Creating content plan on the basis of keyword research

content planning

It’s much easier to reach your planned destination if you have a detailed map at hand. It’s the same when you create content that should bring your company conversion and organic traffic increase.


Find out how the locatheart team prepares content plans with the use of a keyword base.

Challenges and objectives

One of our clients is a temporary employment agency with a long-standing tradition and international reach. The company offers complex recruitment services in respect to Eastern European and Asian employees, as well as staff solutions for businesses operating in the majority of European economy sectors.

We were tasked with fine-tuning the Dutch website. At the time of project launch, the portal was rather new – the client had only just begun to build it.

The agency needed a list of blog article topics that would help the site rank for key phrases important from the point of view of business growth. The resultant content would let our client stand a solid chance of ranking well in search results and, subsequently, of boosting organic traffic.

The plan was to cover topics aimed at B2B clients only – companies looking for temporary employees.

Step 1: KWR and key phrase list

After an introductory meeting with the client, during which we discussed all their expectations and needs, our suggested solution involved:

  • keyword research,
  • drawing up the content plan. 

The client provided files used by their sales department, which helped locatheart’s experts better understand the industry specifics and perform accurate keyword research.

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Step 2: Data and competition analysis

Once the list of key phrases was ready, we scrutinised the client’s website, including the blog. We took into consideration the covered topics and the content structure.

The next step was to analyse the Dutch market competition. With the use of SEO tools, we verified whether and how the competition manages their company blogs and what they write about.

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Step 3: Creating the content plan

In order to create the content plan, we used:

a full list of key phrases (accepted by the client),

competition analysis results,

other available data crucial for attaining the goal.

We drew up a list of almost 30 topics, including over 100 key phrases.

The client received it in the form of a table. For each topic, we provided:

article working title/topic;

topic description and suggested formats (company presentation, case study, guide, expert commentary, industry topic, or legal topic);

main key phrase (to be used in the title, URL, and main headings);

complementary key phrases.

Such a list was a ready roadmap for our client, which only needed to be forwarded to linguists so that they could create texts to be published online.


Our content plan was implemented by the client.

The client’s company blog visibility is being boosted as we speak by keyword-enriched articles on topics that we suggested. This content effectively aids in positioning the client’s website in search results and generates organic traffic in the Netherlands.

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