Content Marketing Strategy and Plan
Choosing Topics to
Create Content About
“
Success is one percent inspiration, ninety eight percent perspiration and two percent attention to detail” ~
Phil Dunphy, Philsosophy
I’m one of those people that believe very businesses rely upon true innovation.
Instead dominance in business relies upon simply doing things better than your competition.
Henry Ford didn’t invent the automobile…
Karl Benz did.
Ford just produced high quality automobiles much faster because of the production line.
Sergei Brin didn’t invent the search engine…
Alan Emtage did (and didn’t make a dime off his invention).
Hell, he didn’t even start the 2nd or 3rd search engine.
Google came to the game relatively late but then dominated.
Even
Mark Zuckerberg didn’t invent social networks (if you even believe he invented
Facebook in the first place)… MySpace and Friendster already existed. But now Facebook is the second largest site in the world and while MySpace and Friendster still exist, does anyone even use them anymore?
My
point with all of this is that being “original” is widely overrated. If everything had to be truly original, there would be no
Shakespeare (because he retold stories), there would be no
Mona Lisa (because others had done portraits) or, even worse, there would be no
Godfather (because other gangster books and movies had been written and filmed before.)
So, when it comes to creating content for your site, you don’t need have to come up with something revolutionary. All you have to do is copy what your competition is doing and do it bigger and better.
And here’s the basic breakdown of the process that
I go in to more detail in the video above:
1.
Search for your main keyword on Google
. In the example, we are using “
La Jolla jewelry”
2.
Copy the domains of 10 of your top competitors.
a.
Skip the “snack pack” map listings and the big, kind of unrelated guys like Yelp,
Amazon, eBay, Facebook, etc.
b. You’re looking for only those that are related to your business. If you’re local, focus on local competitors.
c. Also, don’t go any deeper than #20 in Google’s listings. So, if you don’t find 10 true competitors, just work with what you got because, if they aren’t in the top 20, their not really “competition”.
3.
Pop their
URLs into SEMrush to find out which of their pages are ranking and for what terms.
4.
Filter out the pages that are getting them any traffic.
5. Create bigger and better content than what they’ve posted and gotten ranked. You’ll probably be surprised how crappy their content is.
6.
Rinse and repeat until you have more content than your competition and you’re dominating them.
Again, business owners tend to afraid of creating content for their sites because they don’t understand that it’s really not that difficult. In fact, even without this handy video and strategy, you don’t have to over-think it. Just start creating content.
Look, you already know your business better than anyone that is going to visit your site because that’s why they’re visiting your site. So, just be the authority that you already are and don’t be afraid of looking bad or sounding dumb because the only person that sees you that way is you.
And here’s a funny little story to reinforce my point.
About 15 years ago, I was working in the film industry for the producers of
The Fugitive,
Se7en, and
Platoon. Well, I got to work on the script for
The Devil’s Advocate so I was invited to the premiere at which I got to meet one of my favorite actors. No… not
Keanu Reeves. I got to meet Al “
You’re out of order”
Pacino.
I asked him if he liked the movie and he said, “
I’ve only seen one of my movies in my life,
The Godfather. And that was only because it won
Best Picture. I can’t stand watching myself because I’m too self-conscious. Ew-Aw!”
OK, I added the Ew-Aw but my point is that if one of the greatest actors of any generation is self-conscious then it’s OK for you to be as well. Pacino just doesn’t let it stop him from creating amazing films.
Don’t let it stop you from creating great content for your site.
Goozleology
San Diego SEO
4143 Stettler Way
San Diego, CA 92122
(619) 754-8846
http://goozleology.com