Editorial Plan and Content Marketing: What to Write?
It should be crystal clear that the articles you will publish on the website should not be a mass of keywords, as it happened up to 5 years ago. Today, the articles must provide real help for the user and offer an excellent user experience, especially in a post-RankBrain period.
After this fundamental premise, you should know that content marketing is perfectly interlinked with SEO. Instead of improvising with each article, the use of an editorial plan is the best possible choice, in order to be able to constantly publish excellent quality content.
If you decide to organize your content marketing by a real, scheduled calendar, you will have a series of important advantages:
In terms of marketing, you will need to create content for each user phase (customer journey):
- Awareness: the user realizes that his need can be solved, but does not know yet exactly, how. The contents of this phase should be shareable on Social Networks and inspirational, with infographics or visual elements.
- Research: the user looks for data and answers to his questions. Preferably, these contents should be guides, in order to help the user learn about the subject.
- Purchase: the user has decided to purchase. You can use comparison tables, showing the differences between your service and competitors' one.
But why all these differences? Do they make any sense?
If you have only inspirational articles on your website, but you don't provide neither guides nor comparison tables, probably the user won't know that you're offering a service.
On the other hand, if you only push on the comparisons, through Google you will never attract all the audience that doesn't yet know about the existence of a product to solve their problem.
For example, if you created a beautiful comparison between electronic invoicing softwares, you would have very little traffic interested in finding the differences between products and immediately ready to purchase. If in addition to the comparative tables, you include articles with legislative in-depth information on the fact that electronic invoicing is mandatory (awareness phase) and guides on how it works (research phase), you would certainly have more visitors, which could be progressively converted into customers.
Here are the steps that I generally follow for the construction and implementation of a good editorial plan:
- Brainstorming: use the keyword generation tools, in addition to your personal ideas, in order to create a list of potential topics.
- Organization: in a blog, for example, you can define 5-10 categories and a dozen of articles for each.
- Publishing: you decide how often to publish a content. Personally, I opt for 2-3 articles a week. Depending on your specific project, you can adjust this frequency to your preference.
- Distribution: after publishing, you should do a minimum of content promotion by sharing articles on Social Networks, or by sending an e-mail to your newsletter subscribers.
Federico Magni has been a Senior SEO Specialist for about 10 years with 100 sites ranked on Google and today he is the founder of the All in one SEO platform GetSEOfix.com.
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