Scaling Content Marketing

WRITTEN BY

David Žalec
David Žalec

Conversion Rate Optimizer

scaling content marketing meme

Table of Contents

If you want to target and keep more customers, content marketing is essential. As your business evolves over time, though, scaling up your content efforts can be a bit daunting. That’s why we’ve put together this blog post with helpful advice on how to scale your content strategy.

SEO-driven content marketing should remain your primary focus to expand traffic, and there’s a good reason why. If you optimize your content for search engines, it is more likely to appear in the top results when individuals are searching for keywords associated with your business. This increased visibility of your work will draw more eyes onto it and subsequently drive people towards visiting your website.

Determine if your website could benefit from SEO-driven content marketing

Before deciding if SEO-driven content marketing is right for your website, there are a few elements you should take into account:

  1. Audience: If your customer base is inquiring about issues that are pertinent to the products and services you provide, SEO-driven content marketing will likely be beneficial for your venture. As an example, if you offer snowboards then assembling a snowboard sizing guide or offering advice on how to learn would be ideal.
  2. Business model: Content marketing driven by SEO can be profoundly beneficial for eCommerce, startups, and B2B businesses. In particular, they are often facing intricate issues related to their industry that may be addressed via content.
  3. PPC efforts: Strengthening your pay-per-click (PPC) advertising with SEO-driven content marketing is a great way to boost your rankings for terms associated with your business. Not only that, but these two strategies work together to create more visibility and reach potential customers who are looking for what you offer.
  4. Organic traffic: If you’re looking to generate organic traffic, then harnessing the power of SEO-driven content marketing is essential. By crafting optimized pieces for search engines, your website will be more visible on SERPs and draw in a higher volume of visitors.
  5. Competitive landscape: If you’re in a competitive market, SEO-driven content marketing can help you stand out from your competitors by positioning your website as an authority.
 

If you’ve considered these factors and the answer is yes, then SEO-driven content marketing could benefit your website. However, it’s important to note that SEO-driven content marketing may not be the best fit for every business, and it’s always recommended to thoroughly analyze your website and audience needs before making any decisions.

Define common SEO terms as it relates to the content

Here are some common SEO terms that are related to content:

  1. Keywords: These are the words and phrases people type into search engines to find relevant content. When creating content, it’s essential to research and includes relevant keywords to improve the chances of your content appearing in search results.
  2. Meta tags: These HTML tags provide information about a webpage to search engines, such as the page’s title and description. The title tag and meta description are essential for SEO, as they are often used as the text snippet for a webpage in search engine results.
  3. Backlinks: These are links from other websites to your content. Backlinks can help improve your search engine rankings, as they indicate to search engines that other websites consider your content valuable.
  4. Alt tags: These are tags that provide a text description of an image. They are essential for SEO as they help search engines understand the context of an idea and can also help to improve accessibility for users who rely on screen readers.
  5. Content quality: This is a website’s content’s overall quality and relevance. Search engines use complex algorithms to determine the quality of a website’s content, and high-quality content is often rewarded with higher rankings in search results.
  6. Content relevance is the extent to which a website’s content is relevant to a particular topic or search query. Search engines strive to provide users with the most relevant results for their search queries, and content relevance is an essential factor in determining search engine rankings.
  7. Content length: This is the amount of text on a webpage. While there is no specific number of words that a webpage should contain, the more comprehensive and informative the content, the better it will perform in the search engine results.
  8. Headings: These are the headings used to structure the content, such as H1, H2, and H3. This help to indicate the hierarchy of the content, and search engines use them to show the content’s relevance to a particular topic.
 

By understanding these terms and how they relate to content, you can create and optimize your content to be more search engine friendly and improve your website’s visibility in search results.

Prioritizing Topics for Rankings and how to Develop a content calendar based on the ability to rank

Prioritizing topics for rankings and developing a content calendar based on the ability to rank is an essential part of SEO-driven content marketing. Here are some steps you can take:

  1. Conduct keyword research: Use tools like Google Keyword Planner or SEMrush to identify the keywords and phrases that are most relevant to your business and audience. Look for keywords with a high search volume and low competition.
  2. Identify topic clusters: Group related keywords together to create topic clusters. These clusters will form the foundation for your content calendar.
  3. Analyze search intent: Look at the meaning behind the keywords and phrases you’ve identified. Are people looking for information, solutions, or reviews? This will help you understand the type of content that best addresses their needs.
  4. Assess content gaps: Look at the existing content on your website and identify any gaps. Are there any important topics or keywords that you haven’t covered yet?
  5. Analyze competition: Look at the content ranking well for the keywords and phrases you’ve identified. Analyze the content’s structure, format, and length and identify any patterns or best practices.
  6. Create a content calendar: Use the information you’ve gathered to develop a content calendar that prioritizes topics based on their ability to rank. Schedule regular content publishing and ensure that you cover all essential topics and keywords.
  7. Measure and optimize: Use analytics to track your website’s performance and identify areas where you can improve.

Choosing appropriate keywords based on four critical criteria and measuring the value of potential rankings is an essential part of SEO-driven content marketing.

Here are some steps you can take:

  1. Conduct keyword research: Use tools like Google Keyword Planner or SEMrush to identify the keywords and phrases that are most relevant to your business and audience. Look for keywords with a high search volume and low competition.
  2. Analyze keyword difficulty: Use a keyword difficulties tool like Ahrefs or SEMrush to understand how difficult it will be to rank for a particular keyword based on the authority of other websites in the search results.
  3. Assess competition’s authority: Look at the head of your competition by analyzing their backlink profile, domain rating, and other metrics. This will help you understand how authoritative your match is compared to your website.
  4. Consider perceived authority: Think about how well-known or trusted your brand is in the market. This can impact the perceived power of your website and your ability to rank for specific keywords.
  5. Measure the value of potential rankings: Use analytics to measure the value of likely orders by analyzing the search volume, CPC, and other metrics for the keywords you’re targeting. Look at metrics such as click-through rate, conversion rate, and revenue generated to understand the value of the rankings for your business.
  6. Prioritize keywords: Prioritize the keywords you’ve identified based on the four critical criteria and the value they bring to your business.
  7. Create a content calendar: Develop a content calendar that aligns with your keyword priorities and ensures that you’re regularly publishing content that targets the most valuable keywords for your business.
  8. Continuously Monitor and Optimize: Keep monitoring the performance of your website, the keywords you are targeting, and the overall SEO strategy, and optimize it when necessary.

Measure the value of potential rankings

Measuring the value of potential rankings in SEO-driven content marketing is an essential step in determining the success of your strategy. Here are some ways to measure the value of likely rankings:

  1. Search Volume: Look at the search volume of the keywords you’re targeting. This will give you an idea of the potential traffic you can generate from those keywords.
  2. CPC: Analyze the cost-per-click (CPC) of the keywords you’re targeting. This will give you an idea of the potential revenue you can generate from those keywords.
  3. Click-Through Rate (CTR): Measure your website’s search engine result pages (SERP) CTR. This will give you an idea of how well your website is performing in terms of attracting clicks.
  4. Conversion Rate: Analyze the conversion rate of the traffic generated from the targeted keywords. This will give you an idea of how effectively your website converts visitors into customers.
  5. Revenue Generated: Measure the revenue generated from the targeted keywords. This will give you an idea of how much value the rankings bring to your business.
  6. Return On Investment (ROI): Calculate the ROI of your SEO efforts by comparing the revenue generated from the targeted keywords to the cost of SEO services.
 

All these metrics will help you to understand the value of the rankings for your business and adjust your strategy accordingly.

Learn the best methods to leverage layered content on product pages, so you can increase your strategy's reach and impact by matching top-funnel keywords with bottom-funnel products.

  1. Layer Content over Product Pages: To make a more significant impact with your content strategy, you can layer content over product pages by creating blog posts, articles, and other types of content that target top-funnel keywords and link to your product pages. This will help to attract more traffic and increase visibility for your product pages.
  2. Match Top Funnel Keywords to Bottom Funnel Products: By matching top-funnel keywords (such as informational keywords) to bottom-funnel products (such as specific product pages), you can attract more qualified leads to your website and increase the chances of conversion. For example, you can create a blog post about choosing the right running shoes and link to specific product pages on your website.
  3. Determine How Keywords Fit in Your Marketing Funnel: To determine how keywords fit in your marketing funnel, you can use tools like Google Analytics and SEMrush to analyze the keywords driving traffic to your website. You can then categorize these keywords into different funnel stages (such as awareness, consideration, and decision) and create content that targets each step.
  4. Use a Content Map: Create a content map to visualize the relationship between different stages of the funnel and the keywords that fit into each step. This will help you create a more effective content strategy by ensuring that you’re targeting the right keywords at the right funnel set.
  5. Monitor and Optimize: Continuously monitor the performance of your website, your keywords, and the overall SEO strategy, and optimize it as necessary.
 

By layering content over product pages and matching top-funnel keywords to bottom-funnel products, you can make a more significant impact with your content strategy and increase the chances of conversion. You can create a more effective content strategy by determining how keywords fit in your marketing funnel and using a content map.

Maximize your product pages with strategic keyword placement and find alternative ways to layer content when necessary.

  1. Utilize Keywords to Boost Product Pages: One way to utilize keywords to boost your product pages is by optimizing your product titles and descriptions with relevant keywords. This will help increase your product pages’ visibility in search engine results, making it more likely for customers to find them. You can also include keywords in your product tags, meta descriptions, and URLs to boost the pages’ ranking.

  2. Use Long-Tail Keywords: Long-tail keywords, or phrases that are longer and more specific, can help to boost your product pages by targeting more qualified leads. As they are less competitive and have a lower search volume, they are often easier to rank for than short-tail keywords.

  3. Add a blog: Adding a blog to your website and regularly publishing content that targets specific keywords can help to boost your product pages. By linking to your product pages in your blog posts, you can drive more traffic to your product pages and increase their visibility in search results.

  4. Find Substitutes when Content Layering Doesn’t Fit: If content layering doesn’t fit your business model or industry, you can find substitutes that will still allow you to target specific keywords and drive more traffic to your product pages. For example, you can create how-to guides, tutorials, or comparison articles targeting particular keywords and linking to your product pages.

  5. Monitor and Optimize: To ensure your website, keywords and SEO strategy are performing well, regularly analyze the data and make any necessary improvements.

    By utilizing keywords to boost your product pages, you can increase the visibility of your products in search engine results, making it more likely for customers to find them. By finding substitutes when content layering doesn’t fit, you can still target specific keywords and drive more traffic to your product.

Define the Skyscraper Technique

The Skyscraper Technique is a content marketing strategy that involves creating high-quality, in-depth content that is significantly better than what is currently available on the topic. The goal is to create a piece of content that is so valuable and comprehensive that it becomes the go-to resource on the subject.

The technique involves finding a popular piece of content on a topic you want to rank for, analyzing it to identify what makes it successful, and then creating a new piece of content that is even better. This can include adding more information, updating it with the latest research, or making it more visually appealing.

Once the content is created, the next step is to promote it to the right audience and try to get backlinks from other sites. This will help increase the content’s visibility and make it more likely to rank highly in search engine results.

The Skyscraper Technique is beneficial for building backlinks and increasing the visibility of your website. It can target high-volume keywords and drive more traffic to your website. It can also boost your brand’s visibility by creating a piece of content that is so good that it becomes the go-to resource on the topic.

Distinguish between practical and counterproductive applications of the Skyscraper Technique and“10x” or “2x” content format is essential.

If employed correctly, the Skyscraper Technique can be an invaluable content marketing method; however it should not be abused as this could damage your website’s success.

Exemplary Uses of the Skyscraper Technique:

  1. Targeting high-volume keywords: Creating in-depth content that is specifically tailored to a widely searched keyword can significantly boost your website’s visibility on search engines, attracting more web traffic and increasing the potential for customer conversion.
  2. Building backlinks: Crafting content that is so invaluable and thorough that other websites can’t help but link to it aids in giving your website greater visibility while simultaneously building its credibility.
  3. Building your brand: Crafting an expertly-crafted piece of content is a surefire way to skyrocket your brand’s visibility and firmly establish yourself as the go-to source on any topic. By doing so, you’ll have no problem establishing yourself as an authority in your industry.

Bad Uses of the Skyscraper Technique:

  1. Copying and pasting Content: It’s not just unethical to plagiarize content from other websites and pass it off as your own: It can also incur significant damage on the performance of your website.
  2. Creating low-quality Content: Investing in content that is of inferior quality, which also lacks depth and worthiness, not only squanders your time and resources but can likewise damage the performance of your website.
  3. Not promoting your Content: Developing top-notch content is just the beginning; you must also ensure that it reaches the right people in order to achieve your desired results.
  4. 10x Content: When you are trying to target a highly-competitive market, the “10x” Content format is your best bet. It involves creating an article that outshines everything else available on the topic by adding more info, updating it with recent studies, or making it more visually appealing. The end result? A piece of content that stands head and shoulders above its competitors!

What link building is and how it impacts your site’s domain authority.

Link building is acquiring backlinks to your website from other sites. Backlinks are links that point to your site from other sites on the internet and are an essential factor in determining a website’s search engine rankings. The more high-quality backlinks a website has, the more likely it is to rank well in search engine results.

Link building is essential for SEO because it helps to establish a website’s credibility and authority. Search engines use backlinks as a way to gauge the value and relevance of a website. If a website has many high-quality backlinks, search engines assume it is a valuable and credible resource.

Writing effective pitch templates is an essential part of link building. These templates help you to craft personalized and compelling messages to other websites that you hope will link to your site. When writing a pitch template, it is essential to keep in mind the needs and interests of the website you are reaching out to.

When evaluating a website’s “pitchability,” it is essential to consider factors such as its niche, content, and audience. Websites in the same place as yours that produce high-quality content and have an audience that would be interested in your site are more likely to be open to linking to your site. It is also essential to consider the website’s Domain Authority (DA) and to link Root Domains (LRD), which can indicate the website’s overall authority and popularity on the internet.

Scale content marketing

During my discussion on how to scale SEO-driven content marketing for your business, I recommended starting with a KOB analysis in order to understand the opportunity and validate its investment. Additionally, I proposed creating a list of relevant topics within your niche market and leveraging tools like Ahrefs and SEMrush to gauge keyword difficulty, traffic value, as well as the cost of traffic so that you can obtain an updated KOB score.

Understanding the most influential topics for your business will help you prioritize them. Link building and cold pitching are also integral components of this process, so it is imperative to approach with caution when utilizing these results for your own business due to its potential drawbacks.

Credentials

Frequently Asked Questions Scaling Content Marketing

What is the first step in scaling content marketing?

The first step is to conduct a KOB analysis to understand the content marketing opportunity and validate the investment in it.

How can I prioritize topics for my business?

By using tools like Ahrefs and SEMrush to measure keyword difficulty, traffic value, and traffic cost and creating a new KOB score, you can prioritize the highest impact topics for your business.

Link building is the process of acquiring backlinks from other websites to your own. These backlinks help to increase the authority of your site, making it more likely to rank well in search engine results.

What is the Skyscraper Technique?

The Skyscraper Technique is a strategy for creating high-quality content that outperforms what is currently ranking for a particular keyword or topic. It involves researching existing content, identifying opportunities for improvement, and creating content that is more comprehensive, informative, or visually appealing.

When is it appropriate to use "10x" or "2x" content formats?

“10x” or “2x” content formats are generally used when the competition for a particular keyword or topic is high, and you need to create content that is significantly better than what is already ranking in order to outcompete it.

To evaluate if a website is “pitchable,” you should look at its domain authority, the relevance of its content to your own, and the number of linking root domains it has. Websites with high domain authority and relevant content are more likely to be receptive to link building pitches.

Share This Post
David Žalec
David Žalec

David Žalec is the mastermind behind ADGY! He's a CEO with extraordinary powers, like T-shaped knowledge that gets any business to their goals dazzingly fast. If you're looking for someone who'll boss around your bottom line...look no further than David - because he knows how to make marketing look easy peasy!

Leave a Reply

Your email address will not be published. Required fields are marked *

Is your business stuck in neutral and need a jumpstart?
Let's get those engines revving with some ingenious ideas to turbocharge your success!
growth marketing