But developing a content marketing strategy is not enough just to write said content, but rather a whole strategy and plan must be developed so that this content obtains the expected results, that is, attracts potential clients.
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Steps to follow to implement a content plan
There is no such thing as a perfect content plan, but rather it is created depending on the needs and interests of each company. Content plans are very specific gmail email list documents created for each type of company. Only in this way can the objectives established in each organization be achieved.
Step one: Do you have a blog?
There are companies that already have a blog but do not publish on it or the content is not achieving anything, therefore, the strategy must be changed. In this sense, we recommend that you optimize and update all the posts you already have to focus them on the new content plan. Do not delete them or you will lose the positions you already have.
If you don't have a blog, you'll need to create one. To do this, you'll need to decide which content management system is best for you.
If we had to recommend one, we would definitely go with Hubspot. We have worked with both WordPress and Hubspot, and the features and levels of automation it offers, as well as the design and usability, are certainly much better. But that will depend on your needs.
Step 2: What will be the theme of the blog?
Now comes one of the most complicated parts: choosing the blog's theme. If you are a company specializing in X, it will be easy for you to determine what your theme will be, but if, on the other hand, you cover many different topics, we recommend starting with a specific one, the one that will bring you the most traffic.
In this second step we will also have to take into account other aspects such as:
Buyer Persona : Who are you targeting? It is important to know your potential or ideal client. This way, it will be easier for you to create content focused on them and get the desired traffic.
Keep SEO in mind : In order to position yourself with your content, the use of keywords will be essential , but to do so, you must know them. Perform a search for the most searched topics and keywords in relation to your products and services, in this way, you will be able to generate content based on these keywords and position yourself.
Step Three: Create a Style Guide
Ideally, a blog should have different editors, a diversity of topics, and the ability to count on the help of external collaborators who add even more value to the blog. To do this, it is important to establish a style guide, so that the tone, structure, keywords, editorial calendar, use of images, start of the post, etc., are determined from the beginning and all have the same structure, so that there are no errors, no matter who writes.
To do this, it is important to include a description of the company (who we are), a definition of the buyer we are targeting, an editorial calendar, the most relevant SEO aspects, the theme and focus of the blog, and the tone and terminology to be used.
Step Four: How will the blog be organized?
The organization of the articles in the blog is also very important, since it will make navigation easier for the user. For this we have two options:
By categories and tags
Pyramid organization , this consists of creating an article per category that is very relevant, that is very well developed and well worked on in terms of content and knowledge, as well as being very well optimized for search engines. This is the pillar content and from this, secondary and interrelated content is created.
Step Five: Brainstorming
It's time to start working on the headlines for the articles. Brainstorming is the best way to do this. You can rely on all areas of your company to ensure variety and expertise, and also on your suppliers, collaborators or even clients. Knowing what interests them, what their pain points are... will be key to developing content.
Sixth step: SEO
Do you already have the headlines for your content? Now it's time to take advantage of the keywords that you will use in said content to position it in search engines. To do this, you can rely on tools such as:
Google Keyword Planner.
Ubersuggest
MOZ
SemRush
Among many others that we find in the market. Pay close attention to what keywords your competition uses, you are surely interested in using them and climbing positions in them.
