Content, what exactly does that mean? Well content can be many things, it can be simple blogging (articles, posts etc.), it can be video tutorials, it can be white papers, free reports and so on. All you need to remember is that content drives the internet because this is what people search for. So if you provide answers to people’s problems then you’re doing well.
However, when you write content for the purpose of attracting visitors you should have a goal in mind and then specify a clear call to action. What this means is when people read your content what should they do next, should they sign up to your email newsletter, subscribe to your blog, share your content on Twitter and Facebook etc. Each bit of content you write should have a definite purpose. Creating an audience around your website is always a good idea, so growing an email list is great and is something most experts recommend.
When creating content to attract attention to your website or brand there are three essential factors you need to remember.
1. Always deliver great content. If you repeatedly produce great content then people will come to associate your content, and more importantly your name, with great stuff. This means they will open your emails, read your blog posts, and share your content more and more because they know they can trust you. Great content normally solves a problem people have or it entertains.
2. Show people you are an expert. Don’t lecture people and be overly serious, but show people you know what you are talking about and back it up with examples. The more you do this the more people will trust you and your products or services.
3. Don’t sell obviously. You are not trying to sell to people directly in your content, but instead you are making people aware of certain problems and then solutions to them (which may well be what your company or website does). Or if there is a particular underlying issue stopping people buying your product or service then address these in your content, and then if they are satisfied they may go on and purchase.
How do you find content your readers want?
Remember your audience is online now searching for stuff; they are looking for answers to their questions, solutions to their problems. Not only this they are socialising on Twitter, Facebook, Google+ etc. So you now need to tap in to these conversations and see what people want.
You should carry out some market research, helping you to understand your customers and community. Knowing what your audience wants will make it easy for you to create some super valuable content. One of the best ways to understand your community and audience is to be part of your community. If you have a blog on your website you can listen to comments, questions, complaints, and insights. This is great information to have. If you do not have an audience on your website then get involved with websites that do. Join in discussions on blogs, social networking websites and forums.
When participating in online discussions always answer questions freely while asking for nothing in return. Then if you notice a particular issue popping up quite often you can write a bigger reply on your website and point people towards it.
Google Keyword Planner
Google Keyword Planner is a free online tool that you can use to see the kinds of things people are searching for on Google. It is a tool created for those looking to use Google Adwords, but it can be used for some general keyword research. You can input words of phrases into the planner and it shows you how many searches are carried out a month for specific keywords. For example, if you input the keyword ‘flowers’ and click ‘Get Ideas’ it shows a long list of related keywords. ‘Flower Uk’ for example gets 25,640 searches in the UK, and the phrase ‘Flowers Online’ gets 71,510 searches worldwide each month.
These examples are probably not the best because they are quite generic and also there is a lot of competition on the internet for them, but you could filter down using seed keywords that you found while following discussions on blogs etc., and then get more ideas for keywords to use in your website content.
Have a play with Google Keyword Planner here: https://adwords.google.com/KeywordPlanner. You’ll need a Google account to access it.