Content is King

Strategic Content also known as Content Targeting

Content is kingWhat does “strategic content” mean?

In a nutshell, so to speak, it means creating content that drives the user to a specific goal, or Action! Content targeting.

Each and every page on your website or blog, should have one goal or one desired task you want your users/ visitor to take.

Getting your visitors to complete these desired tasks is the job of your content. Your content tells people what to do with your website. And more importantly, how they can conduct business with you.

Your goals and desired tasks could be a number of things:

  • Purchase a Product
  • Sign Up for Email Updates
  • Download a Whitepaper or ebook
  • Watch a Video
  • Click a Link
  • The list goes on and on.

Each word of your content should have a purpose. Remember, you are building trust with your future customers. Trust = Sales.

Make your content easy to read. Make each paragraphs short and to the point. Long content doesn’t get read.

There are a number of reasons why your business and your products are not selling as you envisioned.

The main reason is your content and your marketing materials are not working together. They are actually confusing your customers. Confused People Do Not Buy.

When your customer is confused—when they’re faced with too many decisions or choices or too much information—they freeze and do nothing. Analysis paralysis. Prospect lost. (Video is a very powerful medium to use to get your message across in 30 – 60 seconds.)

Content is the foundation of any attempt to score well in SEO – and you need lots of it.

Non-brand (or “generic”) searchers are a great way to attract visitors to your site or blog, so make sure in your keywords you include generic keyword phrases.

They’re the people searching for “facial tissue” instead of “Kleenex,” or “fast food” instead of “Burger King.” Make sure you include these generic keywords.

They may not know you exist, or they may just be early in their shopping flight path and aren’t yet looking your way. Either way, ads running only on your brand name won’t reach them. And that’s a lot of business to be missing out on.

In short, the flight path doesn’t always start with a generic search and end on a brand search. Generic keywords are as likely to close a sale as brand keywords.

But the simplest way to start is with the obvious generic keywords in your industry, and then expand out from there. And there are tools to help. Google has the Keyword Tool, which will help you find related terms. Enter a generic term like “breakfast,” and you’ll find related terms like “easy breakfast casseroles” and “brunch recipes.”

Here are a few steps to consider for Local Listings:

• Add your physical address to every page

• Add city names in navigation: i.e. Omaha Kitchen remodeling showcase

• Add suburb and neighborhood names into your content in natural ways

• Add a local event blog and list festivals and non-profit events

Start paying attention to micro conversions: all the other jobs your site does. Like signing up users to receive email marketing promotions. Or urging them to create an account and write product reviews. Or helping them download PDFs with putting advice, watch swing-coaching videos, print coupons, call the number listed on the website or enter a Dream Vacation sweepstakes. You get the idea.

Every micro conversion adds business value and content to your site. It may drive future sales, create a stronger connection with your brand or boost customer satisfaction.

Learn more about micro and macro conversions, and you’ll be on your way to “optimal awesomeness.”

Add photos and videos to help shoppers get fast info and jump closer to their decision.

Set yourself apart with loyalty, convenience and speed.

Need help with content, then Contact Us.


By: Fay B. Castro

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