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Building your buyer persona likely gave you some ideas about what topics to write about and what questions your audience might have, which is a great start. You need to confirm if those ideas can apply on a bigger scale to a larger audience.
SEO research — a.k.a. keyword research — will show you the search volume of a specific keyword phrase and whether it’s worth the investment of creating a piece of content around it.
A good way to go about keyword research is to write down some questions that your persona might have based on their obstacles and goals. Then, perform some keyword research around those queries to see if enough people are searching for them. A rule of thumb is to target keywords that are attainable, meaning that have a monthly search volume (MSV) and keyword difficulty that corresponds to your domain authority. Trying to target high volume (read: highly competitive) keywords when you’ve just started blogging won’t pan out too well for you.
Research shows that the best way to organize content is through topic clusters, meaning you create a long-form, comprehensive pillar page based on a keyword that then links to content you’ve created on related subtopics (think blog posts).
If you’re stumped for ideas, you might want to consider looking for inspiration from books you’ve read, industry studies, your competitor’s sites, or related searches on SERPs.
Once you have all your ideas down, you can develop your editorial calendar and start creating.
You may want to edit as you go, or you might wait a few days and review the work with fresh eyes. You might care a great deal about grammar, or you might aim for a more colloquial piece.
Either way, there are a few things that should look out for as you refine your content, like active voice, clear language, short sentences, and plenty of whitespaces. Consider having a colleague or manager review your work, too.
Now that your content is ready, you’ll need to put it somewhere that people can access it. A content management system (CMS) is software that hosts digital content and allows you to display it on your website (or anywhere else on the web).
The benefit of a CMS is that it connects all your content and stores it in one place. So, you can easily link to a landing page in your blog article or insert a content offer in an email. Not only that, but you can analyze the results of all the content you created for a specific campaign (which can help with content audits). A CMS saves you from having a disjointed content marketing system.
Publishing content is as simple as clicking a button.