{"id":13501,"date":"2025-07-15T18:52:59","date_gmt":"2025-07-15T18:52:59","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/"},"modified":"2025-07-15T18:52:59","modified_gmt":"2025-07-15T18:52:59","slug":"how-to-build-a-customer-focused-content-strategy-6-steps","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/","title":{"rendered":"How to Build a Customer-Focused Content Strategy (6 Steps)"},"content":{"rendered":"<p>Random content creation is the top reason you won\u2019t see ROI from your content marketing.<\/p>\n<p>One week, you write blog posts. The next week, you film some <a title=\"YouTube SEO: How to Optimize and Rank Videos\" href=\"https:\/\/backlinko.com\/how-to-rank-youtube-videos\" target=\"_blank\" rel=\"noopener\">YouTube videos<\/a>. Then, you stop publishing for three months.<\/p>\n<p>With a strong content strategy, you\u2019ll make consistent content based on real customer preferences, pain points, and historical data.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Organic Research \u2013 World Wildlife \u2013 Organic Pages\" alt=\"Organic Research \u2013 World Wildlife \u2013 Organic Pages\" data-aspect-ratio=\"0.93714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/organic-research-worldwildlife-organic-pages.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Creating a content strategy has many benefits, including:<\/p>\n<ul>\n<li><strong>Focuses your efforts<\/strong> on content your audience actually wants<\/li>\n<li><strong>Saves you time<\/strong> by eliminating guesswork and random content creation<\/li>\n<li><strong>Drives consistent traffic<\/strong> through strategic topic selection<\/li>\n<li><strong>Builds authority<\/strong> in your industry with purposeful, high-quality content<\/li>\n<li><strong>Increases conversions<\/strong> by aligning content with your audience\u2019s needs<\/li>\n<\/ul>\n<p>Ready to learn how to create a content strategy?<\/p>\n<p>Let\u2019s start with the most important element: your customers.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Step_1_Align_Your_Content_Strategy_with_Customer_Awareness_Levels\" >Step 1: Align Your Content Strategy with Customer Awareness Levels<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Most_Aware\" >Most Aware<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Product_Aware\" >Product Aware<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Solution_Aware\" >Solution Aware<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Problem_Aware\" >Problem Aware<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Unaware\" >Unaware<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Step_2_Find_and_Prioritize_High-Impact_Content_Ideas\" >Step 2: Find and Prioritize High-Impact Content Ideas<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Start_with_Customer_and_Client_Research\" >Start with Customer and Client Research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Audit_Your_Existing_Content_for_Hidden_Winners\" >Audit Your Existing Content for Hidden Winners<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Run_a_Cross-Platform_Competitive_Analysis\" >Run a Cross-Platform Competitive Analysis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Mine_Online_Communities\" >Mine Online Communities<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Prioritize_Your_Content_Ideas\" >Prioritize Your Content Ideas<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Step_3_Create_Comprehensive_Content_Briefs\" >Step 3: Create Comprehensive Content Briefs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Step_4_Focus_on_Creating_Amazing_Content\" >Step 4: Focus on Creating Amazing Content<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Authority\" >Authority<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Research\" >Research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Visuals\" >Visuals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Examples\" >Examples<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Statistics\" >Statistics<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Step_5_Promote_Your_Content\" >Step 5: Promote Your Content<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Create_Email_Newsletters\" >Create Email Newsletters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Curate_Content_Roundups\" >Curate Content Roundups<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Step_6_Track_and_Measure_Performance\" >Step 6: Track and Measure Performance<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Business_Impact_Metrics\" >Business Impact Metrics<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Conversions_and_Revenue\" >Conversions and Revenue<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Leads_Generated\" >Leads Generated<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Traffic_Quality\" >Traffic Quality<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Engagement_Metrics\" >Engagement Metrics<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Views_and_Reach\" >Views and Reach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Search_Visibility_and_Rankings\" >Search Visibility and Rankings<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Time_Spent_and_Watch_Time\" >Time Spent and Watch Time<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Audience_Interaction\" >Audience Interaction<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/craighordlow.com\/index.php\/2025\/07\/15\/how-to-build-a-customer-focused-content-strategy-6-steps\/#Build_Authority_into_Your_Content_Strategy\" >Build Authority into Your Content Strategy<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Step_1_Align_Your_Content_Strategy_with_Customer_Awareness_Levels\"><\/span>Step 1: Align Your Content Strategy with Customer Awareness Levels<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Every content decision you make should map back to the customer awareness levels:<\/p>\n<ul>\n<li>Unaware<\/li>\n<li>Problem Aware<\/li>\n<li>Solution Aware<\/li>\n<li>Product Aware<\/li>\n<li>Most Aware<\/li>\n<\/ul>\n<p>This includes the topics you cover, formats you use, and where you publish.<\/p>\n<p>Why?<\/p>\n<p>Because people at different awareness stages need completely different content.<\/p>\n<p>Someone who has never heard of your solution needs education, while someone comparing options needs proof that your product is best.<\/p>\n<p>But forget what you\u2019ve been taught in the past.<\/p>\n<p>Start with people ready to buy (most aware) and work backward.<\/p>\n<p>This sets you up for faster wins, better conversion rates, and less competition.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Customer Awareness Levels\" alt=\"Customer Awareness Levels\" data-aspect-ratio=\"0.76571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/customer-awareness-levels.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Here\u2019s what this looks like in practice.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Most_Aware\"><\/span>Most Aware<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>People in the \u201cMost Aware\u201d stage are VERY close to buying your product or service.<\/p>\n<p>They\u2019ve likely already inquired about your offering, requested pricing info, and used your free trial.<\/p>\n<p>Now, they just need that final push.<\/p>\n<p>Design your Most Aware content to remove hesitation and make the next step feel obvious.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush Features\" alt=\"Semrush Features\" data-aspect-ratio=\"1.0071428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/semrush-features.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Content that works best for this stage includes:<\/p>\n<ul>\n<li>Customer success videos<\/li>\n<li>Live demos and Q&amp;As<\/li>\n<li>Pricing guides and ROI calculators<\/li>\n<li>Email campaigns with time-sensitive offers<\/li>\n<\/ul>\n<p>For example, Semrush has a dedicated \u201c<a title=\"Success Stories | Semrush\" href=\"https:\/\/www.semrush.com\/company\/stories\/\" target=\"_blank\" rel=\"noopener\">Success Stories<\/a>\u201d page.<\/p>\n<p>Each story highlights how companies use the platform to improve their online visibility, rankings, and content.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Success Stories Page\" alt=\"Semrush \u2013 Success Stories Page\" data-aspect-ratio=\"0.69571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/semrush-success-stories-page.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Even better? They all end with a free trial offer.<\/p>\n<p>That\u2019s textbook Most Aware content: high trust, low friction, and a clear next step.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Free trial offer at the end\" alt=\"Semrush \u2013 Free trial offer at the end\" data-aspect-ratio=\"0.71142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/semrush-free-trial-offer-at-the-end.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Product_Aware\"><\/span>Product Aware<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>People in the Product Aware stage know they need a solution and are shopping around.<\/p>\n<p>They\u2019re comparing features, reading reviews, and weighing pros and cons.<\/p>\n<p>They may have even started free trials with your competitors.<\/p>\n<p>Your job? Make your solution the obvious choice.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Request demo\" alt=\"Semrush \u2013 Request demo\" data-aspect-ratio=\"0.98857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/semrush-request-demo.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Product Aware content includes:<\/p>\n<ul>\n<li>Product walkthrough videos<\/li>\n<li>Comparison posts and tools<\/li>\n<li>Influencer or customer reviews<\/li>\n<li>Webinars with <a title=\"Case Study Template\" href=\"https:\/\/backlinko.com\/templates\/marketing\/case-study\" target=\"_blank\" rel=\"noopener\">customer case studies<\/a><\/li>\n<\/ul>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Make comparison content a priority in your content strategy. This is where prospects make their final decisions.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Solution_Aware\"><\/span>Solution Aware<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>At this stage, prospects know they have a problem \u2014 and that solutions exist.<\/p>\n<p>But they\u2019re still figuring out what kind of solution they need.<\/p>\n<p>They\u2019re asking questions like \u201cWhat is SEO software?\u201d or \u201cHow do others solve my same problem?\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush Blog \u2013 What is SEO software\" alt=\"Semrush Blog \u2013 What is SEO software\" data-aspect-ratio=\"0.81142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/semrush-blog-what-is-seo-software.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Your job is to guide them through the decision.<\/p>\n<p>This is where you earn trust and shape buying criteria.<\/p>\n<p>Solution Aware content includes:<\/p>\n<ul>\n<li>Case studies<\/li>\n<li>How-to guides and <a title=\"17 Types of Content Marketing (and How to Use Them Right)\" href=\"https:\/\/backlinko.com\/hub\/content\/types\" target=\"_blank\" rel=\"noopener\">educational content<\/a><\/li>\n<li>Podcast episodes or blog interviews<\/li>\n<li>Interactive tools or quizzes to assess needs or priorities<\/li>\n<li>Video testimonials from customers<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"YouTube \u2013 Semrush \u2013 Solution Aware Content\" alt=\"YouTube \u2013 Semrush \u2013 Solution Aware Content\" data-aspect-ratio=\"0.7\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/youtube-semrush-solution-aware-content.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Problem_Aware\"><\/span>Problem Aware<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In this stage, prospects know they have a problem. They just don\u2019t know what to do about it yet.<\/p>\n<p>They\u2019re asking questions like:<\/p>\n<ul>\n<li>What\u2019s causing this issue?<\/li>\n<li>How serious is it?<\/li>\n<li>Am I the only one dealing with this?<\/li>\n<li>Is there a fix?<\/li>\n<\/ul>\n<p>At this point, they\u2019re digging into Google and <a title=\"LLM Visibility: The SEO Metric No One Is Reporting On (Yet)\" href=\"https:\/\/backlinko.com\/llm-visibility\" target=\"_blank\" rel=\"noopener\">large language model (LLM)<\/a> results, Reddit threads, YouTube videos, and niche forums.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Reddit \u2013 Thread \u2013 Problem Aware\" alt=\"Reddit \u2013 Thread \u2013 Problem Aware\" data-aspect-ratio=\"0.60428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/reddit-thread-problem-aware.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>They\u2019re looking for answers and insights \u2014 not product hard sells. That\u2019s where your content comes in.<\/p>\n<p>Your job here is to validate their problem and help them understand it more clearly.<\/p>\n<p>Content that works best in this stage:<\/p>\n<ul>\n<li><a title=\"7 Proven Blog Post Templates (That Work Like A Charm)\" href=\"https:\/\/backlinko.com\/hub\/content\/blog-post-templates\" target=\"_blank\" rel=\"noopener\">Blog posts<\/a> that explore the root causes of common problems<\/li>\n<li>Social content that highlights signs, symptoms, or overlooked issues<\/li>\n<li>YouTube videos breaking down key pain points<\/li>\n<li>Forum posts or comments that share useful perspectives<\/li>\n<\/ul>\n<p>Use tools like Google\u2019s Autocomplete, <a title=\"FREE \" href=\"https:\/\/backlinko.com\/tools\/people-also-ask\" target=\"_blank\" rel=\"noopener\">People Also Ask<\/a>, and Semrush\u2019s Keyword Magic Tool to find real questions your audience is asking.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 Keywords \u2013 Keywords\" alt=\"Keyword Magic Tool \u2013 Keywords \u2013 Keywords\" data-aspect-ratio=\"0.76\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/keyword-magic-tool-keywords-keywords.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Then, plan content that empathizes with your audience\u2019s problem and hints at the types of solutions that exist.<\/p>\n<p>Build trust in this stage, and you\u2019ll stay top of mind when they\u2019re ready to buy.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Unaware\"><\/span>Unaware<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Unaware prospects don\u2019t know they have a problem \u2014 yet.<\/p>\n<p>They\u2019re not searching for solutions. They\u2019re not asking questions. They\u2019re not even looking.<\/p>\n<p>That makes this audience the biggest and the coldest.<\/p>\n<p>Your goal here isn\u2019t to sell. It\u2019s to spark that light bulb moment where they realize there\u2019s a problem worth solving.<\/p>\n<p>And you\u2019ll want to do it in a way that feels helpful, not pushy.<\/p>\n<p>The best content for this stage is light, relatable, and built for discovery.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"X \u2013 Semrush status \u2013 Evergreen Content\" alt=\"X \u2013 Semrush status \u2013 Evergreen Content\" data-aspect-ratio=\"1.4557142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/x-semrush-status-evergreen-content-scaled.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Think:<\/p>\n<ul>\n<li>Short videos or animations on social platforms<\/li>\n<li>Blog posts tied to lifestyle or work challenges<\/li>\n<li>Paid ads that highlight common frustrations in a simple way<\/li>\n<\/ul>\n<p>For example, Semrush uses <a title=\"TikTok SEO: How to Optimize for Search &amp; the For You Page\" href=\"https:\/\/backlinko.com\/tiktok-seo\" target=\"_blank\" rel=\"noopener\">TikTok<\/a> to create short, relatable videos aimed at digital marketers.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"TikTok \u2013 Semrush short videos\" alt=\"TikTok \u2013 Semrush short videos\" data-aspect-ratio=\"0.91\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/tiktok-semrush-short-videos.png\" loading=\"lazy\" \/><\/p><\/figure>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>One important note:<\/strong> Don\u2019t expect immediate returns from Unaware content.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>This is all about brand awareness and building trust.<\/p>\n<p>But when these prospects eventually realize they have a problem, guess whose brand they\u2019ll remember?<\/p>\n<p>That\u2019s right \u2014 yours!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Step_2_Find_and_Prioritize_High-Impact_Content_Ideas\"><\/span>Step 2: Find and Prioritize High-Impact Content Ideas<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Strategic topic selection is more important than ever.<\/p>\n<p>Content demands have skyrocketed. Channels are crowded. And your audience is drowning in options.<\/p>\n<p>AI and LLMs have also fundamentally changed how people discover content.<\/p>\n<p>Using a process called query fan-out, they break one search into multiple related questions and topics to anticipate the user\u2019s needs.<\/p>\n<p>That\u2019s why it\u2019s important to think in content clusters, not just individual topics.<\/p>\n<p>Here\u2019s how to find (and prioritize) topics in a smart, scalable way.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Start_with_Customer_and_Client_Research\"><\/span>Start with Customer and Client Research<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Before you open a keyword tool, review your inquiries, support tickets, and sales calls to see what questions come up again and again.<\/p>\n<p>This reveals high-intent problems your audience is actively trying to solve, which makes it perfect for your content strategy.<\/p>\n<p>If you have existing customers, send short surveys to them by email.<\/p>\n<p>Ask questions like:<\/p>\n<ul>\n<li>What\u2019s your biggest challenge with [topic]?<\/li>\n<li>What would you search for when looking for [solution type]?<\/li>\n<\/ul>\n<p>You can also run polls on LinkedIn, Instagram, X, and more.<\/p>\n<p>And consider offering a small incentive to encourage responses.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Instagram \u2013 Customer research\" alt=\"Instagram \u2013 Customer research\" data-aspect-ratio=\"0.64285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/instagram-customer-research.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>As you get responses, group them by themes to plan for content clusters.<\/p>\n<p>This lets you capture the full search journey around each topic. And will help increase your visibility in traditional and AI search engines.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Audit_Your_Existing_Content_for_Hidden_Winners\"><\/span>Audit Your Existing Content for Hidden Winners<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Look at your existing content to assess what\u2019s already working. And <a title=\"Content Gap Analysis: The Complete Guide\" href=\"https:\/\/backlinko.com\/hub\/seo\/content-gap\" target=\"_blank\" rel=\"noopener\">find content gaps<\/a> worth filling.<\/p>\n<p>Here\u2019s how:<\/p>\n<p>First, log in to <a title=\"Google Analytics 4 (GA4): The Ultimate Guide\" href=\"https:\/\/backlinko.com\/google-analytics-4\" target=\"_blank\" rel=\"noopener\">Google Analytics<\/a> to see which topics and formats drive the most valuable traffic to your site.<\/p>\n<p>Then, go to \u201c<strong>Reports<\/strong>\u201d \u2192 \u201c<strong>Engagement<\/strong>\u201d \u2192 \u201c<strong>Landing Pages<\/strong>\u201d:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA4 \u2013 Reports \u2013 Engagement \u2013 Landing page\" alt=\"GA4 \u2013 Reports \u2013 Engagement \u2013 Landing page\" data-aspect-ratio=\"0.93571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/07\/ga4-reports-engagement-landing-page.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This report shows you which pages users land on first when they visit your site.<\/p>\n<p>So, you know which topics and pages attract them the most.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA \u2013 Landing Pages \u2013 Backlinko\" alt=\"GA \u2013 Landing Pages \u2013 Backlinko\" data-aspect-ratio=\"0.74714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/ga-landing-pages-backlinko.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Look at performance metrics like sessions, average engagement time, and key events to identify top performers.<\/p>\n<p>Next, identify what those pages have in common in terms of:<\/p>\n<ul>\n<li><strong>Format:<\/strong> Are they how-to guides, listicles, case studies, or something else?<\/li>\n<li><strong>Topics:<\/strong> What themes or subject areas dominate?<\/li>\n<li><strong>Length:<\/strong> Are they comprehensive deep-dives or quick reads?<\/li>\n<li><strong>Content angle:<\/strong> Do they focus on beginner tips, advanced strategies, or industry news?<\/li>\n<\/ul>\n<p>Once you spot the patterns, you can plan to create more content that fits these winning formulas.<\/p>\n<p>For example:<\/p>\n<p>A while back, we noticed that definitive guides brought in a ton of traffic.<\/p>\n<p>So, we decided to publish more definitive guides as <a title=\"Pillar Pages: How to Create One + Examples\" href=\"https:\/\/backlinko.com\/pillar-pages\" target=\"_blank\" rel=\"noopener\">content pillars<\/a>.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Backlinko \u2013 Guides \u2013 Collage\" alt=\"Backlinko \u2013 Guides \u2013 Collage\" data-aspect-ratio=\"1.8\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/backlinko-guides-collage-scaled.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>And those new guides helped increase my blog\u2019s traffic by 87.91% compared to the year before:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Backlinko organic traffic \u2013 2019. vs 2020.\" alt=\"Backlinko organic traffic \u2013 2019. vs 2020.\" data-aspect-ratio=\"0.56142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2021\/08\/backlinko-organic-traffic-2019-2020.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The biggest takeaway? Your existing data already shows you what your audience wants.<\/p>\n<p>You just need to give them more of it.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Run_a_Cross-Platform_Competitive_Analysis\"><\/span>Run a Cross-Platform Competitive Analysis<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Want a goldmine of validated topics and format inspiration?<\/p>\n<p><a title=\"Why Competitor Analysis Matters\" href=\"https:\/\/backlinko.com\/tools\/competitor-analysis\" target=\"_blank\" rel=\"noopener\">Spy on your competitors<\/a>, platform by platform.<\/p>\n<p>This can be anything from social media accounts and blogs to podcasts and videos.<\/p>\n<p>For example, if your competitors are on YouTube, filter their content by \u201c<strong>Popular<\/strong>\u201d to see which topics get the most views and engagement.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"YouTube \u2013 Channel \u2013 Moz \u2013 Videos\" alt=\"YouTube \u2013 Channel \u2013 Moz \u2013 Videos\" data-aspect-ratio=\"0.95857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/youtube-channel-moz-videos.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Over on LinkedIn, you can scan your competitors\u2019 profiles for posts with high comment or repost counts.<\/p>\n<p>Find their company page, click \u201c<strong>Posts<\/strong>,\u201d and start scrolling.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"LinkedIn \u2013 Moz \u2013 Posts\" alt=\"LinkedIn \u2013 Moz \u2013 Posts\" data-aspect-ratio=\"0.99428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/linkedin-moz-posts.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Competitor blogs are also a great source of topic inspiration.<\/p>\n<p>For example, a while back, we looked at what content performed best on the Moz blog:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"The Moz Blog\" alt=\"The Moz Blog\" data-aspect-ratio=\"0.90428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/the-moz-blog.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>And we noticed that content about \u201c<a title=\"Instant SEO Analyzer &amp; Checker \u2013 Free Page Audit Tool\" href=\"https:\/\/backlinko.com\/tools\/seo-checker\" target=\"_blank\" rel=\"noopener\">site audits<\/a>\u201d tended to do REALLY well:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Moz Blog \u2013 Goodbye Generic SEO Audit\" alt=\"Moz Blog \u2013 Goodbye Generic SEO Audit\" data-aspect-ratio=\"0.83428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/moz-blog-goodbye-generic-seo-audit.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>So, we created a blog post called: \u201c<a title=\"The 18-Step SEO Audit Checklist (+ Free Template)\" href=\"https:\/\/backlinko.com\/seo-site-audit\" target=\"_blank\" rel=\"noopener\">The 18-Step SEO Audit Checklist<\/a>.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Backlinko \u2013 SEO Site Audit\" alt=\"Backlinko \u2013 SEO Site Audit\" data-aspect-ratio=\"0.82571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/backlinko-seo-site-audit.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Because this post was based on a <strong>proven topic<\/strong>, it was a huge hit on day 1.<\/p>\n<p>And quickly cracked the first page for my target keyword:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google SERP \u2013 SEO Audit Checklist\" alt=\"Google SERP \u2013 SEO Audit Checklist\" data-aspect-ratio=\"0.77714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/google-serp-aeo-audit-checklist.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Podcasts are another amazing (and somewhat untapped) source of topic inspiration.<\/p>\n<p>Check out your competitors\u2019 episode lists on Apple Podcasts or Spotify.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SE Ranking \u2013 DoFollow Podcast\" alt=\"SE Ranking \u2013 DoFollow Podcast\" data-aspect-ratio=\"0.81142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/se-ranking-dofollow-podcast.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This can reveal some <strong>killer<\/strong> topics you\u2019d be hard-pressed to find any other way.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SE Ranking \u2013 DoFollow Podcast \u2013 Killer topics\" alt=\"SE Ranking \u2013 DoFollow Podcast \u2013 Killer topics\" data-aspect-ratio=\"0.65285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/se-ranking-dofollow-podcast-killer-topics.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Once you\u2019ve done a manual review, <a title=\"Top 14 Competitor Analysis Tools\" href=\"https:\/\/backlinko.com\/competitor-analysis-tools\" target=\"_blank\" rel=\"noopener\">use competitive research tools<\/a> for deeper analysis.<\/p>\n<p>For this task, I\u2019ll use Semrush.<\/p>\n<p>Here\u2019s how you can follow along:<\/p>\n<p>First, sign up for a <a title=\"Backlinko &amp; Semrush: 14-day PRO Trial\" href=\"https:\/\/www.semrush.com\/lp\/backlinko-offer\/en\/\" target=\"_blank\" rel=\"noopener\">free 14-day Semrush trial<\/a>.<\/p>\n<p>Then, start with the <a title=\"Organic Research: Keyword Rank Checker\" href=\"https:\/\/www.semrush.com\/analytics\/organic\/overview\/\" target=\"_blank\" rel=\"noopener\">Organic Research<\/a> tool.<\/p>\n<p>Enter one of your top competitors\u2019 domains and click \u201c<strong>Search<\/strong>.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Organic Research \u2013 Moz \u2013 Search\" alt=\"Organic Research \u2013 Moz \u2013 Search\" data-aspect-ratio=\"0.38571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/organic-research-moz-search.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You\u2019ll see an overview of their top-ranking keywords.<\/p>\n<p>And which pages attract the most traffic.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Organic Research \u2013 Moz \u2013 Overview\" alt=\"Organic Research \u2013 Moz \u2013 Overview\" data-aspect-ratio=\"0.76285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/organic-research-moz-overview.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Switch to the \u201c<strong>Position Changes<\/strong>\u201d tab on the menu for a deeper look at the keywords your competitor has won and lost.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Organic Research \u2013 Moz \u2013 Position Changes\" alt=\"Organic Research \u2013 Moz \u2013 Position Changes\" data-aspect-ratio=\"1.0942857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/organic-research-moz-position-changes-scaled.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>One strategy?<\/p>\n<p>Start by reviewing your rivals\u2019 keyword losses and add any relevant topics to your strategy.<\/p>\n<p>Why?<\/p>\n<p>So, you can swoop in with better content and take those rankings for yourself.<\/p>\n<p>Click \u201c<strong>+ Add filter<\/strong>\u201d and \u201c<strong>Position changes<\/strong>.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Organic Research \u2013 Moz \u2013 Position Changes \u2013 Add filter\" alt=\"Organic Research \u2013 Moz \u2013 Position Changes \u2013 Add filter\" data-aspect-ratio=\"0.57428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/organic-research-moz-position-changes-add-filter.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Check \u201cDeclined\u201d and \u201cLost.\u201d<\/p>\n<p>Click \u201c<strong>Apply<\/strong>.\u201d<\/p>\n<p>(You can also check \u201cNew\u201d and \u201cImproved\u201d to see their ranking keywords instead.)<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Organic Research \u2013 Moz \u2013 Position Changes \u2013 Declined &amp; Lost filter\" alt=\"Organic Research \u2013 Moz \u2013 Position Changes \u2013 Declined &amp; Lost filter\" data-aspect-ratio=\"0.63571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/organic-research-moz-position-changes-declined-and-lost-filter.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Next, switch to \u201c<strong>Topics<\/strong>\u201d on the menu to view your competitor\u2019s highest-performing topics.<\/p>\n<p>Including estimated traffic, keywords, volume, and <a title=\"The FREE Keyword Difficulty Checker (+ Guide) by Backlinko\" href=\"https:\/\/backlinko.com\/tools\/keyword-difficulty-checker\" target=\"_blank\" rel=\"noopener\">average keyword difficulty<\/a>.<\/p>\n<p>Prioritize topics with at least decent search volume but lower difficulty scores.<\/p>\n<p>These give you the best chance of ranking quickly.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Organic Research \u2013 Moz \u2013 Topics\" alt=\"Organic Research \u2013 Moz \u2013 Topics\" data-aspect-ratio=\"0.94\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/organic-research-moz-topics.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Another helpful tool for identifying high-value topics?<\/p>\n<p>Semrush\u2019s <a title=\"Keyword Gap: Find New Ideas From Competitor Keywords\" href=\"https:\/\/www.semrush.com\/analytics\/keywordgap\/\" target=\"_blank\" rel=\"noopener\">Keyword Gap<\/a>.<\/p>\n<p>Enter your domain and up to four competitors\u2019 domains. Click \u201c<strong>Compare<\/strong>.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Gap \u2013 Backlinko &amp; competitors \u2013 Compare\" alt=\"Keyword Gap \u2013 Backlinko &amp; competitors \u2013 Compare\" data-aspect-ratio=\"0.65571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/keyword-gap-backlinko-competitors-compare.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Scroll to the \u201cAll keyword details for [your site] report.\u201d<\/p>\n<p>Pay attention to the following:<\/p>\n<ul>\n<li><strong>Missing:<\/strong> Keywords that all the other domains rank for, except you<\/li>\n<li><strong>Untapped:<\/strong> Keywords that at least one of the other domains ranks for, except you<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Gap \u2013 Backlinko \u2013 All keyword details for\" alt=\"Keyword Gap \u2013 Backlinko \u2013 All keyword details for\" data-aspect-ratio=\"0.63714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/keyword-gap-backlinko-all-keyword-details-for.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This reveals content gaps where your competitors are already succeeding.<\/p>\n<p>Instead of guessing what topics might work, you\u2019re targeting proven winners with a strategy to outrank them.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Mine_Online_Communities\"><\/span>Mine Online Communities<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Online communities are GREAT for finding your customers\u2019 burning questions.<\/p>\n<p>For example, say you have a recipe blog and want to create content for specific diets.<\/p>\n<p>Head over to the Paleo subreddit, and you\u2019ll notice lots of questions about dessert:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Reddit \u2013 Questions about topic\" alt=\"Reddit \u2013 Questions about topic\" data-aspect-ratio=\"0.93714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/reddit-questions-about-topic.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Why is this important?<\/p>\n<p>Most people ask questions on Reddit <strong>because they couldn\u2019t find their answer on Google<\/strong>.<\/p>\n<p>Or because the answers on Google don\u2019t feel authentic enough.<\/p>\n<p>This means there\u2019s a HUGE opportunity for you to swoop in and answer that question with your content.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Healy Eats Real \u2013 Answering content\" alt=\"Healy Eats Real \u2013 Answering content\" data-aspect-ratio=\"1.23\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/healyeatsreal-answering-content-scaled.png\" loading=\"lazy\" \/><\/p><\/figure>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Use <a title=\"6 AI SEO Tools We Absolutely Love Using\" href=\"https:\/\/backlinko.com\/ai-seo-tools\" target=\"_blank\" rel=\"noopener\">AI tools<\/a> to analyze thousands of Reddit threads and Quora questions in minutes. Ask AI to identify patterns in customer questions to help you spot common pain points and preferences.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>These community questions should become the backbone of your content strategy in two key ways:<\/p>\n<ul>\n<li><strong>Pain point mapping:<\/strong> Track which questions appear repeatedly to identify the biggest challenges your audience faces. Then, prioritize these topics in your <a title=\"What Is a Content Calendar? How to Build One + Free Template\" href=\"https:\/\/backlinko.com\/hub\/content\/calendar\" target=\"_blank\" rel=\"noopener\">content calendar<\/a>.<\/li>\n<li><strong>Content format planning:<\/strong> Pay attention to HOW people ask. A \u201chow do I\u201d question might work best as a tutorial, while \u201cwhat\u2019s the best\u201d questions are perfect for comparison posts or roundups.<\/li>\n<\/ul>\n<p>You can even create a dedicated FAQ hub on your site that directly answers these community questions.<\/p>\n<p>This approach builds trust fast because you\u2019re solving real problems your audience is actively searching for.<\/p>\n<p>You can follow this same process using Quora:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Quora \u2013 Paleo\" alt=\"Quora \u2013 Paleo\" data-aspect-ratio=\"1.0971428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/quora-paleo-scaled.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You can also use <a title=\"AnswerThePublic\" href=\"https:\/\/answerthepublic.com\/\" target=\"_blank\" rel=\"noopener\">Answer the Public<\/a> to scale this task.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"AnswerThePublic \u2013 Homepage\" alt=\"AnswerThePublic \u2013 Homepage\" data-aspect-ratio=\"0.77857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/answerthepublic-homepage.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>It\u2019s a free tool that hands you popular questions that people have around your topic:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"AnswerThePublic \u2013 Paleo \u2013 Questions\" alt=\"AnswerThePublic \u2013 Paleo \u2013 Questions\" data-aspect-ratio=\"0.64857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/answerthepublic-paleo-questions.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Prioritize_Your_Content_Ideas\"><\/span>Prioritize Your Content Ideas<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>By now, you likely have a lot of potential topics.<\/p>\n<p>Here\u2019s how to separate the winners from the noise:<\/p>\n<p>Ask yourself if the topic ties back to your product or service. Content that can\u2019t connect to your business goals is just busy work.<\/p>\n<p>Next, check for proven demand using a <a title=\"Free Keyword Research Tool by Backlinko\" href=\"https:\/\/backlinko.com\/tools\/keyword\" target=\"_blank\" rel=\"noopener\">keyword research tool<\/a>.<\/p>\n<p>Prioritize topics with solid search volume, clear <a title=\"Search Intent and SEO: How to Optimize for User Goals\" href=\"https:\/\/backlinko.com\/hub\/seo\/search-intent\" target=\"_blank\" rel=\"noopener\">search intent<\/a>, and manageable difficulty.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Overview \u2013 How to qualify sales leaads\" alt=\"Keyword Overview \u2013 How to qualify sales leaads\" data-aspect-ratio=\"0.60857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/keyword-overview-how-to-qualify-sales-leaads.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Then, consider if your team can realistically create quality content on this topic.<\/p>\n<p>Do you have the expertise, resources, and time to do it justice?<\/p>\n<p>Finally, think about your differentiation opportunity.<\/p>\n<p>Can you add a fresh angle, better examples, or unique insights that competitors haven\u2019t covered?<\/p>\n<p>If a topic checks all four boxes, green light it.<\/p>\n<p>Once you\u2019ve validated your topics, assign each one to its corresponding awareness stage:<\/p>\n<ul>\n<li><strong>Most aware topics:<\/strong> What questions do prospects ask right before buying? What final objections need addressing? Turn these topics into pricing guides, comparison pages, and tutorials.<\/li>\n<li><strong>Product aware topics:<\/strong> Are competitors ranking for \u201cbest [solution category]\u201d terms? Create your own version with honest comparisons and clear differentiators.<\/li>\n<li><strong>Solution aware topics:<\/strong> Are people asking \u201chow to choose\u201d or \u201cwhat type of [X]\u201d? Build educational content that explains the options and subtly positions your solution as the best fit.<\/li>\n<li><strong>Problem and unaware topics:<\/strong> What recurring pain points did you identify in your topic research? Turn those insights into content that validates the problem and builds awareness.<\/li>\n<\/ul>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Want to reach more customers on more channels at all stages of their journey? Experiment with different content types. Try blog posts, videos, <a title=\"What Are Lead Magnets?\" href=\"https:\/\/backlinko.com\/hub\/content\/lead-magnets\" target=\"_blank\" rel=\"noopener\">lead magnets<\/a>, ebooks, infographics, success stories, interactive content, and more.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Step_3_Create_Comprehensive_Content_Briefs\"><\/span>Step 3: Create Comprehensive Content Briefs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Coming up with high-impact topics is only half the battle.<\/p>\n<p>The other half?<\/p>\n<p>Turning those ideas into content that actually performs. That\u2019s where a <a title=\"How to Create a Content Brief: A Step-by-Step Guide (+ Templates)\" href=\"https:\/\/backlinko.com\/content-briefs\" target=\"_blank\" rel=\"noopener\">content brief<\/a> comes in.<\/p>\n<p>Content briefs eliminate guesswork and align your entire team on what you\u2019re creating and why.<\/p>\n<p>They prevent scope creep, reduce revisions, and ensure every piece of content serves a clear business purpose.<\/p>\n<p>And they can be as short or detailed as you like.<\/p>\n<p>My vote? Make them comprehensive.<\/p>\n<p>The more direction you provide upfront, the less time you\u2019ll spend on revisions.<\/p>\n<p>And the more likely your content will resonate with your audience.<\/p>\n<p>Every brief should include the basics. Like the topic, primary keyword, and article format.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Backlinko \u2013 Content Brief Template\" alt=\"Backlinko \u2013 Content Brief Template\" data-aspect-ratio=\"0.49714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/backlinko-content-brief-template.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But creating <strong>truly<\/strong> <a title=\"10 Ways to Create Helpful Content + Examples and Checklist\" href=\"https:\/\/backlinko.com\/helpful-content\" target=\"_blank\" rel=\"noopener\">helpful content<\/a> requires doing more than the minimum.<\/p>\n<p>That\u2019s why we include audience insights like the following in our briefs at Backlinko.<\/p>\n<ul>\n<li><strong>Target audience level:<\/strong> Beginner, intermediate, or advanced<\/li>\n<li><strong>Awareness stage:<\/strong> Where are they at in their journey?<\/li>\n<li><strong>Primary goal:<\/strong> Traffic, leads, conversions, brand awareness<\/li>\n<li><strong>Reader pain points:<\/strong> The challenges your audience faces<\/li>\n<\/ul>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Ask your product, sales, and support teams to contribute to briefs. They can flag upcoming features, share common prospect questions, and identify knowledge gaps worth addressing.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>This context helps writers match their tone, examples, and approach to your specific audience.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Backlinko \u2013 Content Brief Template \u2013 Audience Insights\" alt=\"Backlinko \u2013 Content Brief Template \u2013 Audience Insights\" data-aspect-ratio=\"0.37428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/backlinko-content-brief-template-audience-insights.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Another essential brief component? SERP analysis.<\/p>\n<p>Include the most notable competitors\u2019 URLs in the brief for writers to use as inspiration. And leave notes on any gaps you can fill to <a title=\"How to Find Competitors\u2019 Keywords to Boost Your SEO\" href=\"https:\/\/backlinko.com\/find-competitors-keywords\" target=\"_blank\" rel=\"noopener\">outrank your competition<\/a>.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Backlinko \u2013 Content Brief Template \u2013 SERP\" alt=\"Backlinko \u2013 Content Brief Template \u2013 SERP\" data-aspect-ratio=\"0.37857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/backlinko-content-brief-template-serp.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Speaking of outranking your competitors\u2026<\/p>\n<p>Every brief should include your plans for <a title=\"Information Gain: How Top Content Leaders Win at SEO\" href=\"https:\/\/backlinko.com\/information-gain\" target=\"_blank\" rel=\"noopener\">information gain<\/a>.<\/p>\n<p>(Aka the unique value your content will provide that readers can\u2019t find elsewhere.)<\/p>\n<p>This includes:<\/p>\n<ul>\n<li>Expert quotes or SME insights from industry leaders<\/li>\n<li>Original data, research, or case studies from your own experience<\/li>\n<li>Interactive tools like calculators, templates, or checklists<\/li>\n<li>Fresh angles or perspectives that competitors haven\u2019t covered<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Backlinko \u2013 Content Brief Template \u2013 Information Gain\" alt=\"Backlinko \u2013 Content Brief Template \u2013 Information Gain\" data-aspect-ratio=\"0.49857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/backlinko-content-brief-template-information-gain.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Finally, I highly recommend baking your <a title=\"What Is Repurposing Content?\" href=\"https:\/\/backlinko.com\/hub\/content\/repurposing\" target=\"_blank\" rel=\"noopener\">content repurposing<\/a> plans into your brief.<\/p>\n<p>Getting the most from your content efforts shouldn\u2019t be an afterthought.<\/p>\n<p>Plan to turn every article or blog post into multiple formats: social content, videos, email series, podcasts, and more.<\/p>\n<p>This lets you build full-funnel coverage from day one. And ensures you maximize your investment.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Backlinko \u2013 Content Brief Template \u2013 Multi-Format Strategy\" alt=\"Backlinko \u2013 Content Brief Template \u2013 Multi-Format Strategy\" data-aspect-ratio=\"0.29857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/backlinko-content-brief-template-multi-format-strategy.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Step_4_Focus_on_Creating_Amazing_Content\"><\/span>Step 4: Focus on Creating Amazing Content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here\u2019s the reality:<\/p>\n<p>It\u2019s getting harder to make your content stand out.<\/p>\n<p>The audience decides within seconds whether your content is worth their time. If you don\u2019t grab them immediately, they\u2019re gone.<\/p>\n<p>That\u2019s why we developed the Hook &amp; Hold Method at Backlinko.<\/p>\n<p>It helps us create content that captures (and keeps) attention.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"The Hook &amp; Hold Method\" alt=\"The Hook &amp; Hold Method\" data-aspect-ratio=\"0.51\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/the-hook-and-hold-method.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The first part of this method is the <strong>hook<\/strong>.<\/p>\n<p>Your hook has one job: get people to start reading.<\/p>\n<p>Here\u2019s how:<\/p>\n<ul>\n<li><strong>Craft a compelling headline:<\/strong> Use specific numbers, strong emotions, or unique angles that make people stop scrolling and click<\/li>\n<li><strong>Start with their biggest pain point:<\/strong> Address what\u2019s keeping your audience up at night in the first paragraph to create an instant connection<\/li>\n<li><strong>Promise clear value upfront:<\/strong> Tell readers exactly what they\u2019ll learn or achieve to signal immediate value and relevance<\/li>\n<\/ul>\n<p>Then, you <strong>hold<\/strong> their attention with five key elements: Authority, Research, Visuals, Examples, and Statistics.<\/p>\n<p>Let\u2019s walk through each element.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Authority\"><\/span>Authority<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You don\u2019t have to be the only voice in your content.<\/p>\n<p>In fact, bringing in expert perspectives builds authority and improves user experience.<\/p>\n<p>Or as I like to say:<\/p>\n<p>If you want an article about how to unclog a toilet, <strong>don\u2019t<\/strong> hire a freelance writer.<\/p>\n<p>Hire a <a title=\"SEO for Plumbers: How to Rank Higher &amp; Get More Customers\" href=\"https:\/\/backlinko.com\/seo-for-plumbers\" target=\"_blank\" rel=\"noopener\">plumber<\/a>.<\/p>\n<p>For example, <a title=\"Nerd Fitness\" href=\"https:\/\/www.nerdfitness.com\/\" target=\"_blank\" rel=\"noopener\">Nerd Fitness<\/a> quickly grew to be one of the most popular blogs in the fitness space.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"NerdFitness \u2013 Homepage\" alt=\"NerdFitness \u2013 Homepage\" data-aspect-ratio=\"0.68571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/nerdfitness-homepage.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>\nHow?<\/p>\n<p>Steve wrote about <strong>his personal experience<\/strong> of trying different diets and workout routines:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"NerdFitness \u2013 Beginners Guide\" alt=\"NerdFitness \u2013 Beginners Guide\" data-aspect-ratio=\"0.78571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/nerdfitness-beginners-guide.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>And he filled in any gaps in his knowledge with research from nutrition experts:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"NerdFitness \u2013 Beginners Guide \u2013 Experts\" alt=\"NerdFitness \u2013 Beginners Guide \u2013 Experts\" data-aspect-ratio=\"0.48285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/nerdfitness-beginners-guide-experts.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This demonstrated experience and expertise to their target audience and search engines.<\/p>\n<p>Which then inspired trust.<\/p>\n<p>And helped Nerd Fitness establish authority.<\/p>\n<p>That\u2019s <a title=\"Google E-E-A-T: How to Create People-First Content (+ Free Audit)\" href=\"https:\/\/backlinko.com\/google-e-e-a-t\" target=\"_blank\" rel=\"noopener\">E-E-A-T<\/a> (experience, expertise, authoritativeness, and trustworthiness) in action.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"What is E-E-A-T\" alt=\"What is E-E-A-T\" data-aspect-ratio=\"0.69285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/05\/what-is-e-e-a-t.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You can also source expert insights through:<\/p>\n<ul>\n<li>Journalist outreach platforms like <a title=\"6 Best HARO Alternatives in (Expert Review)\" href=\"https:\/\/backlinko.com\/haro-alternatives\" target=\"_blank\" rel=\"noopener\">HARO or Featured<\/a><\/li>\n<li>Industry interviews, podcasts, or videos<\/li>\n<li>Social media posts from credible people in your niche<\/li>\n<li><a title=\"How to Send Effective Outreach Emails\" href=\"https:\/\/backlinko.com\/hub\/content\/email-outreach\" target=\"_blank\" rel=\"noopener\">Direct outreach<\/a> to experts<\/li>\n<\/ul>\n<p>Expert quotes break up visual flow while adding credibility and fresh perspectives to your content.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> If you use AI tools to support content creation, inject original insights, quotes, and real-world examples to maintain your authority and trust.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Research\"><\/span>Research<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Great content is built on great sources.<\/p>\n<p>While trustworthy sources vary by industry, prioritize these sources as a general rule:<\/p>\n<ul>\n<li>Academic research and peer-reviewed studies<\/li>\n<li>Government data (.gov sites)<\/li>\n<li>Industry surveys from recognized research firms<\/li>\n<li>Industry-leading websites and blogs<\/li>\n<li>Company earnings calls and official statements<\/li>\n<\/ul>\n<p>Fill in knowledge gaps with expert insights and quotes.<\/p>\n<p>At Backlinko, we often feature expert input from industry veterans to add unique insights and authority to our content.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Backlinko \u2013 Ecommerce Website Optimization \u2013 Authority quote\" alt=\"Backlinko \u2013 Ecommerce Website Optimization \u2013 Authority quote\" data-aspect-ratio=\"0.50142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/backlinko-ecommerce-website-optimization-authority-quote.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Visuals\"><\/span>Visuals<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There\u2019s no way around this:<\/p>\n<p>If you want people to read and share your content, it needs to look GREAT.<\/p>\n<p>This is why we go the extra mile to use high-res screenshots.<\/p>\n<p>These crisp, annotated screenshots prove you\u2019ve actually done what you\u2019re teaching.<\/p>\n<p>And make complex processes instantly understandable.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"backlinko-how-to-start-a-blog-visual\" data-aspect-ratio=\"0.97428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/backlinko-how-to-start-a-blog-visual.png\" loading=\"lazy\" alt=\"| Craig Hordlow\"><\/p><\/figure>\n<p>Charts and data visualizations transform boring numbers into compelling stories that support your key points and make them stick.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"collage-visuals\" data-aspect-ratio=\"0.57571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/collage-visuals.png\" loading=\"lazy\" alt=\"| Craig Hordlow\"><\/p><\/figure>\n<p>We also use custom-designed guides to differentiate my content from competitors.<\/p>\n<p>And boost perceived value.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Backlinko \u2013 Custom designed guides \u2013 Collage\" alt=\"Backlinko \u2013 Custom designed guides \u2013 Collage\" data-aspect-ratio=\"1.0814285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/backlinko-custom-designed-guides-collage-scaled.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"Examples\"><\/span>Examples<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When it comes to content, there\u2019s one thing I\u2019ve found to be true almost 100% of the time:<\/p>\n<p>People LOVE examples.<\/p>\n<p>When you hear the words \u201cfor example,\u201d your brain breathes a sigh of relief.<\/p>\n<p>It makes learning easier and more relatable.<\/p>\n<p>That\u2019s why we include TONS of examples in every post:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Collage examples\" alt=\"Collage examples\" data-aspect-ratio=\"0.53384615384615\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/collage-examples.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Including examples makes your content easier to understand.<\/p>\n<p>But it also signals E-E-A-T to readers and Google.<\/p>\n<p>Even better? AI can\u2019t replicate it.<\/p>\n<p>When you share specific examples, you demonstrate real-world experience that generic content simply can\u2019t match.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Backlinko \u2013 Best Free SEO Tools \u2013 Example\" alt=\"Backlinko \u2013 Best Free SEO Tools \u2013 Example\" data-aspect-ratio=\"0.82\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/backlinko-best-free-seo-tools-example.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Does adding examples take more work than simply saying, \u201cdo this\u201d?<\/p>\n<p>Sure.<\/p>\n<p>Is it worth it?<\/p>\n<p>Definitely.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Statistics\"><\/span>Statistics<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Nothing builds credibility faster than strong statistics.<\/p>\n<p>When you back up claims with data from reputable sources, it sends trust signals to both readers and Google.<\/p>\n<p>But not all statistics are created equal. The key is finding data that\u2019s both credible and compelling.<\/p>\n<p>Original data works even better than citing existing studies.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Orbit Media Studios \u2013 Blogging Statistics\" alt=\"Orbit Media Studios \u2013 Blogging Statistics\" data-aspect-ratio=\"0.47857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/orbitmediastudios-blogging-statistics.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Whether it\u2019s a full-scale study or a LinkedIn post, it attracts readers and <a title=\"Try Our Free Backlink Checker (and Find the BEST Paid Tool)\" href=\"https:\/\/backlinko.com\/tools\/backlink-checker\" target=\"_blank\" rel=\"noopener\">backlinks<\/a>.<\/p>\n<p>And gives you a serious competitive edge.<\/p>\n<p>Here are the best ways to source original data:<\/p>\n<ul>\n<li>Conduct surveys of your audience or industry<\/li>\n<li>Analyze your customer data for trends and insights<\/li>\n<li>Compile industry benchmarks from multiple sources<\/li>\n<li>Track performance metrics over time<\/li>\n<li>Interview experts and quantify their insights<\/li>\n<\/ul>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Don\u2019t focus solely on new content in your strategy \u2014 revisit and refresh older posts, too. Add new stats, update examples, and optimize for today\u2019s search behavior to give them a second life.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Step_5_Promote_Your_Content\"><\/span>Step 5: Promote Your Content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Without strategic promotion, even your best content might never reach your target audience.<\/p>\n<p>The question is: How do you promote your content the right way?<\/p>\n<p>Here are a few simple strategies that actually work.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Create_Email_Newsletters\"><\/span>Create Email Newsletters<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This is HUGE.<\/p>\n<p>An <a title=\"11 Ways to Get More Email Subscribers\" href=\"https:\/\/backlinko.com\/get-more-email-subscribers\" target=\"_blank\" rel=\"noopener\">email list<\/a> is the #1 content promotion tool on the planet. Period.<\/p>\n<p>In fact, there isn\u2019t even a close second.<\/p>\n<p>Remember:<\/p>\n<p>Your subscribers are made up of people who LOVE your stuff.<\/p>\n<p>In other words:<\/p>\n<p>They\u2019re people who are <strong>very<\/strong> likely to spread the word about your content.<\/p>\n<p>That\u2019s why we share most of our posts with our email subscribers:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Brian email\" alt=\"Brian email\" data-aspect-ratio=\"0.85714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/brian-email.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>As you can see, our email doesn\u2019t look like a stuffy corporate newsletter.<\/p>\n<p>In fact, the email looks like it could be from a friend.<\/p>\n<p>This is EXACTLY how you want your emails to look.<\/p>\n<p>So, how did it do?<\/p>\n<p>That single email generated 14,067 total visitors:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Aweber Email Visitors\" alt=\"Aweber Email Visitors\" data-aspect-ratio=\"0.55142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/aweber-email-visitors.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Nice!<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Curate_Content_Roundups\"><\/span>Curate Content Roundups<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In case you\u2019re not familiar with them, <a title=\"What Is Content Curation?\" href=\"https:\/\/backlinko.com\/hub\/content\/curation\" target=\"_blank\" rel=\"noopener\">roundups<\/a> are posts that curate (or \u201cround up\u201d) awesome content from the week.<\/p>\n<p>The best part?<\/p>\n<p>There are roundups in almost every niche, shared everywhere from social media to email marketing.<\/p>\n<p>For example, this is a LinkedIn roundup from the digital marketing niche:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"LinkedIn \u2013 Roundup from the digital marketing niche\" alt=\"LinkedIn \u2013 Roundup from the digital marketing niche\" data-aspect-ratio=\"0.83142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/linkedin-roundup-from-the-digital-marketing-niche.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Here\u2019s why promoting your content to link roundups works so well:<\/p>\n<p>Your pitch actually makes their life easier (yes, really).<\/p>\n<p>I\u2019ll explain\u2026<\/p>\n<p>Roundup curators struggle to find content to include in their roundup.<\/p>\n<p>And when you suggest your new post, you deliver awesome content on a silver platter.<\/p>\n<p>This means there\u2019s no arm-twisting required to get a link.<\/p>\n<p>For example, here\u2019s a LinkedIn roundup that featured one of Backlinko\u2019s articles:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"LinkedIn \u2013 Roundup featured Backlinko\u2019s article\" alt=\"LinkedIn \u2013 Roundup featured Backlinko's article\" data-aspect-ratio=\"0.80428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/linkedin-roundup-featured-backlinkos-article.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Step_6_Track_and_Measure_Performance\"><\/span>Step 6: Track and Measure Performance<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now it\u2019s time to see how well your content strategy is working.<\/p>\n<p>The question is: How do you know if your content \u201cworked\u201d?<\/p>\n<p>The key is organizing your metrics into two categories that actually matter: business impact and engagement.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Business_Impact_Metrics\"><\/span>Business Impact Metrics<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>These metrics directly connect to revenue and business growth.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Conversions_and_Revenue\"><\/span>Conversions and Revenue<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>ROI. Business goals. <a title=\"10 Important SEO Metrics to Track\" href=\"https:\/\/backlinko.com\/hub\/seo\/metrics\" target=\"_blank\" rel=\"noopener\">KPIs<\/a>.<\/p>\n<p>Whatever you want to call it.<\/p>\n<p>Basically, you\u2019re answering the question:<\/p>\n<p><strong>Is content helping us get more sales?<\/strong><\/p>\n<p>Measure conversions in Google Analytics.<\/p>\n<p>And consider creating goals for each awareness level.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Conversion events by channel\" alt=\"Conversion events by channel\" data-aspect-ratio=\"0.55857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/10\/conversion-events-by-channel.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>For example:<\/p>\n<ul>\n<li><strong>Most Aware content:<\/strong> Demo requests, pricing page visits, free trials<\/li>\n<li><strong>Product Aware content:<\/strong> Comparison page visits, feature page engagement<\/li>\n<li><strong>Solution Aware content:<\/strong> Guide downloads, newsletter signups<\/li>\n<li><strong>Problem\/Unaware content:<\/strong> Blog subscriptions, social follows<\/li>\n<\/ul>\n<p>If you see conversions moving up, it\u2019s probably a sign that your content marketing is working.<\/p>\n<p>So, you want to add more of that content type to your editorial calendar.<\/p>\n<p>That said:<\/p>\n<p>It\u2019s sometimes hard to track content\u2019s <strong>indirect<\/strong> sales impact.<\/p>\n<p>For example:<\/p>\n<p>Brian Dean\u2019s (Backlinko\u2019s founder) conversions that come <strong>directly<\/strong> from YouTube were super low:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Analytics \u2013 Conversions \u2013 YouTube\" alt=\"Analytics \u2013 Conversions \u2013 YouTube\" data-aspect-ratio=\"0.49571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/analytics-conversions-youtube.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>And if he ONLY looked at Google Analytics, he\u2019d probably say: \u201cYouTube is a waste of time.\u201d<\/p>\n<p>But when he dug a little bit deeper, he could see that his YouTube channel was a HUGE driver of subscribers and sales.<\/p>\n<p>Customers cite his YouTube channel as the main reason that they decide to make a purchase:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"STW Survey Monkey responses\" alt=\"STW Survey Monkey responses\" data-aspect-ratio=\"1.3876923076923\" src=\"https:\/\/backlinko.com\/app\/uploads\/2021\/10\/stw-surveymonkey-responses.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This shows that YouTube content is paying off.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Leads_Generated\"><\/span>Leads Generated<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Not all leads are created equal.<\/p>\n<p>Track qualified leads your content generates \u2014 people who fit your customer personas and have buying potential.<\/p>\n<p>For example, use <a title=\"A Guide to UTM Code Parameters, Creation, &amp; Tracking\" href=\"https:\/\/www.semrush.com\/blog\/utm-tracking-codes-google-analytics\/\" target=\"_blank\" rel=\"noopener\">UTM parameters<\/a> on content links to see which pieces drive the most leads.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Campaign URL Builder\" alt=\"Campaign URL Builder\" data-aspect-ratio=\"1.0028571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/campaign-url-builder.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>If you have a CRM, tag leads by source, so you know which content influenced them.<\/p>\n<p>And score leads based on engagement. Did they read one post or download three guides?<\/p>\n<p>Connect this back to the awareness stages from Step 1:<\/p>\n<ul>\n<li><strong>Most Aware content<\/strong> should generate high-intent leads ready for sales conversations<\/li>\n<li><strong>Product Aware content<\/strong> should generate leads actively evaluating solutions<\/li>\n<li><strong>Solution Aware content<\/strong> should generate leads seeking education and guidance<\/li>\n<li><strong>Problem\/Unaware content<\/strong> should focus on list building and brand awareness<\/li>\n<\/ul>\n<p>If your content isn\u2019t generating the right leads for its stage, reassess the intent and quality.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Traffic_Quality\"><\/span>Traffic Quality<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Raw traffic numbers mean nothing if visitors bounce immediately.<\/p>\n<p>Focus on engaged traffic \u2014 people who actually consume your content and take the next steps.<\/p>\n<p><strong>Key metrics to track:<\/strong><\/p>\n<ul>\n<li><strong>Pages per session:<\/strong> 2+ indicates genuine interest<\/li>\n<li><strong>Average session duration:<\/strong> Benchmark against your industry average<\/li>\n<li><strong>Bounce rate by content type:<\/strong> Identify which formats keep people engaged<\/li>\n<li><strong>Return visitor rate:<\/strong> Shows you\u2019re building an audience, not just attracting one-time visitors<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA4 \u2013 Retention \u2013 Overview\" alt=\"GA4 \u2013 Retention \u2013 Overview\" data-aspect-ratio=\"0.58857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/11\/ga-retention-overview.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>That said:<\/p>\n<p>Content marketing and SEO can take time to kick in.<\/p>\n<p>For example, look at the traffic numbers from the early days of Backlinko:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Analytics \u2013 Backlinko \u2013 Early Traffic\" alt=\"Analytics \u2013 Backlinko \u2013 Early Traffic\" data-aspect-ratio=\"0.29714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/analytics-backlinko-early-traffic.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>As you can see, it took about six months for things to really take off.<\/p>\n<p>And if we gave up early on because content \u201cwasn\u2019t working,\u201d we wouldn\u2019t have seen the huge traffic spike that got us going:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Analytics \u2013 Backlinko \u2013 Early Traffic \u2013 Spike\" alt=\"Analytics \u2013 Backlinko \u2013 Early Traffic \u2013 Spike\" data-aspect-ratio=\"0.29714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/analytics-backlinko-early-traffic-spike.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Backlinko has only continued to grow since.<\/p>\n<p>Persistence pays off when you combine strategic content with consistent execution.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Engagement_Metrics\"><\/span>Engagement Metrics<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>These metrics show how well your content resonates with your audience and predicts future business impact.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Views_and_Reach\"><\/span>Views and Reach<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Track how many people your content reaches across different platforms and channels.<\/p>\n<p><strong>What to track:<\/strong><\/p>\n<ul>\n<li><strong>Platform-specific reach:<\/strong> YouTube views, LinkedIn post impressions, blog sessions<\/li>\n<li><strong>Audience quality:<\/strong> Use analytics to see if viewers match your ideal customer profile<\/li>\n<li><strong>Cross-platform performance:<\/strong> Which channels drive the most engaged traffic to your site<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"Search_Visibility_and_Rankings\"><\/span>Search Visibility and Rankings<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Search visibility is more volatile than ever.<\/p>\n<p>But position tracking remains crucial for monitoring your content\u2019s performance.<\/p>\n<p>Here\u2019s what to monitor:<\/p>\n<ul>\n<li><strong>Keyword clusters:<\/strong> Are you ranking for related terms beyond your primary keyword?<\/li>\n<li><strong>Featured snippets:<\/strong> Track snippet wins and losses and identify opportunities using a tool like Semrush\u2019s <a title=\"Position Tracking: Keyword Rank Tracker Tool | Semrush\" href=\"https:\/\/www.semrush.com\/position-tracking\/\" target=\"_blank\" rel=\"noopener\">Position Tracking<\/a><\/li>\n<li><strong><a title=\"SERP Features: What They Are &amp; Why They Matter\" href=\"https:\/\/backlinko.com\/hub\/seo\/serp-features\" target=\"_blank\" rel=\"noopener\">SERP features<\/a>:<\/strong> Monitor video carousels, image packs, and People Also Ask boxes<\/li>\n<li><strong>Click-through rates:<\/strong> Use Google Search Console to see if higher rankings actually drive more clicks<\/li>\n<li><strong>LLM appearances:<\/strong> Are LLMs driving people to your site? Check Google Analytics\u2019 traffic acquisition report to see referral traffic from <a title=\"ChatGPT for SEO: Ultimate Guide, Tips &amp; Prompts\" href=\"https:\/\/backlinko.com\/chatgpt-for-seo\" target=\"_blank\" rel=\"noopener\">ChatGPT<\/a> and other AI platforms.<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA \u2013 Traffic Acquisition \u2013 Session source medium\" alt=\"GA \u2013 Traffic Acquisition \u2013 Session source medium\" data-aspect-ratio=\"0.79\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/ga-traffic-acquisition-session-source-medium.png\" loading=\"lazy\" \/><\/p><\/figure>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"Search Everywhere Optimization Guide (+ Free Checklist)\" href=\"https:\/\/backlinko.com\/search-everywhere-optimization\" target=\"_blank\" rel=\"noopener\">Search Everywhere Optimization Guide + Free Checklist<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h4><span class=\"ez-toc-section\" id=\"Time_Spent_and_Watch_Time\"><\/span>Time Spent and Watch Time<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Monitor how long people stay engaged with your content.<\/p>\n<p>High engagement time signals that your content provides real value.<\/p>\n<p>For example, check your average engagement time per blog post.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA \u2013 Average engagement time per active user\" alt=\"GA \u2013 Average engagement time per active user\" data-aspect-ratio=\"0.62142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/05\/ga-average-engagement-time-per-active-user.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Compare your top performers to identify patterns in the topics that resonate most with your readers.<\/p>\n<p>If you\u2019re on YouTube or another video platform, monitor watch time and audience retention. This will tell you where viewers drop off to improve future videos.<\/p>\n<p>Use this data to find your stickiest topics. Pay attention to the subjects that make people read multiple pages or watch entire videos.<\/p>\n<p>If engagement drops at specific points, you know where to strengthen your content.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Further reading:<\/strong> <a title=\"How to Measure SEO Performance &amp; Results\" href=\"https:\/\/backlinko.com\/hub\/seo\/seo-results\" target=\"_blank\" rel=\"noopener\">How to Measure SEO Performance and Results<\/a><\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h4><span class=\"ez-toc-section\" id=\"Audience_Interaction\"><\/span>Audience Interaction<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>The best content gets people talking, sharing, and coming back for more.<\/p>\n<p>Start by looking at the comments on your blog, videos, and social media posts.<\/p>\n<p>Comments that ask follow-up questions or share personal experiences signal real engagement, not just passive scrolling.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"LinkedIn \u2013Semrush post \/ comment \/ response\" alt=\"LinkedIn \u2013Semrush post \/ comment \/ response\" data-aspect-ratio=\"1.75\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/linkedin-semrush-post-comment-response-scaled.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Then, check the native analytics data for any social platforms you\u2019re on.<\/p>\n<p>For example, Pinterest tells you how many times your pins are saved to boards.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Pinterest Analytics \u2013 Saves\" alt=\"Pinterest Analytics \u2013 Saves\" data-aspect-ratio=\"0.87142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/pinterest-analytics-saves.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>And Facebook tells you how many times users interacted with your content.<\/p>\n<p>Along with providing details on views and follows\/unfollows.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Facebook Page Report\" alt=\"Facebook Page Report\" data-aspect-ratio=\"0.94\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/facebook-page-report.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Don\u2019t forget to monitor brand mentions across social platforms.<\/p>\n<p>Tools like Semrush\u2019s <a title=\"Brand Monitoring\" href=\"https:\/\/www.semrush.com\/apps\/brand-monitoring\/\" target=\"_blank\" rel=\"noopener\">Brand Monitoring<\/a>, Mention, or even Google Alerts can catch when people are talking about your content without tagging you directly.<\/p>\n<p>These organic mentions often indicate the highest quality engagement.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Build_Authority_into_Your_Content_Strategy\"><\/span>Build Authority into Your Content Strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Creating a content strategy takes work, but the ROI is worth it.<\/p>\n<p>When you align content with customer awareness levels, prioritize high-impact topics, and measure what matters, you stop guessing and start growing.<\/p>\n<p>Your next step?<\/p>\n<p>Build topical authority.<\/p>\n<p>The more comprehensively you cover a topic, the more likely you are to show up everywhere that matters.<\/p>\n<p>Including AI search, traditional search, social media, videos, and much more.<\/p>\n<p>Read our <a title=\"Topic Clusters 101: How to Level Up Your SEO (with Examples)\" href=\"https:\/\/backlinko.com\/topic-clusters\" target=\"_blank\" rel=\"noopener\">Topic Clusters 101<\/a> guide to learn how to create clusters that boost visibility and conversions.<\/p>\n<p>The post <a href=\"https:\/\/backlinko.com\/content-strategy\" target=\"_blank\" rel=\"noopener\">How to Build a Customer-Focused Content Strategy (6 Steps)<\/a> appeared first on <a href=\"https:\/\/backlinko.com\/\" target=\"_blank\" rel=\"noopener\">Backlinko<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Random content creation is the top reason you won\u2019t see ROI from your content marketing. One week, you write blog posts. The next week, you film some YouTube videos. Then, you stop publishing for three months. With a strong content strategy, you\u2019ll make consistent content based on real customer preferences, pain points, and historical data. Creating a content strategy has many benefits, including: Focuses your efforts on content your audience actually wants Saves you time by eliminating guesswork and random content creation Drives consistent traffic through [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13502,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-13501","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-backlinko"],"featured_image_src":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/07\/organic-research-worldwildlife-organic-pages-DA8PIC-600x400.png","featured_image_src_square":"https:\/\/craighordlow.com\/wp-content\/uploads\/2025\/07\/organic-research-worldwildlife-organic-pages-DA8PIC-600x600.png","author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/craig\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/13501","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=13501"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/13501\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media\/13502"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=13501"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=13501"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=13501"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}