The content marketing, strategically used, you will get natural traffic you need. But how to develop such a content strategy?
If your goal is to increase your natural traffic, what methods do you need to implement to generate it? This article describes in detail the process of developing a content strategy to attract traffic.
The implementation of such a strategy begins with a thorough search of your target audience, builds on the determination of the best format for your content, and focuses on the frequency with which it will be published.
Your content will have to adapt to the style of your target, focusing on the keywords that it uses in its online research. By launching this process and then repeating it, you will succeed in developing an effective strategy that will generate consistent natural traffic.
1 – Create your buyer personas
There is only one way to start this work of natural traffic generation: it is necessary to identify its target audience. The content produced must relate to topics that are of interest to your potential buyers. Before you start creating this content, you need to know exactly who they are.
What kind of people do you want to talk to? To understand and analyze your audience, the ideal is to create buyer personas.
The Personas buyer are generalized and fictional representations of your ideal clients. They help you better understand your customers and make it easier to adjust your content to their specific needs, behaviors and concerns.
The creation of a buyer persona is based on market research and information from your customer base. Check out this article to learn how to create a buyer persona.
2 – Create a list of searched keywords
Your audience must have an influence on the creation of content, be it the substance, the form, the style or the subject. If you want to generate natural traffic through your content marketing, you need to talk about topics that interest your audience.
As for the implementation, it is also quite simple. You only need to know what your audience is looking for.
First, you must have a thorough knowledge of the industry in which you operate. The more knowledge you have about the domain, the easier it will be to create relevant content.
List of searched keywords
Based on your knowledge of the industry, choose five themes, or long-tail keywords (more than 3 words) that your target audience may be looking for. Since this is a niche sector, these choices should be quite small.
For example, “iPhone” is not a good keyword: you need to be more precise because users are viewing content that has been created specifically for them. In contrast, “iPhone photo” is more accurate. Within this sector, you can have long-tail keywords such as “iPhone Photo Tools” or “iPhone Landscape Photo”. Each of these terms can then be used to create a category of blog posts.
Based on these two ideas, you can write a few articles:
- 5 of the best photo portrait retouching options on iPhone (heading: iPhone photo tools)
- 10 retouching tools for iPhone (heading: iPhone photo tools)
- How to determine the best moment of the day to photograph landscapes with your iPhone (heading: photo landscape iPhone)
- When you’ve identified a favorite topic for your audience, you can afford to spend time and resources creating content that will detail this topic.
For example, the keyword “iPhone Photo Tools” can offer you many topic ideas for creating e-books, making webinars or podcasts.
3 – Identify the right kind of content
If you are creating buyer personas, it is primarily to determine the type of content that your target audience is looking for.
Most businesses use a wide variety of content types for marketing purposes. The companies with the best content marketing are those that use a wider variety of content (15 different types on average), according to the Content Marketing Institute.
You must therefore test and use different forms of content but you must also choose one that you will master perfectly. Your audience is attracted by a certain type of content and it is on this specific type that you must focus the bulk of your marketing efforts.
Here are some of the most common types of content you can offer to your audience:
1 – Blog: This type of content will allow companies that use it to achieve very good results. For some, it may even become their main source of qualified leads.
2 – Visuals: Depending on your audience, it may be important to use infographics and add visual aids to your content. A brand like GoPro has a powerful visual presence and already nearly 3 million subscribers on Instagram.
3 – E-mails: some content experts focus mainly on e-mails. Instead of commenting directly on blog posts, users respond to their e-mails, which then become a means of interaction.
4 – Webinars: the concept of webinars does not work for everyone but is extremely profitable for some companies.
5 – Social networks: some companies do not have a blog or newsletters but are well established on social networks. So they spend a lot of their marketing efforts on social networks.
6 – Videos: Videos are not easy to do and usually require more investment in terms of time and resources, but when they are successful they can bring very good results.
7 – Audio: if podcasts have already reached their peak, this form of content is still very much used.
To determine the type of content to focus on, ask yourself the following questions:
- What are your buyer personas looking for on Google?
- What is the purpose of this research?
- What problems are they trying to solve?
- What kind of content makes them stop, click and consume?
Your audience defines the content you need to produce: You may have a preference for one type of content over another, but it may not be the same for your audience. Let consumers of this content decide what format they like.
4 – Develop a personality and a style
All known brands have a style and personality of their own. This is one of the most important aspects of a brand. People who have similar tastes to yours will tend to appreciate you and look for your business.
This trend is equally true when it comes to content marketing, be it B2B or B2C. Content consumers will be attracted to a personality that echoes their own personality and tastes.
It’s not enough to know what kind of content your audience is looking for, but also how they want it to be presented. GoPro is a great example of successful development of style and personality.
The company is aimed at athletes wanting to show their exploits. She has voluntarily adopted a style of content adapted to this audience. Their Instagram account, extremely popular, broadcasts content provided by users. RedBull has taken a similar approach and its YouTube account is both viral and intense.
5 – Define the frequency of publication
Blog posts are not published as often as Twitter news. In general, the more content a job requires and resources, the more its production is spaced out.
According to the readers
You must also keep your audience in mind. When will she access your content? How often? When will she be most likely to see it? What is the most convenient time to attend your webinar?
Create a calendar
Once the frequency of publication is determined, organize and schedule the publication of your content. Without a coherent and strategic timetable, you will not be able to attract the intended audience and increase your natural traffic.
The development of natural traffic is a process that takes time: you have to start, refine, rework and continue.