How To Create 6 Months of SEO Content In A 30 Minute Meeting

Pneuma has generated an additional 3 million organic visits online using a simple content framework that helps create 6 months of content ideas in a 30-minute meeting.

Normally we charge $30K+ for this.

Today, I decided to package it up and share (most of) it on LinkedIn

Let’s dive in :)

Some Context

So, here’s the thing…

Content-Focused SEO is the NUMBER ONE thing you should be doing to grow your brand and business right now.

Content-Focused SEO is great for multiple reasons…

• It helps you build your site’s SEO and “own” your spot on Google
• It helps give you a structure for the rest of your content marketing
• It gives you content to redistribute on your socials
• It generates an 8x ROI for our clients… on average :)

The Content Mapping Call

This call is one of my FAVORITE calls to have with clients.

We typically do this right at the beginning of the project, to really give clients the “wow” factor - I want them to know that we know what we’re doing, and that they’re in good hands :)

First - Pillars and Pebbles

The first step of the content mapping call is to lay out your pillars and pebbles.

Pillars refer to the overarching content topic we’ll be addressing or a general “umbrella” topic that is still somewhat vague.?

For example, think of “Basketball” as a pillar topic.?

Pebbles are the smaller, more specific content pieces that tend to make up the Pillar that has already been defined.?

For example, if “Basketball” is our pillar, “Plays”, “Shoes”, Leagues”, “Tactics”, and “Jerseys” would all be pebbles.

Second - Document your Pillars

Next up, you want to start documenting your pillars.?

For this, we tend to use Notion, and create “toggles” to open and close the pebbles for easy organization.?

Check out a screenshot from a client document to help you get started.

Third - Document your Pebbles

Once you have your Pillars laid out, begin laying out your pebbles for each Pillar

I challenge my clients to think of 3-5 pebbles for each Pillar, but truthfully, you can create as many as you want.?

The more you have, the better off you’ll be.

Check out a more detailed screenshot of the pillars we identified in step 2

Fourth - Fully Flesh out ideas

At this point, you should have your main Pillars and Pebbles

From here, you should start creating content ideas off of each pebble

For instance, take an example from the screenshot above like “LinkedIn Headshot”

From there, you can create a few different types of content ideas…

• Why do I need a LinkedIn Headshot?
• Are LinkedIn Headshots Important?
• When do I update my LinkedIn Headshot?
• The Guide to LinkedIn Headshots - What you need to know

Each of those blog title/content topics are slightly different in terms of the length, target audience, etc., but all can be written on the topic of “LinkedIn Headshots”

You can do that with virtually any bullet above. Once you get a feel for it, you realize you can use the same structure for blog titles / content topics for any pebble you choose.

Use something like this as a fill in the blanks template…

• Why do I need _______?
• Are _________ Important?
• When do I update my ________?
• The Guide to _________ - What you need to know

Most content on the internet might be original in terms of the actual “content”, but much of the structure tends to be reused over, and over, and over again.

Don’t recreate the wheel if you don’t need to

Fifth - Start creating

At this point, the next step is pretty easy… Start writing!

There are plenty of tips and tricks I can share here (one of which is going to be a Twitter Giveaway soon), but don’t overthink it.

Google the example blog topic you want to write on, find some of the top indexed pages, and use that as inspiration for what to write/how to write/etc.

I shouldn’t have to say this, but I will just for clarity.

DO NOT COPY SOMEONE ELSE’S BLOG

Only use other indexed pages as inspiration, not as an opportunity to copy and paste someone else’s work.

Here’s an example of what I’d get if I googled “The Guide to LinkedIn Headshots - What you need to know” for inspiration

Plenty of examples to get you started…

Sixth - Rinse and Repeat + The End!

At this point, you won’t be a “pro” at the Content Mapping Strategy, and that’s okay

Rinse and repeat, and do it as many times as possible to get better at it

Be sure to document your notes on a Google Doc or Notion Doc so you can continue to update it, review it, etc.