Content strategy is at the heart of SEO; it results in inbound links, social signals, and brand trust, and provides fuel to
search engines in the form of organized, informative material. But how do you know where to start? How do you create
and publish content that will result in positive ROI?
To start, you need to have a good understanding of who your target market is, what they like, and what they tend to
share. This will give you the insight you need to create the most effective and engaging content.
Begin by taking some time to look at what’s working for your competitors. Take note of what your customers and target
audience tends to share the most. What gets the most tweets, likes, and shares within your industry? Is it breaking news?
How-to guides? Industry expertise? Simple little tips?
Once you have some basic topic ideas, it’s time to start planning. There are many different types of content that you can
create, depending on what your goal is. Here’s a simple guide to some different types of content and what they’re best
BEST FOR ENTERTAINMENT:
• Branded videos
BEST USED TO EDUCATE:
• Press releases
• Trend reports
BEST TO INSPIRE YOUR AUDIENCE:
• Celebrity endorsements
• Community forums
BEST USED TO CONVINCE YOUR AUDIENCE OF SOMETHING:
• Case studies
• Interactive demo’s
• Product features
• Data sheets and price guides
GOOD FOR BOTH CONVINCING AND INSPIRING:
• Special events
GOOD FOR BOTH ENTERTAINMENT & EDUCATION:
GOOD FOR BOTH CONVINCING AND EDUCATION:
• Demo videos
As you can see, there are many types of content – blog posts are not the only option. Your goal should be to develop
content that engages your audience while providing useful, helpful, or entertaining information. Aim to become the go-to
resource for your industry and your brand, along with your audience, will bloom.
The easiest and most effective way to plan your content strategy is to use an editorial calendar. Plan when you’re
going to publish blog posts, videos, and white papers, and adhere to the schedule. The more consistently and the more
frequently you post, the better—but remember, quality needs to be your top concern.