Creating a Content Strategy for SEO

Are you a content creator? Don’t bother thinking about it, if you have a site, the answer is yes.

Every website needs a focus. To achieve that focus you need a strategy. Sitting down and spending some time thinking about a content strategy, linking strategy and outreach strategy will help you achieve that focus.

In last night’s SEO meetup, “Building a Content Strategy and Getting to the Next Level”, host Phil Buckley explained the need and process of a content strategy. If you don’t have a content strategy—a focus—you can’t do anything well because you’re meandering all over the place. If you can, create your strategy before you start making content.  (Note: Everything on your site is content.) This strategy should start with a definition of your business goals, and end with content that’s going to get you there. Make sure you only add content that is useful in the long run—for example, answering a need in your online community or creating desire for your product.

One way to find content is to perform a gap analysis. Look for what hasn’t been said, or said well or thoroughly. Then write about that. Think like the people coming to your site; make them feel welcome there.

If you’re wondering about how long your posts should be, Phil says it’s a good idea to switch between long and short pieces. This way you get the people who want to make a quick stop and those who want to learn more in-depth stuff. By the way, “short” means about 500 words. It should take between one and five minutes to read.

How often should you write? As often as you can. The benefit to posting every day is that search engines will come to you for content every day. If this sounds daunting, here are a couple of tricks to keep you on schedule and stave off burnout:

• Create an editorial calendar, determining what will be posted on what date. When it’s in writing, it holds you more accountable.
• Have rest days. Write three posts one day, and then take two days off. You can also replace written posts with videos or drawings.

There’s so much more to creating a content strategy than I can include in this post. If you’re interested in more information, go to the source: Kristina Halvorson. She’s the thought leader in this area. According to Phil, if it’s content strategy, it’s either by her or about her.

If you’re in the Raleigh area and interested in learning more about SEO, join the SEO – What you need to know meetup group.

Photo by marciookabe