When it comes to content marketing, finding writers and producing content is easy.
But creating quality content that hits your business KPIs? Well, that’s something else entirely.
Suppose you want to be successful as a digital marketer. In this case, the key is to establish an effective content strategy as a foundation.
The right content strategy can help you outperform your competition and achieve your goals.
On November 16th, I hosted a webinar with Sabrina Hipps, VP of Client Success, and Jeremy Rivera, Director of Content Analysis at CopyPress.
Hipps and Rivera provided key content insights, practical knowledge, and practical techniques that are fully compliant with Google’s policies and highly relevant to the recent updates of helpful content and core algorithms.
Here is a summary of the webinar. To access the entire presentation, fill out the form.
The central theses
- Take a fearless inventory of existing content and see if they’re capable of providing a satisfying answer to searchers. For larger companies with established content sets, doing this by category is helpful.
- Identify themes that represent opportunity areas.
- Brainstorm pain points and issues that need to be resolved. Ask your experts what should be used to create a new item list.
- Leverage SEO data for People Also Ask (PAAs), featured snippets, and relevant groupings of keywords. This can be used to fuel new articles or revamp existing content.
- Use your content analytics tool for deeper insights.
[Start analyzing your content & win] Access the webinar immediately →
How to create a winning content strategy
Crafting content that wins includes:
- Identifying content that works for you.
- Quantify the quality of your current content.
- Determining if your content is authoritative and relevant.
- Identifying successful competitor content themes.
- Organization of a content strategy to check/clean up existing content.
- Prioritize and plan new, quality and authoritative content based on insights.
As you prepare for the next year with your overall content strategies, start with goals.
So let’s dive in!
Step 1: Gather your own ranking data
Start with a gap analysis of your own content.
Conducting a practical gap analysis that gives you real insights requires different data sources.
So start collecting data from:
- Google Analytics.
- search console.
- Your third-party SEO data tool.
Use the results of this data for step 2.
[Get detailed instructions] Access the webinar immediately →
Step 2: Qualify your content and ranking data
To extend your strategies beyond the data, you need to look at two different sides of your bottom line:
- your valuable content.
- Areas of your website that users navigate to most often.
These numbers can help inform your strategies, but first you need to take the next step.
Step 3: Quantify your content quality
Take a moment to critically read your content.
Then instead of creating additional ones using the same techniques that could harm you, such as: B. Walls of text, consider the questions people are looking for and the answers they want.
To create higher quality content, stop and ask what is the question you are trying to answer – and did you answer it effectively?
The intent of this query will inform your content.
[Learn how swapping walls of text for search intent can boost your content quality] Access the webinar immediately →
Step 4: Identify competitors
Next, it’s time to see what your competitors rank for that you don’t.
Is there anything you write about that doesn’t hit the mark?
First, consider your three types of competitors:
- direct competitors.
- Indirect Competitors.
- look for competitors.
Once you know who your competitors are, it’s time to do a keyword gap analysis.
[Get the keyword gap analysis process steps, now] Access the webinar immediately →
Step 5: Group your gap keywords into topics
Focus on search visibility through a Competitor keyword gap analysis.
List the words and phrases for which several competitor websites currently rank and for which your website underperforms.
Note that gap analysis is different from competitive analysis.
[Watch this step in action] Access the webinar immediately →
Step 6: Identify the connection gap between you and your competitors
Start with a competitive domain comparison as shown below.
You want to see how many referring domains you have compared to your top competitors.
This can help you understand the budget behind your competitors. If you’re a small business trying to compete for some of these terms and phrases, you need to know how much work it takes to link to these articles.
Step 7: Supplementing with human insights
Now complete your research by matching the data to your actual audience.
By identifying people’s pain points, you can create content that alleviates your audience’s pain points.
You will also find this knock subject matter experts is valuable for creating so much more helpful content.
Step 8: Justify your campaign with SEO ROI
Estimate the potential return on investment for a campaign by calculating your potential ROI.
[Discover how to calculate ROI] Access the webinar immediately →
Make sure you have conversion data available because for this step you will take the keywords you found and look at their search volume.
[Slides] How to analyze your content and develop a winning strategy in 2023
Here is the presentation:
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Featured image: Paulo Bobita/Search Engine Journal