes, due to
which content strategy fails.
Not able to understand the
user behavior on the page.
6.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.
Just targeting the leads
as the KPI.
4.
Not emphasizing the user and
content experience.
5.

36.
Strategists make mistakes, due to
which content strategy fails.
Not able to understand the
user behavior on the page.
Not looking at the purpose of
creating the content.
6.
7.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.
Just targeting the leads
as the KPI.
4.
Not emphasizing the user and
content experience.
5.

37.
Strategists make mistakes, due to
which content strategy fails.
Not able to understand the
user behavior on the page.
Not looking at the purpose of
creating the content.
Investing a lot in product/brand
content. (SaaS)
6.
7.
8.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.
Just targeting the leads
as the KPI.
4.
Not emphasizing the user and
content experience.
5.

38.
Strategists make mistakes, due to
which content strategy fails.
Not able to understand the
user behavior on the page.
Not looking at the purpose of
creating the content.
Investing a lot in product/brand
content. (SaaS)
6.
7.
8.
Compromise on quality over quantity
(especially after AI/ChatGPT)
9.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.
Just targeting the leads
as the KPI.
4.
Not emphasizing the user and
content experience.
5.

39.
Strategists make mistakes, due to
which content strategy fails.
Not able to understand the
user behavior on the page.
Not looking at the purpose of
creating the content.
Investing a lot in product/brand
content. (SaaS)
6.
7.
8.
Compromise on quality over quantity
(especially after AI/ChatGPT)
9.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.
Just targeting the leads
as the KPI.
4.
Not emphasizing the user and
content experience.
No guidance to the writers on
how to approach the content
5. 10.

40.
Content Strategy Myths on SEL

41.
FAQS

42.
HOW DO YOU USE SEMANTIC SEO IN YOUR
CONTENT STRATEGY?

43.
HOW DO YOU USE SEMANTIC SEO IN YOUR
CONTENT STRATEGY?
We target smaller topic clusters first.
Then build a larger content piece
1.
2.

44.
CAN A CONTENT STRATEGY SUCCEED WITHOUT
SOLID CONTENT DISTRIBUTION PLANNING?

45.
CAN A CONTENT STRATEGY SUCCEED WITHOUT
SOLID CONTENT DISTRIBUTION PLANNING?
NO.

46.
IS IT RIGHT TO SAY A BIGGER PART OF SEO
DEPENDS ON THE ABILITY TO LEVERAGE CONTENT?

47.
IS IT RIGHT TO SAY A BIGGER PART OF SEO
DEPENDS ON THE ABILITY TO LEVERAGE CONTENT?
Aira Report - https://bit.ly/3kl2rjr

48.
IS IT RIGHT TO SAY A BIGGER PART OF SEO
DEPENDS ON THE ABILITY TO LEVERAGE CONTENT?

49.
ADVISE ON HOW TO USE CONTENT TO
LAUNCH A NEW NICHE OR EVEN PRODUCT.

50.
AUDIENCE
CHANNEL
SEARCH
JOURNEY
ADVISE ON HOW TO USE CONTENT TO
LAUNCH A NEW NICHE OR EVEN PRODUCT.
Topic 1 Topic 2 Topic 3 Topic 4 Topic 5 Topic 6 Topic 7

51.
ANY QUESTIONS?

52.
Decisions are never good or bad.
They're either good or right.
"
"
MR. RANBIR SINGH, IIDEAS
#SEOBytes

53.
In content
strategising,
Your approach is never
good or bad;
It can be only good or
right.
Founder, Missive Digital
Himani Kankaria