The Context

As a Marketing Manager, I noticed that a trademark registration company had invested heavily in creating a blog with over 120 articles. However, the content was underperforming, generating minimal traffic and failing to attract qualified leads.

I identified that the nature of the company’s services—focused on brand registration—required significant market education, as many potential customers were unaware of the importance of protecting their brand.

The Approach

Below is the sequence of the strategies and tactics implemented for the overall Content Marketing effort.

1. Strategic Keywords for the Business

After interviewing stakeholders and analyzing organic traffic data, I conducted in-depth keyword research to identify the most impactful keywords for the business. These strategic keywords became the foundation and primary focus of the marketing efforts.

What I considered to determine the list of strategic keywords

• Buyer’s Journey: Went beyond keywords that describe the company or its services by incorporating terms related to the target audience’s pain points, addressing their needs at different stages of their journey.
• Search Volume: Established a minimum threshold of 550 average monthly searches to prioritize keywords with sufficient demand.
• Keyword Difficulty (KD): Evaluated the difficulty of ranking organically for each keyword. By comparing similar terms based on their KD scores and search volume, I selected keywords with higher search volume and lower KD for the best balance of opportunity and competition.

2. Topic Cluster Strategy

Using the top eight strategic keywords, I developed three Topic Clusters to structure content into cohesive and interconnected themes, enhancing search engine visibility.

Existing published articles were categorized within the appropriate clusters, creating a comprehensive structure. Additionally, I identified gaps, generating a backlog of new articles to be developed and assigned to the team.

3. Buyer’s Journey Mapping

Tailored the (usual) Buyer’s Journey to strategically guide readers through the decision-making process by mapping out clear next steps at every stage. This approach connected all content marketing efforts, turning them into a cohesive lead and revenue generation machine.

4. Content Topic Selection

Leveraging the keyword research, I identified relevant and high-performing topics that didn’t fit within the Topic Clusters but were critical to addressing audience needs and aligning with search trends.

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5. SEO Optimization Process

Deployed advanced SEO techniques and created a comprehensive SEO playbook to standardize the optimization process. This included detailed criteria for execution, such as analyzing the heading structures of the top 10 competitors for each keyword, and a final SEO checklist.

6. Content Revitalization

Optimized existing articles to align with SEO best practices, including but not limited to:

• Integrating relevant secondary keywords.
• Refining titles, headings, and SEO elements (i.e., page title and meta description).
• Enriching content with additional value through interactive resources-- videos and other engaging elements.

7. Content Creation Framework

Developed a detailed guide to streamline the content creation process, ensuring consistency and quality. The framework included templates for structuring content, guidelines for keyword use, and a clear approval workflow to maintain high standards across all published materials.

The Results

The blog’s performance skyrocketed following these changes:

• SERP visibility increased by an incredible 40x
• Organic clicks surged by 29x, as more people found and engaged with the content through search results.
• The number of users increased by 168.8%, bringing more relevant traffic to the blog and website.