Organic and paid content strategies have, over time, shifted from SEO/SEM keywords to topic-driven models. Today, you may have adequate keywords prepared for your content, but a poor topic and subject matter wont help performance. Readers look for value in the content they consume. They’re sick of reading endless pages of inane content that may as well read, “Hey @your_name, here’s one for you.” Investing in topic-driven content marketing helps to resolve this issue. In addition to optimizing your pages, this technique can help drive traffic and conversions.
This approach, however, isn’t quite as simple as hunting for a hot topic and diving in headfirst. It’s about researching your niche and potential customers to learn their present and future needs. This way, you can bridge the gap in the content strategy with an improved value-added topic that’s ready for the web.
Design And Implement a Topic-Driven Framework
Although keyword volume or CPC (cost per click) still affects the page authority, focusing on the topic-first approach and then selecting relevant key phrases is more effective today. It uncovers opportunities to produce engaging and insightful content for the target audience. Now, let’s see how to implement a topic-driven framework in four steps.
1 – Develop Detailed Buyer Persona
Consider creating a single buyer persona or multiple buyer personas depending on your industry or niche. By building personas, you can identify the best topics and platforms corresponding with each contact.
Treat each persona as a real person with daily routines, work processes, challenges, needs, wants, and goals. With more details, you’ll have no trouble creating a strong and compelling topic that engages your audience.
Detailed personas, however, aren’t just created automatically. To create meticulous data-driven personas, you need to get hold of authentic intent data. With intent intelligence, you can focus on the most important buyers and prioritize certain topics over others, thus eliminating the need for unnecessary research and content production.
2 – Put Intent behind your Marketing Topics
By using phrases and terms while researching, prospects can reveal their stage in the purchase journey alongside their intent interest. If you analyze their intent carefully, you can align monitored keywords and contextual topics with the key phrases that buyers use.
Content marketers should, therefore, focus on the intent behind the buyer’s query. It ensures that the topics you are using for your content optimization are best aligned to topics that your prospects are most interested in. And, it helps your prospects to find your content online when they are searching to best serve them and provides context clues to help them understand they’ve found the right resources.
Gone are the days of relying solely on keyword research and page optimization for top rankings. Today’s search landscape requires marketers to understand their audiences and meet their needs with relevant, intent-driven content at every touchpoint.
3 – Assess Content Performance
With one out of every five marketing dollars going into content creation, it’s important to observe how well your content performs in terms of topic interest, traffic, bounce rate, page views, and more. In addition to identifying underperforming content that requires optimization, assessment helps you highlight your best-performing piece.
Tracking your top-performing content with high engagement rates and clicks gives you a wealth of insights into what your target audience is really interested in. You can then plan content around that topic or theme.
Also, remember to take a look at the content formats that perform well. Which formats did your buyers prefer? Is it eBooks, Infographics, podcasts, videos, or blog posts? By analyzing the content and its format, you can gain a deeper understanding of the buyer’s context, letting you pick a fitting topic.
4 – Review Competitive Landscape
Analyzing your competitive landscape tells you what your competitors are doing, so you can plan business activities accordingly. It highlights areas where you have previously lacked or are growing in so you know where you stand.
Today, you can conduct a good deal of competitor analysis from the comfort of your desk. The majority of the information you’ll need to compare is available on the web, such as their website details, social media pages, and customer reviews, as well as downloading content from their website. You can make use of tools like Ahref, SEMrush, and others to ease your job.
Start competitor analysis by focusing on these four categories:
- Page Rank – Look for top-ranking websites on Google SERPs and analyze the topics that contributed to their success.
- Keyword Gap – Compare your topical keywords to those of competitors. Track the volume and density of those keywords using SEO tools.
- Backlinks – Examine the quality and quantity of your competitor’s backlinks. Backlinks of high-quality promote the ranking on the SERPs.
- Social Presence – Check your competitor’s social media presence. Learn their chosen topics and enhance your existing strategies to engage buyers online.
Time to Adopt Personalized, Topic-Driven Content Model
Traffic and conversion through content marketing are now better with the topic-driven methods mentioned above. Without any delay, integrate content marketing campaigns with a topic-driven model to give your brand a competitive edge. Also, read our other blogs on intent-induced content marketing strategies to improve your online presence.