In a digital world where over six million blog posts are published worldwide each day, and more than a third of all websites are blogs, the importance of a well-crafted content strategy cannot be overstated.
But as search engine algorithms and consumer behaviour are constantly evolving, planning a successful content strategy can be challenging.
This is where content strategy for search engine optimisation (SEO) comes into play.
This comprehensive guide dives deep into the world of SEO content strategy, covering its definition, importance and a step-by-step guide to our content strategy services, along with essential tools for optimising your digital presence.
What is content strategy in SEO?
At its core, content strategy involves a systematic, long-term plan for creating, organising and managing high-quality content across your digital platforms.
This encompasses websites, blogs, social media, email marketing and any other channels you use to connect with your target audience.
Content marketing strategy is about more than just producing content; it’s about producing the right content, for the right people, at the right time.
Here are the core elements of content strategy:
Your content strategy begins with understanding your target audience.
Who are they? What are their interests and pain points? What motivates them?
By delving deep into audience demographics and psychographics, you can tailor your content to resonate with your ideal customers.
For more info about how to identify your target audience profile, see our latest guide How to Create An Audience Profile In 5 Steps.
Identifying the keywords and phrases that your audience is searching for is fundamental.
Keyword research helps you understand the language your potential customers use and allows you to optimise your content accordingly.
Once you know your target audience and have your keywords in hand, it’s time to create content.
This may include different types of content, such as articles, infographics and landing pages – in fact, any format of compelling content that suits your audience’s preferences.
SEO and content creation go hand in hand.
And so, content optimisation involves making sure your content is easily discoverable by search engines.
This includes on-page SEO techniques like incorporating keywords, improving page load times and ensuring mobile friendliness.
Crafting great content isn’t enough; you need to promote it effectively.
This can involve sharing on social media, sending email newsletters, or even running paid advertising campaigns to boost visibility.
Measurement and analysis
The beauty of digital marketing is the ability to track and analyse your efforts.
Effective content marketing should also include regular performance assessment, asking questions like: which content is driving traffic and conversions? What needs improvement?
These insights will help you refine your strategy over time, ensuring that you keep producing high-quality content.
Why SEO content strategy is important
In the fast-paced, ever-changing realm of digital marketing, staying ahead of the curve is the key to success.
Just to give you a sense of the importance of SEO content strategy, here are a few statistics:
- Blogs are an integral part of the internet, with more than a third of all websites hosting them.
- 77% of internet users actively engage with blogs as a source of information and entertainment.
- Back in 2019, a significant 77% of marketers recognised the pivotal role of written content in their marketing strategies, showcasing its enduring value.
- 45% of marketers rank blogging as the #1 most crucial component of their content strategy.
- 70% of consumers prefer to learn about a company through articles rather than traditional advertisements.
- 61% of US online consumers make purchasing decisions based on recommendations found within blog posts.
- 60% of consumers report a more positive perception of a company after engaging with tailored content on its website.
In this chapter, we delve deep into why an SEO content strategy is absolutely essential for achieving your online objectives.
Imagine your website as a hidden treasure chest full of valuable information, products, or services.
Without a well-crafted content strategy, that treasure chest might as well be buried in the depths of the ocean.
One of the main benefits of an SEO content marketing strategy is that it brings your content to the surface, making it easily discoverable by your target audience.
Search engines like Google use complex algorithms to decide which websites to display on their search results pages.
These algorithms consider a myriad of factors, but one of the most significant is the quality and relevance of your content.
A well-executed content strategy ensures that your content is optimised for search engines, increasing the likelihood of ranking on the first page of search results.
Since the majority of users tend to click on results from the first page, enhanced visibility can significantly boost your website’s traffic and exposure.
Building trust and authority
In an era where consumers are inundated with information, trust and authority are currency.
Your audience wants to engage with brands they can rely on, and brand awareness often stems from the quality and consistency of your content.
An SEO content strategy isn’t just about stuffing articles with keywords; it’s about creating valuable, informative and compelling content that answers questions and solves problems for your audience.
When users find your content helpful and reliable, they are more likely to trust your brand and keep coming back for more.
Over time, your website becomes a go-to resource in your industry, cementing your authority and expertise.
Generating organic traffic
There are two primary sources of website traffic: paid and organic.
While Pay Per Click (PPC) advertising can certainly drive traffic to your site, organic traffic is considered more valuable by the vast majority of SEO experts. Why?
Because organic traffic consists of users who actively search for information, products, or services related to your business. These users are not just browsing; they have intent.
An effective SEO content strategy is like a magnet for organic traffic.
By aligning good content with the keywords and topics your target audience is searching for, you can attract users who are genuinely interested in what you offer.
This not only results in higher website traffic but also increases the likelihood of converting these visitors into customers.
Attracting a large number of visitors to your website is an excellent start, but the ultimate goal is to turn those visitors into paying customers. An SEO content strategy plays a pivotal role in achieving this goal.
Through careful planning and execution, your content can guide users through the buyer’s journey.
This means creating content that addresses the needs and concerns of users at different stages, from awareness to consideration and finally, the decision to purchase.
By delivering the right content at the right time, you can significantly increase conversion rates and revenue.
In conclusion, an SEO content strategy is not just an option; it’s a necessity in today’s digital landscape.
It’s the driving force behind your website’s visibility, trustworthiness and conversion potential.
Without a well-crafted content marketing strategy, you risk getting lost in the sea of online content, while your competitors who have embraced this approach reap the rewards of higher visibility, greater authority and increased revenue.
If you’re serious about your digital marketing efforts, an SEO content strategy should be at the top of your priority list.
Top content strategy tools
The world of content strategy is powered by a multitude of tools and resources that can elevate your content marketing efforts from good to exceptional.
In this chapter, we’ll explore some of the top content strategy tools that we leverage to supercharge your online presence.
What it does:
SEMrush is an all-in-one SEO and content marketing platform that provides a wealth of insights and features. It is a Swiss Army knife for content strategists.
- Keyword research: SEMrush’s robust keyword research tools help identify high-value keywords and phrases relevant to your industry.
- Competitor analysis: It allows you to spy on your competitors’ content strategies, uncovering their top-performing pages, backlinks and keywords.
- Content optimisation: SEMrush provides on-page SEO recommendations, helping you optimise your content for search engines.
- Site audit: You can identify and rectify technical SEO issues on your website with its site audit feature.
What it does:
Ahrefs is a comprehensive SEO toolset known for its extensive backlink database and competitive analysis capabilities.
- Backlink analysis: Ahrefs offers an unparalleled backlink analysis tool that helps you understand your website’s backlink profile and those of your competitors.
- Keyword research: Similar to SEMrush, Ahrefs provides powerful keyword research tools to uncover valuable keywords and track their performance.
- Content explorer: It allows you to discover top-performing content in your niche, helping you generate ideas and create more engaging content.
What it does:
Google Analytics is the most widely used web analytics tool globally, providing essential data on user behaviour and website performance.
- Traffic analysis: Track the sources of your website traffic, user demographics and engagement metrics.
- Conversion tracking: Measure the effectiveness of your content in driving conversions, such as lead generation or sales.
- Content performance: Identify your top-performing pages, helping you refine your content strategy based on user behaviour.
What it does:
BuzzSumo is a content discovery and social listening tool that helps you identify trending topics and influential content in your industry.
- Content research: Discover the most-shared content on various social media platforms, providing insights into what resonates with your audience.
- Influencer identification: Find influencers in your niche and collaborate with them to amplify your content’s reach.
- Content alerts: Set up alerts to stay informed about trending topics and mentions related to your brand or industry.
What it does:
Yoast SEO is a WordPress plugin designed to simplify on-page SEO optimisation.
- Content analysis: Yoast provides real-time content analysis and recommendations as you write, ensuring your content is optimised for SEO.
- Readability analysis: It evaluates your content’s readability, helping you create content that is both search engine friendly and user friendly.
- XML sitemaps: Yoast generates XML sitemaps for your website, making it easier for search engines to crawl and index your content.
CoSchedule Headline Analyzer
What it does:
Crafting attention-grabbing headlines is crucial for content success. The CoSchedule Headline Analyzer helps you create compelling headlines.
- Headline scoring: It analyses your headlines and provides a score based on factors like word choice, length and sentiment.
- Word suggestions: The tool suggests alternative words to improve the emotional impact of your headlines.
- Preview: See how your headline will appear in search results and social media shares.
What it does:
Clearscope is a powerful content optimisation platform that takes your content strategy to the next level.
- Keyword analysis: Clearscope uses semantic analysis to identify related keywords and phrases that should be included in your content to improve its relevance and ranking potential.
- Competitor content analysis: It analyses the top-ranking content for your target keywords and provides insights into the topics and subtopics that should be covered in your content to compete effectively.
- Content brief generation: Clearscope generates content briefs that outline the structure, headings and recommended keywords for your content, making it easier for writers to create optimised content.
SEO content strategy services: The in-house vs outsourcing dilemma
When it comes to managing your SEO content strategy, you face a significant decision: should you build an in-house copywriting team dedicated to content writing, or should you outsource your content needs to a specialist SEO agency?
Both options have their merits and drawbacks, and in this section we’ll explore the advantages and disadvantages of each to help you make an informed choice.
Advantages of an in-house team
Deep company knowledge
In-house teams are deeply immersed in your company’s culture, values and products or services.
This intimate knowledge can lead to content that resonates more authentically with your target audience.
However, this familiarity can sometimes result in a narrow perspective, making it challenging to think outside the box or incorporate fresh ideas.
An in-house team is readily available for face-to-face meetings, brainstorming sessions and quick content turnaround.
Communication can be seamless, ensuring that content aligns closely with your immediate goals.
The convenience of having an in-house team may come at a higher cost, including salaries, benefits and office space expenses.
This approach may also limit your access to specialised talent.
Alignment with company vision
In-house teams are inherently aligned with your company’s vision and mission. They can better reflect your brand’s unique voice and values in your content.
This alignment can sometimes lead to a biased viewpoint and make it challenging to adapt to changing market trends or industry shifts.
Disadvantages of an in-house team
Limited skill set
Building an in-house team often means hiring individuals with industry-specific knowledge and skills tailored to your needs.
However, an in-house team may lack the diverse skill set needed for comprehensive content strategy, including keyword research, analytics and technical SEO.
In-house teams operate within your company’s resource constraints, ensuring that they are intimately aware of your budget and internal processes.
These constraints may hinder their ability to keep up with the ever-evolving world of SEO and content marketing, especially if budgets are tight.
Risk of burnout
In-house teams are deeply committed to your company’s success and may work tirelessly to meet content demands.
However, the demands of content creation can be intense and demanding, leading to the risk of burnout among your team members.
Disadvantages of outsourcing to an SEO agency
Less immediate availability
While agencies often provide excellent communication channels, they may not be as readily available for in-person meetings or immediate content updates.
This can sometimes lead to challenges in aligning content with your immediate goals and changes.
Less company-specific knowledge
Agencies bring a wealth of experience, but they may lack the in-depth knowledge of your company’s specific culture, values and products or services.
It may take some time for an agency to fully understand your brand and voice, which can impact the initial content quality.
Advantages of outsourcing to an SEO agency
Expertise and experience
SEO agencies specialise in content strategy and have a wealth of experience across industries.
They are experts in their field, with deep knowledge of SEO, content creation and digital marketing.
Outsourcing can be cost-effective, as you pay for the services you need when you need them, eliminating the overhead costs of hiring and retaining full-time employees.
Scalability and flexibility
SEO agencies offer the flexibility to scale your content production up or down based on your requirements, ensuring you have the right resources when you need them.
In conclusion, the choice between an in-house team and outsourcing to an SEO agency depends on your specific needs, budget and goals. An in-house team offers deep company knowledge and immediate availability but may come with resource constraints.
On the other hand, outsourcing to an SEO agency provides expertise, scalability and cost-effectiveness, but may require some time to align with your brand. Ultimately, the decision should work with your long-term content strategy and business objectives.
Are you thinking of outsourcing your SEO content strategy? Astrid IQ’s team of seasoned copywriters has a track record of successful blogging across several industries.
If you’d like to find out how we can help you turn your company blog into a traffic-generating asset, check out our SEO Content Writing Services.
Our content strategy services: A step-by-step guide
Navigating the intricate world of SEO content strategy can be a daunting task.
To help you chart a course for success, here at Astrid IQ we offer a comprehensive set of SEO Content Strategy Services.
In this chapter, we’ll provide an in-depth look at each step of our content strategy process.
1. Content auditing
Your current content forms the foundation of an effective content marketing campaign.
Before we can begin crafting a winning content production strategy, we need to assess what’s already in place. Our content auditing process involves:
We compile a complete inventory of all your website content, including blog posts, articles, landing pages and more. This step ensures we have a clear understanding of your existing content landscape.
As part of our SEO Audit Services, our copywriting team rigorously evaluate each piece of content for its performance, relevance, and alignment with your business goals. This evaluation helps us identify content that may need updating, optimisation, or removal.
For content that has potential but falls short, our copywriters employ content optimisation techniques. This can involve rewriting, reformatting, or enhancing existing content to maximise its impact.
In some cases, it’s beneficial to consolidate similar or related pieces of content into comprehensive guides or articles. This consolidation streamlines your content portfolio and enhances user experience.
Historical Blog Optimisation
For companies will a long history of blogging, we provide an extra auditing service, Historical Blog Optimisation.
This service involves going through large data sets of blog posts (100s) to identify non-performing pieces of content.
By rewriting these articles for SEO, we manage to get back the traffic value you’ve been leaving on the table over many years of non-optimised content writing.
For more information about historical blog optimisation, see our guide Historical Blog Optimisation: How to Regain Traffic Value From Non-Performing Content.
2. Content competitor analysis
Understanding your competitors’ strategies is crucial for gaining a competitive edge. Our content competitor analysis involves:
We identify your top competitors in the digital space and analyse their content marketing strategies.
Content gap analysis
By comparing your content to that of your competitors, we pinpoint gaps and opportunities in your content strategy. This helps us identify areas where you can outperform the competition.
We keep a keen eye on emerging trends in your industry to ensure your content strategy remains current and relevant.
To learn how to carry out competitive gap analysis, see our latest guide How To Run a Competitive Gap Analysis To Outrank Your SEO Competitors.
3. Keyword research
Keywords are the bridge between your content and your target audience. Our keyword research process includes:
We identify high-potential keywords and phrases relevant to your industry and audience.
Search volume analysis
We assess the search volume and competition for each keyword to prioritise the most valuable ones.
In addition to broad keywords, we explore long-tail keywords to capture highly specific search queries and attract niche audiences.
4. 12-month content plan
Strategic planning is at the heart of an effective content strategy. Our 12-month content plan includes:
We determine a list of content topics and themes aligned with your business goals and audience needs.
We create a publishing calendar outlining when each piece of content will be created and published. This schedule ensures consistency and regular engagement with your audience.
We integrate the targeted keywords into the content plan, ensuring that each piece is optimised for search engines.
5. Content performance monitoring and reporting
Success in content strategy doesn’t stop at content production; it’s an ongoing process that requires continual assessment and adaptation.
That’s why our content marketing campaigns always include the following monitoring and reporting services:
We set up and maintain analytics tools to track the performance of your content. This includes website traffic, engagement metrics and conversion rates.
We analyse the data regularly to identify trends, successes and areas for improvement.
Based on performance insights, we refine and adjust the content strategy to ensure it remains effective in achieving your business goals and KPIs.
Our Content Strategy Services provide a comprehensive, step-by-step approach to optimising your digital presence.
With each and every stage of our content marketing services, you’re not just investing in content; you’re investing in the growth and success of your online presence.
To find out more about SEO Content Writing Services, feel free to call us between 9am and 5pm on 07976 642348 or email firstname.lastname@example.org