The key to writing content that will not only attract relevant traffic, but also increase conversions on your site, is to connect with your users.
The days of writing strictly for the search engines are gone. In today’s SEO arena, the most successful players are those who master the practice of connecting with their target market. The search engines help your website get attention, but if the searcher who arrives at it doesn’t find what he or she needs, your high ranking is useless. Google is not your target user, so you shouldn’t write only to please its algorithm.
The best way to connect with your users is by taking the time to get to know them.
Put yourself in their shoes and ask these important questions:
- What principles and values are most important to me?
- What problem(s) am I facing, and how badly do I need a solution(s)?
- Where am I most likely to look for solutions to my problems?
- Who do I trust as a credible source of information?
- How comfortable am I navigating the Internet?
- Do I engage in social media?
- Am I browsing for information, or am I looking for a specific solution?
Once you have the answers to these questions, you can begin developing a content marketing strategy that will speak to your target audience. Understanding what is most important to your users is critical to providing them with the information and solutions they need.
Why You Need to Know Your Users’ Intent
Whether users are in search mode or information-gathering mode will greatly impact what kind of marketing grabs their attention. Searchers who know specifically what they want will look for information differently than those who are trying to gain knowledge about a particular topic.
Your goal should be to help your target users understand exactly what you do, and how you can make their life easier.
In addition, it’s important to make sure your website is equipped to back up the claims your content makes. If you preach a strong commitment to customer service, make sure your company has the proper resources in place to support your users’ needs. If your goal is to have a big social presence, you need to be regularly engaging with customers in the social channels they are most likely to use.
The needs of your target market should dictate the structure and purpose of your website’s copy. Once you learn to connect with your users, you will have the tools you need to turn them from searchers into repeat customers.
Need help developing a content strategy that speaks to your customers? Contact one of the Internet marketing professionals at Fathom today.
Image provided by cbcastro on Flickr.