Why and how to put your audience at the heart of your WordPress site’s content
-
Upload
lana-t-burgess -
Category
Marketing
-
view
349 -
download
0
Transcript of Why and how to put your audience at the heart of your WordPress site’s content
Why and how to put your audience at the heart of your WordPress site’s content
Hi, I’m Lana. My 2016 is about community :)
The basics: defining terms
What do I mean by audience?
What is content?
What is audience-led content?
Why should your content be audience-led?
Audience-led content builds relationships
Content buying cycle:●Attraction●Consideration●Preference ●Conversion
Search engines like audience-led content
Google and semantic search:●Hummingbird update●RankBrain●Google’s Search Quality Guidelines
How can you make your content audience-led?
Understand people’s purpose so you can fulfil it
Trigger event Need
Search intent
Conversations: context and sentiment of the need
Tools to get emotional insight:●Hashtagify & Twitter ●Quora●Forum discussion●Buzzsumo
Get a holistic view of search intentions
Tools to understand search intentions:●Google trends●Search intent●Answer the public
Frame messages to resonate with people’s mind-set
Four key mind-sets:●Hedonists ●Pragmatists●Process driven●Approach driven
Meet intentions: right answers, right format
The sweet spot for persuasive content
Right time and place
Emotional motivations
Persuasive content
Informational needs
How do you know if your audience-led content is working?
Measure success against SMART objectives
Audience-led content approach in summary
Audience-led content process:●Research - trigger event, need, search
intent●Create - framing, format, timing●Promote - digital marketplaces●Measure & refine - SMART objectives
Purposeful content builds and rewards communities