How to create captivating, compelling and optimized content - Search Engine Land

We all know that “content is king.”

What many don’t understand is that for content to be king, it needs the support of its court.

To make the most out of your content strategy, it’s important for you to:

• Identify entities and topically-related keywords.
• Optimize for on-page elements.
• Build content that will stand out.

Create your editorial strategy

At this stage, you should have a comprehensive list of keywords. You should also have insights about your target audience, personas and buying cycle and what your competitors are doing.

Now it’s time to put that data to use.

In the planning stage, you’ll need to determine:

• Cadence: How often will you publish content on your website/blog? Daily? Weekly? Monthly?
• Resources: How many writers do you have available? What about editors? How many words can they write every week while maintaining quality?
• Formats: What type of content will you be producing? Long-form articles? Infographics? Tutorials? Ebooks?

When developing your strategy, make sure you develop different types of content for the different ways of learning that your audience personas may exhibit. Some may learn visually, others prefer videos, yet others might enjoy looking at infographics or images.

Here’s how you should conceptualize your topic clusters or content pillars:

Style guides

Before developing content, make sure you have a style guide in place. For marketing agencies, this can be used as a library for assets: style guides, brand books, etc., provided to...

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