Quality Content Marketing Means Making it Personal

Content Marketing

Developing quality content can be struggle for a lot of marketers, who often have many other things on their plates. They can’t argue with the value in producing quality content, especially with Penguin 2.0. If you want quality link building, it boils down to creating quality content. So what does this mean? What are the standards when producing quality content?

The Content Marketing Institute (CMI) defines quality content as user-oriented and engaging. It also has a business purpose and is easy to find and share. In this post, I’ll explain how you can develop user-oriented content that will be instrumental in making your content relevant. Relevancy goes hand-in-hand with quality.

There are two necessary steps to take when personalizing your content:

Dive into your data

Social media, Google Analytics, marketing automation (and more) will provide tons of valuable insight into your audience. In fact, in a recent edition of the Quarterly Digital Intelligence Briefing, Econsultancy found that only 6% of marketers use social graph data but of those, 88% give it high marks for ROI.  It’s always important to focus on demographics as well as behavioral data because both influence the decision-making process.

Develop Personas

Personas go deeper into the mindset of your audience. They should aim to identify wants, needs and pain points of your particular audience. Most likely your audience doesn’t fit in one bucket; you should develop multiple personas with a variety of characteristics and buying behaviors. Understand how your product or service can help solve the problems that keep them up at night.

Quality content is content that resonates with the users and addresses their pain points and their place in the digital purchase funnel. Quality content is the most natural form of link-building. The higher the quality and more developed your content strategy, the more you can expect to earn visibility and links.

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