Optimizing Content for Consumers NOT Just Keywords

Keywords are important, but your consumers are more likely to engage with your content and consequently your brand, if the content you provide actually gives them what they want.

Consumers will favor brands whose content includes the following:

  • Clear and simple answers to consumers’ questions
  • Clear, easy-to-follow directions to consumers’ most common online paths (i.e. checking out with a coupon or signing up for an email newsletter)
  • Unique, creative content with little to no grammar and spelling errors
  • Information and facts relevant to the products and brand and that the consumer is interested in
  • Relevant and desired \”Calls-to-Action\” (CTAs)

Consumers want content that is:

  • Fresh
  • Exciting or entertaining
  • Easy and quick to read or view
  • Funny, Sad, happy—in some way emotional
  • Worth sharing with friends/family
  • Unique and individual when compared to their competitors’ content (doesn’t necessarily mean the subject matter itself, but can be the way its presented, the voice used, images chosen, or overall layout)

So how do you optimize content for consumers?

  1. Find out what your consumers like! Use simple on-site surveys to ask consumers what type of content they prefer (video, blogs, infographics, etc.) and adjust your strategy accordingly.
  1. Figure out the voice your brand uses and ensure its still resonating with your desired customer base. Brands grow and change as their consumers do, so be sure that over time, your content voice is “evolving” accordingly.
  1. Talk to them as a human not a brand or computer. They want to connect with you on a personal level so they know they matter to you as more than just a source of profit.
  1. Be aware of outside trends related to your consumers from either competitors or other non-competing brands and products within your industry.
  1. Ask consumers what they want to know more about, hear more about, see change, or have clarified. This is an easy way to generate content and acknowledge customer needs and desires while also providing key information that’s most likely keyword rich.
  1. Adapt to your customer base’s age, generation and demographic. This one is simple. As your brand grows older, your customer base either grows older or undergoes a general shift. For example, if your customer base was Baby Boomers and is now Seniors, the concerns, way of talking, imagery and way content is presented will change. If your products target young teens, you will see a generational shift from Millennials to Generation Y or Z and will need to adapt your strategies according to each generation’s way of thinking or utilizing technology and your products. Finally, as times change, so too does the value of a given product or the financial capability of many consumers. Be aware of the economic influences on your target audience and be looking for ways to help get more customers by altering costs. The once overly expensive Apple Watch is a good example. Apple has since begun lowering its price to reach more customers as smartwatch desires decline.

Have some other tips to add? Share them with us in the comments below or on Twitter by tagging @InsiteAdvice and using #Content4Consumers.


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