The driving force behind search engine optimization (SEO), having a content strategy and the team to deliver on it is critical in creating long-term, sustainable lead generation. At GrowthStack, we strongly advise our partners to adopt a content strategy regardless of whether other initiatives appear to be more pressing. Why? Without content, your organic leads will never grow, forcing you to rely on more expensive acquisition channels. Another reason: our experiments have proven the immediate return (and loss) resulting from content strategy…
When we work with partners to deliver on content & strategy, we typically bucket our efforts into a few initiatives:
Understanding the channels our key personas leverage
A huge part of the Inbound methodology is buyer personas.
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.Sam Kusinitz, Hubspot
At GrowthStack, we prioritize understanding our partners’ markets and the different individuals that can purchase, influence, or make decisions during a sales cycle. Using these personas, we can then make more informed decisions about what content we write and which channels we publish in.
Determining the most critical keyword/content opportunities
Once we know which personas we’re writing for, we can determine the different stage a buyer might be in. We’ll create a content mix for different stages like awareness and decision.
We’ll leverage a stack of tools for competition analysis and keyword research to define both short term and long term goals.
If you’re looking to do this yourself, take a peak at some of the tools we use for this analysis:
Creating a Content Calendar & measuring results
Once the strategy has been laid out, a Content Calendar is created (this is where the magic happens). We determine the frequency of posting across different channels (blog, video, social media, etc.) and determine how we’re going to attach the keyword strategies, buyer personas, and decision stages we laid out in the previous two steps.
GrowthStack can pull from our internal team of copywriters to help partners deliver content. We also help coordinate internal subject matter experts and guide them through the process of delivering thought-leading content.
It’s important to define and benchmark your key performance indicators (KPIs) so you can see the affects of your efforts. While it’s normal to want to measure overall lead generation, keep in mind content is a typically a longterm game and we’ll want to measure more near-term leading indicators like site traffic.