Content Plans for Scaling Organic Traffic

I specialise in buying distressed websites and turning them into something great. Nothing overly complicated, no super fancy design – just simple websites filled with helpful content.

Niche website rebuilds

Content websites – also referred to as niche websites depending on how specific they are – are one of the best ways to get started with online marketing and SEO without having a wealth of experience or advanced technical knowledge.

I focus on buying older content sites with age and authority, then rebuilding them into something new and useful for the reader. But what exactly does this mean?

Think of it like a house renovation – I pick up websites that have strong foundations, but they’ve typically been neglected or abandoned by their previous owner. They need work, effort and care to become tenable again.

So, I acquire the old property (website), then go to work repairing any damages (fixing technical issues), redecorating it (rebranding or modernising the website design), and then making the house habitable (optimising + adding new content). Simple.


Our Six Step Plan for Growth

Generally I follow the same 6-step plan when I acquire a website – keeping things as simple as possible.


Acquire authoritative aged websites, either direct or from auction.


Perform niche research, competitor analysis and create a content strategy.


Fix any current technical issues with the site and update the design.


Audit the current content, then publish fresh useful articles on a specific topic.


Monetise the site, typically with affiliate links and display ads.

Flip or Keep

Scale the traffic up, either for sale or to keep the recurring revenue.

What makes a Good Content Plan?

A solid content plan is the foundation of success if you’re looking to attract search traffic – give me an ugly website with amazing content over a beautiful website with poor content any day.

Keyword Research

The keywords that you target will be the make or break of your content plan. If you target high competition keywords without the authority to compete, then you’ll likely find yourself lost amongst the 3rd and 4th pages of Google’s search results.

For most niche sites, start ups and SMBs, finding low-to-medium competition keywords to target that can generate enough traffic to your site is crucial – but, it’s also important to generate the right traffic too. There’s no point gathering an audience for your product if they’re not interested in buying.

Competitor Analysis

No two businesses are identical; but where there’s a Coca Cola, there’s usually a Pepsi not too far behind. This is true in the startup industry, as there’s an abundance of great ideas and products being developed that never find their way in-front of the right audience.

Thoroughly analysing the competition is necessary to maintaining an advantage. Your strategy, content creation and overall marketing plan should not be exactly the same as your competitor, but it’s important to know what they are doing (and even more important to know what you can do better than them!).

Optimised Content

There’s a common misconception that if your content is optimised for search, you’re prioritising your rankings in Google over your reader. This definitely can happen, and you’ll find websites scattered across the internet that are stuffed with keywords at the expense of the audience.

However from another perspective, if you don’t optimise your content for search, then it’s likely that no-one will ever read it. So, it’s all about finding a balance between the two – this is why I create the highest possible quality content first, then consider tweaking it later to keep the Google Gods happy.

Topical Relevance

Using “topic clusters” sounds complicated, but it’s really not. When you continue to post articles centred around the same subject, this increases your topical relevance in a search engine’s eyes – it helps to show them that you’re knowledgeable in this specific field or topic.

Increasing topical relevance with simple yet well written blog posts helps the search engine to really understand what your website is about – whether that’s software, technology or something else, keeping your blog posts focussed on one topic and interlinking them together is a great way to grow your traffic.

What are the best ways to monetize content websites?

When it comes to monetizing a website, there are various different options – some are more hands off than others. For the most part, I stick with these three.

Affiliate Marketing

Perhaps the best way to get started with digital marketing is by creating your own affiliate site. Genuine content is the way forward here.

Display Advertising

Display ads allow you to monetise almost any page on your website – even informational pages that get visitors with zero purchase intent.

Lead Generation

Though generating leads often requires a more hands on approach, the rewards can be much higher if you can achieve a low CPA.

Common Questions about Content Marketing Plans

What is a content website?

Content websites, also referred to as niche websites depending on how specific they are, are one of the best ways to get started with online marketing and SEO without having a wealth of experience or advanced technical knowledge. They are essentially websites narrowed down to a specific niche – like travel, or pets – filled with useful content for readers.

How do you create a content plan?

When it comes to content planning, it’s usually advised to create some form of editorial calendar. This can be important for social media and email marketing, but for increasing your traffic, a content calendar may not be necessary. More important is the need to create content on your site and get it posted, as new posts typically take a good amount of time to index and rank in search results. For quicker results you can look at optimising the posts that are already on your site, which can lead to an increase in traffic within days and weeks, as opposed to months and years.

How do you validate a niche to enter?

This is one of the most common questions people ask, as you want to make sure you’re entering the right niche before investing in new content. Ideally, you should create your content strategy plan, perform keyword research and narrow down on the topic simultaneously so you can get a better idea of the niche. I generally look for some (but not too much) competition with monetised websites, as this is a good indicator that a niche is worth entering.

What tools do you use on a regular basis?

The standard free tools that everyone should use are just Google Analytics and Search Console. Then, I use Ahrefs for link analysis, Surfer SEO for out content creation process and Sitebulb as a crawling/internal linking. Then, our standard is Generatepress theme with Generateblocks if creating a landing page, and sometimes Elementor if creating several landing pages. Plugins are; WP Rocket for Caching, Shortpixel for image compression, Rankmath for indexing, Wp Asset Pro for customisations. Aside from that, Adobe Suite, Notion and Slack used for communication.

Do you have a content team?

I currently have a small team of just a few writers, as keeping quality high is the most important thing for us – even the top content teams can struggle when the demand is higher than the supply. I generally decide on the right content to write to cover a topic in depth, and if I can’t create it myself, I’ll outsource it to somewhere with more knowledge in that field. Though for most websites where an expert isn’t necessarily required, the best thing to do is just start writing and learn more about the topic as you go.

What content type works best for niche sites?

For most niche sites, I generally blend primarily affiliate (or commercial) content with informational content. However, as the brand grows, you’ll likely want to work with more than one type, and the content type does depend on your goals for the brand. If you want people the share content online with their friends, then you’re likely going to create some popular content based around current events, for example.

What is content marketing?*

The Content Marketing Institute defines content marketing at a high level as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Though most of our content marketing assets are focussed around SEO and organic search, the reality is that building a strong content plan for a website is often just a small part of a well-documented content marketing strategy.

So, what makes a successful content marketing strategy?*

Your content marketing efforts aren’t always reliant on SEO – utilising social media channels can be key for some business, as can paid ads, email marketing, podcasts or even an e-book. Creating content to be distributed via other avenues is potentially a better way to drive traffic than focussing on search, and it really depends on your circumstance. There are many different content marketing tactics, and finding the right one for your brand or website is the most important thing if you want to maximise success at the lowest cost.

What different types of content are there?*

Content creation is not limited to blog posts (though that’s what I focus on). There are different content formats out there that suit certain businesses more than others – for example, social media content may be great for a fashion brand, whereas a podcast may be an ideal type of content for a startup business. Each piece of content that you create for your brand should be valuable, whether it’s a simple blog post or something much more.

Is there an ideal target audience for organic traffic?*

Most of the websites I build are designed to be monetised by affiliate marketing, lead generation or display ads – usually a blend of two or three. These are obviously not the only ways to monetise a website, with e-commerce and SaaS subscriptions being two other popular products that can benefit from SEO. Organic traffic can be useful for most businesses, whether selling a product or service, and it can help to reduce your reliance on other sources of traffic like paid advertising or traffic from social media.

How much content should I be producing?*

When it comes to content production, the volume of content that you are producing should be clearly aligned with your marketing goals – obtaining valuable traffic will likely take time and investment, though it largely depends on your competition. Content creators can often make the mistake of creating the wrong style of content for each platform. Not all blog posts on your website have to be long form guides, and each post should be adapted to your content goals with the right tone and above all, what is best for the user/searcher.

What content marketing tactics do you use?*

Our main method of driving traffic is via search engines, like Google. The focus here is to get new visitors to the site, and the best strategy for most websites is to stay consistent when creating content. A full content audit should be first on the agenda if you have an existing site, along with competitive research, as this can also give a better understanding of what other websites in your industry may be doing (and importantly, how you can do it better than them).

What other channels do you use in your content strategy?*

Outside of SEO, I also concentrate on gaining email subscribers and creating social media posts too, whether that be Facebook, Instagram, Pinterest or something else. The social media platforms that you use will vary depending on your brand’s goals. Some brands may find it best to have real social media conversations with potential customers, whereas others may want to focus on video production instead.

How long should marketing content be?*

This involves creating both short and long form content, but most importantly, matching the intent of search terms accurately. If that requires an in-depth 4000 word article of written content covering the topic in full, then great. Or, if this requires a shorter 1000 word article that still manages to fulfil the searcher’s request in full, then that’s fine too. In some cases, visual content or other content types may make more sense than opting for a standard blog post.

Should I consider who my target demographic is?*

Buyer personas are used in E-commerce to represent potential customers; and it helps to know who your audience is, even if you’re not selling physical products. A successful content strategy should have an idea of who your average reader will be, as it’ll allow you to craft relevant content with them in mind. So, whether you have a large marketing budget or you’re doing things on a shoestring, it’s worth taking the time to sit down and work out who your readers are.

What are the benefits of blogging for business?*

There are various different advantages of blogging for pretty much any company, from small business to massive corporation. For some it may simply be brand awareness, whereas other companies may have different aspirations for their marketing efforts. Driving qualified traffic to your website is the key benefit for most, whether that’s by using your blog posts as a direct point of conversion or using them as supporting articles for your product or service pages and strategically guiding visitors through your website.

What content management system do you use?*

We use WordPress as a content management system for the most part – there’s no need to complicate things by using another CMS. When we’ve acquired sites that aren’t on WordPress in the past, we usually switch them over to WP at some point as most users are familiar with it.