If all that was required to succeed as a marketing professional was a talent for the written word, the marketing profession would be significantly more competitive than it already is. The truth is that writing effective, engaging content is only one step in the overall marketing process. Relevance is just as important as aptitude, perhaps even more so.
You could write a wonderful, brilliant piece about the best power tools for building a backyard patio. It could be the best thing you’ve ever put together. However, if that piece ends up on an arts and crafts blog that primarily targets older individuals, it’s very likely that content will fall flat.
The true measure of content quality isn’t just in writing.
It requires a deliberate, researched, and analytical approach. It requires that you understand your brand, your audience, your industry, and your competition.
Your first step in that regard is to put together a few demographic profiles. Think about your ideal customer. Who are they, what do they want, what do they value, and why are they interested in your brand?
Put together a few profiles
… as many as you think is necessary based on your brand. Use Facebook Audience Insights, the Google Consumer Barometer, and Google Trends as necessary to carry out audience research, and consider taking a look at your competition. The people who frequent direct competitors are equally likely to be interested in your brand.
Moving forward, you’ll continue to refine these profiles as your business grows, but for now, figuring out the basics of your audience’s interests should be enough to get started. First, you’ll want to brainstorm some content you think your audience might be interested in. Come up with as many topics as possible here, as you can always eliminate a few of them later.
Take advantage of available tools
Next, use a tool like Google Keyword Planner. You’ll want to figure out two things. First, whether or not a particular content receives enough search traffic to be worthwhile, and second, what keywords you should target with the topics that are worth writing.
Have a goal in mind
Finally, before you start writing, you need to think about what you want each piece of content to achieve. What is your goal here? I’ve provided a few examples below.
- Driving traffic to your site.
- Promoting a new product or service.
- Bringing in qualified leads.
- Provide valuable information.
Try to focus on a single clear purpose, and create exclusively with that purpose in mind. If a piece of content performs particularly well, there may be an opportunity to amplify and promote it across multiple channels. A blog post could become a video tutorial or a series of infographics, for instance.
Know your brand. Understand your audience. Create with a clear goal in mind and design content exclusively for the platform one which it is hosted.
Follow these standards, and you might be surprised at how much better your content’s quality becomes.
** About the Author: Daniel Page is the Director of Business Development for ASEOHosting, a leading provider in SEO hosting and multiple IP hosting.