All content is not created equal.
How are you determining what content is relevant to your audience? If you are basing it on hunches, or what you think your audience wants, then you may be under delivering. The days of just having content on your website to suffice are long gone.
Relevant content placed along your customer’s journey lets you demonstrate your expertise on a topic, drive leads and convert leads into customers.
To ensure you are developing content that speaks directly to your building product customers, you need to understand the digital consumer. In fact, understanding your audience’s online behavior is the first thing you should do before starting content efforts.
Using free tools such as Google’s AdWords Keyword Planner and Trends, YouTube’s keyword suggestion or premium providers such as Quantcast or comScore will provide data that can tell you:
- Most used keyword phrases
- Where users go and what results they click on
- When and where they search
- Devices they use to search
In order to make search insights work for your building product content marketing effort, it’s important to understand how you can make them work for your organization.
- Know your best keyword phrases, don’t think you know them. Many times building product marketers use corporate jargon instead of using language people actually use. If you want a shot at engaging your audience, then you need to use the search phrases they are actually using. Google AdWords Keyword Planner will help you determine search volumes for particular keyword phrases.
- Determine what your audience cares about. Search insights can help you hone your content by revealing the intent of keyword phrases and showing the types of content users are seeking.
- Find out what format your audience prefers. Should you create a white paper, an eBook or a video? Base these types of decisions on data, not a hunch, by examining search insights for the types of content users are viewing.
- Understand the nuances of regional search behavior. Search behavior can vary depending upon the part of the country from which they are searching. Google Trends can help you determine the differences and the search volume from a regional perspective.
PHOTO CREDIT: Travis Swicegood on flickr