Content Strategy
Should you still create content in a world where Ai is trying to answer questions directly in the search results?
If you only create content for SEO purposes, then the answer is no. If you are producing content that is genuinely useful to your audience, from awareness of your brand through to conversion and post-conversion needs? Then your content should still be accessible and should still be useful.
A good content strategy understands what the audience needs and how what the brand offers aligns with that need. It understands where the content should be distributed and how to get the most out of a single piece of content through multi-platform distribution.
What this includes
✓ Content Audit
✓ Competitor & Search Landscape
✓ Keyword Universe
✓ Content Plan & Distribution Plan
Things to consider for a good content strategy
01
Content Audit
What do you already have on site? A content audit should look at pillar content and supporting blog-style content.
What should be kept as is, what would benefit from being combined, and what is no longer needed at all?
A content audit should ai to understand is the content in place that supports the commercial goals of the website.
02
Competitor and Search Landscape
What is working for competitors and what do the search results look like across different platforms for the style of content you want to produce?
Competitor analysis can identify gaps in your offering with a proven concept of what is working elsewhere.
This can also identify gaps in your competitors’ strategies that the brand can hope to exploit.
03
Keyword Universe
The most important document of any search strategy. A deep dive into the keywords and topics that the brand can go after to satisfy the content needs across the audience’s interest tangent.
We should look at content that the audience expects from the brand, through to content the audience is interested in around the subject you want to own.
Keyword research can tell us the dominant SERP features we will compete against and how competitive the landscape is for that topic.
This document forms the hub that any content strategy is built from.
04
Content Plan
After keywords have been clustered into topics, we can start to understand the types of content that we should be producing.
This should be prioritised based on the ownable categories that the brand wants to push for.
The content plan looks at what needs to be produced, highlighting keywords to target, and potential distribution channels to satisfy the search results and where your audience is searching for that type of information.
The content plan can be picked up and used by a content team.
05
Content Production / Briefs
For further assistance, based on the content plan, I also have experience in content production or content brief production to help guide the output.
06
Repurposing Plan
The days of producing a blog and hoping for the best are gone, we need to get the most out of the content that we produce and ensure that your audience experiences the brand no matter where they choose to search.
Becoming an inevitable answer across the search landscape means repurposing long-form content into shorter video content for platforms such as TikTok and Reels, it means producing a longer form video for YouTube, it could mean repurposing your content into a LinkedIn article if that is where your audience are looking.
07
Distribution Plan
When should the content be posted? How do we draw attention to it to help give it a boost and get it in front of your audience?
A distribution plan looks at where and when to post the content that you have just created.
Need something more?
Consider a fully Connected Search Strategy that looks at multi-platform search, helping to build brands and future-proof against organic changes.
Check out the work I’ve done before here: