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You’re all probably well aware that I get my hands dirty when it comes to content marketing. I’ve explained (in detail) how our agency ensures our own projects, as well as client projects, address pain points with our content marketing campaigns. 

In my previous posts, I shared examples for how orthodontists, dentists, plastic surgeons and lawyers can research/come up with advanced content strategies for their target demographic. 

In this post, I am going to put it all together with a general template of what you can do to dominate your industry, regardless of budget.

Research

I use various tools to collect data. Without these tools and how our team puts information on a content calendar, we would never be where we are today. 

However, having tools is not going to have you succeed. It’s what you do with the information and how you plan your strategies. 

We’ll start by going over the tools and which parts I use to gather my data first. We’ll then talk about how we’ll put it together on a content calendar.

These tools cost money. There is no way you can do this for free. Keep this in mind before reading on. 

Ahrefs

Ahrefs is one of the best tools out there. They help me determine where I stack up versus the competition, research keyword competitiveness, come up with keyword clusters and determine what it will take to rank for my target keywords. 

How Ahrefs is used has been archived much better than I could ever explain here. Here are some articles to help you get started:

  1. How to do keyword research for SEO
  2. How to do an SEO competitor analysis
  3. How to do a basic backlink audit

Here’s a quick video of how I get ideas on Ahrefs:


Here’s how I quickly look at the competition and their top-ranked pages:

SEMrush

I don’t care what people say. SEMrush stacks up very well against Ahrefs. I use it just as much, if not, more for research purposes. Specifically, I love their keyword research part of their tool and on-page checker. 

Once again, I am not going to rewrite how you can use SEMrush. They’ve done a fantastic job themselves. Here are some articles for your reference:

  1. Keyword research course 
  2. Competitive analysis
  3. Content marketing fundamentals

Here’s a quick video of their on-page checker. I use it religiously for most of my projects:

SurferSEO

SurferSEO gets a little intense but if you plan your campaign accordingly, your project will perform well. A combination of all the tools I’ve mentioned will help you address user intent semantically. 

Just keep in mind that user experience matters. Don’t just stuff your pages with the suggestions from these tools. 

Let me show you how I use SurferSEO for my copy/content strategy: 

Target demographic surveys

You’re probably aware that I like to ask everyone detailed questions about their business or buying journey. Without doing this, we’re skipping a crucial step. 

Larger clients with 100,000 or more visitors per month will get customer experience testing where we run split testing done on their most crucial pages. 

I am going to share my treasure chest of questions you can ask customers, key staff members and a target demographic who hasn’t purchased from you yet. 

Here’s a question we ask visitors on specific pages:

  • What can we do to improve this page/website for you?

Here’s what we ask customers who have purchased from our client:

  • Where exactly did you find out about us?
  • What persuaded you to purchase from us?
  • Which other options did you consider before choosing _________?
  • What’s the one thing that nearly stopped you buying from us?
  • What was the biggest challenge, frustrating or problem in finding the right ______?
  • If you could have us create something just for you, what would it be?
  • What other products or services should we offer?

We ask the sales team questions such as:

Tell me about a recent conversation you had with a prospect, what was the challenge they were trying to solve?

What was the last prospect/company that you had a really easy time closing? What was the problem that person was trying to solve for? Why do you think that person signed with you?

What alternative products/services have prospects compared you to?

Tell me about the competition… what do you think your competitive advantage is over the rest of the companies that you compete with?

Are there specific industries or types of customers that you’ve noticed are a great fit for the product/service?

We ask the customer service team/support team questions such as:

Can you give me some examples of some of your best customers? Who are they and why do you feel like they’re the best for you?

Can you tell me the most common use cases that people use your products/service?

What do you feel like your competitive advantage is compared to all of the other alternatives out there?

What are some of the top questions that you get asked on customer phone calls?

We ask the CEO or members of the founding team questions such as:

Tell me about your background. What’s the story behind the company?

What led to the idea behind the company?

We ask the delivery side or product side of the business questions such as:

What feature set and/or part of the service do customers use most?

What are the most common use cases of the product/service?

Finally, what you want to do is run two surveys from people who have not purchased from you or your client. 

One of these surveys will go on Google Surveys and the other will be done in person. For Google, you should run at least 100 surveys. For your in-person surveys, you should get between 5-10 people to answer your questions. 

I can’t share examples because we’re not targeting an industry like my previous posts but you can go to the first post (a 5-part series) for orthodontists and see an example of a Google survey. 

Content strategy meeting with the team

Once you have all your data, you can get the team together for a content strategy meeting. In this meeting, you’re going to go over:

  1. Your budget and expectations
  2. Media strategy
  3. Funnel strategy 
  4. Pain point strategy 
  5. Tying everything back to revenue growth

The meeting should not go for more than two hours. The project manager must take notes and put your thoughts coherently on a presentation document to be sent to the client or decision-makers.

It’s expensive when you take your content strategy seriously. Everyone has to be coordinated to create the best possible content piece they’re working on. 

Let me give you all an example. A client came to us and told us that one of their most popular machines is a John Deere 35G so they wanted a content piece on a repair guide. 

Here’s what we did for them:

  • We came up with three videos. One video was about swapping air filters, another on greasing your machine and avoiding equipment fails. 
  • We also have put the maintenance schedule on the article
  • The team didn’t forget about relevant photos and animated gifs where applicable 

You can view the post on https://www.fortishd.com/john-deere-35g-repair-guide/. The post is very successful with very good traffic. It also ties into our content cluster strategy, which I’ll explain below. 

Fortis HD video

Content Clusters

A content cluster is when you create topics/posts/pages related and helpful to your main topic (or money page). 

I know some of my peers have shit on this strategy but I could care less (no offence). It has worked for us when we’re moving our visitors up and down a marketing funnel. 

In the 3rd part of my dental marketing strategy, I went over a hypothetical content cluster strategy.

Invisalign-content-cluster

With a $6500/month marketing budget, we can get this content cluster done in 2-4 months. It all depends on the details of the strategy. 

It’s easy to come up with a content cluster to support your primary pages. Here’s a quick video on how I use our tools to quickly come up with a campaign:



https://www.loom.com/share/0856ff5a00344e7085db4050a4059ada

What I am sharing with you are the pain points people are experiencing with what you’re trying to help them with. Isn’t that what marketing is all about? 

Content promotion

Getting content up is half the battle. What you need to do next is rank your new page/post on Google and use a paid ads strategy to make sure you get eyes on your work.

Where other agencies fail is how the new content should be tied to revenue. I am not saying every single content piece should be directly bringing in revenue but be somewhere along the journey of the visitor to eventually acquire the service/product you’re offering. 

Let me share an example:

  • A visitor might be interested in how Invisalign works. They’re not ready to commit and book an appointment to see an orthodontist yet. 
  • If they land on a blog post or a page about how Invisalign works, we want to chase them around on Facebook, Instagram, Twitter and Google with a video ad of how Invisalign has greatly improved the lives of the patients we work with. We can test different ideas here to improve conversion numbers. 
  • If they watch our video, we can chase them with testimonial videos of the clinic we work with. 
  • If they watch the testimonial video, we can test different ideas on how to get these people to book an appointment (i.e. share the potential cost and how we offer financing). 

Here’s what a patient acquisition funnel looks like for an orthodontist:

Patient-acquisition-funnel

Download the patient acquisition funnel here.

Organic visits through Google

Nothing beats free and organic visits from Google. Let’s build out a hypothetical situation where we want to rank for the keyword “Invisalign cost”. 

Here’s how competitive it is to rank for the keyword we want to target:

Invisalign cost competitive analysis

We need to get at least eight authoritative links back to our article about the cost of Invisalign. On average, a link for an authoritative website will cost anywhere between $250-$350 USD.

Remember, we don’t mess around with mediocre content. We’ll have to address every pain point in this article with videos and interviews. That alone, will take our whole team to ensure quality is met. 

Once the article is up and links are built, we sometimes build tier-2 links, which essentially means that we build links to the links we’ve paid for. I know. It gets confusing. Here’s a diagram explaining what I mean:

Tiered-link-building-diagram

If you’re a digital marketer, I encourage you to set expectations for your clients. What I’ve explained could take 3-6 months to rank and can get expensive. If your client isn’t ready to commit and wait, this strategy might not make sense for them. 

Final thoughts

There are hundreds of content strategy ideas. Each industry will be different and you’ll have to be creative with your approach. 

The construction industry will have a completely different content strategy than a website for a local dentist. An eCommerce website will have a completely different content strategy than an affiliate website. You catch my drift? 

There is no set it and forget it template for content marketing but this works for us. 

A big pointer to you all. If you can automate it, do it and don’t give up when you fail in the beginning. It takes time to perfect and figure out what works.

Until next time, catch you all on my next post. 

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