So, content strategy for Bop Design – the way we do it for ourselves and for our clients is by prioritizing the keyword strategy.
So, what you need to do has already been solidified from the on-page SEO. Typically most clients that are working with us, we designed their website and launched it.
Now they’re going onto an ongoing content strategy. So, one must have that foundational keyword strategy.
Focus on buying terms that you want to generate content for. The backbone of any content strategy obviously is an editorial calendar.
What you need to do is put together an editorial calendar for your blog. Typically we have an infographic even on our website in our proposals. But the centerpiece of the content strategy is the blog and what you’re doing on it.
Repurposing cross-promoting blog content on various channels and platforms to get more mileage and visibility out of it is always a great idea.
So, the editorial calendar is about knowing most of our clients and when and what you are going to do for them.
Like blogging two to four times a month, and what you have is in a month. You have four topics, and you’re going to write about corresponding keywords.
And then essentially interviewing internal subject matter experts about that topic, making sure all the right keywords are there.
First, you have to get it up on the website, promote it smartly.
Secondly, if there are rhyme and reason behind the blogs that you’re creating, you’d want to explore various themes or topics typically with your clients.
Bop Design itself is packaging blog content together and designing a more premium content piece around. So, that could be a guide, a white paper, a case study.
And these pieces we can utilize on our website as conversion and retargeting tools.
So, I always say, studies have shown that typically it takes at least six visits to a website before a B2B decision-maker initially converts. So, when you spend all this time, money, and resources getting people to the website for the first time, you wouldn’t want to be forgotten about.
So, when somebody visits the website and bounces off, you should be retargeting them on various websites.
Retargeting works exponentially more effectively when you’re targeting with content.
If somebody’s evaluating an accounting firm. They go to this accounting firm’s website, and they bounce off. Then they’re retargeted with a buyer’s guide on selecting the right accounting firm for their industry.
That’s going to help in terms of getting more engagement.
So, to answer your question, the editorial calendar is important, and the blog is the centerpiece.
And repurposing your blog’s content for everything from email marketing to social media to retargeting if something’s newsworthy like a press release can help you get some mileage out of your content, building brand visibility and then in turn hopefully generating more leads through your website.