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Content Strategy Template & Example for My Niche Website

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Creating content is no easy street.
It might even be one of the hardest steps in the niche website building process.

A ton of questions pop up in your mind such as:
How many articles should I write? How often should I add new content to my website? How to come up with quality content?

You’re basically stuck trying to find what the best content strategy for your website is.

I can make things easier for you.
The content strategy template I’m about to reveal will clear out any doubts and set your site on the right track.

This website content strategy of mine has everything that you need: from how to structure your content and posts to avoiding potential risks, from publishing content silos to how to write pillar and secondary articles to on-page SEO techniques and post formatting best practices and more.

This long post has it all and it’s totally worth the read.

[bctt tweet=”Learn How to Develop a #ContentStrategy that Makes #ContentCreation Easier & Improves Your #SEO”]

What Is a Content Strategy?

Before we dive into the core of this article, I think it would be helpful to clear out any doubts first as I see there is a lot of confusion between these three different concepts.

If you have ever asked yourself “what is a content strategy?”, “what is content marketing?” and / or “what is a content marketing strategy?” this section is for you.

Definition of Content Strategy

Kristina Halvorson, a content strategy expert who has authored the book “Content Strategy for the Web”, defines it like this:

«Content strategy plans for the creation, publication, and governance of useful, usable content.»

Although this says a lot, it might not be that easy to understand for the layman. So here’s my own definition of content strategy.

A content strategy is how you plan, create, deliver and manage content (in all sorts and types: such as text, images and multimedia) that has a purpose (as in “why are you publishing it”), is usable and useful and is delivered in a well-structured and easily-found manner to ensure good user experience.

This embraces content for your website, digital newsletter, social media (YouTube, Facebook, Twitter, LinkedIn, Google+, etc.), podcast and even more.

Broken into smaller bits:

  • Site Architecture: How you structure your content and set up your website. How you go about creating menus, categories, tags and how they link relevant posts together.
  • Editorial Schedule: Why (what’s the purpose behind publishing your content — the way you create it might help people perform a specific action) and when you post content. (Consider creating a content calendar for your editorial needs.)
  • Content sourcing: Where your content comes from. Are you writing or outsourcing content creation?

(Thank Perrin Carrell for the bullet-point explanation.)

Content strategy is everything that relates to the above with the aim of reaching your goals and vision objectives.

What Is Content Marketing?

Content marketing is one of the many types which Marketing, as a general discipline, encompasses.

It’s a strategic approach that focuses on creating and distributing content that is relevant, valuable and consistent aiming at attracting and capturing a pre-defined audience with the goal of driving customers to purchase products or services, in the long run.

(Examples of content marketing types are video marketing and social media marketing.)

What Is a Content Marketing Strategy?

It’s a strategic perspective on how to use different content marketing solutions (and other types of marketing, sales and customer strategies) across the customer lifecycle, user experience and buyer’s journey.

In this post here we’ll be focusing on content strategy for niche websites.

All right! With that out of the way, let’s get down to business.

My Niche Website’s Vision

First things first!

Prior to actually laying out a content strategy one must first come up with a vision for his/her website.

(I’ve discussed creating a vision statement for your website on my last post. Succinctly, you need to ask yourself: “What do you want your website to be? How do you see it two or three years from now?”)

The general idea I have for my website is to create a high-quality resource in the niche I chose.

I don’t want to build just another affiliate website. I envision it to go far beyond that. I wish to turn it into an authority website over time.

To accomplish this vision of mine, my niche website needs to have all the requirements that make up a great online resource.

And it all boils down to the content I plan on producing, to how I‘m considering structuring it and to the way I’ll be organizing my website.

I will not only publish affiliate content but also informational, educational and entertaining posts that add value to my readers.

Yeah… of course… I also want to make money from my niche website!

Introducing Content Silos

To get my website’s engines running and target my niche keywords quickly, I first planned on adding a silo of content.

«What Is a Silo of Content?»

If you’re wondering what a silo of content is, I’ll give you a hand.

A silo of content is a set of closely related articles meant to boost your website’s niche relevancy in Google’s (and other search engines) eyes and help you rank faster and higher.

Content silos are composed of:

  • 1 main article targeting a primary keyword.
  • 10 or more secondary posts targeting related, long-tail keywords.

All of these posts need to be about the same very specific topic, but each one of them has to focus exclusively on its own keyword.

The plan here is to come up groups of articles where there is one pillar article and several others that are closely related; all linked between one another.

The Content Silo Approach

By following this approach, my main article will be linking out to all the secondary posts and all the secondary posts will link back to the main article. Each secondary post will also link to another secondary post in its set or group of articles.

A specific WordPress tag will be chosen to represent my silo of content and help with the internal linking simultaneously.

For my pillar article, I’ll pick a more competitive, hard-to-rank-for and broader keyword. That will be my main keyword.

For my secondary articles, I’ll choose closely-related (to my main keyword), low-competition, long-tail keywords which will be much easier to rank for but will probably have fewer monthly searches.

The plan is to try and get good rankings in Google with these secondary posts (because they are easier to rank for), which will eventually build up some domain authority on my website.

Within time, those articles will start sending some SEO power to my main article helping it rank higher, later on.

How About Monetization?

Only the review posts will contain affiliate links.

As for the informational posts, I rather not monetize them (since I’m already trying to make money from the other kind of posts and don’t want to bore my readers with ads), but that’s just my personal preference.

(I won’t even consider mixing ads with affiliate posts. If you’re promoting an affiliate product stick to doing only that; mixing the two things is bad for your conversion rates and confuses your visitors.)

Nor the main article or the secondary articles are required to be affiliate reviews or have affiliate links.

Obviously, though, if we are trying to make money online, at least one or some of them need to be monetized some way; especially the main one, which is usually more geared towards that purpose, but not always.

What I mean is that not all the posts in these content silos are required to be affiliate content.

Regardless of what I’ve just said, you can always monetize your non-affiliate content (posts without affiliate links) in several ways like placing Google AdSense ads, Amazon Native Ads (they’re considered ads, not affiliate links — but you’d better double check this just to be safe) or BrightInfo ads. You can also promote or sell your own product on those articles.

Content Silo Example

Let’s imagine that we own a niche website about “bathroom supplies” and that we have chosen “best shower caps” as our main keyword.

A set of articles under the same specific theme (“shower caps”) and a WordPress tag with the same name would be in order.

I’d write a main article titled “Top-10 Best Shower Caps Reviewed” where the best ten shower caps on the market would be listed and a short review on each of them would be included (making sure to add my affiliate links).

For our secondary articles, I would find closely-related, long-tail keywords such as “best shower cap for bald men” (affiliate post), “best shower cap for dreadlocks” (affiliate post), “what are shower caps made of”, “what is a shower cap”, “brand XYZ’s XPTO shower cap” (affiliate post), “ABC shower cap by 123 brand” (affiliate post) and so on.

All the articles (the main one plus the secondary ones) would fall in the same very specific “shower caps” theme and would be interlinked within the articles’ text itself and through their exclusive WordPress tag.

It all seems to be well thought, but is it really?
As I said, that was my original idea. And it does work.

But, even so, it might not be enough for what I have planned out and I don’t want to risk a thing…

Potential Risks to Avoid

To fulfil my plans and take my niche website to the next level, I need to fall in Google’s and Amazon’s good grace.

I need to make sure I’m really considering what people want instead of just focusing on making money.

The thing is I can’t afford to make mistakes.
And I certainly don’t want to risk losing my business after being deemed as a “thin affiliate”.

That’s why I need to ask myself the following questions:

  • Am I building my niche website just to make money?
  • Do I plan on having more than just affiliate product reviews?
  • Am I going to create valuable and insightful reviews or just reuse the information from Amazon’s product pages?

Depending on my response (or yours) to the above questions things might go wrong… in the future.

According to Matt Cutts (former head of Google’s web spam team) “affiliate content should only be a small percentage of your site”. If you plan on publishing “pages with little or no added value” you’ll be at risk with Google.

Besides being granted the red card by Google, Amazon will also show you its ugly face.

Amazon is banning affiliates by the tons for not strictly adhering to their rules. One of the reasons for their bans is precisely because some affiliate are lacking enough original content.

To avoid being tagged as a “thin affiliate”, affiliate marketers ought to obey the rules at all times.

Take this honest advice from me:
Follow Google’s and Amazon’s (and any other affiliate program’s) rules at all times.

It’s pretty simple, when you think about it.
Just give them what they want and you’ll be rewarded down the road.

Create a natural, legit, 100% original and high-quality online property.

Build a website that answers your visitors’ questions or solves your readers’ problems.

Add lots of interesting and useful articles. Be helpful. Provide value to your readers. Don’t just publish affiliate content.

Those are the kind of sites Google and Amazon want to have on their networks and represent them.

[bctt tweet=”Follow the Rules!! Create a Natural, Legit, 100% Original & High-quality #Website”]

That’s why I need to go beyond my initial content silo approach.

Content Breakdown

Taking the above into account, I’ll divide my content into two distinct parts, each with a previously planned percentage:

  • Informational content, on a higher percentage, filled with helpful, interesting and fun posts.
  • Affiliate content, on a lower percentage, composed of insightful and useful product reviews

Informational Content

A niche website is composed of much more than only product review articles (our money pages — the affiliate content).

If you want to make your site the go-to resource in your niche you need to publish helpful and useful content that answers to or solves your visitors’ questions or problems.

The idea for my informational posts can either come from keyword research or just from realizing what’s missing that would make sense adding to make my website a complete resource and entertaining as well.

At the same time, it will make my website more interesting, enjoyable and fun to visit.

You’re right in assuming that such posts will target a different kind of audience that’s further away from the purchasing stage (as their search intent is different from those looking for product reviews) but it is a very important audience, nonetheless.

I’ll be featuring this kind of non-affiliate content on the homepage which might help me get some backlinks and social shares along the way. (I’ll talk more about link building in another post of this series.)

I’m thinking about some cool-looking infographics, quizzes, curated content, listicles, embed reactors…

The possibilities are nearly endless. There are a lot of different post formats out there (more on this further down the article).

Affiliate Content

The plan here is to write affiliate product reviews that are insightful and add value to my readers, rather than merely reutilizing what can be found on Amazon’s product pages.

My product reviews need to be long, well-structured and nicely formatted, featuring the important stuff up and first and helping visitors understand whatever it is they are considering buying as opposed to just coming up with some blunt and cold product reviews.

They’ll also include lots of images, videos, quotes from other websites and comparison charts to help people decide what’s best for them.

My Website Content Strategy Template

With that under our belt, it’s finally time to summarize my niche website’s content strategy.

Site Architecture

As far as this goes I’ll:

  • Create broader categories to divide my website’s niche into sub-niches.
  • Add categories as menu items to my site’s main menu.
  • Create specific WordPress tags for each silo of content.
  • Make sure that my categories and tags help with internal linking.

And I’ll structure my content by:

  • Using silos of content that share the same unique and specific WordPress tag.
  • Tagging specific sets of posts (content silos) to further drill down on my sub-niches.
  • Linking my posts to other relevant posts of the same specific topic.

Editorial Schedule

I’ll publish content with the purpose of making me money (with affiliate links) and content geared towards establishing me as an authority in my niche (with high-quality, helpful and useful posts).

(This content breakdown is important for SEO reasons too: the money-making pages usually have high bounce rates and low “time spent on site”; the interesting, helpful and fun content helps my analytics metrics by offering lower bounce rates and increased “time spent on site”.)

Informational content will represent the majority of posts in my site whereas affiliate content will be something like one third of the total amount.

I’ll start off with a content silo with 10-20 articles: only the main one plus one-two more secondary posts will have affiliate links.

The faster I can get my content online the better BUT I won’t publish the entire silo of content all at once; things need to seem natural to the search engines.

I’ll begin with the main article, write and publish the first secondary post, write and publish the third post and so on. Or, if it’s easier for me to get to know the niche a bit better, I’ll do it the other way around: secondary posts first, main article last.

After finishing publishing my first silo of content, I’ll try to produce more content on a regular basis, like once or twice per week.

To help me plan my content and publish dates, I’ll create a content calendar.

I can get ideas for more content by researching competing websites, listing questions and concerns people in my niche have and through further keyword research.

Content sourcing

For starters and for the sake of my Niche Site Project, I’ll take care of the research for the best items for my main article and come up with the entire article myself.

Better yet… I’ll write all the content myself including the secondary posts.

Only later when the website begins to bring in some money will I consider outsourcing.

If you don’t have the time or don’t like to write you can always outsource content writing. It’s a much cheaper option than what people generally think and can result in quality posts at the same time.

Nevertheless, I recommend you to write or, at the least, do the necessary research for your main article to get to know your niche more profoundly and be better equipped to analyze the work your freelance writers deliver.

[bctt tweet=”Check Out this #ContentStrategy Template that Helps You Rank Faster & Higher. #SEO”]

How to Write the Main Article

My primary article will target a product-based keyword like “best shower caps” (just to revisit the example keyword I used earlier).

There are two reasons why I chose this to be my main keyword:

  1. It has the right topic to become a strong pillar article.
  2. It’s the toughest keyword to rank for from all the keywords I found in my niche.

The idea here is to come up with a long article — over one, two thousand or even more words — listing the top 10 items in its category (from the example: “Top-10 Best Shower Caps Reviewed”) that’s better than what’s already out there.

If you’re not bringing value to your niche, how do you expect to stand out from the crowd?

This post needs to go beyond being just a review of the top 10 best products. It also needs to be in-depth, interesting and helpful to my readers.

Instead of writing it only to review those top 10 products I can turn it into a buyer’s guide (and entitle it “Best Shower Caps Reviews: Buyer’s Guide) and make it much more valuable to my audience.

My Main Article Template

This is how I’ll structure my main article.

  1. My primary article starts with an introductory text explaining what the product is.
  2. Following that, there’s a featured box showcasing the best recommended item and why I think it deserves to be ranked number one.
  3. After that, I insert a comparison table (which is super easy to create with the TablePress plugin) listing and comparing all the top 10 items.
  4. Beneath the table I write a short review (about 250 words long) on each of the table’s items and link to their specific review posts (which I’ll talk about in a second).
  5. Then I’ll come up with a short F.A.Q. section where If try to answer three to five of the most common questions people usually ask when they’re looking to purchase a product in that category.
  6. To complement that, there’s also going to be another section with good advices and best practices to take before, during and after buying such a product.
  7. To add even more value, I’ll quote some customer reviews too and add a video showing the product being used.
  8. To finish off in style, there will be concluding and final recommendation sections where I summarize all of was told before and further recommend the item I think is the best from my list.

How to Write the Secondary Articles

My secondary articles will target low-competition keywords that are easier to rank for than my main keyword (despite having fewer monthly searches).

Following what I said in the previous section, the goal would be to create an individual review post for each of the items listed on my main post but that really depends on my keyword research and how much affiliate content I already have on my website compared to the number of informational posts.

The best option is to try and find lots of low-competition, long-tail keywords with search volume around 200 to 1,000 searches per month (or much lower than that — even 10 searches per month can do it) that are closely related to my main keyword.

Those keywords don’t have to be product-based keywords either (and they shouldn’t be, in some cases, as I referred earlier). They can be informational-type keywords like “how to use a shower cap”, “what is a shower cap made of”, “who invented the shower cap” and so on.

What matters most is that they are related to my main keyword and that my secondary articles bring traffic to my website and are helpful and valuable to my readers.

Those secondary posts don’t need to be too long. Sometimes those posts are only meant to quickly answer a question in a few words. Five hundred words minimum is enough, although I like to write a bit more than that (around 750 words).

From every secondary post I’ll link back to my main post and to another secondary post in the content silo.

Quick note about the keywords being targeted:
As I mentioned earlier, each post on the silo will target its own distinct keyword.

This means no post will focus on a keyword that has already been targeted on a previous post, not even close variations.

E.g.: “best shower cap”, “best shower caps”, “good shower caps”, “shower caps top 10”, “top shower caps”, “best rated shower caps” and “top rated shower caps” are all the same thing because they mean the same to Google.

If you target the same keyword or its close variations on more than one article, Google won’t be happy and will show you its bad mood in the form of a penalty.

On-page SEO

If you want to rank for your keywords and secure top rankings positions for a long time, one of the most important aspects you need to consider is, without a doubt, on-page SEO.

Primary & Supporting Keywords

For each article I publish about a specific subject I always pick a primary keyword and several (two to five, sometimes more) related secondary keywords* that are relevant to whatever it is I’m writing.

Those secondary (or supporting) keywords are very close variations of my primary keyword and most of the times they actually mean the same thing (report back to the “Quick note about keywords” note for an example).

When they don’t, I just use them to add relevancy to my post.
(I.e.: Make Google see I’m addressing a particular topic and using topic-related terms.)

* Do not confuse this with primary and secondary articles. I’m talking about keywords here.

How Many Times Should You Use Your Keyword

Overusing your keyword is not a smart move.

Google is able to recognize keyword stuffing (overly using a keyword in the hopes of fooling search engines) and will act accordingly.

The best rule of thumb is to use your keyword less than 1% of the total amount of words in your article and even that might be too much.
(I.e.: If your article is 500 words in length, 1% will be 5. If you have 2,000 words, it will be 20.)

If you’re using primary and supporting keywords (like I explained just now), use your primary keyword 3 times and your supporting keywords 1 or 2 times only regardless of the total amount of words you write.

Where to Include Your Keyword

Your post’s title — which is an h1 heading — is the most important place to include your (primary) keyword.

Subheadings are also important to feature your keywords in (both primary and supporting keywords).

Besides that, try placing them in your text naturally and in your images’ alt tags, making sure you don’t exceed the safe number of keyword mentions.

Maximum & Minimum Word Count

There’s no maximum word count for either the main or the secondary posts.

If there’s something more to add and help create a great post, be sure to add it and don’t mind if you write as many thousands of words as you need to.

You need to be aware of minimum word count though!

Posts with low word count will work against you.
I would say that 500 words is a fair amount if you don’t have that much to write.

Internal Linking

Remember what I said about site architecture, menus, categories and tags?

An uncluttered and clever website organization is fundamental in that it facilitates search engines to crawl through your content more easily allowing them to find every post and page you publish.

Linking from one post to other relevant posts in your blog can also help boost your SEO. Authority from the linking post will be spread over to the linked articles.

External Linking

At the same time, linking to other authority websites in your niche is a great idea!

Ask yourself:
“What is the Web if not a bunch of webpages and websites all linked between each other?”

Google will like you if you link to relevant* authority sites and blogs and reward you with some SEO love because you acting like a true resource that links out to other quality resources.

Think about it:
Wikipedia is one of the best resources online — ranking high most of the times — and it is known for their great site architecture that features tons of internal and external links.

* “Relevant”, this word again, right? Relevancy is a key factor in search engine optimization so always keep that in mind.

Fresh Content

Google also favors websites that are alive.
Keep your site fresh and energetic by adding new content on a regular basis and updating your more time-sensitive articles<.

I’ve read several theories about the importance (or lack of it) of adding fresh content.

Taking a lesson from my latest experiments (or from reviewing my site’s traffic stats), not adding new posts and not updating the time-sensitive ones negatively influences your SEO score.

I stopped publishing content here on the blog for quite a while (because I was working on another project for about 6 months) and my traffic and rankings dropped considerably, despite having managed to build some links in the meantime.

Title & Meta-description

You should take your time to write a compelling title and description for your posts.

It will be the very first thing Google users will see from your website so it really needs to be good.

A great title and description can get you more clicks than other websites ranking above yours.

If you use your keyword in the meta-description it will get featured in bold on the SERPs, attracting even more eyes to your website.

[bctt tweet=”8 Great #OnPageSEO Tips You Need to Know”]

How to Produce Quality Content?

To create quality content you need time to do your research and to write your articles.

There’s no other way around it:
You have to put in the effort and work hard.

Come up with something original and helpful for your audience.
Produce something that you think would help you if you were a visitor to your own website; a better resource than what’s already out there.

How to Write Content for a Niche You Don’t Really Know

I’ve already told you who’s going to be responsible for the content writing for my niche website previously. I do know a thing or two about the niche I’m going after, but not a great deal about its products.

This can end up helping me more than what you’d think. Being in the same shoes as my target-audience will make me figure out the best angle to use when writing my content.

You don’t really need to be an expert in a topic to build a website focusing on said topic; you just need to honest and transparent to your audience. Just lay your cards on the table and learn as you go.

If you know 1% more than me about something, you already have something to teach me.

What’s the Best Tone of Voice

Whether you’re writing the content yourself or hiring someone to do it for you, you need to choose a voice for the author of your posts.

Consider creating an author’s persona to keep your content consistent and make it look like it was written by the same person.

Pick a friendly, close but knowledgeable tone of voice.
Be personal and use “you” when addressing your readers.

Blog Post Ideas

Having different kinds of post formats to choose from is great.

It can contribute to speed up content creation and be a lot of fun at the same time, thus helping to reduce the boredness factor that might arise from having to come up with tons of new content regularly.

(The following kinds of posts can be applied to all types of content. You’re not limited to using them just for the informational and fun content; you’re free to adapt them to your affiliate content needs too.)

Here are only a few examples of different post formats:

Challenge Post
Pose a challenge to your audience or to yourself and have your audience hold you accountable.

A good example of this type of post is my Public Niche Site Project series where I challenged myself to build a niche website from scratch and document every step I take to make it profitable…

(Yep, this very article you’re reading now is part of that series.)

Cartoon Post
This is fun! This is where you create a cartoon post every now and then and amuse your audience by addressing stuff that goes on in your niche.

The best example I can think of is Tom Fishburne’s website that I’ve referred on my last post.

(Hey, I love this one!! Remember that I draw try to sketch some cartoons once in a while.)

List Post
You’ve seen this kind of posts millions of times by now.

All you have to do is to create a list of things about a useful topic and come up with a click-enticing, viral-like kind of title. Perhaps something like “113 Impossible Things You Can Do with a Shower Cap”… (not the best example, but you get the idea).

These great formulas, guides and tips on how to create powerful headlines for more clickable and shareable posts are worth a look.

Expert Roundup
First, you need to come up with a question about your niche that you think would be interesting for your audience.

Second, you have to find several experts in your niche and add them to a list.

The third step is going through your list and contacting each one of them explaining that you’re writing an expert roundup article and inviting them to participate by answering to your question.

Finally, you gather all the answers and opinions, add an introduction and display all of your expert answers in a single post.

The more expert answers you can get the better.
Make sure to ask your experts to share your post on their social networks so you can bring traffic to your website.

Posts of this kind usually get a lot of shares and they are the perfect opportunity to make new connections and get to be known in your niche.

Quote Post
This is where you think of an interesting topic and quote respectful people in your field or market.

You just need to do the proper research and feature ideas from experts in a single post, making sure to always cite the source.

It’s usually fast and also fun to create this kind of post.

Plus, it has the added benefit of adding a lot of value to your website. You can also get in touch with the people you quoted and tell them that you have mentioned them on your article; which can generate some social shares and maybe links too.

If you would like to know more post formats, be sure to check this awesome list of blog post ideas.

[bctt tweet=”6 Great #BlogPostIdeas You Really Need to Try Today”]

Post Formatting

Quality content requires great formatting!

It’s also important to realize that online readers behave differently than regular ones since they’re have less time and prefer to skim over a text rather than actually reading the whole thing.

Keeping that in mind, just follow these quick tips:

  • Create well-structured and scannable content.
  • Use headings to divide different sections of text.
  • Use subheadings to divide a section of text into smaller parts.
  • Bold, italicize or increase the font size of important pieces of text or words that need to stand out.
  • Avoid big blocks of text by making sure your paragraphs have only 2-4 sentences or lines.
  • Bullet points like this make it easier for the reader to get what matters.
  • Be short, concise and to-the-point to avoid fluff.
  • Include images and media to add more “color” to your content.
  • Use contrasting colors for your text and background. Black text on white background works best.

Final Words

Along these over 5,000 words I laid out the content strategy template I’ll be using for my niche website.

When coming up with your own content strategy you need to, fundamentally, always keep your readers in mind.

If you make them happy, you’ll make the search engines love you.

Build a great resource. Help and entertain your visitors.

Put up a natural-looking website, not something just to make money.
Make sure your affiliate content does not represent the bigger half of your content.

Be mindful of the rules and follow the best on-page SEO techniques and practices.

By sticking to this path, you’ll have much better chances of succeding and, most importantly, you’ll last longer under the spotlights.

Your Thoughts

Let me hear it from you now!

What is your content strategy? How do you plan your content?
Do you have any good on-page SEO tips?

Share your wisdom, thoughts or ask me anything if you need help in the comments!

I look forward to hearing from you!

Show the Love

Phewww…! If you have read thus far… let me just tell you that you’re my hero. 🙂

Thank you for reading this super long article and I hope it has helped you out in any way.

If you liked it, please show your love by sharing it on your social network accounts or link to it from your site.

See you next time,
Louie

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