to create a content strategy that is ‘helpful’ for 2023

Google is very clear about the importance that SEOs should place upon valuable content in 2023, with the helpful Content Update and the emphasis on E-E-A–T for every search query.

This being said, I would like to share the process and approach my team uses to tackle content for this year.

This is not just about the content calendar. That’s only one aspect of your content strategy. To create a content system that is truly valuable, I am referring to your audience understanding and the branding of your organization.

How to create valuable content using the right approach

Marketers should place more emphasis on content quality and value than quantitative metrics such as clicks or external links.

Good content is only possible if you have a deep understanding of your audience and good content structure. Solid delivery methods are also key – these are marketing skills that will be always relevant.

Begin with your audience. What are their needs? What are their needs? What content can you provide to help them reach their goals?

Treat content as if it were a product or service.

• Find out what your needs are and then address them.
• Be aware of your emotions (fear and uncertainty, urgency, etc.). Play.

Here’s an example where a valuable piece is rewarded with a top ranking in the SERP, even though title and query don’t align exactly.

You can click into to see NerdWallet’s on-brand, helpful approach to a question. They provide calm, well-informed content that provides context for the latest crypto crash.

It is important to have a voice that can address problems. This will give you a competitive edge.

NerdWallet’s piece on brand differentiation makes it difficult for your competitors to seize your audience. It also increases trust.

A process for creating valuable content is necessary

This is the content strategy path that I prefer to recommend:

• Problem aware – Empathize with your audience and articulate their problem clearly and differentiated.
• Solution aware – Present your audience with valuable, objective solutions for their problems.
• Be a brand aware: Build your brand as a trusted solution provider.
• Product aware – Position your product or service to be the best solution for the reader’s problem.

This is how to:

• Increase discussion, education, and knowledge about the problem.
• Incorporate new solutions that audience members hadn’t considered.
• Your brand should be seen as revolutionary, innovative, and transformative.

You will get an idea of content for the problem.

After your research is complete, you will have the information you need to create content and distribute it in multiple formats.

This is how the flow looks:

Here are a few themes I would like to highlight:

• SEO/search analysis is only one part of the research pie. Google expects us to write for our target audience and not just for Google. You can find the relevant and quantified information you need to do that.
• Content that’s truly useful and not just for search engine rankings should be engaging across multiple channels and formats. You don’t have to stop at a blog article. Don’t rely solely on Google for eyes.

Content development resources

Assumed you are familiar with Google’s keyword research tools as well as external tools (e.g. Ahrefs and Semrush). To help you prioritize your content, I will focus on tools beyond keywords.

Qualitative interviews

If you want to reach a wider audience than your CRM, surveys can be very useful but also costly.

It is possible to gain great insight if you are able to facilitate other methods of engaging subject matter experts with similar professional experiences, challenges and responsibilities as your target audiences.

You can get real-world perspectives through Slack communities and meet-ups (live or virtual), as well as memberships in organizations such the AMA or ANA.

Social media

All social media posts may not be the same, but understanding your audience means knowing where your audience is most likely to engage with you: Twitter, Reddit YouTube, TikTok etc.

These platforms will allow you to track what your audience is discussing in real time, so you can spot trends as they develop.

Google Search Console

GSC provides excellent insight into your content performance, and can give you data about what people are doing on your website and your content. This will allow you to identify underperforming content and top-performing content.

Consider what content is missing that you could address. To establish a competitive advantage, create more content, internal linking and deeper authority on the topic.

Analyse of competitors

In this instance, competitor analysis doesn’t just mean looking for keywords that are low in competition. It also means assessing:

• What your competitors are doing.
• They aren’t covering the ground.
• Which formats they use and which formats they don’t
• You can see what angles they may be taking on larger topics, but there is still room for your perspective.

Do your research to find opportunities to be different than your competitors.

Helpful content moves the needle

This approach to content could change the way you see KPIs.

You might be able to report on opportunities and leads generated, rather than clicks and impressions.

Valueful content is a great way to build brand awareness and increase sales.

Google’s heavy-handed guidance regarding helpful content may make you feel uncomfortable, but it could lead to better marketing in the long term.

Search Engine land first published the post How do you build a useful content strategy for 2023.