Developing content can sometimes feel like a shot in the dark. What should I write? Who is actually going to read it? How can I get it in front of the right people?
We’ve broken down a simple checklist for you to run through every time you’re developing new content; whether it’s a standalone blog post or a quarter-long strategy.
Pre-Planning
This isn’t just about ticking a box. Knowing your KPIs—whether it’s engagement, form fills, or the elusive hand-raisers—gives your strategy direction. And let’s be real, SEO and keyword research aren’t just industry buzzwords—they’re your roadmap to visibility.
Drafting
Your blog outline is a great start. But how about weaving in some irresistible lead magnets like exclusive eBooks or invites to our next unmissable webinar?
SEO & Paid Advertising Integration
Sure, your blog is your showpiece. But it can also be a gateway to your high-conversion pages. Use internal linking to direct traffic to service pages like Digital Marketing or Marketing Technology.
And hey, why not put a little money where your mouth is? Google Ads and LinkedIn Ads can amplify your message far and wide.
Approval & Compliance
Let’s keep everyone on the same page. All departments should have eyes on the blog for accuracy because nothing hurts credibility like a factual error or an outdated stat.
Publishing & Distribution
When it’s time to go live, make sure every little SEO detail is in place. Then, let your audience know through your carefully curated newsletters and sprightly social media posts.
Performance Tracking
You can’t manage what you can’t measure, right? Tools like Google Analytics can show you who’s coming, who’s going, and most importantly—who’s sticking around and converting.
Conversion Rate Optimisation (CRO) Framework
Heatmap Analysis
Get inside your user’s head, figuratively, using tools like MS Clarity. See what’s hot and what’s not, then tweak accordingly.
A/B Testing
Test different versions of CTA placements, wording, and even design elements like colour.
User Feedback
A simple “Was this article helpful?” survey can give you golden nuggets of user experience info to capitalise on.
Iterative Updates
Adapt your blog based on real-time insights. Because, let’s be honest, nobody gets it 100% right the first time around.
Lead Scoring
Use our state-of-the-art analytics to score your leads and funnel them into tailored nurturing campaigns.
Social Media Promotion Framework
Initial Burst
Get that blog out into the LinkedIn feeds, and maybe even some strategic B2B Social Media Campaigns.
Audience Targeting
Use social media filters to ensure your masterpiece is read by the CMOs, Marketing Managers, and other key decision-makers in your target sector.
Engagement Monitoring & Retargeting
Keep an eye on those like and share counts, and re-engage the almost-converts with retargeting ads.
By implementing these frameworks, we’re not just spitballing here; we’re laying down a scalable strategy. So, if you’re a digital marketer who’s juggling too many balls, maybe it’s time for a catch-up. How about a virtual coffee to discuss how we can help you stay ahead of the curve? Cheers!
