Nov. 21, 2019
Stop writing for the search engine
If there is one thing we can all agree on, it’s that content marketing is the foundation to any marketing team. But that’s not how companies think of content today. Most companies see content as a necessity to get ranked higher on search engines. They get lost in the search engine maze trying to figure out which keywords and topics their customers are searching for. Creating content doesn’t have to start off this way.
Building a content pipeline based on feedback and data is an easier and more effective way of building content that resonates with your prospects. Let’s break it down.
First, go back into your CRM (or sales tracking tool) and find customers that are producing the most. How did they find you? Why did they buy from you? Talk to the sales rep that helped them get across the finish line. By looking at the data and discovering this feedback, you can see what success looks like. Instead of just pulling from random keywords from a search engine tool.
Next, think about scaling this process. You are now thinking past keywords and looking at what is actually working for your unique product. By utilizing feedback from your CRM, sales teams, customer service teams, and customers themselves, you can start uncovering new content ideas to resonate with each of them. Why? Because they are the ones telling you what they want to see!
But what about the keywords?! Well if you have done everything right, you should start noticing themes with the feedback and data and even…dare I say it…keywords. So instead of you playing the guess and check game of building a keyword strategy, you have used your resources to help define your unique strategy. I say that’s checkmate.
As commerce evolves online, content is one of the few things left that builds humanization into your website. Prospects want to feel like you are talking directly to them and helping them solve a problem.. Don’t take the only human thing out of your website for the sake of SEO.
Dive deep into your resources, and discover what has worked, then scale it.