Everything a company publishes on its social media accounts, website pages, and blog must be well-reasoned. It’s important to realize who might be interested in such texts and whether the actual visitors match your buyer persona. Otherwise, most of your leads won’t convert.
That’s why, to create great content, you need a content development strategy first. This plan includes all the steps necessary to attract quality traffic and meet other business goals.
Generally, the content marketing plan development at Marketechy starts with a competitor, market, and customer assets analysis.
After this, Marketechy runs keyword research and selection, identifies the right content type, and creates an editorial calendar. To set up the goals and evaluate the effectiveness of the content marketing plan, it’s necessary to select KPIs. The overall and organic traffic growth, number of ranked keywords, and visitors engagement rates are the most commonly used metrics.
If you have never developed a content marketing plan before, it may be challenging. It was so for a SaaS startup Inkit that requested content marketing assistance from Marketechy back in 2019. In 2020, they tripled their traffic and conversion. And here’s how we did it.
“We hired them to support our content creation and SEO needs. Our goal is to show that we’re the best in class while increasing our traffic and leads.” – Michael McCarthy, CEO & Co-founder of Inkit.
Content Development Strategy for Inkit
Since Inkit is a SaaS startup, it’s a rapidly growing company that regularly releases updates and new features. Their content marketing plan and SEO keyword strategy had to be flexible and proactive. That was the main challenge of content creation for Inkit.
After communicating with the customer and analyzing their business needs, Marketechy identified the initial traffic goals and started working on the SEO keyword and content strategy.
Goals of the SEO keyword and Content Development Strategy
- Reach 10K visitors per month in 6 months, by the end of 2020;
- Increase conversion rates in 6 months, by the end of 2020
To achieve these goals, Marketechy created the SEO keyword strategy and content marketing plan focused on:
- Removing tech SEO issues blocking the progress
- Optimizing the existing content
- Identifying new keyword opportunities
- Regular blogging activities
- Back-linking activities to accelerate the progress (guest posting, listings & directories, etc.).
Step-by-Step: How Marketechy Developed the SEO Keyword and Content Development Strategy
Marketechy’s team isn’t into one-size-fits-all solutions. We create tailored content marketing strategies for all customers taking into account their market niche and business goals. Since all content marketing efforts must be data-driven, research is usually the first stage.
Content Development Strategy Step #1. Competitor analysis
At the launch, Inkit was an offline marketing platform, which shaped their content marketing. As the functionality of Inkit started to become more versatile, the need for a new content development strategy emerged. It was necessary to keep competing with offline marketing automation providers but enter other market segments.
Marketechy took this into account while developing a content marketing plan for 2020. Our team analyzed the existing and potential competitors of Inkit, the market segments, and the company’s content generation assets to crystallize a viable, efficient, implementation-ready SEO keyword and content development strategy.
We paid attention to:
- Types of companies that are (and will be) competing with Inkit
- Marketing channels they use to publish content
- Keywords they target
- Frequency and topics of their blog posts
- Content types
- Buyer persona(s)
- Conversion path
- User & customer-created content (testimonials, ratings, case studies, etc.)
The preliminary analysis allowed us to understand what blog posts would be the most interesting to Inkit’s existing and new target audience. Such research was also helpful to see how and where we could outperform competitors with content.
Content Development Strategy Step #2. Keyword phrase analysis and selection
After the market research phase, Marketechy’s team understood what search terms are related to products like Inkit. We created the list of keywords and started to look for additional terms that might be related. Out of all the generated keywords, Marketechy selected the options with the best relevance, highest search volume, and optimum keyword difficulty to include them in the SEO keyword strategy.
Since the market competition was high, we built our SEO keyword strategy on two types of keywords:
- High-volume long-tail keywords for organic traffic;
- Niche, lower-volume, but highly relevant keywords for the conversion rate and lead generation.
Content Development Strategy Step #3. Content type selection
To pick the best type of content for the content marketing plan, Marketechy considered the search intents of Inkit’s target audience. It turned out that search queries that could forward customers to Inkit were mainly informational and transactional. This means that potential leads used search engines to learn how to do something or find the best solutions to their business needs.
Based on these findings, Marketechy’s team decided to keep updating the blog with helpful content close to guides, manuals, and FAQs type. To maximize the benefits of the content marketing efforts, all the published articles were highly informative, practical, and unique. They provided tips, statistics, step-by-step process descriptions, lists, and guidelines that ultimately positioned Inkit as an expert consultant in addition to a service provider.
Content Development Strategy Step #4. Editorial calendar and content briefs
When the SEO keyword strategy was ready, we moved to more detailed planning. Marketechy’s team created a content calendar listing the future blog post topics. This allowed us to discuss the planned blog posts with Inkit and synchronize the work of our content writer and SEO specialist.
The topics for the blog posts were selected based on the previously identified keywords, content groups, types, and the priority allocated. All of these were created based on the SEO content task, with the specified requirements as per:
- Content outline
When Inkit implemented new features, Marketechy expanded the variety of blog posts and the SEO keyword strategy accordingly.
Content Development Strategy Step #5. Publishing and content audit
Every time a new blog post is ready, Marketechy’s content & SEO editors proofread them manually for possible optimization and run automated SEMrush content checks. SEMrush is a trusted platform that helps create SEO-friendly content, audit it, and monitor content reach.
To make sure the articles generate traffic after publishing, we keep tracking them. This way, we identify the best performers and adapt the topics of the following publications if needed. Closer to the end of 2020, as the launch of new features approached, our team gradually shifted the focus of publications. It was necessary to start generating leads for new products in advance and explain how they work.
“We’ve seen a 3x increase in visitors to our site, along with the same increase in leads. Thanks to their efforts in optimizing the site and backlinking, we expect we’ll increase those numbers even more.” – Michael McCarthy, CEO & Co-founder of Inkit.
Results of the SEO Keyword and Content Development Strategy
By following the content marketing plan developed by Marketechy, Inkit achieved the set goals even faster than predicted. By November 2020– that is two months sooner than the deadline–the 10K visitor milestone was already reached. Apart from that, the implemented content marketing plan yielded other measurable results:
- Traffic to Inkit’s website grew by almost 300% in 2020 compared to 2019
- Organic traffic increased by 586% in 2020 compared to 2019
- Organic traffic amounted to 60% of other traffic sources (followed by 35% direct, 3% social, and 2.5% referral)
- Almost 6000 keywords ranked in Google’s SERPs in 2020, up from 1300 in 2019
- Conversion rates considerably increased thanks to the adopted content marketing plan.
- New keywords for freshly launched products started to generate traffic and lead conversions.
The achieved SEO keyword and content development strategy results convinced Inkit to expand cooperation with Marketechy. Today, Marketechy serves as an outsourced digital marketing team for Inkit, covering various marketing tasks.
What’s Next for Inkit
In the following years, Marketechy will stick to the adopted content development strategy with several upgrades and advances. We plan to involve more digital resources for content marketing and pioneer new topics. This translates into the following priorities:
- Find even more keyword opportunities to promote newly launched Inkit’s products;
- Intensify backlinking and lead-gen efforts;
- Add more types of content and more content topics to diversify the target audience, including more time & effort consuming content like including reports and infographics;
- Expand Inkit’s presence outside of the corporate blog into guest speaking at conferences, webinars, etc.;
- Power contents marketing efforts with PPC.
Companies often build their SEO keyword strategy and content marketing plan relying on standard guidelines of the Content Marketing Institute. Unfortunately, after some time, they get disappointed because their strategies don’t generate the desired results.
The possible reason is that the buyer persona, business goals, and market competition also impact content effectiveness. If neglected in the content development strategy, these factors will make your content marketing efforts fall flat. The content you create will attract the wrong people that will never convert.
To avoid this, it’s necessary to build a custom content development strategy. It should be based on profound competitor research, keyword analysis, and selection of content type. After implementation, it’s essential to monitor the effectiveness of content and fine-tune the adopted content marketing plan.
When a business cannot fulfill all these tasks or doesn’t know how to, it’s better to outsource content creation. A trusted marketing agency will design a tailored content marketing plan and guarantee a positive outcome.
Marketechy can both design a content development strategy and help you implement it. We unite a team of experienced content strategists, SEO experts, and writers ready to take up new projects.
Contact us for a quick content audit, and let’s grow your traffic together.
We help technology companies successfully market their software products and services.