What to Know Before You Create Content for Your Website
Shannon Peel
Getting YOU in front of YOUR ideal audience | Brand Storyteller | Speaker | Writer | Publisher | Promoter of Experts
Your brand story funnel needs to lead people to the close section of the funnel, which is usually on your website. When your audience gets to this point in your funnel the goal is conversions. You want visitors to take the next step and open their wallets.
The best way to increase your conversion rate is to ensure the people who are landing on your website are the right people.
Look to your current customers to find out who they are, where they hang out, and what they talk about on social media. Run a report to determine who your top customers are and then Google them to find common threads between them.
Do they mostly hang out on one social media platform over the others, do they post about similar activities or topics?
Once you understand what your top customers have in common, you can create content to speak to them and others like them.
Your clients who love you so much they wrote reviews about your business or products, have given you more than some stars, they’ve given you the reason why they buy from you. With this knowledge you can redefine your brand storytelling to create content highlighting those reasons and attract customers who will choose you for those same reasons.
Marketing experts consistently tell people to know their target market , this is nothing new and there are no short cuts if you want to increase your conversion rates and improve your websites search engine rankings – You have to do the hard work.
How to Choose Keywords to Create Content
There are plenty of tools to help you find the best keywords to write about, some with free options. SEMRush, Moz, and Alexa are comprehensive SEO programs to help web designers and SEO specialists to research keywords and backlinks to improve a website's organic traffic. Google Search Console provides data to help you understand keywords your site shows up for, which clicks you receive, and where your site is showing up throughout the Internet. Google Trends helps you understand how keyword searches are used throughout the world to find those keywords that are gaining popularity and the ones that are losing traction.
By the time you are done doing the research you may be more confused than less or disillusioned about your chances of success getting traffic to your website.
领英推荐
This is why it is vital you understand the keywords you want to use to tell your brand story to the marketplace. When you understand your personal brand or business brand message you can keep your branding focused on the keywords on all your marketing channels. This way no matter where your audience finds you, they will know what your brand story is about.
I'll use my brand as an example of brand storytelling:
From this information can you decipher the keywords I need to write about on the MarketAPeel website to help drive the right traffic to the website?
Next Step - Do the exercise for your brand to help you clarify your brand story and start your keyword research.
Whether you are telling a brand story for your career, business, or life, you first need to understand which keywords people are seeking out, which will also reflect your brand story.
I can write about brand storytelling, personal branding, and digital magazines as much as I want, however, if people aren't using these keywords to find a solution to their problem, they will not understand how I can help them. In other words, your brand story is more about what others are searching for than the story you want to tell.
Case in point - When I research the keywords Brand Storytelling and Digital Magazines, both do not have much in the way of traffic. Other words, like digital marketing, have higher numbers of people searching for information. Though what I do lives within the bubble of Digital Marketing, the right people for my website want to define their brand story or a custom digital magazine to help them connect with their customers, employees, and marketplace.
The more niche I got in my website's content, the lower the bounce rate, the higher the amount of time spent on my sight, and the more pages visited. All of which, improve my site's ranking.