The number one problem of using keywords to rear the content strategy is not all of the needed contents of the audience is not caught in the search engine. Due to the temptation of developing the content of the brand through keyword research, it may boost up the organic traffic but it may not convert into customers.
An audience-centered content strategy is better than the keyword-first-driven content strategy. Although keyword research is still essential, the audience-centric content can bring the audience into the depths of the brand. This is an approach most SEOs utilize, and the best content marketers have improved as they aimed to provide more relevant and higher-quality content of the targeted audiences.
What are the differences between an audience-centered content strategy and a keyword-focused content strategy?
Content marketing strategy targets the audience and aims to bring the audience into the depth of understanding of the brand’s expertise and unique value proposition.
There are six questions a content strategy answers to have a holistic plan for the content strategy. These questions are: who are the prospective audience? What are the essential points and needs of the brand? What type of content do these audiences want to read? What are the most talked in online and offline conversations? What is the uniqueness of the brand has to offer? How can the writers match the expertise of the audience’s needs?
To connect with the audience is to create a content that hits the unique angle that can intersect with the brand expertise and the essential points for the audience.
What are the steps to create a content strategy?
- Set the goal.
Think of what you want to be met, do you want to increase the traffic? Do you want to gain a certain increase in the product sales? Your goal can help you decide the type of content is needed.
- Determine who are the primary audience, and their main points.
Identify who your prospective audience is, consider asking the rest of the organizational departments to help you, such as the customer service, sales, technical support, product management, product marketing, and social media marketing.
- Identify the unique expertise of the brand.
Dive into the depths of the understanding of the brand, determine how the products are developed.
- Figure out the angle of the content.
The content made from the numbers two and three can help you create a unique content angle.
- Make a list of the potential content topics based on the content tilt.
Come up with topics to create a content about, get involved with the people from other the organizational departments to brainstorm the topics.
- Have a keyword research.
To have a good content with the listed topics, dive into the keyword research to determine the best keyword targets for the topic.
- Create the content.
With the complete list of keywords, the information gathered, and the research conducted. An outline can be drawn on how the content will go.
Do not be afraid to assess the content strategy and modify it when there are no growth results.