What's included

• Setup and alignment with brand documents

  To really hit the ground running with your project, I need to get clear on exactly who your brand is, your service/product offering and goals, and who your customers are, what makes them tick, and what their pain points are. This involves acclimatising myself with your marketing calendar, TOV guide, design guide, brand guide, customer avatar, CMS login, GA login, internal data sources and anything else that will help with the content strategy.

• Blog content audit

  The blog content audit investigates the content already live on the blog to identify: - Top-performing pieces for refresh - Pieces for potential link-building refresh - Keyword cannibalisation - Topics that perform well (and those that don't) - How well content is optimised - How user-friendly the blog homepage and categories are - Missing content types

• Competitor analysis

  By analysing at 3–5 competitors, I can identify: - Their top-performing content for link building - Their top-performing content keywords - Content categories they use that we've overlooked This helps guide the strategy to make content that competes with (and beats!) theirs.

• Content keyword research

  Based on my research into topics that perform well, your priority topics, customer pain points and your brand's offering, I conduct extensive content keyword research, including indicating: - Featured snippets - BOFU opportunities/search intent - Search volume This helps guide the topics and optimisation of our SEO content.

• Blog audit recommendations

  Refreshing top-performing content can double its traffic MOM! So, I'll line up top content pieces for refresh recommendations first. - Appropriate keywords to target from the keyword research - Identifying existing top-performing content to top, and ways to make our content better - Funnel stage and appropriate CTA options

• Link building research

  Using insights into top-performing content for link building as well as current trends, events, data and news stories, I'll formulate creative content ideas for the backlink strategy, including: - Data sources we can use (e.g. in-house data, online research, surveys or otherwise) - Angles for outreach - Examples of similar previous campaigns

• Content calendar

  The audit recommendations, keyword research and content ideas are sent to you for feedback and, if you like, we can arrange a call to talk through them. This is an opportunity to give me feedback and let me know if you have any questions. Following this, the agreed ideas are formulated into a calendar, aligning content pieces with current search trends and key dates/events to maximise their potential.