No matter how much effort you put into search engine optimization, it won’t have an effect if site visitors don’t connect with your content. Since your web pages are the foundation of your digital marketing campaign, resonating with your audience should be a top priority. Fortunately, several techniques can help, including effective keyword research, diversifying media, determining your target audience and using the correct tone.
Trending topics are an excellent way to grab attention, as they’re boosted by algorithms. However, you must use them carefully, as consumers can tell when a company is jumping on the bandwagon.
For starters, you shouldn’t make every blog about a viral topic. Visitors will quickly spot the pattern, which can hurt your position as an authority in your field.
Instead, wait until a topic hits its “peak.” Doing so guarantees more people will see your content while making the topic’s incorporation feel natural. You can anticipate a trend going viral with keyword research and analysis, which will show the increasing use of certain words and phrases in online searches.
Finally, use this research to approach the topic from a unique angle. Your content should offer value to readers while directly relating to your industry.
Create Video Content
While written content will make up the majority of your web pages, it’s essential to vary your media. Embedded videos are excellent for boosting search engine results page rankings since algorithms value them, but the benefits don’t end there. Internet users have individual preferences when interacting with content, so the more options you offer, the more people you’ll appeal to.
Videos and images also break up text and offer more context, adding value to your site. Like with trending topics, you shouldn’t go overboard with visuals, but one video and two to three images in a blog post can go a long way toward connecting with the audience.
However, creating videos is more time-consuming, costly and complex than writing a 500-word blog. To get the most out of this medium, follow these tips:
- Interact with the viewer by addressing the camera and asking questions.
- Keep videos short and focused.
- Incorporate storytelling.
- Have a specific audience in mind.
Learn About Your Audience
Speaking of audiences, you should always start the content creation process with a clear idea of who will consume the finished product. This target audience will guide your choices of tone, structure and even keywords. A mismatch between the intended and actual audience can undermine your SEO efforts and cause high bounce rates.
To avoid this, spend time researching your target audience. You have several resources to help you understand demographics and motivations:
- Analyzing website visitor information
- Connecting demographics and keywords
- Surveying consumers
- Studying competitor audiences
- Utilizing social insights
Use a Relatable Tone
Once you understand who you’re speaking to, you can choose an effective tone. While your style may vary slightly between web pages and blogs, it should remain consistent overall.
Above all, your tone should be relatable. Consumers don’t appreciate being talked down to; they’re also dismissive of content that feels disingenuous. Your content should achieve a balance between authority and amiability.
One of the best ways to achieve this is to align your voice with your branding. Doing so has the added benefit of making the tone unique, ensuring your content sticks in readers’ minds.
Optimizing your content is an ongoing project. You need the right tools and expertise to get the most from your marketing efforts. Fortunately, Unwired Web Solutions is happy to be your digital marketing department. Our team utilizes keyword research techniques and analysis to find the best approach for your business. Learn more by calling or reaching out via our website.