All blogs are designed to sell something, a product, service, or perhaps an idea. In some way, you are trying to “convert” visitors. Consequently, all of your blog post ideas and content should be relevant to this goal. Either directly or indirectly your content should be selling the idea that your product, service, or idea is the answer to the question that brought the user to your website. Your content must direct visitors to the solution, the answer to their questions. This might be through:
- lead generation form
- a subscribe message with messenger button
- A webinar signup
- A newsletter
- Free Download
CRM, Email marketing, marketing automation, sales automation, and conversion rate optimization tools all provide the means by which you can build the above forms to generate subscriber lists, generate leads and ultimately generate sales.
Sounds simple right?
Then why aren’t you generating more revenue or leads from your website?
Why Content is Key to Understanding Your Customers
The first concept to grasp here is that emotion is the driving force for most buying decisions and therefore your content needs to trigger emotive buying feelings. In order to do this, your content needs to be personal to every visitor and in order to be personal, it needs to be personalized according to their purpose in visiting. Whether you’re working on B2B content marketing strategies, SaaS growth, or eCommerce scaling, the right content will attract and engage a solid customer base.
You need to understand WHY they are interested in buying the product. Now you might think the answer to this is obvious, and in some cases, it is, however, it is often the case that people can be grouped (persona) according to their interest. It is here we need to turn to your website analytics to understand Google search intent.
Keyword Phrase Data.
By connecting your Google Search Console account to your Google Analytics account you can track search queries. Every keyword lends itself to the purpose of targeting the user through content built around those frequently used terms.
Your website visitors age group is just one of many factors which will impact on buyer intent and purpose. Gender is another factor that can be targeted via Gender-specific content. For every demographic variation of data, an additional stream of content could be created. Since it could be done it should be done, depending on factors such as available resources and product or service availability.
Beyond demographic data that is collected by tools such as Google Analytics there is more personal data that is typically not provided by Advertising platforms such as Google Adwords or Facebook Ads, data which is referred to as Psychographic data.
Just as with Demographic data, the collection of psychographic data provides additional opportunities. Data collected through custom fields collected (GDPR + privacy terms approval permitting). This would include data regarding.
- Politics (Labor / Conservative)
- Who are they buying for?
By having this data available you can segment visitors into increasingly narrow persona types, this, in turn, allows you to target them more precisely as you learn why each specific group shops the way they do.
Here we are back to the content, more variations of interest make for more paths to the ultimate goal of becoming a customer. Each path or consumer journey needs content created precisely for that segment, drip-feeding relevant content that gently nudges the visitors to the point of purchasing. Each Journey map should be split into conversion funnel stages with micro-conversions relevant to the content piece that warms the visitor to making decisions and sharing their decision with you so that ultimately they make the buying decision exchanging hard cash for your product or service.
Seasonal patterns of behavior provide a golden opportunity to target all visitors according to religion (Christmas), weather (clothing), and travel are the obvious examples. Any seasonal event is a potential new piece of content for the year, often it’s just a case of refreshing last years content.
By combining Demographics, Psychographics, Geographics and behavioural factors, your customers provide you a vast range of methods to target them through content generation.
Look to your analytics data to see why they are coming to your website to leverage their motivation, but also ask the question of why they aren’t coming for other search terms. Sometimes it just because your website is missing content and so you need to carry out a gap analysis. Compare your content to your leading competitors, where are they getting their website traffic from?
Ultimately the key to success is how your content is written. Ask yourself whether each piece of content meets the needs and intent of the Google searcher and whether the customer ultimately gets what they came for. Website engagement and bounce rates are extremely valuable here. This data provides an indicator as to whether your content meets the needs of the visitor, and what I often refer to as search term and content relevancy. Last but not least is the quality of your content pieces. You can use the help of professionals to reduce the amount of low-quality content and typos. Also, checkout my blog on combining CRO and SEO for more on this.