{"id":1079,"date":"2013-10-16T15:37:24","date_gmt":"2013-10-16T15:37:24","guid":{"rendered":"http:\/\/top5seo.co.uk\/?p=1079"},"modified":"2014-04-25T17:07:23","modified_gmt":"2014-04-25T17:07:23","slug":"content-strategy","status":"publish","type":"post","link":"https:\/\/top5seo.co.uk\/content-strategy\/","title":{"rendered":"Case Study: How To Develop A Content Strategy &#038; Increase Traffic To Your Website"},"content":{"rendered":"<p><em>Today&#8217;s post looks at how to develop a quality content strategy for your website, which will increase long tail traffic and rankings.<\/em><\/p>\n<p><a href=\"http:\/\/www.flickr.com\/photos\/vehag\/5966577065\/\" target=\"_blank\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-1644\" alt=\"eiffel\" src=\"https:\/\/top5seo.co.uk\/wp-content\/uploads\/2013\/10\/eiffel.jpg\" width=\"640\" height=\"426\" srcset=\"https:\/\/top5seo.co.uk\/wp-content\/uploads\/2013\/10\/eiffel.jpg 640w, https:\/\/top5seo.co.uk\/wp-content\/uploads\/2013\/10\/eiffel-300x200.jpg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<p>It doesn&#8217;t matter if you are running your own ecommerce business, an affiliate site or a blog &#8211; to succeed on the internet and to increase your traffic from search engines you are going to need to develop a content strategy.<\/p>\n<p>For certain industries this is pretty straight forward and there is always something to write about, but what if you are in a boring niche? How do you churn out high quality content on a consistent basis that will build your traffic and keep the search engines and your visitors coming back for more?<\/p>\n<p>Well, to help you out, here is an example of a real life consultation I had with the owner of a hairdressing scissors business and how after a couple of hours we had gone from a blank piece of paper to enough content ideas to keep him going for years!<\/p>\n<p>But first&#8230;<\/p>\n<h2>Why You Need A Content Strategy<\/h2>\n<p>Before I carry on with the story, I had better quickly address why you need to develop a content strategy for your site. Don&#8217;t worry&#8230; I&#8217;ll keep it brief!<\/p>\n<p>Firstly, content can be a number of things. A few examples are: &#8211;<\/p>\n<ul>\n<li><span style=\"line-height: 1.5;\">Articles<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">Video<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">Infographics<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">Podcasts<\/span><\/li>\n<\/ul>\n<p>An ideal content strategy will incorporate different elements of the above, however&#8230;<\/p>\n<p><strong>pro tip:<\/strong> If you are putting up a content page with a video, or podcast, then put a text transcription of the audio on the same page. Video is great for visitors and can send fantastic traffic from youtube etc, but google is still primarily a text based search engine, so back up the rich media with text and you&#8217;ll be benefiting your visitors and your search rankings \ud83d\ude42<\/p>\n<p>So why do we need to produce regular content? Well here are a few good reasons:-<\/p>\n<ul>\n<li><span style=\"line-height: 1.5;\">More content = more pages = more text for google to index = more keywords = more search engine traffic!<\/span><\/li>\n<li>Google likes fresh pages and will often give them a rankings boost<\/li>\n<li>Fresh content gives your visitors a reason to come back time and time again. Would you buy yesterday&#8217;s newspaper twice?<\/li>\n<li>Fresh content is more likely to be shared in social media = more traffic!<\/li>\n<\/ul>\n<p>Or in a big bold nutshell&#8230;<\/p>\n<p><strong>More content = more traffic!<\/strong><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"size-full wp-image-1087 aligncenter\" alt=\"more content = more traffic\" src=\"https:\/\/top5seo.co.uk\/wp-content\/uploads\/2013\/10\/nutshell.png\" width=\"424\" height=\"283\" srcset=\"https:\/\/top5seo.co.uk\/wp-content\/uploads\/2013\/10\/nutshell.png 424w, https:\/\/top5seo.co.uk\/wp-content\/uploads\/2013\/10\/nutshell-300x200.png 300w\" sizes=\"(max-width: 424px) 100vw, 424px\" \/><\/p>\n<p>Ok, back to the case study&#8230;<\/p>\n<h2>I Have Nothing To Write About!<\/h2>\n<p>So, I met up with the client in my favourite caf\u00e9 (<a href=\"http:\/\/www.caffenero.com\/\" target=\"_blank\">Nero, in Glasgow&#8217;s west end<\/a>) and with a couple of large hot chocolates with whipped cream for inspiration we sat down to get started on a content plan for his site.<\/p>\n<p>To give you a bit of background to the meeting I had just completed a redesign\/redevelopment of his ecommerce website and it was looking great, but what&#8217;s the point of having a shiny new shop and hiding it down a backstreet? You need to be on the high street right? You need footfall? And on the internet that footfall comes from growing your search engine\/referral traffic!<\/p>\n<p>Well, after an enjoyable ten minute catch up and discussion about topics ranging from running and football to music, we got round to the purpose of the meeting &#8211; getting more traffic to his site! Allow me to paraphrase how the conversation began&#8230;<\/p>\n<p><strong>Me:<\/strong>\u00a0&#8216;The site&#8217;s looking great and you&#8217;ve got all the tools you need to grow your online business. What we need to do now is develop a content strategy and start building your traffic&#8217;.<\/p>\n<p><strong>Client:<\/strong> &#8216;But there&#8217;s nothing I can really write about. Who wants to read about scissors?&#8217;<\/p>\n<p>What&#8217;s wrong with that statement?<\/p>\n<p>Well, both of those sentences are wrong!<\/p>\n<p>1) There&#8217;s so much to write about (as I will demonstrate)<br \/>\n2) His target customers want to read about scissors!<\/p>\n<p>It was the response I was expecting and the one I hear nearly every time I talk to a client about developing a content strategy.<\/p>\n<p>So, I took a big gulp of my hot chocolate, engaged the creative side of my brain and started to come up with some ideas. And here they are!<\/p>\n<h2>Content Idea # 1: A Detailed Buying Guide<\/h2>\n<p>This is one of the first things I recommend putting together for an ecommerce or affiliate site. Put together <strong>the ultimate guide<\/strong> to purchasing the product\/product category.<\/p>\n<p>Get it right and it is going to be one of the most important pages on your site for pulling in search traffic, but more importantly <strong>traffic which converts<\/strong> to sales\/commissions.<\/p>\n<p>So for our scissors site we would want to be explaining the different types, the different price points, the differences in the metals used etc.<\/p>\n<p>With over 500 scissors available in loads of different styles there was going to be a lot to write about here!<\/p>\n<p>Which means&#8230;<\/p>\n<p>A lengthy article with lots of great long tail keywords. Great! But we can only do this once (or at least once per category), so what next&#8230;<\/p>\n<h2>Content Idea # 2: X v Y Posts<\/h2>\n<p>These are great, easy posts to write, which convert extremely well.<\/p>\n<p>Take two popular products in a category and write up a detailed post on the pros and cons of each, before coming to a conclusion about which product is better and why.<\/p>\n<p>Or&#8230;<\/p>\n<p>Even better; X is great for this, while Y is great for that.<\/p>\n<p>These type of posts make for great videos too.<\/p>\n<h2>Content Idea #3: How To Articles<\/h2>\n<p>Lots of scope for these. Put your thinking cap on, do a bit of research and you&#8217;ll come up with loads of ideas. A few example for scissors&#8230;<\/p>\n<ul>\n<li><span style=\"line-height: 1.5;\">How To Clean Your Scissors<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">How To Extend The Life Of Your Scissors<\/span><\/li>\n<li><span style=\"line-height: 1.5;\">How To Sharpen Your Scissors<\/span><\/li>\n<\/ul>\n<p>You really can&#8217;t go wrong with a well written &#8216;how to&#8217; article and they are likely to bring in good traffic, shares (visitors will appreciate you helping them out) and possible links from tutorial sites like ehow.<\/p>\n<p>Of course, in the examples above we would want to be recommending a few products they will need to do the job right. And if these products just happen to be available in the site&#8217;s shop&#8230;<\/p>\n<h2>Content Idea #4: Hair Stylist Of The Month<\/h2>\n<p>Did I hear you say link bait&#8230;.<\/p>\n<p>Or perhaps the more accurate phrase would be &#8216;ego bait&#8217;.<\/p>\n<p>A feature like this is sure to be shared by the lucky winner. Certainly on their social media and with a bit of luck on their salon&#8217;s website too (hello links!).<\/p>\n<p>I suggested an interview format, with pretty much the same questions for each month&#8217;s winner; one of which being something like &#8216;What are your favourite hairdressing scissors and why?&#8217;.<\/p>\n<p>We&#8217;ll be getting some nice keywords in the article and a recommendation for a product, which should hopefully lead to some sales \ud83d\ude42<\/p>\n<p>Oh&#8230; and how does a hairdresser become eligible to be stylist of the month. Why, by liking and sharing the companies facebook page of course!<\/p>\n<p>Monthly features are great as it&#8217;s an article in the bag each month and something that people will come back to check.<\/p>\n<h2>Content Idea #5: Problem\/Solution Articles<\/h2>\n<p>Kind of similar to &#8216;How To&#8217; articles, but this one involves really identifying specific problems and giving the answers to them.<\/p>\n<p><strong>tip:<\/strong> A good way to find ideas for articles like this is to look on forums specific to your niche and question\/answer sites like yahoo answers.<\/p>\n<p>If you can solve someone&#8217;s problem, then they are going to trust you and are more likely to turn into a paying customer\/subscriber.<\/p>\n<h2>Content Idea #6: Industry News<\/h2>\n<p>It&#8217;s ok to broaden out your niche sometimes and not every article on a site has to be micro targeted to your<span style=\"line-height: 1.5;\">\u00a0topic<\/span><span style=\"line-height: 1.5;\">, as long as it maintains a relevance to your site&#8217;s theme and will be of interest to visitors.<\/span><\/p>\n<p>So for the scissors site articles on news in the hairdressing industry would certainly be of interest and a weekly or monthly round up of industry news could be a regular feature.<\/p>\n<h2>Content Idea #7: Competitions<\/h2>\n<p>Competitions are a great way to get people visiting\/sharing\/talking about your site&#8230; after all, who doesn&#8217;t like a freebie!<\/p>\n<p>Again this could be a regular weekly or monthly feature and should build repeat traffic\/loyal visitors.<\/p>\n<p>Each competition actually has the potential for 2 articles; the first for the competition itself and the second for a feature on the winner.<\/p>\n<h2>Content Idea #8: Topical Content<\/h2>\n<p>Topical content (i.e. current affairs) is a great way to bring in short term traffic. If you can tie an article in to something that a lot of people are searching for at that time then you can get a pretty decent spike.<\/p>\n<p>Keep your thinking cap on when you are watching the news\/reading the paper and you might just hit on a great idea for an article.<\/p>\n<h2>Content Idea #9: Seasonal Articles<\/h2>\n<p>Again, these are good for bringing in short term traffic and, for example, an article idea in the run up to Christmas might be: &#8211;<\/p>\n<p>&#8216;What Is The Ideal Christmas Gift For A Hair Stylist?&#8217;<\/p>\n<p>And of course the majority of those gift ideas would be found on the site.<\/p>\n<p><strong>tip:<\/strong> If you are running an ecommerce site, it is often a good idea to include products that you don&#8217;t sell yourself on a list like this. This is good for building trust and&#8230;. for extra ninja points&#8230; sign up as an affiliate for the products you don&#8217;t sell!<\/p>\n<h2>There Was More&#8230;<\/h2>\n<p>The above is not an exhaustive list of the content ideas we discussed, but some of them were very specific to his niche so probably not relevant to this article.<\/p>\n<p>I am sure you will see though that after a couple of hours (and a second cup of hot chocolate) we had more than enough ideas for a regular flow of high quality content.<\/p>\n<h2>What Next?<\/h2>\n<p>Getting ideas for your content is the first phase of developing a content strategy, the next stage of course is actually producing the content!<\/p>\n<p>There are a couple of key factors to make sure your new content strategy is a success and will start to increase your traffic.<\/p>\n<p>I&#8217;ve talked about them extensively in the past, but for completeness I will summarise quickly and link to previous articles where you can read more.<\/p>\n<h3>1. Quality<\/h3>\n<p>Sorry, I&#8217;m using that word again! Make sure that everything you publish is well written, engaging and provides true value.<\/p>\n<p>For more on this read:-<\/p>\n<ul>\n<li><a style=\"line-height: 1.5;\" title=\"How To Write Unique Content\" href=\"https:\/\/top5seo.co.uk\/unique-content\/\">How To Write Content That Is Truly Unique<\/a><\/li>\n<\/ul>\n<h3>2. Consistency<\/h3>\n<p>Pick a schedule for your content &#8211; be it daily, weekly or monthly and stick to it!<\/p>\n<p>For more on this read: &#8211;<\/p>\n<ul>\n<li><a style=\"line-height: 1.5;\" title=\"How Frequently Should You Update Your Blog?\" href=\"https:\/\/top5seo.co.uk\/blog-frequency\/\">Post Like Clockwork For The Blogging Win<\/a><\/li>\n<\/ul>\n<h2>Watch The Traffic Grow!<\/h2>\n<p>Producing a regular flow of high quality content is a key factor in increasing your search engine traffic.<\/p>\n<p>Combined with a solid, white hat off site SEO campaign (social media networking, outreach and <a title=\"How To Find Quality Link Prospects\" href=\"https:\/\/top5seo.co.uk\/link-prospects\/\">quality link building<\/a>) you&#8217;ll be well on your way to success with your website and watching your visitor stats go up and up!<\/p>\n<h2>Over To You<\/h2>\n<p>So, that&#8217;s how for what the owner of the business considered a boring niche, we went from a blank piece of paper to a solid content strategy.<\/p>\n<p>Like I said, the list is not exhaustive and whatever niche you are in, if you put your mind to it you will come up with loads of great ideas for content.<\/p>\n<p>If you have any questions or other tips for developing a content strategy you would like to share then please leave a comment below!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Detailed case study showing how to develop a high quality content strategy, which will increase your traffic from google and other search engines.<\/p>\n","protected":false},"author":1,"featured_media":1644,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[45],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How To Develop A Content Strategy &amp; 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