Determine the content’s main point and takeaway.(marketing campaign)
Identifying your audience’s pain concerns and the topics you should address in your content marketing strategy are two different things. However, because there are a variety of approaches to identify these themes, we decided to split this section.(marketing campaign)
The keyword “ideation” is a wonderful one.
Do you recall when “ideation” was simply referred to as “brainstorming”?(marketing campaign)
Ideation sessions, in which a group or even a single individual throws ideas on a board and tries to come up with a topic that identifies the genuine pain point, addresses the stage in the buyer’s journey, and works toward the campaign’s overarching aim, are one approach for finding the topic to cover.
This procedure can be difficult to follow and frequently deviates from the intended path. It also encourages internal biases to choose topics about which the content team is already well-versed. Alternatively, the highest-paid person in the room may choose the topic. “We should write about this issue I just heard about at a convention…” how many times has your CEO or CMO mentioned to you?
A data-driven strategy is preferable due to this internal bias.
Taking advantage of content intelligence(marketing campaign)
Content intelligence identifies the topic that best fits your audience’s pain point and stage in the buyer’s journey to your overall company goal by analysing large volumes of data. It’s fully based on data-driven insights and eliminates the influence of biassed judgments.
You can also use content intelligence to see how you compare to the competition – including any content gaps – and use your content marketing campaign to close some of these gaps and gain ground on your competitors.
Other themes uncovered by content intelligence include topics that are underutilised on your website. These neglected themes outperform the norm in terms of attracting new visitors, keeping existing visitors engaged, and converting users to finish a given task. Because these themes have performed well in the past, they are more likely to do so again if written about.
Recognize the significance of SEO.(marketing campaign)
Any topic you choose should be something your target audience is actively looking for on the internet. Once you’ve decided on a topic, look at keyword volume and difficulty scores to see if it’s one that will help you get traction in the future.
To determine which keywords make the most sense for your content, look at short, medium, and long tail keywords.
Again, content intelligence can help you find these themes as well as determine which ones would pay off the most.
Clustering of keywords
You don’t have to limit yourself to just one term. Choose a group of terms that are all relevant to the problem you’re trying to solve in some manner. You’ll utilise them in the next part, which is about cornerstones and bricks.
Consider the following scenario:
For your campaign about repairing a leaking shower head, you may utilise the following keyword cluster:
- Shower that is leaking
- Shower head that is leaking
- Shower valve that is leaking
- When the shower is turned off, it drips.
- Fix a dripping shower head
So, what’s the bottom line?
Look for the takeaway you want to leave with your audience while determining the topic. What do you want them to think when they’ve finished reading the content?
Do you want them to have the following feelings:
- Are you afraid about being left behind?
- Do you have a strong desire to purchase something?
- Do you feel compelled to contact a representative?
- A desire to share this piece of content in order to seem as a thought leader?
This takeaway should be related to the content marketing campaign’s business goal.
If the corporate goal is Brand Health, for example, the takeaway can be that the audience feels empowered because they just learned something new or have a new tool to help them do their job. This takeaway, which you offered them, should help them trust your company more (which you can then measure.) Consumers are 131 percent more inclined to buy from a brand they perceive as a reliable source.
If the goal is to generate leads, you might want to make the takeaway a sense of urgency to buy, or a fear that they’ll be left behind by their competitors.
You may have more than one takeaway in the post, but try to stick to one to ensure that your content is focused on the desired objective.
Make your own content.
It took some effort to get here, but without steps 1 through 4, you’d be doing “random acts of content,” as Bernie Borges, Vengreso’s CMO, puts it.
Unfortunately, many content marketing efforts nowadays are little more than a collection of random acts of content.
You are not going to fall into that trap.
You’ve laid a strong basis for your content marketing effort. It’s now time to put your plan into action.
Content that is essential
The centrepiece of your content marketing effort is a piece of cornerstone content.
It may be a handbook, a white paper, a lengthy blog post, an ebook, or even a programme or app that answers people’s problems.
The cornerstone’s job is to provide as a helpful resource to your audience while also being optimised for search engines so that it ranks high in perpetuity, bringing you new audiences without much work over time.
This is the type of information that serves as the foundation for your entire internet presence.
Determine the keywords that will be used in your cornerstone content.
Choose the keyword that will have the greatest influence on your audience based on the topic and cluster of keywords you selected. This is the keyword you want to “own” in search results.
This keyword will be obvious if you’re employing content intelligence. It will be a competitive gap or an unused keyword that is relevant to your sector, underserved by your target audience, and connected with your company’s goals.
If you’re doing it manually, you’ll need to uncover the keywords that work best for your competitors and how much traffic they get from them. Then you should look at the variations of that term to see if any are underserved in your field. Then you must ensure that the term is relevant to the business goal you are attempting to achieve.
While doing so, keep an eye out for common pitfalls.
Picking the keywords with the highest search volume and a moderate difficulty score because it’s “near” to a keyword that competitors rank well for is a common pitfall for content marketers and SEO specialists.
As a result, businesses fight for terms that aren’t actually used by their target market. Again, having a system to crunch all of this data and discover the best chances moving ahead within your unique business is one of the most significant benefits of content intelligence.
This is usually a medium tail keyword – one that isn’t so broad that it’s practically impossible to rank for, but is broad enough that a lot of people will search for it.