To create topical relevance in content marketing, you’ll need to write a lot of related articles, and learn to group your articles.
Writing a base of content is regarded as content seeding, and here’s the process to develop content seed and improve your web ranking on search engine pages.
Content seeding processes
Step 1: Determine the goal(s) of the content seeding
Before you start finding a topic and placing content, you should clearly state the goal or goals of your content seeding, Chaktty said,
Do you want to increase traffic on your website? Or is it about establishing or expanding your reputation?
Would you like more feedback on your company or should sales be increased?
It is also conceivable that you hope for more reviews of your products through content seeding, according to techpally.
For your content seeding strategy and the execution of the distribution of your content, it is important to have a clear picture of the goals. This can also be several goals at the same time.
Step 2: Identify topics and define formats
As is well known, it is not always easy to find suitable content for your content marketing and its seeding after defining the goal. To get an overview of relevant topics, you can use various methods for finding a topic.
In addition to the classic keyword analysis (an overview of free keyword research tools can be found at Tech Pally ), it is also good if there is a network of experts.
Together with experts, you can produce interesting content beyond commercial interests and create added value for your target group.
Another option for identifying topics is blog parades. This is a network of posts from various bloggers.
The organizers of a blog parade collect links to all posts on the topic of a blog parade and then publish these links on the blog parade blog.
Such a collection of links can not only help to find topics. At the same time, you have the opportunity to build up a network of interesting bloggers and influencers, business Pally boss advised.
But topics don’t just have to come from keyword and network research. You can also create the basis for different content yourself.
Micro surveys, for example, are popular for this. These surveys can be commissioned from different service providers, who then place them on online media, for example.
You will receive survey results comparatively quickly and inexpensively and can use them to create various content such as blog posts, guest posts, etc.
Once you have found topics, you should clarify in which formats you want to make the content available. Blog and technical articles are very popular, as are press releases.
You can also use presentations, white papers, social media posts, images and graphics, and videos.
Ultimately, the format also depends on what you want to achieve with the content seeding.
For example, if your primary goal is to increase sales, you need leads, businesspally magazines.
And in order to obtain this, content that potential customers can download is suitable – i.e. white papers, presentations, software comparisons (you can find our software market overviews here), etc. If, on the other hand, you want to build up and expand the reputation of your company, specialist articles in the relevant media are the format of choice.
Step 3: Find multipliers, prioritize channels
Once the topics and formats have been identified and defined, the multipliers and channels need to be identified and prioritized in addition to content production.
The key here is to keep an eye on the target group. Which multipliers are relevant for this?
This not only applies to channels, but also to influencers and thought leaders. In addition to the relevance to the target group, the criteria for the selection of multipliers and channels are also:
- the strength of the website/blog/social media channel
- for influencers and thought leaders, the number of followers
- the reputation and strength of (online) media
Make a list of websites, blogs, media appearances, social media channels, influencers, and thought leaders that are suitable for your content seeding. And then prioritize those. Based on this prioritization, you get in touch with the respective multipliers and, if necessary, contact persons of the various channels.
We will show you how to find the right influencers with five simple tips!
Step 4: Get in touch and place content
In order to ultimately place content, you will have to seek contact with thought leaders, influencers, bloggers, and journalists- at least if you are doing advanced content seeding.
Because publishing on your own channels (Owned Media) is only part of successful content seeding, according to businesspally.
Establishing contact with other multipliers can be challenging if you do not have your own marketing and communications team or only have a small one.
PR agencies, who work with you on content seeding, offer you support here.
We have therefore compared various PR agencies and their services for you in our market overview.