One Size Does Not Fit All: Driving Conversions Through Audience Analysis

Ecompromo | September 13, 2015 | SEO Resources

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Posted by SarahGurbach

“We need more content.”
– Every brand ever, at some point in the history of their company

Having worked as a digital consultant over the past few years, I have been exposed to a good amount of brands in various industries. Some had content teams that consisted of one freelance copywriter, while others had a full-blown crew stocked with designers, videographers, and a slew of writers. Regardless of size, though, when discussing their content needs, there was always one common theme: they thought they needed more of it.

And honestly, my reaction would be something like:

“More content?! Easy! I know just the strategy to get you ranking for all the long-tail keywords surrounding your head term. I’ll do a keyword gap analysis, some competitive research, maybe a little trend reporting and come up with 15–20 content ideas for you to send to your copywriter. We’ll optimize those bad boys with title tags, H1s, and some not-so-secretly hidden CTAs, and we’re done. We’ll rank in the SERPs and get the masses to your site. Oh! And we can share this on social, too.”

Seriously, I won’t lie. That’s what I used to do. But then I got sick of blindly going into …read more



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