INVESTIGACIÓN

Herramienta de palabras clave - (http://keywordtool.io/)

Moz Pro - (https://moz.com)

Complemento Moz Bar (https://moz.com/products/pro/seo-toolbar). Esta herramienta le permitirá ver

los puntajes de autoridad de dominio y página del sitio que está visitando actualmente.

BuzzSumo (http://buzzsumo.com/). BuzzSumo puede analizar un dominio o palabra clave y mostrar las
publicaciones más populares de acuerdo con las acciones sociales en algunos de los principales sitios de
redes sociales (Facebook, Google +, Pinterest, Linkedin y Twitter

[en el Método Skyscraper]. Una buena herramienta para usar en esta investigación es alltop
(http://alltop.com/), que agrega algunos de los mejores contenidos de toda la web.

[en el Método Skyscraper]. Puede ser muy agresivo en este enfoque y utilizar herramientas como Ahrefs
(http://ahrefs.com/) para ver quién está enlazando con el contenido al que se dirige y comunicarse
primero con ellos.

Las herramientas como Ubersuggest (http://ubersuggest.org/) pueden convertir palabras clave básicas
en docenas, si no cientos, de ideas de publicaciones de blog al sugerir variaciones en la palabra clave.

Búsquedas relacionadas en el motor de búsqueda de Google.

Verifique las sugerencias de autocompletar en Google.

Busque ferias comerciales, eventos industriales y conferencias en su nicho. Verifique los horarios o las
páginas de biografías de los oradores para ver qué temas serán discutidos en las conferencias.

Mira la tabla de contenidos para los mejores libros de tu nicho.

Busque episodios populares de podcast

Content research tools

Followerwonk - A Twitter analytics tool that helps you identify influencers in your niche. It gives
interesting breakdowns and data on different influencers in your space and contrasts your audiences.
This information can help you strategically reach new people, or to cross-pollinate with influencers who
your current audience already knows and loves.

Littlebird - This is a great tool that helps you find influencers based on content. It was recently acquired
by Sprinklr, an enterprise social media tool, so keep an eye out for Littlebird to appear on their features
list soon.

Buzzsumo - Great tool used to discover what content is popular with your competitors and around
specific keywords.

GrowthHackers - A community of marketers all focused on quickly growing businesses. This site features
many different case studies, guides, and discussions around many cutting edge topics for businesses.

Quora - Quora is a site where people go to ask questions. The questions are open for almost anyone to
answer. This is a popular place used by some influencers to drive traffic to their sites by answering
questions related to their areas of expertise. Search for keywords related to your niche and look for
people who have lots of upvotes on answers to popular questions.

Alltop - Aggregates some of the best content from around the web.

Ahrefs.com - Shows you who is linking to certain content. Great for analyzing competitors.

Google Keyword Planner - This keyword tool is free and easy to use once you understand the basics. It is
designed to help advertisers pick out valuable keywords to target for paid ads, but you can use the same
information to help with your SEO. You'll need to create an Adwords account to use the tool, but you
don't need to have ads running.

Keyword Tool - Keyword Tool can provide a lot of good keyword suggestions for free. It can often find a
wider variety of long tail keywords from a single search than can the Google
Keyword Planner. This tool is also nice because you can test different search engines, such as Youtube,
the App Store, or Amazon.

You'll need a Pro account to get data like search volume. But you can take what you find from Keyword
Tool and plug those terms into the Google Keyword Planner to get that additional information for free.

Ubersuggest - Can turn basic keywords into dozens, if not hundreds, of blog post ideas by suggesting
variations on a keyword.

Moz Pro - This is my favorite keyword research tool out there. It does most of what the aforementioned
tools and tactics do, all in one place.

One of my favorite things about the Moz tool is that it tells you who is currently ranking highest for the
keywords you're researching. The people who appear at the top of the ranks for your high-value
keywords are excellent candidates for new relationships. Research some of the top-ranking sites for
keywords you want to target, and look for opportunities to collaborate through content.

Moz Bar - This tool will allow you to see the domain and page authority scores of the site you are
currently visiting.

GENERAL
You need to have a clear vision for your content; the content you generate should serve a purpose,
and have a mission apart from the rest of the operations of your business. This means that while
your content will serve the end-goal of your business, the mission of your content should not be
identical to that ultimate goal--your content should have its own purpose.
CORE PROBLEMS
A core problem is a persistent challenge that your audience faces.
Each of your core problems should have a unique set of influencers and thought leaders related to it.
Create a list of keywords you would want to target for each core problem.
I recommend keeping a list of keywords to which you and your team can refer periodically when
creating content. I call this list the Keyword Bank. Our document lists a few high-priority keywords
that we are actively trying to rank for (primary keywords) and also includes a longer list of other
keywords that we aren’t heavily targeting, but that should still be added into posts when possible
(secondary keywords).
These keywords should also help you frame the messaging on your landing pages, email series and
the lead magnets that you develop for that core problem.
Using the same keywords throughout your campaign from ad to content to your lead magnet also
builds up consistency and familiarity in your messaging. Consistency builds trust, and trust is the
foundation of a successful content marketing campaign.
RELATIONSHIPS
Target the influencers you mention
You need a simple system to visualize the tribe you are building and to help support you in reaching
out to them.
If you quote someone, make sure to not only include the quote and a link, but to create an image
with the quote.
Once your post is published, send the author who you quoted a quick email letting him or her know
you mentioned their work. You can include a “click to tweet” (http://clicktotweet.com/) link in the
email as well to make it super easy for that person to share your post without being pushy by
requesting it directly.
Writing guest posts for other influencers in your space is one of the most time-honored ways to build
a relationship.
“Key Relationships Document.” You need a simple system to visualize the tribe you are building and
to help support you in reaching out to them. Their sites / social media channels, contact information,
a brief description of who they are, notes detailing my last interaction with them
CONTENT
Illustrating some of the downsides of the big brands she competes with helps her to differentiate
herself and to attract customers who are looking for healthier products.
A roundup post is a collection of ideas from different influencers on a certain topic.
Example: http://wpcurve.com/morning-routines-of-entrepreneurs/
An easy win could be looking up some of the top content that influencers have created in your area
and simply repurpose it to another medium. If it’s a video or a podcast, turn it into a great article.
Take an amazing blog post and offer to turn it into an infographic or a slideshare. Take a great
infographic and turn it into an email course that they can use as a lead-generation tool.
Concept editing is focused on the quality and clarity of the ideas in the post and on the structure of
the piece as a whole. This phase of editing should come first; the concepts need to be strong before
you do proofreading.
Set a weekly time to review and develop your calendar. I recommend doing this near the end of the
week so you can start each week with a fresh plan. [Kanban style calendar]. During your weekly
review of your calendar, take some time to look through content that was published a few months
back. Look for content that performed well, or for content that might translate well into a new
medium.
Consider choosing a theme for each month, quarter, or whatever period of time you feel is
appropriate; focus on your selected theme for that amount of time. Once you have a theme picked
out, write a broad comprehensive post to introduce it. Then try to find as many different approaches
to the topic as you can.
One of the key ingredients in good content is timeliness. This means providing your content at just
the right time for your audience. Set aside time to look through industry events, holidays, launches,
and any other future events to plan content built around them.
A common mistake is to think that after you’ve discussed a topic on your blog once, that you can’t
address it again. Experimental vs Evergreen - What are the cutting edge ideas around this topic?
How do they compare to the classic approach? Example vs Warning - What are some case studies
you can use to show how to do (or not to do) something? Review vs Guide - Are you discussing
something that you think of a tool, and how useful it is for solving a problem? Or are you describing
how to use that tool to get results? Evidence vs Opinions - Are you collecting data and evidence to
support your ideas or comparing the opinions of thought leaders?
Skyscraper Method can be summed up as “Find the best content out there addressing a problem
you want to discuss, and make something better than that.” Make it longer, make it current, make it
look better.
STYLE GUIDE
Create for your style guide a checklist of everything that you expect to see in a high quality post.
Common language:
Headers and text:
Images:
Featured image:
Excerpts and blurbs for social media:
RESEARCH
Keyword Tool - (http://keywordtool.io/)
Moz Pro - (https://moz.com)
Moz Bar plugin (https://moz.com/products/pro/seo-toolbar). This tool will allow you to see the domain
and page authority scores of the site you are currently visiting.
BuzzSumo (http://buzzsumo.com/). BuzzSumo can analyze a domain or keyword and show the most
popular posts according to social shares on some of the top social media sites (Facebook, Google +,
Pinterest, Linkedin and Twitter
[on Skyscraper Method]. A good tool to use for this research is alltop (http://alltop.com/), which
aggregates some of the best content from around the web.
[on Skyscraper Method]. You can be very aggressive in this approach and use a tools like Ahrefs
(http://ahrefs.com/) to see who is linking to the content you’re targeting and reach out to them first.
Tools like Ubersuggest (http://ubersuggest.org/) can turn basic keywords into dozens, if not
hundreds, of blog post ideas by suggesting variations on the keyword.
Related searches in the Google search engine.
Check the autocomplete suggestions in Google.
Search for trade shows, industry events, and conferences in your niche. Check the schedules or the
speaker bio pages to see what topics will be discussed at the conferences.
Look at the table of contents for the top books in your niche.
Seek out popular podcast episodes