It's a fact--creating content is a good thing. But it's pretty ineffective as a marketing tool if it doesn’t take into account consumer buying behavior.
For your clients, it all starts with search, right? But, just how are people searching and what are they searching for? Retrieving information is what the Internet is all about for the average user, who has made it big business for search engine giants like Google.; The big G has made about a gajillion dollars by organizing information and making it accessible to viewers.
There are formulas involved, and math and stuff like that. Search engines crawl, index and analyze the Web, every minute of every day, just for information-hungry Internet searchers. Want them to find your clients' content? Here are some points to keep in mind when marketing with content on the Web:
The bottom line for content marketers is that the content they create must be recognized and indexed properly in order to be found, and this means that SEO must be a part of your client's content strategy. Keywords that are targeted and at the proper density let search engines know what they're talking about.
Here’s a tip: write for humans, but think like a search engine. This means that, after you’ve got the awesome content that humans are going to love, you need to go back and check for SEO power. Whoever is creating the content should insert a main keyword into the title and body at a density no higher than 2%. Add related terms, and make it sound natural.
What else do search engines care about? Authority. Credibility. If your client's content is high quality, useful and authoritative, consumers and other sites will start to take notice. They will link to them and purchase from them.
As Mike Grehan, Global VP of Content for Search Engine Watch, ClickZ and Search Engine Strategies once said, “Company websites can use keyword phrases and position themselves as the ‘Leader of Whatever’, but Google is asking ‘who else says so?’.
Content marketers should also understand user intent. What are information seekers looking for and how are they trying to find it? There are 3 basic types of user intent when searching for information on the Web:
- Informational. As it implies, this is a simple search for information executed through a query. Want to know more about “content marketing”? Type in that phrase.
- Navigational. This is a search for a specific website rather than information about a topic. The query would be for the name of the company, for example.
- Transactional. This search is with the intent to do something, such as make a purchase, download a document or get customer service.
Understanding these points will help your clients create content that really speaks to their target markets. Once they lock in on what motivates their audience, what speaks to their purposes and satisfies their needs, they can keep producing useful information that gets buyers to take the action they want them to take.
And from there? Well, it’s just a hop, skip and a jump to social media, where your client's customers will be able to get information on the go and in real time. They will then pass it on to others on the spot. Crazy, this kind of agility.
How do you get people to read your client's content? Help them to create great content that pushes buttons for both search engines and humans. Make them both happy, and you’ve got the ticket to content marketing success.