If your SEO content fails to:
- Show earned secrets
- Encourage new ways of thinking
- Convey what makes your brand unique
Then it won’t position your brand as a trusted authority that’s top of mind for a prospect.
It’s easy to forget that this is the purpose of most content types. Content should build connection, awareness, and trust with potential buyers to improve the rate and speed of conversion.
“Who cares about ranking if you're not hitting your numbers? At the end of the day, that's what matters. You can go brag that you've got all these blog posts to rank on page one, I used to do that, but at the end of the day, if none of those page views are leading to conversions or leads for the sales team, or high-quality leads that the sales team can actually close, then what good is the traffic?”—Erin Balsa, How the F*ck Podcast
In my chat with Ryan Law last November, we discovered 4 types of thought leadership content (for example, my favorite: challenging truisms).
And in my latest case study with Erin Balsa, we learned how to build a thought leadership-led SEO strategy (don't miss her #1 tip for scaling quality in a content velocity workflow).
So I think it's time to look at some practical ways to scale quality content.
When you don't have a sh*t ton of time & money to invest, these frameworks should help.
Without further ado, this is how you avoid creating generic, forgettable content (so you don't spend money doing what AI does in 5 minutes).
8 New Frameworks for Scaling Quality Content (for SEO)
1. The Research Report-Led SEO Framework
I called this Thought Leader SEO in the latest SEO case study with Erin Balsa. To execute this framework, you need to follow these steps: