A constant frustration of both mine and my clients is how to organize content ideas to improve the chances of ranking quickly. You probably don’t have months to wait for content to start ranking on the first or second page. You want results NOW!
Your problem is compounded by having hundreds of potential keywords and multiple different types of website content you could produce. It may even drive you to check Facebook for the third time this hour!
The aim is to build a clear content strategy that drives revenue. You want to avoid posts and pages languishing on the 9th page. Instead, you want them to rocket to the top and fast. Here are some tips on how to organize content ideas so that they rank quickly!
Are all content ideas equal?
You could argue that the purpose of all content is to educate or inform. And therefore, difficult to sort. However, when I think of content ideas, my initial approach is to sort them where they sit in the buyer’s journey.
As you have to build trust, you shouldn’t go for the kill, or in our case, the sale, on the first attempt.
Asking the sale first is like asking your blind date to marry you before they’ve said a word. I doubt that would lead to a positive outcome! Not to mention; the damage to your pride and confidence such a rejection would inflict!
What’s the easiest way to learn how to organize content ideas?
Understanding the Buyer’s Journey
If you’re just starting your business or just about to try content marketing, you might lack a clear understanding of what I mean by the buyer’s journey. Hubspot has an excellent guide to the buyer’s journey.
There’s one key concept that I want to highlight as we can adapt it to enable us to sort keyword ideas quicker. That said, you should read the guide as it’s full of golden nuggets.
The buyer’s journey contains multiple steps, and the simplest has three steps: Awareness, Consideration, Decision.
The buyer realises they have a problem.
The buyer defines their problem and considers how they might solve it.
The buyer evaluates and decides on the ideal solution for their requirements and situation.
Buyer’s Journey of getting a new car
If this sounds overly theoretical, don’t worry, as applying these steps to keywords is simpler than you might think. Let me illustrate with an example: buying a car.
Your car starts making funny noises, so you realise you need a new car. Without a car, you can’t get to work, easily see friends or buy food.
After deciding you need a new car, you’ll probably consider size, brand, feature and colours. You’ll likely read up on different models that fit your rough specifications and may even visit a dealership or two.
After some research and maybe a test drive or two, you’ve narrowed the choice down to three options. You then try to draw a like-for-like comparison to help you make the final decision.
After eliminating two options, only your best option remains. The next day, you buy this car.
Relating these to keywords
When thinking about how to organize content ideas, you can arrange your keyword into these groups. Doing this allows you to educate and inform your potential buyer at each step of their journey.
Awareness type keywords
These are generally easy to rank for and unprofitable as they don’t directly lead to sales. Continuing with our car example, you might want to write articles to target:
- What should I do if my car is leaking oil?
- Is my car dying as it fails to start?
- How many miles can my car drive before I should replace it?
- Can I tell if my car’s engine died?
- When should I update my car?
- Should I change my car to more eco-friendly model?
As you can see, all are long-tail questions which should be easy to answer but hard to sell something straight away!
Even with some basic keyword researching using a tool such as Rank Tracker, you’ll see they aren’t very competitive keyword, which is great news.
Consideration type keywords
These can be harder to rank for but more profitable as you’re helping someone make a buying decision. Again with our car example, you might want to write articles to target:
- Brand X current range for 2021
- Does Brand X have a good test crash rating?
- Is servicing Brand X cars expensive?
- Does Brand X have a dealership near me?
- Best compact car under £5000
Again, long-tail questions but rather than asking generic questions, they are all based around branded queries. However, you can produce content that helps potential clients either make a buying decision or push them closer to buying.
Decision type keywords
As the last step in the journey, people want to review each option and compare them. By this point, the buyer has a good idea of brands or specific models they are considering buying.
Rather than long-tail keywords, they want an answer to highly specific questions, such as:
- Is Model Y a good family car?
- Does Model X provide good fuel economy?
- Model Y review
- Model X vs Model Y
These can be extremely hard to rank for in search as they are highly targeted keywords. You could find you’re competing against multiple websites with more authority or a bigger budget (allowing them to test every product under the sun).
However, these sorts of keywords drive revenue and so are worth targeting. Plus you can drive further traffic to them and sales by building optimised internal links from the content targeting the other types of keywords.
Assigning a commercial value to each type
As you want to nurture buyers at each stage, you should create content that helps potential buyers regardless of where they are. The simplest way to track that you’re providing content for each step is to assign keywords a commercial value.
To make life easy, we’ll use three unique commercial values.
Awareness type keywords will have a score of 1, which indicates they have no commercial value.
Consideration type keywords have a score of 2, indicating they have some commercial value.
Decision type keywords have a score of 3, which indicates they are of high commercial value.
Using a scoring system allows you to easily filter posts in your Content Map (the central piece of our content marketing framework course) to see if you’re providing content across the entire buyer’s journey. You’ll also be able to see if you’re spending too much time on a single type of keyword.
Is this the best way to organize your content ideas?
Using this system ensure your business produce content for every step of your buyer’s journey. Of course, it’s only one way of how to organize content ideas.
Again as a content creator, you want to nurture potential customers at each step to build trust, not go in for the kill at first glance! Dating your potential customers, much like a would-be spouse, involves taking many small steps.
That’s how to organize content ideas
Now you have a better idea of how to organize content ideas, you can start to map out articles that address the pain point of each stage of your buyer’s journey.
Your potential customer deserves a healthy mix of content that answers their question regardless of where they are in the buying process. It’s also worth directing the journey using internal links allowing the customer to be gently nudged to the next stage.