Creating Your Content Calendar
STEP 1: Keyword Selection
First things first, we’ll draw up a list of 500 keywords and or phrases which are pertinent to your industry or area of expertise. The goal is to ensure your web pages are ranking highly in Google. To that end, we’ll put a lot of emphasis on longtail keywords, to reduce the competition, and to increase the chances of a high ranking. We’ll only use 10 or so of these keywords at this stage, carefully matching them to the page titles we will create in the next step. The rest of the keywords will be deployed as we build out additional content at a later stage.
STEP 2: Page Titles
Next we’ll decide which 10 pages will form the backbone of your launchpad website. This is your core content, and it will determine how we set up the navigation menus. We’ll match the 10 most appropriate keywords or phrases from our list of 500, and we’ll create page titles which reflect those keywords, with a view to optimising each page for the major search engines. We’ll decide together which 10 pages are the most appropriate for your website, but the following pages are fairly standard and will give us a good starting point for the discussion: Homepage; Who we are; What we do; Products/services; Pricing; News/blog; FAQs; How to find us; Request a quote; Contact us.
STEP 3: The Content Plan
Next up we need a schedule for building out all of the content. Going forward your content calendar will govern everything you do. It’s a critical document. The content calendar will offer a day-by-day view of things you need to write or create each and every week. We’ll create it in Excel or Google Sheets, and the first tranche of content we will schedule are the 10 core pages which will be the foundation of your launchpad website. Once the launchpad site goes live, the same calendar will be used to schedule additional content. Core content will take the form of web pages, blog posts, articles and possibly even E-books. Additional content will be created to amplify the core content via social media, for example via Twitter, Facebook and LinkedIn.
STEP 4: Content Creation
It’s time to write the content. If you have existing content (e.g. legacy web pages, company brochure, flyers, leaflets etc) then we will re-purpose and re-use as much as we can. We’ll ask you to provide as much raw content as possible (grammar and spelling are not overly important at this stage – we’ll tidy it up). But in the event that we need more, we’ll start from scratch. We’ll look at your competitors and where we see best practice we’ll implement it ourselves. We’ll make sure your content is unique though, to ensure that it is highly valued by Google. Your 10 core pages will be developed according to the content calendar that we created previously. Once that’s done, it will be time to drop the pages into a WordPress template, and launch the website.