Content Strategy & Review

what are NEST’s 4 major steps in a content strategy and content audit project?

CLIENT KICK OFF MEETING

We start off with an in person or zoom meeting to get to know you and your goals, your business, your audience and brand.

We’ll talk about your digital skills and resources - what is your DIY appetite and ability? How much will you take on vs. outsourcing to NEST?

What platforms do you have in place and which analytical tools do you use (Google Analytics, Search Console, Google My Business)? We’ll take a stroll through your website at a high level. We’ll discuss content strategy at a high level.

We’ll have an honest, detailed discussion of your goals, both personal and business, and how to quantify & ultimately reach them.

WEBSITE FOUNDATIONS ASSESSMENT

After being granted access to all platforms, I perform a high level check of current website SEO, navigation, indexing and UX issues that would impact a new, robust content initiative.

This is not a full SEO audit. (But fixing major issues first is important so content is built on a strong foundation). I report issues to you in writing. You decide which issues you’ll fix and which to assign to NEST.

CURRENT CONTENT AUDIT

I dig into the current content on your site. I look at Google Analytics performance - unique page views, entrances, conversions, referral sources. I set up a custom content summary Google spreadsheet with the data most important for you to manage your content.

This helps us identify weak content that needs removal, rewriting or re-purposing. You add a row in the spreadsheet for every page on your site, or outsource this task to NEST. This spreadsheet becomes your content bible moving forward.

CONTENT STRATEGY DEVELOPMENT

In person or zoom meeting to review the content spreadsheet and begin developing your content marketing strategy.

We decide (based on the content spreadsheet) which content needs removal or recycling. We identify (topic brainstorming tab) which content is high priority based firmly on your goals and data, like search terms in Google Search Console.

We discuss a content calendar platform and content development process that works for you and set it up. This provides the accountability that keeps you consistently producing content and from falling into overly long periods of “brand silence”.

This will include topic brainstorming, content series brainstorming, platform brainstorming, next steps prioritization.

Are you ready to write?

What you’ll need:

• Google Search Console installed.

• Google Analytics installed.