[Column] Fleur Willemijn van Beinum: Minimal viable content pages
Use data to produce expensive content for what works. One of the biggest complaints about content is that it is expensive. Expensive to produce and expensive to publish. Aside your ego gets dented when that all that expensiveness isn't doing what it is supposed to do.
Flipping the perspective, start with cheap minimal viable content. Use data. Then expand and scale up with expensive content for what works. It sounds simple and it is simple if you consider a few steps.
Start with cheap minimal viable content. Expand and scale-up the pages that works. Only then start producing that expensive unicorn sparkling content.
SEO to start
Your biggest friend is data. First, you start with SEO as the main traffic driver. SEO is for free, no media budget needed.
Get your main keywords in line with your content structure. Read more in Data for content how to get them.
To start, focus on one keyword or a specific combination of keywords for your pilot project. Then Analyse your competitors content for better SEO ranking. Steal-copy-paste-and-adapt with pride.
Build a bunch of SEO optimized pages around this specific keyword.
Create about 5 to 10 different landing pages for that one keyword. Each page with a different setup, different angel, different content. Variation is key. At the same time, you use cheap content. The bare minimum text and visuals to answer the search query by your audience.
Minimal viable content
Meaning, do not produce expensive videos, go overboard in extensive long reads, create whitepapers, set up sales funnels, inspiring infographics, et cetera. Use an excellent copywriter and get great non-stock visuals. And you are good enough to start.
This 'minimal viable content' concept is stolen from the MVP in agile product development. If it works for products, for sure it can work for content. It is the philosophy and mindset that makes you nimble and fast to iteratively learn what works - before investing all of your budgets.
Analyze weekly or monthly which pages are visited the most. Ergo, which page answers the search query and information needs by your audience. Rank the highest number of visitors, and score on the call to action.
This analysis takes time. After about 3 to 6 months you have a trend. Delete what doesn't work. Expand what works.
Now is the time to create that really kick-ass unicorn magic sparkling content. Spend serious time and money to produce this. Now it is worth the investment because you already know what works and what doesn't.
Rinse wash repeat
Do it again for the same keyword. SEO is a continuous process and does not end. Due to changes in your audiences' needs, changes in SEO, and changes in society, you always need to be monitoring and analyzing to learn and improve.
And do it again for your other keywords.
Expand to paid channels
Once you know what works, expand the distribution. From SEO to other channels as social and SEA. Now is the time to invest your media budget for boosting.
Use your content eco-system for the overview.
By producing and boosting 'expensive' content for what actually works, you can save yourself a lot of budget and time.
Fleur Willemijn van Beinum is an experienced Content and Social Media Strategist with a proven track record for over 35 top notch clients.