The 4 Pillars of Relevant Content Creation for SEO
Within just a few short years, the effectiveness of content has dropped by 12%.
Some may see this as an indication of decline in the content marketing arena. But it actually points to the opposite.
SEO, content marketers, inbound marketers and Google alike have upped their games. Those still struggling with how to create relevant content are falling behind —finding their content creation efforts less and less effective.
In order to compete in the current content marketing landscape, content must be relevant to your target customer.
But what makes content relevant? How do you create content that connects with your customers?
Let’s take a look!
What is Relevant Content?
Relevant content connects with your target audience. It’s a topic that they’re searching for.
They care about it. They find it helpful. It adds value to their lives.
If it doesn’t, it’s just content. You know the kind. The stuff that sinks to the bottom of the barrel never to see the light of day.
Why do you need it?
Relevant content earns clicks. It gains interest. It persuades your target to take action. It gently steers them one step closer to the Buyer’s Journey.
In turn, it boosts your search engine rankings and visibility.
Let’s look at how to create it.
Key #1: Become Your Customer
In order to create relevant content, you must be able to think from your customer’s perspective. Momentarily set aside what you want.
Instead, think about what a customer wants. What questions do they need to be answered? What do they care about? Why would they actually want to click on a piece of your content versus that of your competitors?
Listen to what customers are asking/saying about your industry in:
- Sales calls
- Q&A sites
Develop your topics around your findings.
Key #2: Align SEO with Content
SEO—when done correctly—is all about relevancy. It’s about helping people find the best content. That content should be on your site.
You can optimize for both people and SEO.
Win big when you align your keyword strategy with content. Don’t sacrifice one for the other.
If you’re outsourcing SEO services or content writing, be sure those that you work with get it.
Key #3: Start with the End in Mind
Goal-less content isn’t relevant. What do you expect this content to achieve beyond SEO value?
Should it increase brand awareness? Is it intended to achieve a micro-conversion? Not every piece of content is about making a sale or increasing rankings primarily. All content has its own role to play.
If you believe otherwise, you’re not using content marketing to its full potential. Establish your objectives for each piece. Work with a professional content creator who understands your goals and how to build content around them.
Key #4: Align Content with the Right Channels
The most seemingly relevant content will flop if it’s on the wrong channel.
You don’t just need to know where your customers hang out. You need to understand how they behave on the various channels and interact with certain formats.
Some content works best on YouTube. Some content is worthy of a webinar. Some content would be best received as a tweeted blog post. Some content will have the biggest impact when accessed through search in the end stages of the buyer’s journey.
Consider your goals, who the customer is and how they interact with different channels. Then build your content around a specific format and distribution channel.
Creating Relevant Content for SEO
Creating relevant content is more than just choosing topics that people are talking about. These topics should be aligned with your SEO strategy and overall marketing goals.
Each piece of content should have an objective.
How well is your content optimized for keywords? Find out with your free site report card today.