Do you see others producing lots of video and other types of content but you don’t know what to write? Here is the secret… Make content for your customers not yourself!
Know your audience
I have said time and time again. Knowing your audience is at the heart of having any successful online content. It features as part of my 5 magic questions, my secrets to planning and everything I talk about.
The problem is that these are your ideas. Just because you want to write about it doesn’t mean your customers want to hear about it.
It doesn’t matter whether you’re creating social content, video or even a good old fashioned press release. If you put time and resources into creating something that nobody, or very few people are interested in, that content is not going to work.
Knowing your audience goes further than customer personas, knowing the age, gender, sector and all of that stuff…
What are your audience searching for online? If you cannot answer this your content is not going to get you very far.
Find out what your audience are looking for and create that content. Not only will you increase engagement with it but you will help your SEO, generate more traffic and even beat your competitors.
Getting to know you
How can you learn this valuable information? There are countless services online that can help.
Services online like SEMrush, SproutSocial, Buffer, Hootsuite all offer useful features and keyword planning for reasonable monthly cost. Google Keyword Planner gives you free access to a lot of information but is not always easy to use or interpret.
My favourite service is currently Ubersuggest. it is free and gives clear, easy to read data.
For example if you ran a bakery and popped baking bread into the search box this is currently what you would see….
You can immediately see:
- How often something is searched for (Search Volume).
- How easy it might be to rank for that on Google (SEO difficulty) organically.
- The difficulty of getting success from a paid campaign for that keyword (Paid Difficulty)
- The current cost per click for that term (CPC)
You can also see the number of monthly searches within your selected location.
This is a great start but to truly be successful you need to dig deeper. Take a look at SERP Analysis (Search Engine Results Page). This shows you the pages that appear in Google when this search is made.
You can see what phrases rank highly. Reading the pages lets you see what content is getting interest. Usefully you can see how many visits a page is getting and more importantly how often that page is being shared on social media.
What to do now
You’re now in a much stronger position. You know what content is currently successful for your competitors. You know what your target audience are searching for and more importantly what they are clicking on and sharing.
Now you can create your content to match.
If I were that bakery I would see that although it is not ranking at the top, ‘Basic Homemade Bread’ has been shared over 75,000 times.
I would suggest creating a short video for social media that shares an easy recipe for making basic home made bread.
It seem a strange suggestion that a bakery do anything to encourage people to bake at home as opposed to buying their product but think of it this way…
Those that are searching for recipes online can be split into 3 categories:
- Those that will take the recipe and make it successfully
- There are some that will use the recipe who are not natural bakers and end up without tasty homemade bread
- Some will see the recipe, decide it is too difficult and not bake their own bread
The last two of these categories are definitely potential customers. They have recently watched content you have produced, want homemade bread and been unable to produce it. You are the bakery most recently in their mind.
The first category may be able to make the bread successfully but, will they always have time? So who will they go to when they are in a rush? After all, you provided them with their favourite recipe.
This is, as is often the case, a slightly contrived example but hopefully it helps illustrate the point. If you don’t create the content your customers are looking for you will miss out. Content marketing is about changing the perception of your customers. You want them to think of you as helpful, useful and a positive influence on their lives. If you do this, even if it takes time, you will create loyal customers that find and share your content time and time again.
How to know what content to create?
- Learn what your audience are searching for with keyword research
- Use online tools to suggest relevant keywords
- Create your own version of competitors content for promising keywords
For more information about Smarter Video take a look here.
Please get in touch and let me know what you would like to learn or read about.