I talk about site and content structure a lot because it’s so vital to both your users having a quality experience as well as the search engines finding and making sense of your website content.
In your content strategy phase you’ve got to take a step back and assess what the current structure of your site looks like and plug your new content categories into that existing site structure.
For instance, if one of your top level menu items is SERVICES, then under that menu item a user would typically find the services you offer. Your blog posts should revolve around these services and all content created should plug into these broad categories.
I refer to this method as the Hub & Spoke model, and it looks like this in our example:
SERVICES↓ (Top Level Menu)
Seo (Sub Menu Item)
How SEO has changed in 2019 (Content Topic)
8 Ways To Get Better Rankings This Year (Content Topic)
Website Design (Sub Menu Item)
User Experience Is Crucial To ALL Website Design (Content Topic)
How To Design An SEO-Forward Website (Content Topic)
Branding (Sub Menu Item)
Why You Should Create A Personal Brand (Content Topic)
Power Branding: How To Be Everywhere Online (Content Topic)
This simple visual explains the importance of zooming out and looking at your site and content structures BEFORE you get too deep into a content marketing strategy.