The theory

The current advice for people wanting to invest in content is hugely varied and in terms of measurement, it is a minefield. Content marketers are currently picking and choosing how to measure each content piece respectively.

Content KPIs don’t actually exist. Its purpose is to heighten the performance of a different marketing channel, as it is a tactic to boost certain aspects of digital marketing.

Keyword volume tells you the numbers for every brand out there. Is this the same for all businesses? No.

The plan

  • Foundation: Understand user intent and the consumer journey.
  • SERP analysis: What is ranking currently, not just in terms of volume.
    • Featured snippet targeting and people also ask boxes.
    • Create better content and optimised pages than what already exists.
  • Questions: Answer these questions about how much traffic is needed, how feasible the SEO opportunity is and how many links are needed.

This post is one of 27 in our Brighton SEO 2017 collection

George Driscoll

Digital PR Specialist

Digital PR Specialist specialising in creative copy, unconventional campaigns, and data-led stories for a wide range of publications and industries. Outside of work, I'll be watching Netflix, the latest films, or avidly defending the DC Cinematic Universe. #ReleaseTheSnyderCut

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