This month’s issue of flyte log is called “Content Strategy: How to Use Content for Online Lead Generation.” In it, we talk about what content strategy is, and how you can incorporate it into your marketing campaigns to attract prospects to your Web site or blog.
In the article we talk about how to create content around what your audience is interested it. Let’s take a closer look at how that might happen:
Let’s say you’re a professional organizer. Certainly, your audience may be searching for “professional organizer Portland, Maine” (or “Eugene, Oregon” or “Austin, TX.”) Therefore, it’s important to put those phrases on your Web site, making sure they appear in the title tags, headers, body copy, image alt-tags, meta-description and intra-site links.
However, they may not know about professional organizers as a business category, or not think they need one if they do.
To capture these people you may need to create articles, blog posts or videos that target concerns your audience may have:
- How to Keep Your Inbox Empty
- Home Office Issues: How to Make the Most of Limited Space
- Paperless Office: How to Get There From Here
- Tax Returns: How to Store and Recover All Those Lost Receipts!
- Dealing with Messy Co-Workers
Remember: people won’t necessarily be searching for your job title or business category; they may be searching for the pebble that’s currently in their shoe. Maybe we should call this Pebble Content.
I call dibs if that phrase takes off.
One way to uncover this pebble content is by doing a keyword analysis where you find out what words people are doing at the search engines, and how much competition you have from other sites on each phrase. By doing this you can find the keywords that are most likely to attract your target audience, and build them into your site, blog and social media campaigns.
Read the content strategy article here, and start creating the content that will attract, engage and convert your audience.
Rich Brooks
Content Strategy FTW
Photo credit: therichbrooks (hey! that’s me!)
How can you know if your latest Facebook campaign was effective? Whether your recent blog posts are driving more qualified leads to your site? Or, whether Twitter is an effective marketing tool or a complete time suck?
The other day I presented at a tourism conference on social media. By a show of hands I asked how many people were on Twitter, had Facebook fan pages, and blogged. I was surprised–and a bit disappointed–that blogging trailed Twitter and Facebook. 
