How To Analyze Your Content & Craft A Winning Strategy In 2023

When it comes to content marketing, finding writers and content producers is easy.

But creating quality content that meets your company’s KPIs? Well, that’s another thing entirely.

Suppose you want to succeed as a digital marketer. In this case, the key is to create an effective content strategy as your foundation.

The right content strategy can help you outperform your competitors and achieve your goals.

On November 16th, I moderated a webinar with Sabrina Hibbs, Vice President of Client Success, and Jeremy Rivera, Director of Content Analysis at CopyPress.

Hipps and Rivera provided important content insights, working knowledge, and process techniques that are fully compliant with Google policies and highly relevant with recent helpful content and core algorithm updates.

Here is a summary of the webinar. To access the entire presentation, Complete the application.

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• Make a fearless inventory of the existing content and review its ability to provide a satisfactory answer to the searchers. In larger companies with static content, it’s helpful to do this by category.
• Identify topics that are areas of opportunity.
• Brainstorm pain points and problems that need to be resolved. Ask your experts what to use to create a list of new articles.
• Take advantage of People Ask’s (PAAs) SEO data, featured snippets, and relevant keyword combinations. This can be used to feed new articles or review existing content.
• Use the content analysis tool to get deeper insights.

[Start analyzing your content & win] Instant access to the webinar →

How to craft a winning content strategy

Crafting winning content includes:

• Determine the content that suits you.
• Determine the quality of your existing content.
• Determine if your content is authoritative and relevant.
• Define winning competitor content topics.
• Organize a content strategy to audit/clean up existing content.
• Prioritize and schedule new, high-quality, authoritative content based on results.

As you prepare for the year ahead with your comprehensive content strategies, you’ll want to start with goals.

So, let’s dive in!

Step 1: Collect your ranking data

Start by doing a gap analysis of your content.

Conducting a practical gap analysis that gives you real insights requires different data sources.

So, start collecting data from:

• Google Analytics.
• Search Console.
• Your own third-party SEO data tool.

Use the results of this data for step 2.

[Get detailed instructions] Instant access to the webinar →

Step 2: Qualify your content and rank data

Now, to extend your strategies beyond data, you’ll need to look at two different aspects of your results:

• Your valuable content.
• The sections of your site that people go to most often.

These numbers can help guide your strategies, but first you need to take the next step.

Step 3: Determine the quality of your content

Take a moment to critically read your content.

Then, instead of creating more with the same techniques that might harm you, like walls of text, consider the questions people are looking for and the answers they want.

To create quality content, stop and ask what question you are trying to answer – and did you respond to it effectively?

The intent of this query is to inform your content.

[Learn how swapping walls of text for search intent can boost your content quality] Instant access to the webinar →

Step 4: Identify competitors

Next, it’s time to see how your competitors rank on what you’re not.

Is there anything you write about that is not up to par?

Start by looking at your three types of competitors:

• direct competitors.
• Indirect competitors.
• Research competitors.

Once you know who your competitors are, it’s time to do a keyword gap analysis.

[Get the keyword gap analysis process steps, now] Instant access to the webinar →

Step 5: Group the gap keywords into topics

Focus on seeing the research through a Competitor keyword gap analysis.

Make a list of the words and phrases that various competing sites are currently ranking for and for which your site is underperforming.

Note that gap analysis is different from competitive analysis.

[Watch this step in action] Instant access to the webinar →

Step Six: Determine the correlation gap between you and your competitors

Start by doing a competitive domain comparison, as shown below.

CopyPress, November 2022

You want to know how many reference domains you have compared to your top competitors.

This can help you understand the budget behind your competitors. If you are a small group trying to compete for some of these terms and phrases, you need to know how much work you have to put into creating links for these articles.

Step 7: Complete with Human Insights

Now, you will complete your research by mapping the data to your actual target audience.

When you identify people’s pain points, you’ll be able to create content that alleviates your audience’s problems.

You will also find this tapping Subject matter experts Valuable in creating much more useful content.

Step 8: Justify your campaign with an SEO ROI

Estimate the potential return on investment for a campaign by calculating the potential return on investment.

[Discover how to calculate ROI] Instant access to the webinar →

Make sure you have conversion data because you’ll be taking the keywords you’ve found and looking at the search volume for this step.

CopyPress, November 2022

[Slides] How to analyze your content and craft a winning strategy in 2023

Here is the presentation:

Join us for our next educational webinar!

How to speed up your keyword research with powerful topic combinations

Join us and Dave Snyder, CEO and Founder at CopyPress as he talks about how this method can help you rank higher.

Image credits

Featured Image: Paolo Bobetta/Search Engine Magazine