Create Content That Converts Visitors Into Customers
Your Content Marketing job is generating leads and conversions. Traffic matters, but it is secondary.
Website traffic doesn’t necessarily translate into engagement or sales.
The right way to develop your SEO Content Strategy is to determine how to attract the type of quality traffic that connects with your content — because your very specifically targeted content solves their problems, and answers their questions.
How do you know what to write about? What are your potential customers are looking for? We figure that out with extensive research. Connecting with your customers and your staff to uncover the problems your prospects have, the questions they are asking, and the phrases they use.
Don’t miss out on potential customers who are already looking for your products and services. Let’s fix that.
Content Marketing —
How We Work With You
Here is an overview of our Content Marketing process:
Research — Figure out what your potential customers are searching for
First step is a detailed discovery exercise with your staff and (positioned appropriately) — with your customers. What problems do they trying to solve?
We don’t assume great copywriting skills are equal to the rich, relevant answers that staff and customers provide in this initial research phase — about the problems they have that need solving, and how your solution solves those problems.
We take what we’ve learnt and use that language in the next research step —
Keyword research — We use the discovery session’s data, plus our years of experience, and SEO tools, to discover the high purchase intent phrases searchers are using.
Our focus is on discovering the search phrases (keywords) that signal searchers are intending to purchase. Known as high-intent, transactional terms.
Searchers are already looking for your solution. Let’s help them.
Create content that answers their questions
We use a customer-centric, data-driven approach that focuses on understanding and leveraging the voice of your ideal customer.
Using tools and analytics to inform content strategy, to find out what works and what doesn’t. Then when we identify ways to improve content and content distribution we refine your strategy accordingly. It’s an onging iterative process to optimise content for better results.
Drawing on our research, we know what your potential customers are asking, so then we can go ahead and create content that answers those questions.
A content schedule (editorial calendar) is created and adhered to — publishing content consistently.
The published content reflects a deep understanding of your potential customers. It “speaks their language”, addresses their needs, solves their problems, and ultimately drives organic traffic and conversions.
Reporting on Conversions
Conversions reveal the actual ROI
The priority is to track and report on conversions (as determined by you — for example form submissions, phone calls). This way you can accurately measure the ROI of your SEO strategy.
In contrast, reporting on traffic numbers is far less accurate when interrogating this data against business objectives. Traffic can be inflated by bots, crawlers, accidental visits, and of course unengaged users.
Conversions reveal the hardest working content
By analysing conversion data, you can identify which keywords and pages, drive the most valuable conversion actions. These insights help you constantly improve through subsequent iterations of your content strategy.
Conversions remove visitor intent ambiguity
Conversions show unambigiously that users found what they were looking for and took action.
This strongly suggests your content met their needs, aligning with their search intent.
In summary, conversions provide a more accurate measure of SEO success compared to the traditional SEO reporting on traffic.