Now comes the most important part of content planning: prioritization. Unless you’re in a narrow niche, you’ll likely have hundreds, if not thousands, of content ideas if you follow our process.
Generally speaking, the best keywords (topics) to target are those with high traffic, high business potential, and low keyword difficulty. In reality, you’ll almost never find such opportunities, so you’ll have to make compromises.
The easiest compromises are made on the KD metric. This is because, in the long term, you’ll likely want to cover pretty much every topic with solid TP and BP.
Also, the sooner you tackle high-KD topics, the more time you have to accumulate the links you need organically. That’s because the content can rank for long-tail keywords, you point more internal links to it over time, or you get eyeballs on it through content distribution.
As for TP and BP, we can often see an inverse proportionality for these two metrics. Usually, the more search demand there is for a given non-branded topic, the further away those searchers are from making a purchase.
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The distance from making a purchase is portrayed in this customer journey illustration:
The buyer's journey
Someone searching for a high-TP topic like “what are backlinks” isn’t likely ready to become our customer yet. But that person may later search for something like “link building tools,” which has lower TP but much higher BP.
The best solution for this lies in whatsapp number list a balance between everything. If you plan your content according to your customers’ journeys, you’ll have a nice mix in the end. We give the highest priority to BP. So if that and all other things are equal, we then select topics based on lower KD and higher TP.
A good approach may also be to focus on one topic at a time, such as the “link building” example from above. We have 42 articles on this topic on our blog as of now, and many of them drive a good amount of search traffic:
Our posts about link building and the traffic they drive
Screenshot taken from Ahrefs’ Batch Analysis tool.
This is relevant to creating topic clusters, also known as content hubs, which are sometimes used as an effective SEO tactic: