Content Strategy Framework
Who is this essay for?
This essay is for an online business or a business with some online presence. As a business in the 21st century, having a keyword rich blog as a content strategy has been the norm for several years. Over the years though, the search ecosystem has changed tremendously, i.e.:
User search behavior has evolved from simple keyword search, to looking for answers.
Millions of content creators are publishing content everyday, in different forms such as blogs, eBooks, podcasts, videos, etc., competing for visibility. This competition is only increasing.
Search engines, especially Google Search, have evolved from showing results to answering questions, and from ranking results for keywords to ranking results for topic authority.
The only thing which has remained constant is the purchase journey, i.e.: awareness, consideration and decision.
What is content strategy?
What is not a content strategy?
Why do we need a content strategy?
Who will create content strategy?
Creating a content strategy and executing it, involves several steps (which we will cover in detail in another section) and different skill sets:
How to create a content strategy?
Define your goal
Define your audience
Run a content and SEO audit
[Most Important]Generate content ideas
Step 1: Derive main topics; also called pillar content or hub page.
Step 2: Get monthly search volumes for your main topics/pillar/hub.
Use a Ahrefs or a similar tool to find keywords exactly matching or closely related to the topics from Step 1. For all relevant topics, note down the keyword/s and the respective monthly search volume. In the absence of tools such as Ahrefs, Google's free keyword planner can be used.
Searching for scheduling in Ahrefs' keyword explorer tool gives the following result:
While carrying out the above steps, keep an eye out keywords, which could act as sub-topics for your main topics, i.e.:
Board meeting, virtual meeting, pitch meeting, town hall meeting, etc. seem like keywords related closely to video meetings, which should be relevant to Zap, at least in terms of generating ToFu content.
Step 3: Define sub-topics; also called cluster content or spoke pages.
Again using Ahrefs or Google's keyword research tool, determine which long tail keywords or keywords relate directly to your main topics/pillar/hub. Record the search volume for these keywords.
Integrations in relation to online meetings could be potential sub topics.
Zap wants to influence the whole meeting lifecycle, so it would be interesting to focus on topics such as meeting notes, agenda, action items, following up, meeting recordings etc. These could be further combined with scheduling and meeting.
Scheduling and meetings are terms used not only in Zap's industry, but also in everyday speech. Hence it would be important to look for search trends related to scheduling and meetings. Let's look at meeting agenda as keyword in Ahrefs:
This way we can build a topic (or pillar or hub) with sub-topics ( or cluster content or spokes) around it. If one were to visualize this:
Define types of content to be produced
Publish and manage your content
1. When to publish which piece of content - typically addressed by an editorial calendar, this part can be managed using the Planned release date column in the tracker template:
2. Where to share/distribute the content you publish - typically addressed by a social media calendar, you may use the SocialMediaCalendar tab to plan distribution of the produced content.