In recent years, creating SEO content has become increasingly difficult. A decade ago, an SEO copywriter’s main task was to jam their selected term into an article as many times as they could without collapsing the meaning of the English language (sometimes it didn’t matter if they did). A smart content marketer nowadays must do so much more.
Above all, it will be written with a specific audience in mind; in this post, we’ll go over how to identify that audience and write content that will hook them in and keep them returning for more.
Create a persona for your target audience
Some SEO copywriters will begin their study by looking at the keywords that attract the most traffic to websites in their industry. While it is critical to be aware of this knowledge, you will get off to a far better start if you first consider your target.
You’ll probably find it much easier to determine the search phrases that they’d use once you’ve drawn out this image of the individual visiting your website. Only then should you consider the search volumes and other technical information before beginning work on any particular piece of content marketing.
What should be included in the article
The format of your article should be determined by the sort of search keyword you want to target and how you want your results to appear. For example, if you’re writing an article for potential buyers who are in the research stage of the purchase process, it might make sense to include a series of questions (structuring the entire article to read like an FAQ section can work well here).
Try not to limit your content marketing approach to a single sort of media. Instead, every time you start a new copywriting project, rethink how you’re going to deliver your message. This allows you to keep your ideas fresh and relevant for each new audience you reach out to.
Getting the technical aspects correct
Of course, audience targeting does not excuse you from considering the technical issues that underpin any excellent piece of SEO copywriting. In addition to ensuring that your keywords are included, that you utilise logical and relevant headers of varying sizes, and that your site functions properly, loads quickly, and is responsive, you’ll need to ensure that your piece is actually reasonably simple for people to read.
One method to avoid this series of problems is to keep track of the difficulty of your writing throughout the project. It’s easy to become preoccupied with reaching all of your technical targets, resulting in a very complex piece of content that no one wants to read.
Above all, there is one golden guideline to consider when creating content marketing – will my audience find this engaging to read? If they do not, your content marketing initiative will fail. Keep this goal in mind throughout the writing process, and make sure to take frequent breaks to read what you’ve written so far and see it through the eyes of your readers.
