digitalzone 2017 talk - finding the best inspiration for content creation
Post on 21-Jan-2018
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Identify
• Personas – define concerns and understand motivations and needs
Questions
• What questions do your personas ask at each stage of the buying process?
Answers
• Develop a content plan that answers these questions
Map
• Map answers to stages in buying process and pair with keyword plan
Create
• Create keyword optimised sharable content that adds value and answers questions
Map everything out
Which content brings in traffic?
Which content inspires action?
Which keywords should I
focus on?
Where can we
improve CTR?
Links Content RankBrain
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