Creating a Content Strategy in 8 Easy Steps
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Creating a Content Strategy in 8 Easy Steps outlines an 8 step process to create a content strategy: 1. Define business goals such as growing new customers or increasing revenue. 2. Identify target audiences and their key pain points. 3. Determine the brand's unique expertise and angle. 4. Conduct keyword research to find topics audiences search for. 5. Choose content formats that work for audiences and are feasible. 6. Create an editorial calendar to stay organized and accountable. 7. Plan content distribution methods to amplify content. 8. Publish content while following SEO best practices and tracking performance.
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Creating a Content Strategy in 8 Easy Steps
- 1. Creating a Content Strategy in 8 Easy Steps
- 3. HEADLINE SPONSORS PARTNER SPONSORS MEMBER SPONSORS AutoDesk Bradford, ltd CenturyLink City & County of Denver, OED Colorado House of Pod The Commons On Champa Cooley DCPA - Seawell Ballroom eTuk Ride General Assembly Hired.com Husch Blackwell ImageSeller Intelivideo Luna Gourmet Coffee & Tea Mass FX Media Nanno Netsuite Nordstrom OfficeScapes The Passport Program Peak Beverage Perficient Slalom Consulting Spectrum Test Double Verizon Wireless Workiva Xactly Zayo Granicus Hogan Lovells Meyer Law Photomadic Slifer Smith & Frampton Swiftpage
- 4. • • • • •
- 6. An element that informs, entertains, enlightens, or teaches people who consume it. Content comes in any form (text, image, audio, video).
- 7. A L I G N M E N T Team is aligned around common goals and mission and how content contributes to those. P R I O R I T I Z AT I O N Team knows what audience(s), content topics and types to focus on. AC C O U N TA B I L I T Y Team has goals to achieve, understands how to measure success, and feels compelled to follow through. WHY A CONTENT STRATEGY?
- 8. INTERESTING STUDY: J O E P U L I Z Z I , C O N T E N T M A R K E T I N G I N S T I T U T E ONLY 65% OF B2B COMPANIES HAVE A DOCUMENTED CONTENT STRATEGY.
- 9. W I T H A D O C U M E N T E D S T R AT E G Y F I N D T H E I R E F F O RT S E F F E C T I V E . C O M PA R E D TO O N LY 3 2 % W I T H O U T O N E .
- 10. STEP 1
- 11. N E W C U S TO M E R S Grow larger audience and customer base. R E T E N T I O N Improve customer retention by a certain percentage. R E V E N U E Grow revenue overall by a certain percentage. DEFINE YOUR BUSINESS GOALS
- 12. NEW CUSTOMERS • Grow unique organic website visitors with new search-optimized awareness content. • Get in front of new audiences utilizing guest posting, paid/native advertising. • Amplify content through new distribution channels. CONTENT GOALS TO SUPPORT
- 13. RETENTION • Create content for utilizing product/service better. • Develop campaigns to engage current customers, cross-sell, and encourage referrals. • Create a campaign to encourage customers to share their stories with others using a particular hashtag. CONTENT GOALS TO SUPPORT
- 14. REVENUE • Develop lead generation content with supporting personalized drip email campaigns. • Create more bottom-of-funnel content like comparision articles, case studies, and reviews/testimonials. CONTENT GOALS TO SUPPORT
- 16. STEP 2
- 17. You are NOT your target audience. SAY IT WITH ME:
- 18. What pain points does your product solve? Who has those pain points?
- 19. CURRENT AUDIENCE(S) • Customer Service • Sales • Product Management • Product Marketing • Social Media Marketing • Technical Support WHO TALKS TO CUSTOMERS?
- 23. JOBS TO BE DONE When I ____________, help me ___________ so I can _____________. PUT THE PAIN POINTS TO USE
- 24. JOBS TO BE DONE When I graduate college, help me learn how to manage my money so I can afford to live on my own. PUT THE PAIN POINTS TO USE
- 25. JOBS TO BE DONE When I receive a promotion, help me find the right money management strategy so I can build more wealth at a risk level I'm comfortable with. PUT THE PAIN POINTS TO USE
- 28. STEP 3
- 29. What makes your brand different from others?
- 30. What if your content disappeared from the Earth?
- 32. DEFINING YOUR BRAND'S UNIQUE ANGLE Your Brand's Knowledge/Skill Passion/Customer Pain Point Finding Your Content Angle
- 35. EXAMPLE Creating wealth Demystifying finance Jargon with humor The Motley Fool's Unique Angle
- 36. YOUR TURN
- 37. STEP 4
- 39. KEYWORD TOOLS • Keywords Everywhere (Chrome Extension) • Wordtracker • Uber Suggest • Answer the Public • Google Trends FREEBIES
- 40. KEYWORD TOOLS • SEMRush Keyword Magic Tool • Ahrefs Keywords Explorer • Moz Keyword Explorer PAID
- 45. Export your keyword research and prioritize topics based on your target audiences.
- 46. STEP 5
- 47. WHAT FORMAT(S) DO MY AUDIENCE WANT? WHAT’S WORKING FOR COMPETITORS?
- 50. WHAT FORMAT(S) CAN I SUPPORT RIGHT NOW? THINK TIME, RESOURCES, AND BUDGET....
- 51. (Generally) Easiest Most Difficult • • • • • • • • • • • • •
- 52. WHAT FORMAT(S) WORK BEST WITH MY CONTENT PLANS?
- 55. Research what's working for competitors and what realistically could work for your plan.
- 56. STEP 6
- 57. Free • Organic Search • Organic Social Posts • Guests Posts (Sometimes) • Interview Guest • Newsletter Paid • Google/Bing/Yahoo Ads • Social Media Ads • Sponsored Content • Press Releases • Get Influencer Reviews
- 58. Distribution: • Press release • Guest blog/article • Guest on podcast/video series • Paid ads (Google/Social/Podcast/Print) • Sponsored content (Article or Newsletter) • Organic search BRAND AWARENESS EX. DRIVE NEW TRAFFIC
- 59. Distribution: • Google & social media ads • Remarketing to article visitors • Organic search (optimize your articles well) • Sponsored content LEAD GENERATION EX. 50% INCREASE YOY
- 60. STEP 7
- 61. Documentation is the key to staying on track with your strategy.
- 63. SAMPLE CALENDAR
- 64. TRELLO
- 65. MONDAY.COM
- 66. STEP 8
- 67. BEFORE YOU PUBLISH... • Include your primary keyword in the title • Title tag should be < 65 characters • Compelling meta description to inspire people to click • Meta description should be < 160 characters CHECK YOUR TITLE TAG & META DESCRIPTION
- 68. BEFORE YOU PUBLISH... • Important for accessibility • H1-H6 in order of importance • Use primary and secondary keywords in these without sacraficing flow and reader experience MAKE SURE YOU UTLIZE HEADER TAGS
- 69. BEFORE YOU PUBLISH... • Important for accessibility • Must describe the image • If you can get a related keyword in it, great. Don't stuff it with keywords. • Give each image unique alt text, different from caption • Use punctuation! ADD ALT TEXT ON IMAGES
- 70. BEFORE YOU PUBLISH... • Provides important context and priority page clues to search engines • If this is a spoke page, link back to the related hub • Link to other related content from your site • If you utilize quality external sources, give them a link UTILIZE INTERNAL LINKS
- 71. BEFORE YOU PUBLISH... • What do you want your reader/content consumer to do next? • Provide ways to get to other relevant pages or a deeper dive into the topic (ie. e-book) INCLUDE A CALL TO ACTION AT THE END
- 72. TRACKING TIP U S E G O O G L E A N A LY T I C S TO T R AC K YO U R P RO G R E S S • Return to your goals... • What are the most important metrics for you to track? Common Content Metrics: • Sessions or Page Views • Email Leads/Registrations • Purchases • Pages per Session • Time on Page or Scroll Depth • Bounce Rate
- 73. TRACKING TIP S E T U P C O N V E R S I O N G OA L S I N G O O G L E A N A LY T I C S . • You will be able to match these up with your traffic numbers, which will help you measure true success. • Set up as many conversion goals as make sense. • Thinking bigger than conversions. Think leads. Think a certain amount of pages per session. You can set up what’s most important to you.
- 74. TRACKING TIP U S E G O O G L E C A M PA I G N U R L B U I L D E R • Source: Where you're sharing the link • Medium: Specific type of source • Campaign: For your own identification purposes. • Term: if you're using this ad for a specific paid ad on a keyword, include here. • Content: A way to differentiate each ad.
- 75. TRACKING TIP S E N D O F F L I N E E F F O RT S TO YO U R S I T E V I A A U N I Q U E L A N D I N G PAG E • Noindex, nofollow the landing page • Do not link to the landing page from anywhere on your site
- 77. SET GOALS To have a successful content strategy, you need to have set business goals first. Then figure out how content can support. BRAND EXPERTISE What's your brand's unique angle? What's your passion and skill set? 1 2 3 4 Learn what information needs your audience has and pain points your product(s) solve by listening to your customers or people who talk to customers regularly. AUDIENCE Utilize keyword research tools to uncover what people are searching for related to what you do. TOPIC/KEYWORD RESEARCH
- 78. FORMATS What formats work for the content you want to create, and what can you realistically produce? EDITORIAL CALENDAR Document your content plans to keep yourself and your team accountable, and to ensure you don't lose sight of your purpose. 5 6 7 8 Based on your goals for your content, find the best ways to amplify your content. This might cost you some money. AMPLIFICATION Don't forget to follow basic SEO best practices. Track via Google Analytics, and set up conversion goals! PUBLISH & MEASURE
- 79. THANK YOU! SLIDES: BIT.LY/DSWContent TWITTER @alliberry3 EMAIL ADDRESS aberry@fool.com WEBSITE fool.com