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Content marketing is a big deal, to the tune of $118 billion dollars.

eMarketer forecasted $188.4B will be spent on content marketing, video marketing and social media in 2013.

While 86% of B2C marketers use content marketing, their B2B counterparts depend on it slightly more. But not many in either group think they are all that successful in executing the plan. So what are the biggest hurdles of implementing the strategy? Creating enough content? Being on top of the trends? Creating the type of content your customers are looking for?

Crafting a content strategy is critical to your content marketing initiative. Required to support the actual content creation process, objectives and goals for each piece of content you create, audience and marketing channel identification; a content strategy can also help streamline the content creation process by assigning roles and removing department silos.


eZdia’s Alok Jain and TopRank’s Brian Larson shared dozens of tips and tools during their session How to Craft Killer Content Strategy to Earn Links and Visibility, a complete hour entirely focused on creating a content creation process that is both efficient and effective.

3 bullet proof steps to create the content your killer strategy requires #SESCHi

1. Identify keywords, topics, themes to create the content around

Start with a group of keywords. These could come from:

- your inbound search terms            - events & holidays
- borrowed from your competitor      - customer questions/reviews
- keywords in your taxonomy            – contests and innovations
- get creative (Black Friday in July!)   - social trends

Plug these keywords into Google’s Adwords Keyword Planner Tools to get hundreds of keyword ideas.


2. Take Inventory of keywords and topics

Once you have the keyword ideas downloaded from Google’s keyword planner, eliminate any keywords that don’t match the brand voice or campaign goals.

Group keywords in specific buckets and collect respective search engine rankings and monthly search volume.

Apply organic CTR to keyword position & monthly search volume and identify traffic. Alok’s example used Chitika for this step.


3. Identify content gaps & share of voice, here’s the simple process.

Define Keyword Groups  >  Find SERP (per group) & Apply Organic CTR  =  SOV

Create a content plan based on audience needs, share of voice, content gaps, business goals, content objectives and best suited marketing channel.

You can view Alok’s complete SES CHICAGO presentation here



Padmini Murthy

About Padmini Murthy

Padmini is a marketer, a mom and a musician (the 3Ms). She loves to read about new and emerging technology. She has successfully led marketing initiatives for mobile, cloud, semiconductor and now, eCommerce. In her last position as a marketing head for a mobile company, she helped the company triple their revenue in less than 3 years. She has several marketing publications and her case study on InfoSys and the challenge of global branding was published by the Harvard Business Review.

2 Responses to “3 Bullet Proof Steps to Creating Content #SESCHI”

  1. Chitraparna Sinha

    Its true that content marketing is a billion dollar industry but the methods stated above doesn’t work as it used to work couple of years back.

    Keyword research is necessary but more important is to identify content gaps and fill that gap. This can be done without keyword research and more with understanding the target market.

    All of the successful posts on my blog were written without any keyword implementation, but with strong understanding of the target market. The latest Google Hummingbird update mandates this.

    ~ Chitra

  2. Rajeesh Nair

    Content has always been the key from the start. The best example of them can be seen by the superiority in search results for Wiki, and IMDB links. A Content doesn’t mean just writing a bunch of 400-1000 words article. Content may vary as per the type. It can be Textual, Video, Image, Slideshow etc. Even in textual content there are different types such as article, lists, how-tos, informative etc.

    Hence its important to target proper keywords before writing the content but more than that its important to display it correctly as well such that the readers find it helpful and simple.


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