Why Creating Content Just Got Harder

Jason Patel

It used to be back in the day that content marketers would create blogs optimized for targeted keywords, rank, and continue to maintain a decent client roster. These days are gone. Today’s consumers do thorough research before making a purchase, and this means businesses are wise to the stark reality that traditional content marketing will not suffice.

In reality, creating content is only hard for those whose skills are trapped in the closet of 2008 SEO. Today’s true content marketing experts engage strategies that identify how buyers are engaging with products and services. Then SEO strategies are created backed by careful research to rank content for very specific buyers, with a structured model to appease Google search bots with topics that convert readers into delighted buyers. Contemporary content marketing now actually requires marketing skills, as exact match keywords, meta tags, and backlinks are no longer all that valuable unless they point to pages with smart content that will lead to revenue growth (and revenue increases come from content that resonates with buyer pains). The blueprint for running such a strategy is far more involved and therefore more difficult to render than a string of blogs posted to the wind.

You have the option of partnering with a SEO-driven content marketing agency, or you can attempt a strategy on your own knowing full well that the bar has been raised ever since Google RankBrain changed up the value of its ranking factors. If you are up for the task, these tips will help point you in the right direction.

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Creating Content for SEO Goes Beyond Keywords

Google ranking factors have taken a shift; today in order to rank for bots, you need to also rank for people. This means simply optimizing your content for keywords will no longer make the grade. Sure, you will still need to use these to a certain extent, and they do carry some value. However, the real value is in longtail keyword variations that carry emotional resonance with buyers, related both to the primary keyword AND the topic of your blog. Context and topics are huge, so all content you write must join these and make them relative to your  product as a solution to meet buyer pains.

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Content Marketing Experts are also Psychologists

In order to write content that readers engage with until they are converted into buyers, you must first understand who your audience is made up of, understand their pains, and based on their needs and general lifestyle provide content that pulls on their emotions with the goal to usher them through a funnel to your purchase / form submit page. If you generalize your buyers you will get dismal results. Instead, create buyer personas that represent each segment of your audience; talk to your sales floor to get data on who these people are, what they do for a living, their family status, income level, and any other information possible. Then check your archived emails from customers for further data, send out questionnaires to current customers and those who never converted. Once you have sufficient information get into their heads; create buyer personas and a content marketing strategy that shows exactly how you can educate and entertain various buyers with an inbound-driven strategy. When you market to individuals with humanized content you will not only rank better organically but also see a rise in your growth.

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Jason Patel is our Technical SEO Manager, and to say he is a wizard is an understatement. Formerly at Google, Jason leads our technical SEO strategies and has 5 years of experience designing comprehensive audit platforms and internal reporting tools. Jason graduated with a MBA from Oregon State where we wrote his thesis on digital branding and the online consumer psyche. Having been born and raised in Redondo Beach, Jason is thrilled to be back in LA and part of the WEBITMD team. When he isn’t creating a strategic map for cannonical links Jason enjoys building drones, street dancing, and hunting for rare comic books to add to his collection of over 5,000.