Content is considered to be king of search engine optimization, be it websites dealing with business, ecommerce, entertainment and specialized information or blogs, press releases or social media posts. However, it is important to have a clear idea of the kind of content that is to be produced. Relevance to your target audience makes a big difference, and any strategy will fail to build-up links and traffic if you just cannot generate content that connects with your audience.
Professional web content writers are often faced with unknown topics that they struggle to find information to write on. But webmasters and their SEO staff have a tougher task of identifying the kind of content that will drive targeted traffic. While SEO content writers research the topic, SEO professionals need to research content since they are the ones who decide the subject matter of the content that needs to be generated.
Researching Eliminates Guesswork for Content Developers
Content research is important if you want to create content that delivers. It canâ€™t be guesswork or just some bright idea; it needs to be based on research and information. Thatâ€™s because, as mentioned earlier, content needs to have quality as well as relevance. Knowing whatâ€™s relevant and what people want to read about requires analysis. You donâ€™t want your content to be hit-and-miss.
Youâ€™ve got to know what content your competitor websites are publishing, and people are sharing. That would give you a picture of successful content.
- You need to start by breaking apart or reverse engineering the content success experienced by others. Identify high performing content and break it apart. Viewing it objectively to understand its unique selling point or USP.
- It is important to note details such as title, coverage link, the number of social shares received by the original article and its coverage, and the linking root domains earned by the original piece.
- Next, study why the content is interesting and has received shares and coverage.
- Finally, you need to decide whether you could create content like that.
- There could also be other interesting tidbits of data youâ€™ve gathered, including threads on forums.
- It is also helpful to note down the sites that are shared frequently.
Identifying Target Audience Patterns
Itâ€™s important to know what your target audience shares, including the sites they visit and the topics they are interested in. If your company has social network accounts such as a Facebook page or Twitter account, you could check the list of people whoâ€™ve liked your company page and are following you. This would give you a clear picture of the kind of people your company appeals to. Now you can have a better idea of what content you must generate.
There are tools available that can help you extract demographic data and other information including interests, profession and brand affiliation about your Twitter followers as well as the other Twitter accounts that they follow.
Finding and Researching Successful Content
You need to know how to find successful content:
- You can search content by topic in relation to what youâ€™re dealing with. This requires beginning with a broader search before zeroing down on specific areas.
- If you have identified specific sites that your target audience frequents, there are tools to run domain level reports to identify the pages that attract the most links.
- There are also tools that can help you discover the content most shared on individual sites. They can provide content analysis reports that offer information on social shares by post, network and content type.
To sum up, identifying your target audience, and seeking information regarding factors separating successful content marketers from the others, the most effective techniques they use, and the social media platforms they employ are like gold to your SEO and content strategy. With such data, you wouldnâ€™t be groping in the dark.