Managing Partner at Price Benowitz LLP and CEO of BluShark Digital LLC, a digital marketing agency that specializes in SEO and SEM.
Digital marketing is advancing each and every day. Every business will progress (or decline) depending on current trends and specific marketing strategies they set forth. The trends and strategies that are seen in digital marketing boil down to one crucial aspect: content creation. Content creation is crucial in digital marketing because it attracts and engages consumers, which leads to an increase in business.
Content can be as simple as making a statement. Anything from professional, financial, legal or technical advice to posting an entertaining GIF can all be considered some form of content. It is imperative to identify your target audiences because they are the ones who consume your content and essentially bring your business to life. Every business should know their target audiences, area(s) of focus and the type of content necessary to produce. Identifying these will effectively promote and improve the online presence of your business.
Identifying Your Target Audience
Convert your target audience to loyal customers by creating winning and distinctive content. The content you create will help you connect with your target customers’ needs and personas. Research and strong analytical data is required to secure all information needed to increase the traffic to your business. Gaining access to your target audience’s personal information (name, age, gender, geographic location and job title), along with answering questions and identifying their challenges, will help you improve the content you make and fine-tune your business agenda.
To adequately cater to new and current customers, research tactics such as interviewing past customers, conducting surveys and analyzing the traffic you receive is vital. Use Google Analytics to view your site traffic and to analyze your audience by looking at the insights displayed. Having a very specific agenda that bookkeeps information such as key demographics, key psychographics (attitudes, aspirations and other psychological criteria of a person), challenges and preferred communication will help you create outstanding content that is unique and authentic. After identifying your target audience, the overall goal is to provide value to each consumer with the type of content you create.
Types Of Content
Content is used to entertain, educate and persuade. Businesses gain better visibility online by focusing on the content they create, increasing their exposure and attracting new leads. Every type of content produced should resonate with each consumer and provide them with a great deal of resources. High levels of engagement depend on the type of content generated.
• Blogs: Blogs are a great way to provide content and optimize search engines. Boost organic traffic by attracting potential customers who are looking for answers and other information that your business specializes in. With any blog, it is a great idea to create link pages within them so other people can share your post. Writing blogs is one way to have more interaction and develop strong customer relationships.
• Memes: Memes are videos or images that include correlating captions. Memes have become extremely popular this generation and are always going viral throughout social media. People create memes by embedding specific text into edited clips from videos, television and movies. Memes can easily create traffic because they are a fun way to engage people on social media.
• Live video/webinars: Online streaming is an effective way to increase traffic for any digital marketing strategy. Live videos and webinars allow businesses to inform their audiences, connect with them virtually and answer any questions or concerns they may have. Businesses can easily broadcast a live video or webinar to an online audience on multiple platforms.
Content Drives SEO
Content creation is to SEO as peanut butter is to jelly. Content increases traffic to your business and helps you become more visible online. Including valuable content on a business page gives owners the opportunity to reach more clientele. Content is created to be posted throughout the internet to build brand awareness and generate a larger audience. Every search engine has a variety of ways to index and provide information that determines your business exposure. These algorithms will decide the ranking of your business depending on a person’s search query.
Content creation benefits SEO because the words produced in the specified content highlights keywords that consumers search. These keywords are relevant to your business because it may create a higher ranking in the search engine result pages (SERPs). More keywords will result in a higher click-through rate (CTR) that will increase traffic and potentially bring new clients to your business. It is important for your content to be strong enough to appear in relevant search queries.
Keyword placement, backlinks and website visitors are all extremely crucial in the world of SEO. Lacking content will result in no keywords being found, no page for your future customers to view and no improvement in your SEO. Giving customers the best content possible is needed to eventually help lead your business page to one of the top search engine results.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?