Upleveling with keyword matrices — Tory Gray // Gray Dot Company

Show Notes

• 01:42
  Maximizing the keyword matrix process with Airtable

  Using an Airtable template for keyword matrices improves content planning by identifying gaps. Airtables real-time collaboration and categorization capabilities enable content creation prioritization, and the ability to target users with appropriate CTAs at each stage of their journey.
• 04:18
  Attributes to gather before moving data into Airtable

  Collect information about your personas, products/services, and existing content. Organize this information into tables, then migrate your existing keyword matrix into Airtable, and use different fields to better understand your insights and identify gaps to fill.
• 05:48
  The benefits of Airtable over Google Docs for keyword organization

  Gray Dot Company developed a template with a longtime client to overcome the limitations of Google Docs. Airtable allows for organizing keywords by intent, funnel stage, etc, and can be customized to fit the needs of different businesses and identify gaps in existing content.
• 08:42
  Using the Airtable template to prioritize future content and measure potential ROI

  In addition to helping you understand the content you already have, the tool can help you make data-driven content investments for the future. By adding potential keywords and using the tool's built-in functionality to sum the potential search volume, you can understand the potential ROI on initiatives.
• 09:57
  Bridging the gap between keyword matrix and content calendar with Airtable

  The Airtable tool bridges the gap between the keyword matrix and content calendar, making it easier to assign tasks to writers and editors, prioritize work, and coordinate efforts. Ultimately this approach improves communication and workflow efficiency.
• 10:39
  The benefits of having your content calendar and keyword matrix in one tool

  Having your content calendar and keyword matrix in two different places can prevent you from seeing the big picture in terms of tasks and initiatives. However, by combining them in one tool, they become part of your overall strategy and allow for a more streamlined strategy.