You might have noticed that there has been a lot happening on our blog lately. As with any major decision or change, there is usually a simple thought process behind it. The new content strategy we created was one of the most significant changes. Our content strategy had a defining segment. It was a list of criteria that all future content must meet. The most important of these criteria was the importance of demand. We aren’t either. Although you may aspire to be. So do we. The ones who have the most power to generate demand are called trendsetters, evangelists and revolutionaries. It’s important to listen to what’s happening and to respond accordingly. But you don’t want the wrong tree. We have had to do this many times and it was clear that we needed to use a systematic approach to justify our investment in content marketing. Yes, the ROI of content market deserves an entire section, but it takes trial and error.
We spent a lot of time researching topics last summer for our next content series. We did almost everything right. Or so we thought. We set clear goals, KPIs and style guidelines. We were too proud to define clear goals, KPIs, format, style, and everything else. The result was 30+ pieces that were fluffy and read like sales pitches for our product, not quality blog posts that increase knowledge or add value. Why is this? We assumed the world needed these stories, so we went into production without validating the demand.
We needed to establish a clear process to validate whether our content will reach enough people to justify the investment of resources. We developed a checklist to help us produce the best content. Monthly search volume (MSV)
Write a piece of content that is both impressive and will endure the test of time (and Google!) You must identify the right keywords. Keyword research is not enough. It only reveals a small part of the picture. It is important to understand the pulse of your audience. This was once the main determinant of our content. We’ve grown and know better. Keyword difficulty
It is important to measure the KW difficulty before deciding how much promotion or links the article will require after publication. There is a tool that can do this, but it is not ours. We have our own formula. Only the top 5 results will get any traffic. It’s as simple as calculating the number of links required to reach at least the fifth position. This formula has been tested and is reliable. You can comment below if you have any questions. The number of backlinks that originate from unique domains is defined
