A clear content marketing strategy goes hand in hand with the development of a successful SEO plan. And both are best constructed with users in mind.
This week, we'll look at two articles that detail the planning stages of content marketing, and highlight ways to keep users "top of mind" throughout the strategy development process. We'll also share interesting insights into the changing role of keyword optimization in 2015.
A Content Marketer’s Guide To SEO: A Checklist
Content strategy begins and ends with users in mind. Of course, your end goal is to increase sales, but the best way to achieve that is to keep users top of mind in each phase of your strategy development process.
By understanding your target audience’s online behaviors, interests, and expectations, marketers can develop stronger content that compels users to interact with and talk about your brand.
Simplify Your Content Marketing Strategy with a One-Page Plan
As CMI research shows, marketers with a documented content marketing strategy are more effective than those who don’t have a written strategy. Yet, only 27% of B2C and 48% of B2B marketers have developed a plan.
If you lack a written strategy, a one-page plan is a great place to begin. If you have a detailed strategy but struggle to gain traction, boiling it down to one page will make it easier.
In advertising you can get away with a passing reference to your product. It’s a stimulus. It reminds people that they need something. But mass market media has to be all things to all people. You can’t meet every individual’s needs with one 30-second spot, but don’t worry – that’s what your website is for.
In our previous efforts as an industry to optimize a website for every keyword, we’ve been doing it wrong. We’ve been going after synonyms. We find different ways to say the same big-money keyword and squeeze them into whatever content we were going to write. We don’t find keywords relevant to more than one stage of the purchase cycle…and we often don’t write content that’s relevant to any of it.