Content marketing is an essential part of SEO. Content marketing can help a brand or business establish themselves as an authority in their field, build a strong online reputation, increase brand recognition, connect with consumers, increase online presence and more. If your company isn’t producing content in some form—blogs, articles, videos, etc—then you’re behind the times and could be losing out to competitors who are. The key to content marketing is to produce quality, relevant and engaging content. The Google Panda update showed us that content that is anything but isn’t going to help you. In fact, it might even work against you. But creating outstanding original content isn’t always easy.
The first step in creating engaging content is to define who your audience is and define it well.
Don’t try to write content that is everything to everyone. Those pieces of content usually end up being the most shallow and generic. That doesn’t help the reader or your brand. Before you even begin to write, think about who your target audience really is.
For instance, let’s say your company sells office furniture like desks, cabinets, shelving, etc. You want to produce a video that shows off your newest conference room table that easily expands to accommodate more chairs. Who are you really producing that video for? What kind of company would be interested in a conference table that could shrink and expand? Who would have the decision making capabilities to submit an order and actually purchase your product? Those are the people you want to target, and those are the people you need to create your content for.
Once you’ve decided who your target audience is for that particular piece of content, then you have to decide what kind of message you are trying to get across to them. You need to show them how your content directly applies to them. Your expanding conference table is perfect for companies that have monthly meetings and bring in managers from other areas. They don’t want to have a large conference table all the time, because normally there are only four people in that office. But those monthly meetings see ten people. Your product solves their dilemma and your content needs to convince them of that.
What kind of headline is going to grab your audience’s attention? “Expanding Conference Table Video Demo” isn’t the most exciting or enticing headline. Your headline needs to resonate with your target audience and capture their attention. They are the ones who your content applies to, so they are the ones it needs to be primed for.