Any decent content marketing strategy starts with creating high quality content. The first step to creating great content is to ask yourself whether you would spend more than a few seconds reading it. After all, if you wouldn’t read it, odds are your customers won’t read it either. Make sure your content is original and unlike all the other generic content out there. In other words, before you even start typing, you should be sure that the content you are about to write offers real value to readers. Your content should give readers useful information that cannot easily be found on all your competitor’s websites. Once you’ve given those things some thought, the real work begins:
Write About Topics Which Are Timely & Relevant
Google, Bing, and other search engines love to see fresh new content on your website. That’s one of the many reasons frequent blog posting can be good for SEO – it gives your site a constant stream of new content. However, there is more you can do to increase your “freshness factor”. You can give your content a ranking boost by making it relevant at the time of publication.
This works because of a portion of Google’s ranking algorithm called “Query Deserved Freshness,” or “QDE.” Basically, the way it works is Google compares the popularity of a certain search term with it’s previous popularity. If a search term all of the sudden becomes much more popular, it is considered more relevant. As a result, pages which contain the term may be given a rankings boost. So for example, when David Bowie died recently, searches for his name skyrocketed. As a result, pages which were about him were given a rankings boost and considered “fresh” content.
What this means for you is that in order to maximize your potential traffic, you should pay attention to your industry and write about things which are timely and relevant.
Understand Your Readers
What information do visitors who see your site need most? What emotions do your visitors typically feel when they come across your content? These are both two key questions you should ask yourself when you seek to understand your audience.
You may not think much about the emotions of your readers, but take the legal industry as an example: Suppose you own a law firm which specializes in personal injury. It’s probably safe to assume that visitors to your website are likely individuals who have either been injured or have a loved one who has been injured. The emotions going through the minds of these readers probably range from anger at the party which caused the injury to sadness over the suffering of a loved one.
As a business, this would be critical information in determining the kind of content you should create. For example, you may decide to maintain a tone which expresses compassion and sympathy, or you may choose to convey a retaliatory tone which encourages readers to right the wrong which has been committed.
Clearly, figuring out what information your audience needs and how they feel when they need it is not easy. Still, it’s worth thinking about. Empathize with your audience and you might find that your content will connect with them much more often.
Need a content marketing team which knows how to connect with your audience? Contact Market My Market today to discuss some possible content marketing strategies.