The internet is currently saturated with content. From blogs, articles, podcasts, to videos, how do you get your content to break through the noise? Here are some proven tactics to help give your content the edge it needs to reach your audience and encourage them to take action.
The first step in creating killer content is to clearly define your content marketing goals. Are you wanting to educate your customers? Build brand awareness? Set up long-term lead generation? If you’re just starting out, your goal can simply be to get page views. Just be sure to set up key performance indicators (KPIs) so you can keep track of your progress and have an idea of whether your content is delivering your desired results.
Analyzing metrics can take time since a large quantity of data needs to be gathered in order for marketers to make informed decisions. The most important thing is to be patient and consistent in posting quality content.
Writing content for the sake of writing content will add little value to your overall marketing strategy. You need to know your audience and who you’re writing for. Personas are a semi-fictional representation of a group of customers who have similar goals, buyer journeys and personal profiles. Having established personas can help guide your content in a direction that’s meaningful to the people you’re targeting.
“The most important thing is to have content that’s providing some sort of value to your customers,” according to Melanie Livingston, Lead Website Design & Development and Content Specialist at Spot On Solutions. “Whether it’s answering a question, giving them insights into a process, or any general information about what you do, having content available is important.”
Over the years, Google has improved their algorithm to favor content that is relevant, informative, and useful to a user’s search query. When you know your audience and research their needs, the chances of ranking higher on Google are in your favor.
“Anytime you’re trying to answer a question that customers have, you can write a blog post about that topic as a resource for them,” Livingston said. “Also, having a collection of resource blogs on hand is useful to send over to clients so you don’t have to answer the same questions repeatedly.”
There are several proven methods for researching what types of questions your audience is seeking answers for. A simple, yet highly effective approach is to directly ask your customers and listen to what they have to say.
“Customers are the best place to look for topics. In the home services industry, people are always calling and asking questions,” Livingston said. “Or project managers out on a job may get asked questions as well. Take into consideration what people are wanting to know and write content about it.”
Community platforms like Quora, Reddit and Nextdoor are also great places to see what types of questions are being asked. However, before delving into these platforms, it’s important to know your content marketing goals to identify which platform will satisfy your needs. Quora specifically is a great place to tackle questions directly related to your industry. We recommend starting your Quora search with related keywords and look for recent submissions with a decent following. Not only can you see what people are asking, but you can get exposure from answering their questions.
Keyword research and looking for ranking pages and topics are also great for figuring out what searches are trending online. When writing content, one of your goals should be to try and rank for featured snippets and frequently asked questions that people are asking on Google.
Now you know some tips for creating killer content, but do you have the time to strategize, produce, and market it? At Spot on Solutions, we have a team of content experts who can create and optimize content for your business. Contact us today to schedule a free consultation!