Alli Berry is a SEO Manager at Two Octobers in Denver, also a contributor for The Moz Blog, one of the Top 6 Digital Marketing Blogs according to the Digital Marketing Institute. Throughout this article named : "How to build the right content marketing strategy for SEO growth" she explains us the different steps to reach the best SEO growth possible.
To begin with, she reminds us that yes, of course keywords are important for your SEO growth, but not all of what the audience is interested in is provided by using those keywords. It is key to increace organic traffic, but will this traffic be converted ? As Alli Berry says, brands should have an audience centric strategy to attract people, and not a keyword first driven strategy.
As said in the article, and what we learned from it, brands should have a true content strategy plan. Starting by asking : "Who is my audience?", so who are the people we want to attract to us and then from that point start to think about "What are they interests, pain points, needs, what type of content do they usually consume?". When the human side of this has been understood by the brand, it can start thinking "What is our unique expertise?" and "How can we match our expertise to our audience's needs?" So brands should really take the time to understand the people they want to attract, by using user personas for example, really getting to know them, to be at the consumer's place and understand how he thinks, how he talks, what words does he use to search for products online.
The different content strategy strategic points as said in the article are the following :
1) Set your goals
2) Identify you primary audience and their pain points
3) Determine your brands unique expertise
4) Figure out your content tilt
5) Develop a list of potential content topics based on your content tilt
6) Conduct keyword research
7) Create and editorial calendar
8) Determine how to measure success
9) Create content
We can see through those various steps that before even conducting a keywork research, there are 5 points ! And before creating the content, brands have to think about 8 other points to achieve a good content creation. This is something we think is key in the success of having a right content marketing strategy. Most of the time people don't take the time to be at the place of their customers, to try to think as they think, but without it Lucie and I think there won't be any success. As a final word we think it is important to have an audience focused content strategy.
Lucie Bornier and Henri Vesalainen
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