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You are here: Home / SEO Consulting Services & Audits / Content Marketing Strategy

Content Marketing Strategy

If your content marketing efforts aren’t driving the results that you’re after (increased traffic and conversions), it may be time for your business to have a professional content marketing strategy created to boost your efforts. Many companies overlook (or are simply unaware of) the data available to them, which helps to craft a content marketing strategy that is going to deliver results.

Kern Media has created dozens of content marketing strategies for clients of all kinds (lead generation, E-Commerce, online publishers, etc.) and has the experience to drive the results that you seek. Learn about my approach below.


content-marketing-strategy

Benefits of a Content Marketing Strategy

  • Increase traffic from your content marketing efforts by targeting topics that are searched for by your target audience.
  • Increase conversions from your content marketing efforts by providing a clear call-to-action (CTA) through your content marketing efforts.
  • Expand your keyword ranking by having a keyword-targeting plan (based on data) and improving content quality to better compete in search engines.
  • Improve ranking of your entire website by attracting links and social signals to build your link profile and overall ranking authority.
  • Improve social sharing of your content by determining what works in your industry, improving content quality, increasing perceived authority, and making your content more shareable.

 

 
 

Creating Your Content Marketing Strategy

Kern Media creates content marketing strategies for clients via a detailed process that ensures that your content marketing efforts are going to improve. Data is used every step of the way to ensure that your strategy is engineered for success.

Audience Personas & Your Brand Story

audience-personaThe starting point for any marketing initiative is knowing your audience. Kern Media can assist with creating detailed audience personas for your content marketing efforts. Industry-insider information can be culled from your staff and combined with data from Google Analytics and other online resources to create a complete picture of who your target audience is, what their objectives and pain points are, and how to solve them. Audience personas can be as simple or robust as you would like them to be. If you company already has audience personas, they will be reviewed and incorporated into the content marketing strategy.

Once your target audience is established in a detailed manner, it must be determined how to communicate your brand story to them before you plan specific content efforts. What messages do you want to convey? How do you differentiate your brand from the competition? Get this right from the start, and you’ll improve your chances of connecting with your prospects when they engage with your content.

Content Marketing Goals

content-marketing-goalsYour content marketing efforts need to be aligned with goals. Your bottom line is likely to increase revenue, but how are you going to achieve that? Good content marketing strategies address different stages of the buying cycle with different types of content, and specific goals need to be aligned with users depending on where they are in their own stage of the buying cycle.

Prospects who are early in the buying cycle may need to simply be made more deeply aware of the problems they are dealing with, and solutions that are available to them. They need to be further educated and nurtured before they will be ready to convert. Prospects who are later in the buying cycle may simply need to gain confidence in your brand in order to make a decision to do business with you. Prospects somewhere in the middle may simply need to be educated about which products or services are right for them.

What Works in Your Industry

buzzsumo-logoSocial media is one of he most effective methods of content distribution, and it can provide insightful clues into what it will take for your content marketing efforts to be successful. There’s a number of online tools to assist with determining which content marketing tactics work in any industry, and Buzzsumo provides one of the best sets of data to get an insider-view into qualitative factors such as:

  • Specific content tactics that result in the most social shares
  • Common word counts associated with the most socially shared content
  • The social networks that see the most activity in your industry
  • Which days of the week will provide the most visibility for your content when shared
  • The most socially shared domains within your industry

Keyword Research

keyword-research-symbolKeyword research (aka “topic research) is quite possibly the most important part of a content marketing strategy, as it helps to clarify which topics are most searched by your prospective customers or clients, and ensures that your content marketing efforts are aligned with them. Kern Media uses a number of tools (SEMRush, Moz Keyword Explorer, etc.), depending on the client, to get the data needed to identify keyword gaps in your content marketing strategy.

The keyword gaps are consolidated into a list of recommended topics for your staff to review and determine relevancy and viability. Once approved, the keywords will be added to an editorial calendar for more detailed planning and eventual content creation.

Editorial Calendar

editorial-calendarOnce the initial keyword research is complete, the keyword topics will be organized into an editorial calendar in order to provide a schedule for your content marketing efforts. This organization helps to ensure that content is consistently created, and done so in a manner that will maximize visibility.

Kern Media can either provide an editorial calendar for your business, or enhance your company’s existing editorial calendar to ensure that elements such as the following are included:

  • Suggested content tactic
  • Primary keywords + search volume
  • Semantically-related keywords
  • Suggested metadata
  • Suggested H1 titles
  • Suggested URL addresses
  • Scheduled publish dates
  • Suspected reader questions
  • …etc.

Content Tactic + Quality Recommendations

content-tacticsCertain content marketing tactics work better in certain situations. For example, how-to content is often essential in hobbyist and technical industries. List articles and curated product recommendations are often essential for B2C E-commerce websites. For B2B lead generation websites, it’s common to see “why posts” and “what posts” driving interest and engagement. Knowing the content tactics that work in your industry is essential.

Kern Media will also provide on-page optimization tactics that can increase visibility for your content marketing efforts. Common recommendations include blogging guidelines, landing page optimization tips, etc. Suggestions can cover specific optimization elements, such as:

  • Metadata optimization
  • Content depth and word count
  • Content layout and formatting
  • Supplemental content (imagery, video, etc.)
  • Internal linking
  • …etc.

A Personalized Content Marketing Strategy

google-document-logo-smallAll of the recommendations provided above will be organized and explained in a manner that can be understood and utilized by your team to improve your company’s content marketing efforts. Additional recommendations for inbound marketing tactics such as gated content, email acquisition, and marketing automation can also be provided to create a robust strategy that will nurture your prospective customers or clients during their journey. Your content marketing strategy will be customized for your specific needs by a seasoned professional with the experience that can help you meet your business goals.

Ready for a Content Marketing Strategy?

Start realizing the traffic and revenue growth that your company deserves. Take action and request a free consultation.

 

Dan Kern | Colorado SEO Expert Consultant I'm Dan Kern, a veteran Colorado SEO consultant. I help businesses to grow their revenue online through "white hat" SEO and content marketing, and help other online marketing professionals enhance their skills.

Need Help? Let's talk. I'm for hire.

Qualifications & Certifications

Have confidence when hiring Kern Media for SEO consulting services. Dan Kern is Google Analytics Certified, Inbound certified, and featured with quality reviews amongst other top SEO agencies.


What Clients & Colleagues Say

"Dan Kern has the unique mix of analytical and technical skills blended with creativity that mark a successful SEO these days. His expertise goes beyond "just" SEO in all its facets. Dan is also a solid marketing strategist with direct experience in most online marketing channels. I highly recommend working with him." - Everett Sizemore

 

"I've just finished reviewing your technical SEO audit - it's awesome. Thank you for taking the time to be thorough, clear and providing your personal commentary on items in the document." - Ed Caraballo (Seer Interactive)

 

"I had the privilege of working with Dan for five years where he helped transform the way the company thought about and utilized SEO and inbound marketing. Traffic skyrocketed, increasing 7x over the course of six months." - Winter Thielen

 

"Kern Media has provided only positive results for Costa Rica Explorations & Escapes since beginning our working relationship in 2012. Dan Kern continues to exceed our expectations on a daily basis as he works tirelessly to keep up with industry trends and keep our site optimized. " - John Rabenau

 

"Not only is Dan admirable at his profession, but he's also an incredible leader and teacher. He knows how to talk to someone to convey information clearly, and is driven by the goal of getting everyone educated and "on board" for a particular project or strategy." - Corey Hartford

 

"Dan is by far, the most passionate about SEO and strategic content development of anyone I know. He takes each project on with determination for success and positive results. Dan is innovative, strategic, and results-focused, and there isn't a responsibility that he doesn't put his full energy into." - Jill Simonds

 

"Dan uncovered several problem areas of our site, resulting in us being penalized by Google’s Panda algorithm, and contributing to decreasing organic growth. With his guidance, we were able to fix our SEO-problem areas and have since seen tremendous growth in our organic traffic year over year! He transformed not only this business, but provided a proven model with best practices we continue to employ today." - Amanda Ferm

 

"In short, Dan is fantastic -- a true SEO guru, who is also a pleasure to work with. He is diligent, creative and his excitement for SEO & Online Marketing is both deep and genuine." - Dan Sargent

Still looking around? What are you looking for? If you contact us, maybe we can help.

Simply email us. We like to help people, whether they're curious about a technical SEO issue, ranking troubles, content optimization, or anything else related to SEO and inbound marketing.

SEO Services

  • ECommerce SEO Services
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  • Staff SEO Training + SEO for Publishers
  • SEO Content Audits
  • Content Marketing Strategy
  • Technical SEO Audit

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