It’s a fact: strengthening your SEO (Search Engine Optimization) is about creating enough content volume for search engines to find your work. This content can include blog posts, custom images, videos, and other media-rich material that you have properly tagged and displayed on your website for the whole internet to see.
But here’s the thing. It’s not just about volume, it’s also about the quality of your work as well. If visitors are drawn in by clicking a Google link, they will click away just as fast if what they see offers no real value. Like a yin and yang, both a high volume of content and a high standard of quality need to balance each other out in order for a content strategy to work.
That’s why you need a Content Mountain.
The name says it all: you need a rock-solid platform of content that is built from the ground up. Each layer will be reinforced with additional deliverables to help support your long-term goals. It’s going to take time to create a Content Mountain, but the payoff is rich with reward. You’ll be able to attract plenty of sightseers (visitors), as well as continue to expand brand awareness and reach your marketing goals. Let’s explore what it means to create a Content Mountain.
Your foundation: relevant content.
The largest bulk of your creation effort should include timely content that sticks to current trends, but still provides a helpful, search-friendly tone. A piece about annual trends in your industry is a good example of this, or even an article about the latest tech gadget. These pieces don’t need to be as long or in-depth as other work (see below), and usually run at around 600 words for a blog post and/or a short Youtube video. And, in proportion to the other parts of your mighty Mountain, you should aim for 50% of your posts to fall within this category. The reason why relevant content creates your “base” is simply because it is click-friendly, meets SEO requirements, and is zippy to produce. The wider the base, the stronger the mountain.
Middle of the mountain: evergreen content.
Evergreen content is timeless work that can be viewed 5 or even 10 years into the future with the same benefit. An in-depth FAQ or a complete guide to a specific process are examples of evergreen content, which usually spans well over 1600+ word for a blog post, but can also include a long infographic. Your most helpful, lengthy, and timeless piece of content needs to make up around 35% of your marketing output. The reason why this percentage is smaller than relevant content is because of the high investment of time and resources needed to create an evergreen piece. If you could etch the content in stone and put it in the middle of a park somewhere, then it’s worthy of being a part of your Mountain.
The top of the mountain: TOFU and timely content.
Ah, we’ve reached the peak of the mountain. The smallest portion of your content should include time-relevant content like news articles, or blogs that feature non-company-specific “fun” topics. You might do a top 10 countdown, collect your favorite quotes, or do a tutorial for something that has little or nothing to do with company offerings. These should be an occasional part of your strategy, making up about 15% of everything posted. The reason behind this teeny percentage is simply that TOFU won’t pull in continued clicks from SEO once the topic has lost its luster.
Mountains aren’t built in a day, and likewise, you can’t expect to deliver dozens of evergreen posts and infographic within a single week. Create a comfortable timeline to build your Mountain, say over the course of an entire year, and map out a weekly production schedule that accommodates the growth. Take your time. Pack a bunch of granola bars. You’ll reach the peak of your Content Mountain before you know it, and then look down on a pile of SEO friendly work that you can be proud of for years to come.
“Every mountain top is within reach if you just keep climbing.” – Barry Finlay