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Content Targeting

Many websites have more than one target audience, and yours may be one. Does your website need to engage decision-makers and those who use or maintain your products? Unfortunately, many websites ignore or poorly serve one or more critical visitor audiences, failing to identify and help with all of their needs.

The solution is to identify your audience segments and understand their goals and pain points. Meeting the needs of a diverse audience can be quite a challenge. Invite Them Home SEO has the experience and resources to understand the needs of multiple audiences and can help you create content that engages with all of them.

First, a bit of clarification: we are discussing organic content targeting, also known as audience segmentation or customer segmentation. We are not talking about contextual advertising, which focuses on writing ads and landing pages that are interesting and engaging for a specific target audience. Instead, we suggest you create content for your website and other digital channels, such as newsletters and social media. Of course, paid advertising has its place, whether search ads, display ads, industry publications or promoted social media posts.

However, great content can rank well in search and meet the customer in their time of need. It will also help you get off the paid promotion treadmill. After all, you are reading this article on content targeting because you are interested in the subject matter and found the page through a web search.  

The Benefits of Content Targeting

Targeting your content to specific audiences brings several advantages that broadly written content does not. The benefits include:

  • The ability to reach users who are unaware of your brand. You will appeal to their need or pain point rather than rely on their knowledge of your organization.
  • Your content will be more relevant to your website visitor, increasing the chances that your content will be found and clicked on for a visit.
  • Content that can reach a broad, significant audience.
  • Content that is more likely to produce visitor engagement.

We also recognize that creating great content is not always easy. Therefore we will show you the main steps to consider when writing your content, but also realize that you may need help. If you have already decided that you need assistance, why not reach out to us and see what we can do for you?

Contact us to learn more about targeted content

Key points to consider

Who is your website trying to reach? Do you have more than one audience? Knowing the answers to these two questions means you have a clear idea of your target audience’s personas. If you do not have this information, then that is where the process needs to start. Understanding all of your audience personas will help in creating content that is valuable to each of your user types. Then applying effecting SEO optimization to the content allows users easily find your information.

For example, your website may be relevant to multiple industries or have a mix of direct and pass-through customers for your products and services. If this is the case, we can work with you to identify which types of visitors you are trying to reach and help you communicate effectively with each of them. We will also discover the best SEO strategies to outrank your competitors in each market.

Will you need a new website?

In most cases, we can utilize your existing website and focus on writing content. However, you may find that you will need to adjust your menu structure so that each visitor can find what they need. However, sometimes you may need a new website or even find it helpful to have multiple websites that cater to different users.

Our content targeting process will:

  1. Identify target audiences
  2. Identify target audience content needs
  3. Identify words and phrases your target audience will search for
  4. Identify market competitors
  5. Develop an SEO/Content strategy
  6. Add and adjust content to target market segments
  7. Add and adapt your website menu structure

So, seven simple steps, right?

Well, as you can imagine, more than a bit of work is involved in performing the “seven simple steps”. This reminds me of an advertisement I remember from my younger days. the tagline was “We make money the old-fashioned way, we earn it”.

As you can imagine, creating successful marketing content that meets the needs of your audience personas takes hard work. In addition to the hard work, you will need the data to guide and monitor the success of your content. This is where the tools and experience of an effective SEO and digital marketing organization come in to play. They can work with your subject matter experts to get the raw information, and then a copywriter will write the content for your evaluation.

Often we can ease your lift as we will do a recorded zoom interview. During your interview, we ask pointed questions and use otter.ai to produce an interview transcript. After writing the first draft, we will do keyword, competitive research, and SEO optimize the draft. When this is complete, we submit the draft article for your revision and approval before posting it to your website. Often clients will have multiple versions of the content created that are appropriate for use in social media, email newsletters, etc. In addition to the written content, we will often supply stock art in the form of photographs or other images that improve the impact of the content for your audience.

Providing content that meets the needs of each of your targets on a single website can be challenging. However, when done correctly, it can give you outstanding results. We look forward to developing focused content to get the right visitor to the right page of your website. And if a visitor does land on a page that is not ideal (i.e. right service but wrong vertical), we help provide straightforward navigation to find what they need. If this sounds interesting, please get in touch, and let’s talk!

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