Setting a plan for creating relevant content and getting it deployed effectively takes a good strategy and organized system. Here’s a basic example of a step by step process.
Keyword research is critical
Since the typical goal of content development efforts is to be found in the search engines and thus bring in leads, we must start with the knowledge of what searchers are actually looking for in regard to your product offering. Up front research gives hard facts on the variety of keyword terms and the volume of each that are being queried during a period of time. We’ll even learn about breakout trends being searched for which we can focus on.
Content Themes based on relevant keywords
Identify themes from your keyword list will help guide your content creation.
From an exhaustive list of keyword information, you can identity themes.
For example, keywords may suggest the searchers move through the sales cycle from researching information to gathering solutions options to narrowing down preferred providers to final action.
Some themes relating to a company promoting their Residential Rehabilitation Program might see their keywords themed something like this:
Theme - Types of Keywords Used -
Information gathering: “drug addiction”: “identifying addiction”
Specific problem: “cocaine addiction”; “child with cocaine addiction”
Looking for options: “cocaine treatment options”; “help for drug addiction”
Moving toward action: “rehab facilities in Dallas”; “drug treatment in Texas”
Target Market Identification & Connection
Who is your site going to be talking to? What are their biggest concerns and motivations? What questions will they be asking during their research and selection process. What information will they need to see that persuades them to believe your offering is better than other options.
There will likely be several different personas you’ll need to “speak to”. Each will have a different emotional trigger that will drive them to action.
A good copywriter may help paint the picture with words that connect to each of your target personas’ trigger points.
In the Rehabilitation Center example, each persona may need different levels of facts vs. emotional messaging:
Persona – Looking for -
Therapists credentials, bios of program directors, treatment philosophy
Loved Ones How does this place compare to others? Track record? Cost?
Addicted What will it be like during treatment. What are the rules?
Identify your Call-to-Actions
There are many other opportunities to engage with your visitor through call-to-action besides phone call or web form. Often, people may be earlier in the sales cycle and researching information. In this case, why not offer a White Paper or a Research Study to download. If this information is branded with your contact information and value proposition, it may be printed and shared and linger with your prospect as a reminder you have what they need.
Click to call
Contact Us (form)
…..and hundreds more
Mapping it Out
With facts and assumptions from your keyword and target market exercise and the call-to-action funnels you want to drive visitors to, it is time to build your website content framework. It can look a lot like an organization chart.
In this visual, items above the Home Page summarize the target markets and call to actions. Below the Home Page are the primary and supporting pages of the site.
Remember that content development is an ongoing task so keeping an ongoing list of ideas is important. If the site structure is planned well then the “where” to put the content should be clear.
Below is an example of a Content Blueprint done for an international business client.
Extend the visibility of each content effort.
Do not settle for your content working as just a web page when it can live multiple lives! Repurpose that content by spinning it into a series of blog posts or a press release or an article. You may want to alert your email list of a valuable page you’ve added to your site. Tease your social network in some way that directs people back to the content.
With everything you write, ask yourself how else can this be written, or what media or online venue can I repurpose this content in a fresh way.
See our page on Content Marketing Planning for an example.
Measure, Analyze and Adjust
The beauty of online marketing is that everything is measurable through data tracking and analytics. The challenge is to know what to measure, what the results mean to you as a business person? And, what actionable steps should be taken to drive continuous improvement. Teaming with an Internet Consultant who can help you set up the measurement tools and give light to the meaning of the data will be quite valuable as you continue to work your content marketing plan.