The Case for Topic Content Plans
Topic-based content means earlier-stage visitors can navigate the entire sales conversation. All conversations are ‘about’ something, and the topic defines that ‘something‘.
The topic thread is how we keep content relevant for visitors. Websites are not currently built that way, and that represents an opportunity.
The Topic Timeline
There is a somewhat predictable progression of interest along the timeline.
By fixing website content structure to help paid clicks, we also fix long-standing unaddressed issues with SEO clicks.
We are fully committed to strategies we believe will solve them. The keyword audience analysis and the topic hub framework are key elements of web marketing’s “click-handling” element. Yin and Yang.
The breadth and depth of interest are greater than we think.
There are more topics, more visitors at different stages of their research, and many different audience niches.
You can see all visitor interest in the search terms in a free Google tool; all your website data is freely available. We can map it for you.
CONVERSATIONWARE
Our philosophy is that the better we match what people look for, the better the opportunities the website produces.
Specificity wins
Google wants to serve those searchers with content that matches. Relevancy wins. Our competitors are creating more specific content to attract specific clicks, which will compete for our traffic.
So, unless we create content over time, we will gradually lose clicks due to a lack of specific content.
A website is engaged in sales conversations.
If we persuade more of those people when the chance arises, we will get more new business enquiries. The days when people pick up the phone to hear your arguments are running out.
The full journey:
- Why they should be interested
- What problems we solve
- What opportunities we are providing
- How to choose between ways of achieving the same thing, even if we don’t all the ways
- How we would do it
- What service levels they might need
- What products might help
- Why they should work with you
We can collect ideas for all these stages.
It is easier to organise thoughts when focusing on visitor decisions like this.
Consistent opportunities
Search terms have a pattern and predictability that help us identify the words that work.
Provider, product and service terms are close to buying, especially when combined with niche words. You can spot these ahead of time and serve them with content for the best results.
The lower the volume of clicks for the keyword, the more likely it is to convert, on average.
Knowing the clicks we are dealing with is driving new content plans.
You can prioritise the content, in other words.
