Custom Content Strategy
Implementing custom content into your content strategy yields multiple benefits. And before we can dive into how to craft custom content, we need to discuss what custom content actually is and why it helps your business the way it does.
So, let’s answer the first and foremost question.
What Is Custom Content?
Custom content, also referred to as branded content is aimed at your existing customers with the goal of retaining them and building more affiliation with your business.
For example, if you run a software-as-a-service business, your best type of custom content would probably be tutorials and guides on how to use specific functions of your software or showcasing what it can do.
Custom content should be optimized for brand-specific keywords to maximize your visibility. It also should target brand-specific questions users ask, answer, and satisfy them fully.
What Are the Benefits of Creating Custom Content?
As I said, custom content is written with the goal of communicating with your existing customers and not attracting new ones.
And retaining current customers is essential to the survival of your business. It is also much easier and less costly to keep a user that has already converted than to keep finding new ones.
It is also much harder to retain a steady profit if you don’t provide any reason for your customers to stay with your brand.
Imagine a situation: someone Googles a question about your software but there are no search results relevant to your particular brand. What does the user do? Exactly, leave the search.
But if you have custom content optimized for branded keywords (which are included in the question asked), the first thing that pops up is your post. That’s called “bridging the gap”.
So, custom content provides your existing customers with information that they need, helping to keep them loyal. It also bridges the gap and improves your brand’s online visibility by a long shot.
But how do you create custom content? The first step, of course, is understanding your audience.
Create a User Avatar for Your Audience
A user avatar is the personification of all of the common traits, wants, needs, and preferences of your audience gathered into one imaginary person. This is also often referred to as a persona.
Why should you create one? Because by looking at it it will be much easier to understand which kinds of content will tailor to your audience the most.
What is the intent behind your users’ search? Which one of their needs do you satisfy? Do you provide a solution to one of their many problems? Which kinds of content engage with them the most?
Age, location, gender – all those things and more should be accounted for in your user persona. But how do you figure it all out?
Well, the needs part is rather straightforward. It is what your business provides. After all, if people are buying, say, your coworking space software, they probably need it (and like it).
The other ones are a little bit trickier. But you don’t have to go around asking people weird questions: there are actually tools that are out there to help you out with this. Alexa is a very good example.
Now, Look for the Keywords Users Search You By
You’re going to need the keyword ranking tools I mentioned above for this. Find the keywords you’re most frequently searched by. Also, spending some time on message boards like Quora finding questions related to your brand or the services you provide is a great idea since you will often find pretty good keyword suggestions there.
Once you have all of the most relevant keywords written down, it’s time for the last step before you can start creating your content.
Find Which Types of Content Work the Best for You
Certain audiences like certain types of content. For example, you might find that a video you published not so long ago gained much more traction than your usual textual articles. Make more videos!
Use the data from Google Analytics (or any other SEO reporting tool you’re using) to figure out which of your pages and post perform the best. If they’re doing well, that means they engage with your audience and you should shift towards using more of those types of content.
Even if you yourself prefer, say, articles to infographics but your users enjoy those way more, you should drift towards what your customer wants. Sure, it’s your website, but its whole point is to engage with the audience after all.
So, the only thing left now is to actually write your content. The secret to writing content that engages is knowing what your customer needs and wants, and I’ve described how you can figure that out.
Thanks for sticking by, and good luck with your content strategy!