We’ve been reading a lot lately about SEO, changes to Google’s algorithm and a whole host of issues with content and blogging, and figured it was a good time as any to weigh in.
It seems, that we’ve gotten very far away from what great content is about. Not to say that SEO is dead, but let’s face it, the pendulum has swung too far in favour of creating content for bots, and not people.
Connecting with an audience, building a community around that connection, and extending a helping hand through thought leadership and our products and services is our collective goal.
We thought it would be handy for you to have a few steps that might serve as a guide to creating that kind of quality content.
Step 1 – Understand who you are writing for
Believe it or not, you are not writing for a search engine. Sure, it might help to improve who sees your content in the long run, but in the short term, you need to connect with real people.
Be authentic with your audience, so that your message resonates. Try to involve yourself in the conversation, don’t start it.
Not to long ago, we thought of our customers in demographic or psychographic buckets. Those days are over.
With the blurring of what demographics even mean today, it might be worth while considering your audience’s knowledge around a topic. In a B2B scenario, where are the people you are trying to reach in the buyer’s journey? Are they just at the top of the funnel looking for general information about your product or service in the larger context, or do they have a ton of knowledge and are just trying to finalize a decision? The way you write and what you write for each stage is very different.
