Great Targeted Content Will Steadily Increase Targeted Traffic Over Time
If you supply great targeted content that fits the subject of an information based website, you will increase the attraction to your target customer. The amount of time, loyalty and even referrals your loyal target prospects will give your content marketing website will steadily increase as the volume of consistent content increases. To achieve great targeted content for targeted websites you must go through a process, a process we will endeavor to explain in 10 rules listed below.
But remember, a great content marketing website, needs to adhere to the subject matter outlined in your website plan, as discussed on one of our previous blogs. Every blog or video is not going to be a “viral” hit, but if written correctly they will all get steady and continuing attention on your website. It is hard work, but building repetition over time on a consistent basis with well written and consistent material will result in a successful targeted website.
A viral or popular blog will not last forever; but 10 or 20 good blogs will each get continuing traffic for a very long time if you follow the rules of great targeted content. A targeted website is never finished; you can never stop promoting it throughout your social media and social sharing network as discussed here, in previous blog.
Look through YouTube and you will find hundreds and thousands of very expensive videos that have very few views. I spent years as a successful Producer and Promoter in the record industry. Through that time as President of Cheetah Records we earned 67 gold and platinum albums, but also had 300 or 400 projects that flopped or that did just ok. The marrow of the story is; never give up, a “hit” will come, if you know what you are doing and you keep doing it, a hit will come. In the music business there is no such thing as a guaranteed hit, but there is a formula that a song needs to meet to have a chance to be a hit.
You might not have the budget to compete with, say Tide or IBM or competition with huge budgets for supportive advertising budgets, but you can still create a great targeted content website If you follow these rules, you will get as much traffic as you are willing to work for over time. Nothing is automatic, but over time you may get lucky and “hit”, a real individual traffic generating blog or video. However; over time it is the aggregate of all your great targeted content that brings loyal visitors, willing to spread the word about a website that has genuine value.
Remember, just creating great targeted content without a plan, without a great network of social media and social sharing and without a loyal following, content can simply sit unnoticed. What follows are at least 10 rules to follow for success, if you are serious about great targeted content for targeted websites.
Have a Written Plan with a Focused Aim
Set a plan in writing; define goals and a vision of what you want visitors to see on your website. This plan and vision should include your entire social media network and social sharing network. In your plan define the branding, logo, colors and graphics, and make sure that theme is carried out through all your sites.
What do you want your content to achieve? Do you want to sell more products, drive traffic to website pages, get likes or retweets, raise awareness of your brand, explain details of a new product or position yourself as a thought leader? You can’t create high performance content without addressing this fundamental question. A written plan helps your campaign stay focused and shapes the types of content that you will create.
Know Your Audience; Cater to Them
Knowing your audience is a critical rule for creating great targeted content. A great content marketing campaign isn’t a fire-and-forget it broadcast. It needs to be great targeted content created to reach your intended audience and potential customers. But who are they really? To answer this question you have to look beyond the cold demographic data statistics in your market research files.
Where do they hang out and what social media platforms do they use? What type of content do they consume the most, blogs, forums, video instruction, or webinars? Do they read long or short articles, watch YouTube videos or Vines, engage with FaceBook discussions, LinkedIn Groups or Twitter hash tags?
Attention spans these days are low, but tolerance for boring and pointless content is even lower. You could have only one chance to hook your intended audience, so make sure you get it right over time.
Create a List of Core Values and Stick to Them
It is important that you create a website which is a center of knowledge for what you represent as a company. Great targeted content works when you are true to your plan, your vision and your core values. Volvo isn’t a sporty car brand, so their content has to do with safety, security and reliability, core values Volvo has stuck to for decades. To create great targeted content, you need to work with the essence of your brand. Are you funny or serious? Important? Well-liked? Expensive? Useful? Isolate this value, cherish it and use it as the foundation of your content.
Design Your Website and Network Like a Niche Publication
A great targeted content campaign works in a cycle – entertain your audience, attract new people, keep those people, encourage them to come back for more and give no reason for them to go elsewhere. Don’t trust to chance, stick to your vision and your plan. Don’t make things up as you go, your core values and your plan should guide you. Think like a publisher and put an effective strategy in place. Stick to plan; know what you will say, how you will say it and where you will publish it; the home you have created for your potential clients.
Part of Content Marketing is Providing Emotion and Fun
A website rich with great targeted content should not only focus on subjects that will interest your customers. But content that will interest them and entertain them as well as educate them. If you have a real-estate company, your website should contain much information on the real-estate market, neighborhoods, information on schools and local governments. But also give visitors to your website blogs on local points of interest, histories of the area, innovative new housing designs or even a blog on local restaurants, events and marathons.
Going beyond just the knowledge base of your industry, and adding interesting facts and fun suggestions, personalizes the website. When your potential customers begin to use your website, not only as an information resource, but also as a place to find pleasure and enjoyment, you begin to develop a following.
Get your reader interested in your website through emotion first, and through that interest, they will be encouraged to seek out facts and detailed information from your website resources later.
Tap into That emotion
What sets great targeted content apart from ordinary content? Emotion; Great content stirs something primal inside its audience – happiness, sadness, excitement, disbelief, curiosity, wonder, anger, agreement, and so on. Balancing logic and emotion in your marketing, across all your content, is key to both informing the world about your amazing product or service, while building genuine brand personality. But remember, though it is important to convey the facts about your service or product, if you’re content doesn’t elicit an emotion, your content may not be remembered and passed on.
Great Targeted Content Contains Many Good Pictures
Use as many good pictures in your blogs and on your many pages, to stir emotions and create additional interest. Do not use a website like a Kindle book, you want color, nice pictures, cartoons, anything to help tell your story visually. Many internet surfers lose interest very quickly when they see an ocean of words, using pictures to help express the flow of the blog, will increase readership of the entire blog.
It is a good method to let the pictures meander through the blog, helping the eye follow the flow of the story line. Remember a picture is worth a thousand words, if you are trying to explain a physical thing, the picture must be associated with the explanation or you will lose many readers.
Put thought into the pictures you chose; find fun, color and relevance in every picture you use. Do not use random pictures; picture selection is as important as proper writing for great targeted content.
You may want to have entire galleries associated with a blog, to add even more pictures to help express the emotion of a blog. Remember, every picture you properly display and link within your website, becomes a separate searchable item in that blog, through Google, Bing and Yahoo image search. Then take each picture and over time share it, FaceBook it, Pinterest it and on and on, but that is another blog.
Share Your Great Targeted Content Through all Social Channels
Social media and social sharing sites are designed to bring readers and potential customers back to your site by promising information for which they are looking. Your social media posts should be written in such a way as to draw the right readers.
Pick a key picture; use that key picture to represent that particular post in all the SEM posts you make. When a potential customer sees the same catchy noticeable picture in several places it piques interest and they follow the link.
A key picture should represent what the blog is about and make the viewer interested in finding out more. You have 2 – 3 seconds to grab the interest of someone looking for the information you provide in social media, so put some thought into the key picture you choose.
Have a Plan and Stick to It
A plan is the key to great targeted content. You must make a content map. Define the type of reader or viewer that you’re hoping to reach and the stage in the sales funnel that the content fits into – e.g. building awareness, creating a deeper interest, helping them to evaluate your product or service, and supporting them after they have committed to you and fulfilled the content goal.
Publishing a Blog is not Just Pressing Publish; Publish it out with Gusto!
You have finished a blog, you have followed all your guidelines, made it fun, written it with passion, fact checked the item and added great pictures. You are ready to hit publish and you think everyone will see it right away. This is just not how it happens; search engines don’t even discover the item for weeks unless you use your network.
Every minute, on average, Google receives over 4 million search queries; 70 hours of video get uploaded to YouTube every minute and Instagram users post over 200,000 new images. Your content won’t stand out unless you shout about it. Get a share bar, discussed in a previous blog here; share the blog to every one of your social media and social sharing sites right away and again in a day or two.
Post part of it to FaceBook and all your groups, post the pictures to Pinterest all linked back to your blog. Post to G+ and LinkedIn and most importantly to all relevant groups within those social sharing sites.
Now the work has started, you need to personally send the link to the blog to friends and great customers, ask them to share that new blog to their friends that may be interested. Develop an email list and announce the new blog to your email list, make the email interesting, include pictures and a synopsis that will make them want to read more.
Review Your Content and Test Your Plan
In your plan you defined how you’ll measure success. Look back at your goals and your vision. What metric matters most to you? Is it views, visitors, retweets, click troughs, an increase in traffic or a reduction in bounce rate? Use appropriate tools (Google Analytics) to track the performance of each piece of great targeted content you create and use the data to assess whether it succeeded or failed in its goal. Did you succeed? Then do more of what works. Fail? Change your approach and try, try again.
Follow these rules and have a plan, this is the key. But true success in creating great targeted content for targeted websites is being flexible enough to modify your plan, clarify your vision and grow your connection to your developing audience over time. Being willing to adjust a plan will let you constantly evolve your thinking and in turn evolve your website into a winner. There is no magic bullet but there is a magic formula, time patience and willingness to learn and grow.
Vision – Plan – Desire – Effort are the keys to a successful targeted website. What have you found in your search for great audience appeal, do you have suggestions to add? We want to hear from you, together we will grow our knowledge and through others we may find our own success.
Please feel free to leave comments and suggestions below, I will publish all relevant suggestions and additions to this blog freely. You may feel free to include links back to relevant blogs that may be of interest to our targeted readers.
Hard Work + Repetition = Reputation
Whether you have questions or need our help, please do not hesitate to contact us:
Professional Marketing Associates, Inc.
37 North Orange Ave
Orlando, Florida 32801
Phone: 407-801-1PMA (1762)