Keywords 301: Campaigns, Roadmaps, and Funnels
Alright, once more unto the breach, dear non-scumbags. I’m continuing this series, and with slightly better cadence than once every 9 months. We’ll get ‘er dun yet.
Here’s a recap of the three most recent posts:
- I introduced the idea of “keywords” as searcher questions.
- Then I introduced the granular mechanics of evaluating individual keywords.
- And, finally, I talked about how keywords relate to one another.
All of that is valuable groundwork, but it leaves an important, dangling question:
How do you turn all of that into an actual, editorial plan for content?
That’s what I plan to talk about today. And to nudge the conversation along, I want to start by defining three concepts: campaigns, roadmaps, and funnels.
(As a slight caveat emptor here, I am defining and using these terms in the way that Hit Subscribe defines and uses them, in applied client situations. Digital marketing textbooks, assuming that’s a thing, might use them differently).