Producing regular, fresh content is essential for providing Google with the relevant and up-to-date search results that they champion for SEO purposes. However, in order to engage your audience and build a reputation as an industry authority, this content needs to be unique and targeted to where consumers are in the buying process.
By understanding the problems and requirements of the person who finds your content, you can personalise your output to offer solutions that will establish your brand as an expert in the field.
A CONTENT MARKETING STRATEGY FOR SUCCESS
At WMG, our content marketing strategy starts by breaking your target audience down into four main personas: the stranger, the visitor, the lead and the customer. A stranger, for example, might find your site through effective backlinks or ranking pages on Google, through an outreached article on a blogger’s site, or through paid content promotion. However, existing customers might be better targeted via owned assets such as email subscriber lists and social media followers.
When you cater for both new visitors to your site and returning ones too, you can expand and strengthen your customer base for long-term results.