According to Hubspot, 65% of smartphone users agree that when they search on their phones, they look for the most relevant information first, regardless of the website.
Having a robust content marketing strategy is vital to gain new leads and generate more traffic to your site. Whether searching on mobile or desktop, your customers are going to see your website and social channels first. As a startup outside of the U.S., it is crucial that you develop your content to be as targeted as possible to make a great first impression with any U.S. customers. If you’re creating a U.S. content marketing strategy for the first time, here are tips to keep in mind.
Deciding where you will create content
You have all of these potential customers, but just where and how do you reach them? Having a good content strategy starts with understanding that you can’t post content everywhere. Narrowing down where you post to specific platforms will not only help streamline your content efforts but also help you reach and understand your target customers.
This is when having defined buyer personas can be incredibly resourceful as well. Knowing your audience is a vital part of building a content strategy, and analyzing their wants and needs will allow you to develop stronger selling techniques within your content. Research where your target audience frequents; do they use Facebook? Twitter? LinkedIn? From there, you can begin to organize where you want to post.
A good starting point is always social media. It is estimated that 95% of online adults aged 18-34 are most likely to follow a brand via social networking. Depending on your audience, posting regular content on even one social media channel can bring in all kinds of potential customers.
Blogging is another form of content that can be very informative when a customer is looking to learn more about your product. Companies who blog receive 97% more forwarded links to their website. Other platforms that are popular for content development are eBooks, white papers, and Slideshare presentations. Although not as easy to create, having these materials can help attract more viewers and potential customers.
In sum, it’s important to focus on creating a content strategy based on your buyer personas; otherwise, you may end up spending a lot of time posting content on sites that your target market doesn’t use.
Understanding your target market
When creating your content, knowing your target market is crucial. You want to develop content that is useful to your potential customers. Especially for startups entering a new foreign market, what appeals to your original customers may not be the same with your customers overseas. Analyzing your new target market’s challenges is a good starting point. Ask questions such as: What does my market need? How much are they willing to spend? Are there other solutions to their problem? All are issues that you can address throughout various forms of content.
Blog posts are a simple starting point that allow your customers to hear directly from you. In fact, blogs have been rated 5th as the most trusted source for accurate online information. In addition to trying to persuade your target market to purchase your product, make sure any information you share on your blog is accurate. False information can discredit not only that area of content but can also reflect negatively on your company overall.
Keep search intent in mind
When developing content, one thing to keep in mind is search intent. Search intent is the words or phrases a person types into a search engine.
Google processes over 100 billion searches a month, so it’s essential that your site is getting through to your customers as they cipher through the result pages. 72% of marketers say that relevant content creation was the most effective tactic when drawing customers in from organic searches.
You can use this strategy by researching specific keywords that your customers are searching and placing them strategically throughout the content of your website. Keywords can and should be used in many forms, including in the title of your blogs, in the first few paragraphs of your blog, H2 and H3 tags, and in meta descriptions. Understanding search intent will not only help you build better content but also understand what your customers are searching for as well.
Your content is what people are going to share and reference when inquiring about your business. Therefore, staying up-to-date with consistent posting on all of your platforms is critical to keep your company expanding through digital word-of-mouth.
Proper use of tone, visual images, and simple rhetoric throughout content development is vital when engaging your target market and future clients. Companies that can execute a well-thought-out content strategy are bound to see an increase in website hits, and ultimately, and an increase in business.