Content Marketing

May 27, 2016

Through my previous work, I have had the chance to work on all steps of the content creation process, including keyword research, content creation, and content optimization. Below are some examples of my familiarity with each.

Content Creation:


In addition to my personal blog, I have had the opportunity to write content for product marketing and thought leadership teams across multiple industries. This includes technical writing, such as Rapid7’s ‘What is Incident Detection and Response‘, as well as customer case studies like VMware’s ‘VMware AirWatch Helps El Al’s Business Take Off.’

For a full list of my featured writing check out my Featured Writing.

Category Map:

In some of my previous roles, I was part of the digital team supporting product marketing. To help with content creation I created category maps for the team. These were designed to show product marketing the keywords we were trying to improve our rank for, and giving content suggestions for the upcoming month.

Our category maps included keywords organized into topic categories with accompanying suggested blog topics and titles. We also included a secondary keyword whenever possible, and had a column showing the webpage we wanted the primary keyword to link to. This visual category map helped product marketing better see what keywords would be most beneficial to target, and also assisted them in their own content creation process.

Blog Category Map Created by Katherine A Hayes

Landing Pages:

Another aspect of content marketing is creating content that encourages consumers to move down the sales funnel. To gather consumer information we gate certain freemium content, meaning that a website visitor has to provide some information to get access to that page. I’ve had the opportunity to create webpages, landing pages for webcasts, toolkits, and events. For some examples of pages I’ve created, check out the pages for one of our Threat Hunt webcasts, our Incident Detection and Response Toolkit, or our RSA Singapore events page.

Search Engine Optimization:

Keyword Research:

One of the approaches we took to ranking our keywords was to create a matrix. Our matrix took not only our keyword rankings into consideration, but that of our top competitors. The opportunity score shows a ranking of words to focus on, with the higher opportunity meaning that the keyword should be focused on. What is important about this score as well is that it is magnified by the number of companies we are losing against. For instance, for Keyword 1 in the example below, the opportunity score is higher in part because we are ranking lower than the four companies we are comparing ourselves to. The more companies with higher rankings, the higher the opportunity score. The opportunity score also takes into consideration the competition ranking, suggested big, and average monthly searches for the word.

Matrix by Katherine A Hayes

Content Optimization:

Another aspect of content marketing is optimizing the content created. This can be done in a multitude of ways, such as adding a keyword in the title of a blog post to optimizing images for keywords. Another aspect of this can be applied to web pages, revamping them whether it be by increasing the content on the page or adding meta tags.

Click here for a downloadable Style Guide for SEO.

A/B Testing:

An underlying goal for pretty much any job should be to be constantly improving. A way to do this for digital marketing is to run an A/B test, where you make a change to only half of the people interacting with your website, and see if the newer version performed significantly better than the older version. Below you will find an example of an A/B test I ran while at Rapid7 that tested a change on the homepage. While some data has been omitted, you can see that on the newer variation, where the change was present, engagement increased 18.3%, as well as increasing visitors to another page 88.8% at a 90% significance level.

A/B Test Performed by Katherine A Hayes