The need to improve and grow is a great attribute and a key for long-term success. Improving your efforts in content marketing is a step in the right direction. When one lists down all the different digital marketing techniques like SEO, SEM, email marketing, social media, and so on, there is one common thread connecting each – content.
Yes, bad content in any type of digital marketing can cause the entire effort to be kaput. If paid search execs work hard to optimize their ad ranking to be number one, but the ad title and content are misleading and bland, the CTR rate will go down and relevant prospects will go elsewhere.
If the content in email newsletters aimed at sales and lead generation fails to inspire and engage readers, the work behind putting together the campaign goes to waste.
We could list how bad content will throw a spanner into every type of digital marketing for hours. Without content, no marketing technique has a way to express something to the target audience. This extreme importance of content is why most digital marketing institutes make it a point to teach content marketing.
Content marketing is never static. It keeps evolving as the audience a brand is targeting evolves over time. Improving content marketing efforts is not merely a luxury in a competitive landscape, but a core necessity.
In this article, we will discuss how content marketing can be improved over a given period of time.
Understand Search Intent
The digital marketing world is slowly moving on from keyword analysis and research. Search intent is now the buzzword.
Keywords were important in a time when Google didn’t know how to understand the intent of its users. By all estimates, it is capable of doing the same now. After years of endless updates and tweaks, Google has become aware of the general intent of searchers.
For example, if you search for pizza on Google, the first organic result would point to the popular pizza joint in your locality. You will not see the top search result detailing the history of pizza as a dish and its origins in Italy and Europe. This is because Google is aware that your intent is to buy a pizza and not learn its history. This is an example of placing search intent over the literal meaning of a search term.
Build Buyer Persona
What is your ideal buyer like?
Is he male or is she female? What is their average monthly? Where do they live? What kind of personality do they have?
These questions are only a few amongst the many you should be answering about your audience. The answers to these questions will help you understand exactly who your customer is. Based on this knowledge, any content you create for multiple digital marketing campaigns will be framed to engage the main target audience.
In this article, we discuss how content marketing can be improved significantly in 2020.
About the Author – Ramandeep Kaur is a content marketing executive and SEO specialist currently working at DelhiCourses, a training institute known for its popular digital marketing course in Delhi.