How to Generate a Successful Content Strategy?

How to Generate a Successful Content Strategy?Knowing your business, and that of your competition is key…

TRAFFIC A

ND CONVERSIO

NS

The Right Content Strategy will

INCREASE YOUR SEO TRAFFIC

IMPROVE YOUR SOCIAL TRAFFIC

BOOST YOUR CONVERSION LEVELS

Find the right keywords


To achieve your key objectives of increasing the traffic to your website, and ultimately your conversion levels, you should:

Ascertain your Best Keywords

What are you talking about that your customers are showing an interest in?

Are these Keywords driving good traffic?

Can I improve my rankings on these topics?

Check the competition

What are they talking about to attract customers to

their site?

Are there new Keywords that I can target?

Is the competition quite high on these keywords?

Check your own site, and the top three ranked websites for each keyword for:


Once you have found the keywords with the highest potential for traffic generation – you will need to consider how much

content to produce in order to optimise rankings.

AuthorityThe Edge of Tomorrow

TheoryWrite – Rank – Repeat…

We can calculate this with our own internal algorithm

Quality and Uniqueness

Edit-Place have an internally developed anti-plagiarism tool which can ensure your content

is unique to you

Content strategy is not just about writing SEO articles. As the market changes and evolves social media is becoming more and more of a consideration.


IncreaseTime Spent, Page Views,

Shares

—

ReduceBounce Rates

Social signals are also part of the SEO strategy

Check all articles that have shares and likes and group them into categories to ascertain:

What is working in the social domain? What are people reading?

What are they sharing? What are they engaging with?

Turn keywords into interesting subjects, and engaging, shareable articles, and use images and videos where applicable to grow your social traffic

Use the SEO keyword list to focus the analysis on topics

that are generating engaging content

Find articles with shares and likes that contain a keyword in its H1

title in your market or other markets

Don’t analyse results article wise, compare articles by grouping them

by time frame and category

Look at reference sites for a different window on the world. e.g. if you are travel

company consider Condé Nast Traveller

Assess the performance of your site against your competition in relative terms

Check articles considering their publication date


TOP TIPS

A good content strategist is worth his, or her, weight in gold!!!


TypeSlideshow? Interview?

Blog article? Video?

TitleLong? Short?

Statement? Question?

ImagesThe right image, for the right market, in

the right context

Style and ToneHumorous? Fun? Neutral?

Informal? Formal?

Length140 characters?

50 words?300 words? 500 words?

A strategist’s findings can move you away from incorrect assumptions and can put you on the right

track to success

The right volume in the right tempoRing-fencing budget to buy social traffic can help kick start a campaign, or support an ongoing social strategy: Outbrain, Taboola, Ligatus, Facebook, Twitter


Conversions are different for different types of site.

What is the aim of the site/page? To get a customer to sign up

to an email? For a customer to watch a video?

Or are you looking for a customer to purchase a product?


A media site—

Increase number of page

views

Improve time spent

Assess content subjects

Ensure you offer subjects

your readers are interested

in

Create sticky content

Choose the right imagery

and use infographics, video

etc…

An Ecommerce site

— Increase volume of sales

Optimize product

descriptions

Get products to market

quickly

Provide reviews to enable

cutomers to make an

informed decision

Focus on product description and

ecommerce websiteWhen writing a product description for a food blender which is sold in 40 countries, the information needs of the customer in each country may be different.For example: the product description consists of 300 words which are split into 10 paragraphs of 30 words each.

In Italy 3 on cuisine creative

3 on practical user

guide

4 on easy to cook

In Germany5 on practical user

guide

3 on easy to cook

2 on cuisine creative

You should also geo-localise the content so it relevant to the local market – use relevant phraseology, speak about local food and recipes for the countries favourite dishes.


Results

The right content strategy can vastly improve your websites performance, and can

ensure you move positively towards achieveing your companies objectives.

SEO ARTICLES & THE RIGHT KEYWORDS

—can improve your

ranking by an average of 30%

BLOG ARTICLES ON THE RIGHT

SUBJECTS—

can enhance your likes and shares by 100%

CLEAR, CONCISE PRODUCT

DESCRIPTIONS LOADED QUICKLY

—have been seen to

improve conversions by +8% (A/B testing)

How to Generate a Successful Content Strategy?

Marketing

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