3 keys for a successful content marketing campaign
Online marketing and SEO used to be all about banner ads, paid link building, e-mail campaigns, and pay-per-click. Although those things are still used, to be truly relevant to today’s consumer, you must add strategic content marketing in the SEO space to the mix.
SEO (search engine optimization) refers to anything internet-related that is based on organic results. In other words, it’s when someone goes to their favorite search engine and types in a keyword or phrase related to what you offer, and your company or product appears naturally in the results. Making sure your information is visible in the search is important and plays a huge role in the art of communicating with your customers without selling them. It’s about creating fresh, relevant, and unique content through your blog and social media that reaches your ideal customers and enables you to earn a presence in the SEO space.
For any business, content marketing is one of the most important online activities to enhance their SEO ranking. Unfortunately, many are not fully utilizing it because they lack an understanding of the concept, impact, and necessity of content marketing. As a result, companies frequently get stuck in the old way of doing SEO, which entailed writing keyword heavy content tailored for search engines, versus the new way of doing SEO, which is writing engaging content for the readers. It’s about focusing on user intent, which takes a little more time but yields great results.
In order to fully leverage your content marketing activities, follow these three simple steps.
1. Identify personas for your target audience.
You likely have a target audience for your products/services, and often the audience is quite broad, such as “women age 35-50 who have kids” or “Baby Boomers” or “men age 18-40 who like sports.” While there are certain characteristics that go across the entire target audience, there are also many subsets of people (called personas) within the target.
For example, using the “women age 35-50 who have kids” target audience, you could have specific personas of “married, working mom,” “stay-at-home mom,” “single, working mom,” etc. Each of these personas within your target audience has very different interests and will respond to specific content. Someone who is younger with pre-school kids may be looking for more engaging content, whereas an older working woman with teens may be more responsive to the technical information you can provide. Therefore, identify the various personas within your target audience so you can reach and engage each group.