What are steps you can take in order to create a structured Content Strategy plan?
Step 1: KPI Driven Results
Whether you’re creating a content strategy for your own website, or a clients website, one thing is important: Knowing where you’re going.
By having set Key Performance Indicators (KPI’s) in place, you can start creating a set of goals to be reached in order to them. KPI’s could be anything, but here are the most common list that we at SEOSPIDRE receive:
- Drive eCommerce Conversions
- Build Domain DA
- Have the Domain become a leading research hub
- Build an Ecosystem domain
- Create powerful Cornerstone Content
Once you know what the goal of your client (or yourself) is, you can begin to break that down into steps in order to reach it.
Step 2: Defining Goals and Objectives
Once you have your KPI’s, you should break them down into attainable actions that will lead you to it. For example, you want to drive eCommerce conversions to your sandal store that you own! How do you do that?
Well first you need to be able to get your content in front of your customers, so the primary objective should be to improve rankings for specific keywords for your niche.
Now breaking that down further, what are actions you can take in order to get your content to rank highly for specific keywords? Well all three factors of SEO can be considered here, and this is where the most difficult part of Content Creation occurs:
Breaking down larger KPI’s into Goals finds it’s biggest knuckle when the task has to be broken down into daily activities. What can you really do to achieve a high DA, or high content ranking, or better conversions? There are tons of options and avenues to go down, and this is what separates a good content strategist from another.
One strategist, in order to drive up conversions, may go along the Content Route, where high value articles are created to drive up interest in the product. Another strategist may go along the Off-Page Route which optimises the exposure of niche related blogs to your site. Another may go on Technical Optimisation, where your website is the centrepiece of the project, and by optimising it’s performance you will have higher ranking for specific keywords. This is also known as Technical SEO.
The opportunities, really, are endless. But based on your “Variables” as discussed below, the best option is revealed.
Step 3: Consider Variables
At SEOSPIDRE, we consider dozens of variables of our clients website, competitors, and market segments that allows us to decide what strategy to take.
Here are our top 5 things to look-out for to determine strategy:
- Does this domain have Barnacle SEO opportunity?
- Is there Local SEO opportunity?
- Will content from this domain be liquid content?
- Does this website have powerful competitors?
- What type of website is this?
If the website has Barnacle SEO opportunity, then it’s potentially best to take an Off-Page Route: The Off-Page Route involves having niche related content writers push facts, information, how-to’s, and emotional responses to the content of the domain you are trying to build. The reason this works is because you are building on other websites DA, creating an important back-link mesh, and setting yourself up well for a transition into Technical Optimisation or the Content Route.
If the website has particularly good local SEO opportunity, then it would be best to take the Technical Optimisation Route: Technical Optimisation involves gearing your website to appear in particular search results very highly, rather than a broad distribution of low-ranked keywords. This is perfect for locality, niche services, or unique service names! Technical Optimisation will allow prove much better results for the Content Route later.
If the content of the website is liquid, then it’s certainly best to take an Exposure Route: Liquid content involves dynamic and highly up to date information that changes value very quickly. Content like this usually has high short-term value and high amortisation. The Exposure Route demands that the content you write tackles very highly contested, high growth, short lifetime keywords. These can also be through cyclical fluctuations (which is ideal) so that your content is seen every fluctuation cycle.
If the website has powerful competitors, then a simple Barnacle SEO strategy is ideal. Barnacle SEO is a simple utilisation of a competitor, or powerful DA to include in your keywords while writing, and thus rank for their keywords. It’s a very efficient technique when dealing with high competition, or saturated markets. An Off-Page Route is far more wholesome, and includes generating leads in websites that are not niche-leaders. This makes Off-Page less valuable in the short term, where Barnacle SEO yields quick results, but not as DA effecting long-term.
Depending on the website type: Media and news sites have to stay up to date all the time, and therefore depend on liquid content. This is simply an important factor to remember when picking your content strategy as different websites will have different demands in terms of recency, locality, optimisation, and Barnacle. For example a niche-leader has very little Barnacle opportunity!
Step 4: Create your Content Map
Now you know your KPI’s, your Goals, and you have an idea of what content strategy to take. Now all you need is to map it out in a comprehensible, intelligent way that will illustrate to your copywriters, or remind yourself how to go about the continued writing of the content.
Some sites will have multiple Cornerstone Content articles. At SEOSPIDRE we call them CC articles for simplicity. So for example your eCommerce Sandals site will have Cornerstone Content about “Ergonomic Sandal Design,” in which you explain the best shoe design, name a few brands, and present your product!
From that your content will stem into things such as “Reusability in Shoes,” or “Shoe eCommerce Growth,” or even, “The Best Sandals 2019.” The actual content strategy at this point is just dependant on your major CC article and where you are trying to lead your site in terms of keywords.
Step 5: Execute & Measure
Create content! Once you’ve finalised your Content Map, get on pushing out some tester content!
You’ll quickly begin identifying mistakes and tips for improvement as you go which will enable you to write better articles as you go, and fix up the ones you wrote originally. Measure your articles as they go, and make changes to different Content Routes as necessary if things aren’t working.
If they are working, keep it up and expand your content! Ensure to keep things fresh and always revisit your Content Map and general Content Strategy as things change very quickly in the world of SEO.