The document discusses strategies for content marketing. It discusses the "see what sticks" strategy of creating spontaneous blog posts but notes this has roadblocks. The "keyword research" strategy is also mentioned. It provides examples of core topics, subtopics, and types of content like pillar content and topic content that branch off from and explore the topics in more depth. It provides steps for developing a content strategy including mapping problems, topics, subtopics, validating ideas with research, creating content, and measuring and refining the strategy.

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Mobile
Panda
Rankbrain
Penguin
Hummingbird

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2015, Content Marketing Institute
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A spontaneous idea equals a blog post

19. Roadblocks with this “Strategy”
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The “See What Sticks” Strategy

20. Roadblocks with this “Strategy”
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The “Keyword Research”
Strategy

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2015, Content Marketing Institute
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40. Key
Sub Topic
Core Topic
Hyperlink
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41. ● Links off to sub-topic / cluster
content and resources
● This is the anchor of topical
content on your site
● Typically a web page on your
main site
Pillar Content | (10x Content)
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42. ● Holistic view of where you stand on
a given topic
● Will increase authority on topic to
return results no matter the search
● Google takes care of parsing a
search query and returning your
result
● This can be a blog page, checklist,
case study
Topic Content
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Scandinavian
Design
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Minimalism at
work
Emerging Scandinavian
Design Companies
Functionalism at work
in office spaces
Which Nordic
country produces
the best products
Is Scandinavian Design
played out?

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Map out 5-10 of the
core problems that your
buyer has
Build out each of the
core topic with
subtopics using
keyword research
Map out content ideas
that align with each core
topic with corresponding
subtopics
Validate each idea with
industry and competitive
research.
Create, measure, and
refine
Group each of the
problems into broad
topic areas

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