Persona + Buyer’s Journey = Powerful Content
This past week I had a pleasure to attend the C3 conference organized by Conductor. In case you are not familiar what Conductor does, it’s an online platform that helps businesses better track, organize, and execute their organic search strategies.
The main Conductor function though, is to track keyword ranking for the site – essentially services like Pro Rank Tracker, Authority Labs, or Advanced Web Tracking. However, they have added so much other functionalities that tracking keyword ranking is now only a subset of their platform.
What I found the most fascinating was their Content Mapping feature.
What is Content Mapping?
As you can see from the image below, it separates content according to different persona and steps within the buyer’s journey.
So for instance, if your company sells a knife and you want to target three different segments of the market – Chef, Gadget enthusiast, and students (as illustrated in the image below), Conductor can help you segment and track content tailored to each persona and different stage of buying funnel on your site.
This is a very powerful setup because now you not only have a framework to target each market segment, but also a tool to help you track the performance.
So the question is, what does this mean for small guys like us (obviously Conductor is designed for large corporations and the pricing is out of the question for small guys like us).
We can actually mimic this with two tools – Semrush.com and a keyword ranking tracking tool.
Step 1) Who is your target
We need to know exactly who we are speaking to. Obviously the language we use to our friends and to our parents are substantially different. We need to do the same with people who visit our site.
Essentially, ask who is your audience.
Step 2) Categorize your content
Start creating content in alignment with the buyer’s journey (a.k.a buying funner, purchase funnel). This will allow us to further refine the language and content according to what users are looking for.
Step 3) Keyword Alignment
If you already have a substantial content on your site, it is important to know which page is aligned to what keywords.
The reason for this is, the page might be already ranking for a good keyword and we want to preserve it.
This is where Semrush.com comes in because it will help us find out which content is ranking for what keywords.
If your site is brand new or if you are in the process of creating more content, it is important to carry out keyword research before creating the content as it will allow you to align to a keyword easily. Check this post for how to find keywords with low competition.
Step 4) Track performance
Use a keyword tracking tool to monitor the performance. Now that you have a more relevant content to the target audience, this will help with Click Through Rate and Time On Site metrics, which Google take into consideration when ranking your site.
Will this work?
In conclusion, by better aligning and categorizing content, we now have a more relevant content and familiar tone to our target audience = better ranking and happy customers!
I plan to start working on this for DigitalreadyMarketing.com and will try to gather with some data to share so watch this space!
I build websites and use them for testing various SEO strategies and tactics.
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