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Help – New task has me stumped.
Hi everyone I’ve been tasked with managing the content development and distribution for the company I work for and am completely lost as to what to do. Any advice would go a long way.
Some context,
– I work for a B2B SaaS company that makes use of inbound marketing.
– They’ve been making content for over 6 years and post a minimum of three articles consistently a week.
– Type of content used to be niche specific and targeted keywords related to the products and services the business offers.
– Intent of the articles was to educate and nurture leads in the attract phase by helping readers to realise what kind of difficulties they were facing.
– The company only had one writer.Some stats
– On page SEO score = 72
– Organic monthly traffic = 12 929
– Organic keywords = 16 622
– Backlink = 8731I started working there from the beginning of the year and my main task is to increase the lead generation. It’s been going really well as they did not have any buyers persona clearly established and the first thing I did was to set that up and develop a strategy of creating content based on persona pain points. The team has now been increased to a total of 5 writer to match a growing sales team.
The expectation is to begin developing 6 articles a week. Which is where I’m starting to lose the plot a bit.
I’m not sure of how to plan the content as there is a requirement to have the pieces be data driven. With the sheer scale of content that has already been written Keyword research is quite challenging.
I’m at a loss of where to go with this as I’m really struggling to find relevant, high volume and low completion keywords that we are not currently ranking for.
Do I focus on the poorly performing keywords we have already targeted but do not rank on the first page or find new ones that are related to the buyer persona?
I look forward to hearing from you all and thanks in advance for your time.
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1 Reply
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What is your niche ?
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