Content Research

This is the sixth article in our series Parts of a Digital Marketing Strategy. Continue to follow along in the coming weeks as we release the remaining pieces to forming a successful strategy. 🙂

Parts of a Digital Marketing Strategy:

  1. Creating Client Personas ✓ 
  2. Market Research ✓ 
  3. Competitive Analysis ✓ 
  4. SWOT Analysis 
  5. Keyword Research 
  6. Content Research
  7. Determining Social Platforms
  8. Determining Your KPIs
  9. Pulling It All Together

Content Research

When you are creating your Digital Marketing Strategy, the section on “Content” should be more broad stroke guidelines. Your Keyword Research has already set you up to have lots of article topics to write about; this particular section of your strategy, however, is to keep you focused on your messaging when you finally sit down to start writing.

In the digital world, whether that is Google, Yahoo!, Bing, or a social networking platform, “search” is how you are found. In order to engage interest in your message, you have to be writing compelling content! And you want that content to be focused on your target market. From your first step of this series, Creating Client Personas, to building up through your Keyword Research, you are now set up to know what type of content you should be writing about and what type of language to use for your audience. We will now share some key points on how you should deliver this content. So let’s start at the top!


Headlines may just be the most important item of your article. This is the first chance you have to catch your reader’s attention. There is a lot of research out there about the psychology behind headlines in relation to the click through rate. One key point to remember is to use your Keyword(s) in your headline. Otherwise, you are just typing words to fill space. Here are some of the top types of headlines that garner the most traffic:

– List Post Headlines

We see these all the time. They are the headlines that tell the reader there are “X” number of points covered in the content of the article. Abreena Tompkins did an analysis on brain-based course designs and learned that the brain prefers odd numbers grouped in 3’s and 5’s. For simplicity’s sake, let’s just say that if you are doing a list post headline, use “3” or “5” in your header! Her results are way more complicated, so we are keeping things simple. 😉

– Question Headlines

You can really grab your reader’s attention with a thought-provoking question. And sometimes going WAY out there and being totally absurd can do the trick too! Be sure that if you use this type of headline, you answer the given question (at least at a basic level) in the first paragraph of your article. If you leave your reader hanging too long, they will quickly click away.

– “How To” Headlines

These types of headlines are pretty self explanatory… They are good to use when you are teaching someone how to do something or how to use a specific product. Many times, you may even be able to combine it with a List Post headline to make it even stronger. Just be sure your content explains in detail how the reader can do what they came to do.

Test the waters

The folks at Co-Schedule have created an AWESOME tool to help you gage if your headline is a little “Meh” or if  “You’ve got something here!” The tool is their Headline Analyzer. Simply type in your headline, and they will give you a score from 0-100. They recommend tweaking your headline until you can get it above 70 (based on certain criteria). Scroll down through all the given results to see the different areas/criteria they used to grade your headline. They also offer links to other outside articles for the areas where you can use improvement.

Here, you can see how we progressed with our title, tweaking it until we got our score above 70:

Co-Schedule also created a great list of Power Words that can help grab your reader’s attention and will likely increase your score:


The Body of your Content

One of the most important factors for the body of your content is to make sure your Keyword(s) are sprinkled throughout the article. You don’t want to have it/them in your headline only to never mention them again. Plus, Google and social platforms will ding you for click-baiting. (If you don’t know what that is, you can read about it HERE.)

Since we’re talking about search engines, let’s also discuss having original content in your article. If they (search engines) determine your content is plagiarized, you will get severely dinged for that. Make sure what you are creating is in your own words. Yes, you can reference other sources (we do that all the time… just look at this article), but you want to make sure that you give credit where credit is due! It’s simple. Just. Don’t. Copy. And. Paste. And when you DO link to and reference other sources, be sure the content is accurate.

Don’t forget to include images in your articles. Let’s face it… we all have pretty short attention spans these days. If you produce text-only articles, you will have a hard time holding your reader’s attention. So remember to add lots of pretty images in the content of your article. This helps to break up the text and provide a nice flow. With today’s increase in video reach, it wouldn’t hurt to put a relevant video in your article too. 😉 Remember that these images and/or videos are what you can then use on social to bring readers to your website.

Finally, make sure your content delivers something actionable that the reader can do. Take this article you are reading right now. Once you finish reading it, the idea is that you will be able to write a compelling article yourself! And if you combine this article with our entire series on “How To Write Killer Digital Marketing Strategies”, you will have lots of actionable steps to take.

Tips for Writing Your Content

One tool that we highly recommend is our current 2018 Editorial Calendar. We update it each year, with the appropriate dates and holidays, so all you need to do is plug in your article titles. Once you have determined your frequency for writing content and have your list of titles, you can plug them into this Editorial Calendar. (We will also reference this tool in our next article about choosing the right social platforms for your business.)

If you already have a following for your articles, you may want to survey them to see what content they are hungry for. This is a great way to constantly have a line-up of content to write about. Ask them every 6-12 months, because we guarantee their needs will change over time.

Try to make your content shareable among your audience. There are lots of tools out there that make this really easy for your readers. (One tool is SumoMe, which connects directly to your website. Another great one is Warfare’s Social Sharing.) It doesn’t matter what tool you use, as long as you have something there for your readers to be able to share your content. And if you have a WordPress site, simply type in “social share” for a plugin search and you will get LOTS of results. We use Super Socializer on our website (so go ahead and spread the love by sharing this article! 😛 ).

Another popular question is about how long your article should be. Co-Schedule created a nice infographic on exactly this topic:

More Tips for Writing Your Content

You want to make sure your website is tracking traffic. So be sure to add the Google Analytics pixel to your site. It’s free, and the amazing amount of data you can learn about who comes (and stays) on your site, is quite invaluable. And did we mention it’s free? We mean…literally….FREE. There’s nothing to lose here.

Be sure to include a Call-To-Action (CTA) in your article. You have drawn the reader to your site, so take advantage of that. We provided links to a couple of other articles we’ve written, and on those articles we have forms to capture name and emails for folks to download the worksheets pertinent to those articles. In that same vein, we also have pop ups all over our site when a specific CTA isn’t listed.

Once you start busting out all sorts of awesome content, many of these tips/suggestions will become second nature. So take your Keyword Research and start making some amazing content!

If you have any questions or get stuck on any part, please reach out to us in the comments below.

Stay tuned for the next segment in our “Parts of a Digital Marketing Strategy” series!

Up Next: Determining Social Platforms.

  1. Creating Client Personas ✓ 
  2. Market Research ✓ 
  3. Competitive Analysis ✓ 
  4. SWOT Analysis ✓ 
  5. Keyword Research 
  6. Content Research 
  7. Determining Social Platforms
  8. Determining Your KPIs
  9. Pulling It All Together

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Until next time…
Chill Digital Marketing



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