Removing Guesswork From Content Marketing — Skyler Reeves // Ardent Growth

Skyler Reeves, Founder and CEO of Ardent Growth, continues the discussion on content marketing tips. When it comes to content marketing, there’s no room for guesswork. The work has to be done to figure out what’s going to have search demand. So, today, Skyler shares his strategies for removing the guesswork from content marketing.
About the speaker

Skyler Reeves

Ardent Growth

 - Ardent Growth

Skyler is Founder and CEO of Ardent Growth

Show Notes

  • 01:34
    Removing the guesswork from your content marketing efforts
    Figure out which content produces the most desirable effects on customers. Also, focus on content that speeds up the time it takes to rank.
  • 06:15
    Figuring out the topics to cover based on business type
    Product-led businesses can depend on data from tools like Ahrefs and Semrush. Service-led businesses should speak with customers to see what type of questions theyre asking.
  • 06:47
    Keyword research for product
    Use Ahrefs and Semrush to do modified broad match keyword research for head terms. Filter results down by search volume and question terms. Compile the data on a spreadsheet.
  • 08:23
    How to do keyword grouping
    At this stage, you're figuring out which related keywords should be grouped with each topic. You want to ensure there isnt any overlap in terms of your content.
  • 08:58
    Finding keywords with the highest CTR
    Based on the layout of the SERP for the keyword, multiply by the volume. That will provide a baseline number for the traffic you can expect from that keyword.
  • 10:01
    Determining lead to close rate
    Use the conversion rate from traffic to figure out how many leads can be generated. From there, you can determine which content has the potential to convert.

Quotes

  • "Our priority score is proven to be very effective where the end result is, we can sort it in two ways, between existing content and potential new content." -Skyler Reeves, Ardent Growth, CEO & Founder

  • "If you're a service-based business, spend a lot more time talking to your customers. Use that to go create content. That's the easiest way to close deals and drive the organization forward." -Skyler Reeves, Ardent Growth, CEO & Founder

  • "If you see a high degree of overlap between each of those keywords between the URLs, that's a good indicator that Google considers those 2 topics the same. So, you group those together." -Skyler Reeves, Ardent Growth, CEO & Founder

  • "Ahrefs and Semrush have the ability to filter by question. You can add them into the filters to say who, what, when, etc. You export all that and put it together in a spreadsheet." -Skyler Reeves, Ardent Growth, CEO & Founder

  • "To figure out how you need to group them, take 2 keywords, bring up 2 Chrome windows, and look at the URLs that are ranking between each of them." -Skyler Reeves, Ardent Growth, CEO & Founder

  • "If there's a local pack, the CTR on the results change dramatically for the number one result and organic, versus if there's no local pack, or 1 ad, 2 ads, or 4 ads." -Skyler Reeves, Ardent Growth, CEO & Founder

  • "You're never going to get 100% accurate data. You want directionally accurate data so you can make decisions, move forward, and not get into analysis paralysis." -Skyler Reeves, Ardent Growth, CEO & Founder

  • "Use your conversion rates from traffic to figure out how many leads you can generate. And then figure out what your lead to close-won rate is." -Skyler Reeves, Ardent Growth, CEO & Founder

  • "For questions customers are asking but not searching for, you can include those questions in the content or use it for sales enablement, once they come from higher up in the funnel," -Skyler Reeves, Ardent Growth, CEO & Founder

  • "You're never going to get 100% accurate data. You want directionally accurate data so you can make decisions, move forward, and not get into analysis paralysis." -Skyler Reeves, Ardent Growth, CEO & Founder

About the speaker

Skyler Reeves

Ardent Growth

 - Ardent Growth

Skyler is Founder and CEO of Ardent Growth

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