All right, so you’ve done your homework: you’ve got your client’s website stats nearly memorized, you’ve talked to their clients to get a feel of who they are, and you know which keywords drive the masses to said website. In other words, you know where you stand, whom you’re talking to, and what they expect to learn about from your client and their brand. Now that the research part of your SEO content campaign is over and done with, it’s time to get down to the second order of business. Defining the goals of a marketing strategy in just about any field and irrespective of channel is all about bridging the gap between where your client is standing and where they want to get to, all with the aid of your expertise. Here are the basic steps, in brief:

–          Describe the types of website users. During your audit of the client’s website and subsequent communication with actual clients, you were able to figure out who those clients are and, to a certain extent, what it is they want. Now create ideal types: single urban parents with a college degree, soccer moms, preppy major city females in college, etc.. Identify the types of content and tone of voice you’d be best advised to use with them.

–          Clean up your tech. Often enough, website audits will reveal bugs and other technical issues that no one else in your client’s team may have noticed thus far. Make sure those issues are addressed in a prompt manner, before introducing any new content policy standards. And since the IT team will be working on some code, figure out whether or not you want to also add a blog to the website, in case it doesn’t already have one.

–          Carefully consider content. Your keyword research told you that some of the current content is not all that relevant to the people who actually end up on the website, based on, say, unusually high bounce rates on high volume pages. Similarly, you’ve also found out what people want to know more about from you. You will now need to work out ways in which to put the existing content to good use, based on those findings, as well as to create a strategy for the keywords that bring people to the site.

–          Prioritize, prioritize. What’s more important – cashing in on your keyword acumen or repurposing existing content? Think this through from your client’s perspective and always go for the option that would save them more money.

–          Set standards, goals, and a calendar. If you’re working with a larger organization, it’s essential to establish a set of rules for workflow ethics. Who reports to whom? Who provides clearance on the new content? Answer these questions from the get-go, in order to avoid messy situations later on. Also, schedule as much of your content creation steps, and in as much detail as you need to. All you’ll have to do from this point onward is create the actual content that will help you reach your long- and short-term goals.

Author Bio

For four years, Craig Harris was the creative mind in a top digital marketing team, before moving on to being his own webmaster and content creator. The freelance digital marketer knows that digital agency SEO services can really help improve your visibility on the world wide web.