SEO Content Marketing - Creating the Perfect Strategy for Your Company

How to Create the Perfect Digital Content Strategy for Your Company - A Hand Writing Marketing Related Words In a Word Cloud with Red Writing

How to Create the Perfect Digital Content Strategy for Your Company

We could define a digital content strategy as the guide in which to identify the communicative objectives of a company, its audience, channels, contents and codes to use, planning, dissemination and measurement. All this without forgetting that it is a cyclical process, in continuous evolution, learning and improvement.

 

Designing a digital content strategy will not only clarify the classic question of “what do I write about?” It will also identify where, when, how, for whom, and most importantly, why, we will communicate. And, without a directed planning of our digital communication, it is most likely that the investment of our resources and time will remain on wet paper because they are not properly focused on the business objectives.

 

 

The 10 Steps to How to Create the Perfect Digital Content Strategy for Your Company

 

1. Analysis

In the first instance, we will analyze the initial situation from which the company starts by asking ourselves various questions:

 

  • What is the current presence of the company in the digital world?
  • What is the presence and positioning of its competition?
  • What is our main objective?
  • Who has been in charge of digital content so far?
  • What communication opportunities have not yet been explored?

 

Any element of the context that we deem appropriate should be analyzed in this first phase, where we will try to collect all the available information.

 

2. Objectives

It is important to differentiate business objectives from the objectives of marketing, communication, and in particular, from our digital content strategy. Obviously, all must be aligned, but it is essential to identify the objectives that we can achieve based on the means and resources available.

 

Everything is usually translated into a main business objective, which for the vast majority of companies is the same: sell more, earn more money. But we have to be able to take another step and identify SMART objectives, that is, specific, measurable, attainable, relevant and quantifiable over time.

 

3. Public

At this point we will take into account the data extracted from the analysis on the public to clearly define who will be our target market. In this sense, it is essential to take into account the use of the new technologies that each person profile makes, and if necessary, identify who is the person who will review the online information regarding your company, product or service.

 

For example, if we sell toys for babies, our target audience will be mothers, fathers and relatives, and if we have a nursing home, the information on the internet is probably consulted by the children and not the interested parties themselves.

 

In this phase it is very useful to make the profile or profiles of our buyer people. Basically it consists of trying to build people of flesh and blood, with their personality, names, hobbies, physical appearance… depending on the most outstanding characteristics of our population segment that constitutes the target audience.

 

  • What is your name?
  • Where do you live?
  • What online content do you consume and through what devices?
  • What hobbies do you have?
  • What idols do you have or what people influence you?
  • What do you do?
  • What are you looking for when you search the Internet?

 

4. Strategy

 

When we talk about strategy, it is essential to know that it is a global decision, tactics being the practical application of the strategy. That said, in the world of content we can establish different strategies as ways to follow or practices to consider.

 

Content writing, research, content curators, design, video production, studies, mailing and ebook publishing are some of the things you can consider. Although, as you well know, the advances and developments in the online media are at a speed of vertigo, so it is always important to be aware of strategies and tactics that may surprise the target audience.

 

5. Tactics

When we talk about tactics, we are referring to concrete actions that we will implement in order to achieve our objectives and based on the planned strategies. It is at this time that decisions on the following points of our scheme also come into play: channels, content and dissemination.

 

6. Channels

At this point it will be necessary to consider the own communication channels that already exist (will we keep them, we will change?), The own communication channels to be created (for example: a blog) and other communication channels that we must incorporate into our strategy to achieve maximum diffusion.

 

For this, we will take into account the use made by our target audience of the different electronic devices and channels, as well as our resources and communication capabilities in terms of formats. It is a big mistake to be in a certain social network, if you don’t really have potential clients in it.

 

7. Contents

Now is the time to design a style guide to define what to say and how to say it, considering the aesthetic line (color palette, style and size of images / videos for each social network or channel), writing tone, language, special jargon , use of emojis…; basic structure of a post (internal and external links, image sources, text alignment, use of headers, punctuation, extension and other spelling elements that can lead to error) and messages or keywords.

 

We will also clearly define the topics and interests of our audience, and based on them and search trends we will conduct a keyword study. With both data you can create a complete calendar of contents in which you can consider the temporary nature of each topic depending on the time of the year and the hours of greatest use by the audience.

 

8. Diffusion

Apart from our own communication channels (blog, social networks, mailing …) it is essential to define other methods of dissemination. On the one hand we will have the paid media (post sponsored and publicity), and on the other the won media (achieved through a good online public relations strategy with press releases and direct contact with influencers, but above all, offering quality content).

 

In addition, if you manage to generate truly valuable content for a part of society, you can also be part of Facebook groups or other communities where your information will be welcomed, rather than received as spam.

 

9. Planning

Once we have defined the contents, channels and other elements of our digital content strategy, it is essential to organize a complete planning of our digital content strategy based on the available human resources. At this point, the use of certain tools to optimize time and maintain proper internal communication in the equipment will be assessed. A task calendar will also be created with milestones to be fulfilled depending on the objectives.

 

This point, fundamental to the success of our strategy, is too often overlooked, which leads companies to create false expectations about the achievement of short-term and long-term objectives. However, when we value this point we can identify if we have personnel needs or if we can achieve our milestones in the times we want with the available resources.

 

10. Measurement

The best way to optimize a digital content strategy is to learn from experience, and for this, it is essential to measure all our actions and cross all possible data to calculate the relationship between resources invested and results obtained.

 

A hazing that usually takes its toll is not to correctly define KPIs or performance indicators. That can lead us to achieve very good results but not focused on our goals. For example, in an online store we can get many visits to our blog but … not achieve conversions for not knowing how to properly focus our contents.

 

It is also essential to define the tools we need to measure the indicators. For example, the functionality of Google Analytics to cross both data is great for measuring web traffic and Google Adsense performance.

 

SEO Content Marketing – Creating the Perfect Strategy for Your Company

 

We hope that this brief explanation about the steps to follow in a digital content strategy will be of great help. From Media and Networks, with our more than 20 years of experience, we offer the service of definition, creation and management of content strategy for large and small companies that want to take advantage of the peculiarities of the digital world to position themselves in the market. Do not hesitate to contact us if you are interested in the service.

 

 

Content Marketing for Local SEO - Semantic Keywords for Content Marketing in a Graph from Answer the Public

 

Content Marketing for Local SEO

 

Have you been wondering how you could use content marketing for local SEO strategy? If you have, we are going to show you how to achieve better local rankings for your business in local search results, (SERPS) based on the content that you have on your site, so that you can easily begin to incorporate content relevant to actionable local search queries into your content marketing strategy.

 

I never ranking in the top position in my city until I build my first target area service page…

– Eric Allsen

Co-Founder at Affordable Local SEO

 

I’m guessing that I don’t need to tell you that local SEO, and SEO in general is indispensable for your company to achieve these rankings. Well, aside from your local services pages, schema markup, and your service areas page, If you need a more in-depth tutorial on what SEO is, check out this article on Search Engine Journal, a known authoritative source in SEO educational materials.

 

Content Marketing for Local SEO

 

The higher your ranking in the local search, the better your chances are of attracting potential customers to your business for actionable local search queries that people in your area are using to find your products or services online. If your business does not appear in the top positions of local search engine results, (and there are only 3) you must start working to improve your rankings by building a strong local presence online.

 

First of all, being outranked by all of your competitors on local search queries that are most important to your local business can be very unnerving. But there;s good news! You can improve your local search ranking, and one way to do this is by optimizing your content marketing for local search.

 

In this article we will show you how to incorporate local seo into your content marketing strategy:

 

You will learn the following content marketing for local SEO techniques:

 

  1. How to Find the Best Local Keywords
  2. What Types of Content to Create for Local SEO
  3. How to Create High Ranking Local Content
  4. What the Benefits Are of Participating in the Local Community

 

And more!

 

So let’s get started!

 

How to Find the Best Local Keywords

 

Whether you are using local SEO or SEO to position your website’s content in search engine results, keywords continue to play an important role in content marketing. Keywords are the way that everything on the world wide web is found by search engines, so keywords then, if you want to communicate with search engines, have to become the basis of your content.

 

To find the best local keywords for your company, you must first conduct a thorough investigation on the best local keywords that are relevant to your products or services to achieve your goals. Ideally, the keywords must be relevant to your business and relevant to the city or even the neighborhood where the company is located. (or other cities around you that you want to target…)

 

Step #1 Making A List

 

The best way to find which keywords are best for your products or services is by thinking about what customers will be searching for when they are nearby and looking for something that you offer.  What we like to do, is write down all of the keywords that we can think of that we would use if we were looking for our products or services ourselves in the area. Then, we use a keyword research tool to expend that list into tons of relevant keywords, and then extract the best ones by relevancy, the number of monthly searches, and difficulty. 

 

This is what we like to call (one of) our master lists.

 

Again, here are those three steps. Write them down somewhere, because if you finish this post, we will show you how you can dominate your competition in local search results in a very shorty period of time!

 

That was…

 

  1. Write a List of All the Relevant Local Search Keywords that You Can Think of
  2. Use a Keyword Research Tool (Like Google Keyword Planner, SEMRush or ahrefs) to Expand Your List
  3. Pick Out the Best Keywords for Your Website by Relevancy, the Number of Monthly Searches, and Difficulty
  4. Save Your List

 

Ok, now that you’ve got a master list, let’s keep going…

 

After you have your master list, you will want to prepare a more refined list of the best keywords for your brand from a national, global, and local perspective. And to that, you will want to pick not only which one’s of those that have a high average of monthly searches and low competition, but also which ones speak to your visitors and potential customers on an emotional and intellectual level.

 

For higher rankings in local searches, make sure that all the keywords that you pick are still relevant to your company, and the locations that you want to rank for. 

 

One of our favorite tools to use to find relevant keywords for local business SEMrush. SEMrush makes it easy to tell what keywords will be easiest to rank for, what keywords your competitors are using, plus extra helpful insights like which keywords are bringing your competitors the most traffic, which domains they are backlinking to, etc. Another one of our absolute favorites is ahrefs.

 

 

 

Here are some helpful competitive research toolkits from SEMrush to get your started.

 

Content Marketing for Local SEO - Semantically Related Keywords Snapshot from Answer the Public

 

How to Create Local Content

 

Using your master list of keywords that you’ve generated, start thinking about ideas to get content optimized for the best keywords for your brand. It is a good idea to create local content, such as guides and local lists that are closely related or tangibly related to your target market’s needs. These types of content are relevant to the area you are targeting and can be created to fit your niche. You can incorporate some the keywords on your list into the content as you are writing, whenever feasible. 

 

Example: Let’s say you have a local auto mechanic shop, and you decide to write an article on the best towing companies in your city.

Well, one of your keywords would then be,

 

“Best towing companies in”your city.”

 

This would be your primary keyword, since it will be in the title of your post, and go in your h1 tag at the top of your content.

 

But other semantically related keywords to “best towing companies in “your city” will be able to be worked in to your article in either subheadings, as secondary keywords, or contextually, (which means that they fit naturally when you are talking about the subject.)

 

Ideas: Content Marketing for Local SEO

 

Local Ordinances and Codes

 

This type of content is crucial, especially if you are selling products or services. Different states, cities and even communities have different regulations for certain products and services. To improve your local search rank, develop content to help customers navigate local regulations.

 

For example, if you sell furniture, you can guide users through the recycling process of their antique furniture, in accordance with the regulations of the state, city, community, etc…

 

 

Local lists “The best” and “Top 10 of”

 

Promote local businesses that are related to your own business by creating a “Top 10” or “The Best” list. Write about local companies that offer services or sell products that are similar to yours, but are not direct competition. This gives you the opportunity to create useful content for readers at your destination location, taking full advantage of the high-level local keywords that you have compiled.

 

For example, if you are a nightclub or nightclub you can write about restaurants or places to dine near you, so when they go out you promote that they go to your place.

 

Guides for Stations, Celebrations, or Local Events

 

The weather and customs can vary greatly from one place to another, even within the same country, province or state. Due to differences in seasons, celebrations and events, people in specific locations experience unique challenges, and have particular needs.

 
To improve your local search rank, create content that addresses the specific needs and challenges of people.

 

For example, if you are a mechanic shop and you are in Andorra, advise the users what tires to put in case of snow (the abundant and sudden snowfall there is normal, I tell you from experience). You can also explain what kind of maintenance a car should carry in such low temperatures, etc.

 

Participate in the Local Community

To improve your local search ranking for a specific location, a goal should be to associate your business or brand with that location whenever possible. One way to do this is to get involved in the local community.

 

You can support local causes or charity, which will not only benefit a good cause, they will also help you build a positive brand reputation. If a newspaper or a local magazine covers the story, you could get them to link to your business or brand. Better yet, since you can get a link without having to ask for it, remember, high-quality links from reputable local publications can help improve your local search ranking and drive relevant traffic to your site.

 

 

More Ideas: Content Marketing for Local SEO

 

Here are a few more ideas that we came up with:

 


City-Specific Landing Pages
Press Releases
Company Branding Info
Non-Profit Involvement
Famous People from the Area
New Team Members
Technology Upgrades
How Times Have Changed
How Things Could Be Better
State or Regional Landing Page
Problems the Local Business Solves
The Secret Sauce
Share Real Life
Getting a Job in the Industry
Statistics
Best of’ Guides
Common Myths or Misunderstandings in the Industry
Customer Case Studies
Industry Related Non-Competitive Interview
Customer Interviews
Product or Service Specials
Host Local Events
Partner with Local Events
Seasonal Content Themes
Build FAQ Pages Into Content Pieces
Build Content on Local Events and Activities
Target Related but Non-Competitive Topics

 

Content Marketing for Local SEO – Final Thoughts

 

These are the best content marketing practices to increase your local search ranking. In addition to the above tips, you can also contact local blogs and websites and ask if you can write an article as a guest. Guest-blogging for local publications can help you get high-quality local links and of course take traffic to your website.

 

Have you already done some of these practices? Which of them do you plan to try? Share your opinion in the comments you have below helping with your experience or with new ideas, we will be very grateful.

Also if you have any questions you can fill out the form below, we would love to hear from you!

Growing Organic Traffic by 50K Monthly Visitors with Award-Winning Content & Collaboration [Case Study]

Growing Organic Traffic by 50K Monthly Visitors with Award-Winning Content & Collaboration [Case Study]

Growing Organic Traffic by 50K Monthly Visitors with Award-Winning Content & Collaboration [Case Study]

 

Growing Organic Traffic can be a frustrating and time consuming process. We wanted to share this study by Search Engine Journal to help you make the most out of your content marketing efforts!

Everything Starts with Keyword Research

As with most of our campaigns, the success of this project was built on a foundation of strong keyword research and strategy.

For proper keyword research, there are three main areas that need to be evaluated, including:

  • Organic traffic and keyword rankings for your own website and content.
  • Organic traffic and keyword rankings for your primary competitors’ website and content.
  • Organic traffic and keyword rankings for content/search competitors (those who aren’t direct competitors, but compete with you for visibility in the SERPs).

The last bullet point here – analyzing search competitors’ keywords – is an important step that is often overlooked.

Even if a site does not sell similar products or services as you, but they compete for the same real estate in the search results, they are a search competitor and someone you need to pay attention to as you conduct keyword research.

As you analyze your site and competitor sites, you should be looking for the best opportunities to start ranking quickly.

Your best opportunities will be keywords and phrases that have relatively low competition – based on backlink numbers and the authority of ranking domains – and high search volumes.

A tool we like to use during keyword research is SEMrush, as it provides useful information such as:

  • Sum of Traffic: This metric represents the total amount of traffic each keyword is responsible for driving to the given site.
  • Sum of search volume: This metric reports the amount of monthly search volume for each keyword associated with a given URL or page.
  • Average of Position: This metric communicates the average ranking position for a given URL or page regarding associated keywords.

Using Excel, you can filter this data to be more digestible and actionable.

For example, our client was a reputable brand who had established themselves as an authority within their space.

Since our partner already had a strong domain, we knew that if we could identify relevant topics that were driving organic traffic to competitors’ websites, there was a good chance we could create similar content for our partner’s site that would rank.

This was a particularly exciting strategy as it provided the double-whammy of increasing our client’s organic traffic by taking a bite out of their competitor’s visibility.

Keyword-Driven Content Is Results-Driven Content

Within Excel, we were able to filter competitor keyword data down to pages with top 20 rankings and analyze the associated keywords.

Through this process, we discovered that our partner’s competitors were driving a significant portion of their organic traffic with high-level, definitional content – we began creating similar content for our client immediately.

This strategy proved highly successful, as these pages quickly earned page one rankings and organic traffic:

Article #1: Published October 2019

Article #1 organic traffic graph

  • Ranking: #2 and #4 for head keywords
  • 636 organic pageviews as of January 1st, 2020

Article #2: Published October 2019

Article #2 organic traffic graph

  • Ranking: #4 for head keyword
  • 336 organic pageviews as of January 1st, 2020

Article #3: Published November 2019

Article #3 organic traffic graph

  • Ranking: #6 and #9 for head keywords
  • 854 organic pageviews as of January 1st, 2020

And these are just a few examples of the pages we were able to create and the opportunities we capitalized on.

On aggregate, the gains we’ve been able to make for this client have supported an overall increase of ~50,000 monthly organic visitors.

This all demonstrates the power of keyword-driven content.

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But how do you apply this strategy to your site?

Well, let’s use a real-world example: Splunk (no affiliation), an IT and cybersecurity software platform will be our example for this exercise.

If Splunk were trying to find ways to capture more organic traffic, they could analyze how their competitors are earning organic visitors, and one of their primary competitors is Varonis (also no affiliation).

For example, SEMrush reports that Varonis is driving 2.26% of their total organic traffic through a page targeting the keyword [siem]:

Varonis siem traffic

Considering “SIEM” is in Splunk’s title tag

Splunk SIEM title tag

…I imagine this is an important keyword for them. However, their page targeting this keyword is ranking on Page 2 and driving considerably less traffic:

Splunk siem traffic

This is likely because Varonis’ page does a great job of defining what SIEM is, while Splunk’s page focuses more on its own products.

Splunk’s page does not appear to align with searcher intent. Just like with our client’s project, Splunk needs to create some high-level, definitional pages to improve their keyword rankings and capture more organic traffic.

Since Splunk shares a similar audience and is more authoritative in the space (DA of 73 versus Varonis’ DA of 61), it’s reasonable to believe they could build a similar, higher quality page that would rank well and garner keyword rankings and traffic.

Conversely, if you’re on the other side of the coin – the less authoritative domain side – you can still apply this strategy.

However, you need to adjust your expectations and understand that rankings will be harder to come by and you will likely have to work twice as hard in terms of link building and promotion.

Keyword research provides the blueprint for your content strategy, showing you where the best opportunities exist.

Once you know what questions your audience is asking and which types of pages best answer those questions, content creation becomes easy!

Teamwork Makes the Dream Work

The keyword-focused content we have created for this client has been highly effective in terms of achieving keyword rankings and earning organic traffic.

However, this success is due to a team effort from both agency and client and would not have been possible without buy-in and collaboration from our partner.

This is a critical point and if you only have one takeaway from this article, I want it to be this: Successful SEO cannot be siloed.

There must be true partnerships, collaboration, and trust between all teams involved in the marketing of a website (whether that be agency and client, in-house SEO team and in-house content team, an individual responsible for SEO and the rest of the digital marketing team, etc.).

Regarding our project, collaboration manifested itself in the form of training and educational materials provided by the client that enabled us to create more technical, “how-to” style content that has been integral to the success of their blog.

In fact, not only has this client garnered attention in search, but other marketers have taken notice too as they were recently nominated and won awards based on the quality of their content!

None of this would have been possible if we were isolated, working in a silo. Instead, we collaborate often, strategize together, and work toward a shared goal to achieve tremendous results.

I hope you can take the lessons learned here and apply them to your own campaigns to achieve similar success, and I hope you won’t be snubbed in the search results like Adam Sandler!

 

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