Create Content for All Target Audience Members
January 24, 2014 by Nick Stamoulis
If you want your SEO campaign to be successful, it’s necessary to include content marketing as a part of the strategy. SEO has changed drastically over the years. It’s not so much about link building anymore as it is about link earning. Inbound links that point to your site should be achieved naturally. Natural links occur mostly from informational content. People will share and link to content that they find useful. That’s why ongoing content marketing is such a huge piece of the SEO puzzle today.
In order to keep your content marketing efforts organized and on track it’s necessary to develop a content marketing strategy. Content needs to be created on an ongoing basis. It should be a part of the routine. When you try to fit content marketing into an already jam packed schedule, it’s just not going to get done, or the quality will be poor. The content marketing strategy should outline the topics to be discussed, what format the content should be in, and a schedule for when the content will be shared.
Your target audience needs to be considered when developing and executing the strategy. Remember, not all target audience members are the same. They each have different needs and different behaviors online. The content that you create needs to address each of these needs. For example, some prospects are at the very beginning of the sales cycle and are just starting their research. They have limited knowledge which means that they will likely be searching using more broad keywords and don’t quite understand industry jargon. If your content comes off as too technical and is too hard for a beginner to understand, it is a turn off. On the opposite end of the spectrum you have your current customers or clients that are looking to expand their knowledge. Your content needs to speak to their level of expertise as well. That’s why the content topics that you share should be a mix of the entry level content and the content that is more advanced in order to cast a wide net and appeal to all of your target audience members.
In addition to varying the content topics, you also need to share content in different formats. Text based content (like blog posts) are arguably the most important for SEO purposes, but they shouldn’t be the only type of content that you are sharing. Your target audience members have different preferences. Some may enjoy reading blog posts but others may prefer to watch an instructional video, listen to a podcast, or view a webinar. It’s recommended to repurpose all of your content using different channels in order to attract the most attention.
Content marketing isn’t just an SEO tool, it’s a way to establish authority in your industry. You can educate both prospective and current customers or clients so that they become better customers or clients. If you continually share great content that caters to the needs and interests of your target audience members your brand will remain top of mind and within their consideration set when it comes time to buy.
About the Author
Nick Stamoulis is the President of the Boston SEO firm Brick Marketing (http://www.brickmarketing.com). With over 13 years of industry experience Nick Stamoulis shares his SEO knowledge by writing in the Brick Marketing Blog and publishing the Brick Marketing SEO Newsletter, read by over 120,000 opt-in subscribers.
Contact Nick Stamoulis at 781-999-1222 or firstname.lastname@example.org