It should be crystal clear that the articles you will publish on the website should not be a mass of
key words as it happened up to five years ago today.
The articles must provide real help for the user and offer an excellent user experience especially in
a post rank brain period.
After this fundamental premise you should know that content marketing is perfectly interlinked with
Etsy.
Oh instead of improvising with each article the use of an editorial plan is the best possible choice
in order to be able to constantly publish excellent quality content if you decide to organize your content
marketing by a real scheduled calendar.
You will have a series of important advantages complete in-depth analysis you won't risk to forget covering
any topic because you've already prepared the planning and put everything on the table right from the
beginning ROIC evaluation.
Writing down costs time or money that must be paid to someone would be advisable in order to understand
right upfront how much content will have to be produced and to avoid investing too much compared to
the expected result deadlines overview.
In addition to content titles your calendar should also identify publication dates in order to know
exactly what is published and when you will be able to plan any expansions or other marketing activities.
Knowing perfectly when you should do it in terms of marketing you will need to create content for each
user phase or the customer journey awareness.
The user realizes that his need can be solved but does not know yet exactly how the contents of this
phase should be shareable on social networks and inspirational with infographics or visual elements
research.
The user looks for data and answers to their questions preferably these content should be guides in
order to help the user learn about the subject purchase.
The user has decided to purchase.
You can use your comparison tables showing the differences between your service and the competitor's
one but why all these differences.
Do they make any sense.
If you have only inspirational articles on your Web site but you don't provide either guides or comparison
tables.
The user probably won't know that you're offering a service on the other hand if you only push on the
comparisons through Google.
You will never attract all the audience that doesn't yet know about the existence of a product to solve
their problem.
For example if you created a beautiful comparison between electronic invoicing softwares you would have
very little traffic.
Interested in finding the differences between products and immediately ready to purchase things.
If in addition to the comparative tables you include articles with legislative in-depth information
on the fact that electronic invoicing is mandatory.
Awareness phase and guides on how it works.
Research phase.
You would certainly have more visitors which could progressively be converted into customers.
Here are the steps that I generally follow for the construction and implementation of a good editorial
plan brainstorming.
Use the keyword generation tools in addition to your personal ideas in order to create a list of potential
topics.
Organization in a blog for example.
You can define five to 10 categories and a dozen articles for each publishing.
You decide how often to publish content.
Personally I opt for two to three articles a week depending on your specific project.
You can adjust this frequency to your preference distribution after publishing.
You should do a minimum of content promotion by sharing articles on social networks or by sending an
email to your newsletter subscribers.