How To Build A Content Plan

In order to determine what to write about, it is actually quite simple. Just ask yourself "What do my customers and prospects want to know about?' Of course there are some challenges such as understanding and staying focused on the highest payoff topics. Never underestimate how far a little bit of research can take you. Writing amazing stuff is unfortunately not enough, you need to be writing amazing stuff that addresses hat your customers and prospects want to know and find relevant.

Jantsch from DuctTape Marketing turns to a primary SEO routine.

In the search engine optimization and marketing world keyword research is a fundamental practice . It determines what your pages need to say, what your competition for important search terms is doing to stay at the top of the rankings and it determines what search terms and countless variations you may want to bid on in your pay-per-click campaigns.


List of 30-5 Groups

Brainstorm Brainstorming Methodaround 30 key search terms based on your own analytics, sent emails and frequently asked questions from clients. Then group these into around 5 major groups.

Google Keyword Tool

Run the list of words or phrases into a free tool such as Google Keyword Tool or a paid service like Wordtracker. Then revise your brainstorming list based on actual search volume, competition, and the related phrases provided by the tools.

Volume and Competition Prune

There may be times were you revise your list greatly based on the amount of search volume and how competitive a search term is. The more specific a search phrase is the more valuable it may be in terms of conversion.. For example, someone searching “small business marketing” may be looking for a broad range of things, but someone searching “small business marketing growth strategy” is clearly searching for something specific and it could be exactly what you offer. Just keep in mind: less volume, more relevance.

Conduct Searches

Now take your revised list (probably consisting of around 10 phrases) to the Google. Search each phrase and note the page one results. Analyse the top results and make sure this is where you want to land and make a list of your 'competition' for these phrases. You can then employ competitive research tools such as Open Site Explorer, SEO Toolbar from SEO Book and Raven Tools to learn much more about why these sites are ranking so well.

Website Content Feature

The final step is to return to Google Keyword Tool and use the website content feature that allows you to run a keyword analysis, not on a search phrase but on an actual URL.

This isn't the only way to do a keyword research but works greatly for Jantsch. From all of the research, you should now be able to come up with a list of topics that you know you need to blog about in a very optimized way. Your only task now to is find ways to say some of the same things over and over again in highly interesting ways.