We talk a lot around here about relevant content and how so many SEO services, and the entire landscape really, seem to be shifting to something more conversational than purely promotional.
While the need to create content in any and all forms that genuinely appeals to your customer base stands, sometimes it can be a challenge to determine what kinds of topics and materials will have the best shot at actually doing that.
Of course, it depends on many things and timing has a lot to do with it, but most of all, it comes down to who you’re talking to, and you’re not just talking to one person.
Customer bases often vary widely in terms of personalities, priorities, and tastes. That’s why designing the right kind of content can be so difficult.
So, let’s talk about the kinds of things you can do to find out what, exactly, your target audience may find interesting or useful, so you’re not wasting time crafting content for people whom you never had a chance at converting anyway.
Do some social research.
Social media communication isn’t B2B or even B2C for that matter; it’s P2P, person to person. While that demands a new marketing approach on these channels overall, it’s also the reason that social sites are a great way for you or the NJ SEO experts you hire to keep an eye on your target audience.
People are being upfront and honest, sometimes even blunt. That’s why it’s incredibly beneficial to review what your target audience is talking about on sites like Twitter, Facebook, Yelp, etc., and to look for patterns.
It can be as easy as performing a search on Twitter for your brand name or topics about your particular industry. Then, start following the people talking about these things and look for trends in what they’re concerned with, and in what they’re using these platforms to vent or talk about.
The same goes for Facebook. Find the people who’ve liked your company page and see what else they like and what they’re talking about, aside from your brand or industry. You can also join industry-related Facebook groups and, while taking part in discussions, gather some useful data.
The point is, these new platforms are a great way to learn what your target audience is concerned with, what they’re losing sleep over, what kinds of content they find interesting, etc., right from the horse’s mouth.
Then, you can craft content tailor-made to these specific needs and preferences.
Your target audience is made up of many personalities.
Like mentioned earlier, the lifestyles, priorities, and tastes within your current and potential customer base will inevitably vary widely. You must do what it takes to find these differences or risk creating content that only appeals to some.
Google analytics is a great tool for finding intricacies in the way people search for products or services like yours. People will need them for different reasons and the solution they provide will differ according to their specific needs and issues.
For instance, if you’re in the flooring industry, part of your target audience may be searching for materials that can handle household pets, wile others may be searching for materials that can withstand heavy traffic from work boots.
Armed with this data, you or your SEO specialists may decide to create content specifically for pet owners and different content for the hard-working type, both showing how your company makes these lives easier.
You may also find, in your research, that certain parts of your audience, the pet owners for example, prefer to use certain channels to vent while others commonly go somewhere else.
So, with a little work, you can gather data that will help you determine the kinds of content likely to appeal to the specific needs and lifestyles of all parts of your target audience, and also the specific places to display it that give you the best chance at finding success.
Hear from your competitors’ customers, and your own.
Another great way to get an idea for what your target audience wants or needs to know is to review your competitors’ testimonials and reviews.
Doing so allows you to find out what led your target audience to use your competitor’s products or services instead of yours. It also tells you what they found most helpful about the competitor’s products or services.
The same goes for your own customers as well, of course. Set up interviews, schedule phone appointments, do whatever’s necessary to talk with previous clients. Try to get a feel for what made them happy and for what areas of your company may be lacking.
Again, if you or your SEO agency in NJ take the time to gather this kind of data about both your previous customers and those that chose your competitors instead, you should end up with a treasure trove of information indicating what kinds of content will work best for you.
Nowadays, vague and universal won’t work.
Trying to create something a little more vague in nature with the intention of appealing to the largest number of people simply won’t fly anymore. Any smart NJ SEO expert will tell you that you risk spreading yourself too thin doing things this way.
It’s critical that you take the necessary steps and give the required time to getting a feel for what each part of your audience wants or, better yet, what they need.
You need to create content that appeals to each specific group. What’s appropriate for one part of your audience may be far less useful to another. It’s your job to know these differences and allow that data to dictate differences in the content you create.
From there, you must make sure the kind of content you provide is not on any other part of your website, or anywhere else for that matter. Like always, you must give your audience a unique reason to stay and, ultimately, to convert.
For more on coming up with topics for content creation, check out this recent post: Content Creation: How to Discover Topics Any and Everywhere.
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