“Content is king” is a common phrase heard ’round the online marketing world, and it’s easy to see why: content is what attracts visitors to your website (and, by proxy, your business), and the better your content is, the more attention it will receive. If you look around, all of the most successful businesses with the most effective websites are those that incorporate engaging, original content marketing of some sort, whether it’s blogs, videos, articles, or something along those lines. For this reason, your content is a huge part of any effective SEO campaign, and while the task might seem a bit daunting at first, once you get the hang of creating content that works, you’ll be doing very well indeed. And the first step to creating that content is finding the right audience.
Good content is content that addresses a specific audience (much like everything else you use in marketing, really). When you don’t have a specific target audience in mind, you can easily end up trying to come up with something that addresses as many different needs or problems as you can think of to cover all of your bases. The result is something that’s too generic to be interesting at best, and at worst, completely confusing and aimless. But if you know exactly who you are targeting with your content, then you will also know exactly what to say to them to keep their attention.
There are quite a few different ways to go about creating content that your target audience will find both useful and entertaining. To get started, ask yourself the following questions:
Once you have your answers to those questions, you can start building your content marketing strategy game plan. For example, if your ideal customer is a ‘net savvy 20-something, your tone and approach would be entirely different than what you’d use for a not-so-‘net-savvy senior citizen. Why? Because those groups each have very different wants and needs, and they each will respond best to different methods of address. In other words, a younger audience can likely handle high-tech website widgetry or popular Internet slang, while an older audience may not be as up to date, so you can’t use the same language you’d use for the younger demographic when addressing the older one. Figuring this out makes creating good content much easier for you, since from there, you can extrapolate further and decide what topics will be of interest to your target demographic, as well as what delivery methods will work best (videos, articles, blogs, etc).
Content is such an important part of effective, strategic SEO, and getting it right will do wonders for your website and your business. So, next time you sit down to brainstorm some new goodies for your blog, really focus on who your target demographic is – getting your content in front of the right audience will make all the difference.
Owner, Stockmann Law
CEO, Pearls Premium
VP Marketing, All Metals Forge Group
Todd M. Grant
Vice President of Marketing, LogicBay