Content marketing is nothing new. In fact, according to HubSpot, more businesses actively invest in online content creation (70%) than those that invest in search engine marketing strategies (64%). Because so many brands focus on content creation, the online landscape is more saturated with content than ever before. To break through all the noise and ensure your brand comes out on top, you need to take a deep dive into your audience’s habits and behaviors to gain a better understanding of the type of content it really wants to see.
Top 3 reasons to tailor your online content to your general audience
In the early days of content marketing, brands used content simply as a means of funneling leads to their sites. Rarely did brands focus on filling their landing pages with quality and helpful content. While this tactic may have worked way back when, it will not fly today. Today, speaking to one’s general audience is more important to online success than ever. Below are the top three reasons this is true.
1. Identify more appropriate keywords
Though SEO takes a backseat to targeted content, there is still value in keyword research and placement. After all, if you do not use the right keywords, you will struggle to reach your target audience. While an SEO agency can help you perform thorough keyword research, a large part of identifying appropriate terms and phrases entails knowing your audience.
According to Neil Patel, the best way for brands to sabotage their content marketing strategy is to target everyone. By targeting everyone, brands attract no one. Instead, companies should seek to understand what words and phrases their unique audiences use to search for their products and services. In doing so, they may limit the number of searches in which they show up, but they increase their odds of showing up in searches conducted by more serious leads.
2. Increase engagement
Attracting leads to your website is only half the battle. The other half entails engaging visitors enough to convince them to do business with you. If your visitors do not care about what you have to say, it is highly unlikely they will care about what you have to sell. The best way to engage audiences is to identify their unique pain points, wants, and concerns, and craft content around those.
3. Build relationships
Perhaps the most important reason to speak to your general audience is to build relationships and brand loyalty. Remember, online competition is fierce. For consumers, supply is not the problem. The problem lies in deciding in which brand to place one’s loyalty.
Set your business apart from the competition by communicating with your audience on an intimate and authentic level. Though doing so will require considerably more effort than merely pumping out generic content, your efforts will pay off, as defined audiences are quicker to dedicate their loyalty because they feel as though they are truly appreciated.
Start defining your target audience today
Doctor Genius is ranked No. 1 in new patient acquisitions for a reason: We understand the health care industry, the digital realm, and patients’ wants and expectations. We use all three to craft content for providers that set the foundation for online success. If you are interested in publishing online content that your audience wants to see, call us by phone to learn more.
Doctor Genius, located at 2 S Pointe Dr #200, Lake Forest, CA 92630, provides a range of services for practice success. We seek to meet our clients’ needs by providing a variety of marketing, SEO, practice optimization tools, and coaching to transform the healthcare experience. Though we work to provide the most accurate information, the content found on this website is solely intended for entertainment purposes. Therefore, we cannot guarantee that the information provided is entirely correct. You may not use the information on this site to cure, prevent, or diagnose a perceived medical issue. If you have healthcare-related needs, please speak directly to a healthcare professional. Never self-perform medical treatments discussed on this website. All images displayed are also for entertainment purposes only, and personal experiences may differ. Please note that the business tactics mentioned on this site might not be applicable to your industry or practice.
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