By Marc Purtell | Director, SEO
Content marketing isn’t a new or cutting-edge digital marketing practice. But it has evolved into a vital piece of the online marketing puzzle and is capable of impacting other marketing channels, especially SEO.
In today’s arena of social influence on both humans and search engines, developing and promoting content with real value is paramount to success of any digital strategy. For content to generate revenue, it must provide a value to consumer and engage them in conversations.
There are several best practices you should use when creating new content to leverage its potential as a driver of customer acquisition and a catalyst to organic search success.
Step 1: Define the Target Audience
In order to effectively communicate with consumers, it’s important to understand what they are looking for and what is compelling to them. The first step in content development is to perform some consumer research to identify the customer segment the content is targeted to and how it will best be engaged based on its buying patterns. Sites such as MarketResearch.com are a great resource for defining your target audience.