Content: from Audit through Opportunity to Strategy (including White Labelled Deliverable Templates)

Delivery to your team in house, 1 day or 2 half days £3,000/$5,400CAD
Pay per Seat from £450 / $840 CAD (Early Bird Price)
Add on-going coaching and support: £POA

Who it’s for: Agency SEO Teams (especially Managers & Technical Specialists )| In-House SEO Teams | In-House SEO & Content Managers & Directors, | Copywriters / Content Teams | Pricing, Merchandising & other website teams | Heads of Organic Search & Digital Marketing Managers 

This course is designed not just to teach people what makes great content that Google and users love but includes a full process to audit existing content, competitors’ content (and gaps), find and develop opportunities, produce a content strategy, a content plan and begin producing content in a scalable way, even for multiple markets and languages.

This course includes:

  • Fundamentals of Content
    • Purposeful Content
    • How topical authority and relevance works
    • E-E-A-T
    • Helpful content
    • Intent, what it is, how it evolves why it’s vital
  • Content Auditing
    • Existing content quality
    • ‘Keep, Delete, Update, Merge’ without losing visibility
    • Competitor Analysis
    • Content Gap Analysis
  • Content Opportunities
    • Keyword Research for Content Opportunities
    • Identifying Trending Opportunities
    • Finding opportunities where competitors aren’t delivering
    • Prioritising Opportunities
  • Content Ideation
    • Developing content ideas based on content objectives
    • KPIs for prioritising content ideas
    • Presenting content ideas to decision makers
  • Content Strategy & Planning
    • What content can do for SEO and other channels
    • What content can’t do
    • Linking business and marketing objectives to content strategy
    • Content Strategy vs Content Planning
    • Presenting a Content Strategy
    • Putting together a content plan based on finite time and resources
    • Creating a content roadmap
  • Content Creation
    • What content writers need to know about SEO
    • Materials and training on a basic training course for attendees to deliver themselves to copywriters (provided unbranded).
    • How to brief copy writers
    • The differences between content for SEO and other content
    • Creating truly helpful content
    • The importance of Intent
    • Using AI in the content production process
    • How to optimise naturally for keywords
    • How to optimise for Featured Snippets
    • Optimising Headings
    • Using FAQs sections
    • Scaling content production
    • Fundamentals of localising and translating content
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