Process Owner: Savana Truong
Last Updated: July 2024
DECK LINK:
Key Takeaways:
Topics MUST be relevant to persona’s pain points/needs/desires and directly align with solutions the client offers.
Disregard keywords that are only topically relevant, but not audience/persona relevant.
Consider the buyer's journey and put yourself in the shoes of the persona to understand how they search as they move through the awareness, consideration, and decision phase.
Educate your clients on quality > quantity and the tradeoff between search volume & intent.
Tip: If they have goals that require MOFU strategy but aren't bought in on low volume keywords, suggest doing a couple as a test!
Use data like top converting themes, top traffic-driving insights, and engagement metrics to inform your content strategy.