Producing regular, fresh content is essential in order to provide 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.
We start by breaking your target audience down into 4 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 bloggers 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.
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. And by catering to the situation of not just new visitors to your site, but returning ones, you can expand and strengthen your customer base for long-term results.