//3 Steps to Simulate Content That Works in Search & Social by @jeremyknauff
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3 Steps to Simulate Content That Works in Search & Social by @jeremyknauff

 

 

3 steps to simulate content that works in search social by jeremyknauff - 3 Steps to Simulate Content That Works in Search & Social by @jeremyknauff

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You poured hours of blood, sweat, and tears into producing your last piece of content.

You wrote, edited and rewritten until it transmitted exactly the message you wanted. You have carefully placed images, videos and text to make it as attractive as possible.

You have thoroughly analyzed the most important publications on BuzzSumo to help you create the perfect title. Finally, you clicked the publish and wait button.

You have been waiting for your audience to start liking, tweeting, commenting, sharing and connecting to your latest masterpiece.

You've connected to social media, obsessively watching for people to start talking about it. And you've been watching your analytics closely for signs of increased traffic.

But nothing happened.

No taste for. Nobody talked about it. And you have not seen any increase in traffic.

Sound familiar?

The good news is that you are not alone.

Another good news is that the resolution of this problem is well within your understanding.

We all understand the importance of producing content, but most people do not understand how to produce content that really works with your audience.

change that today.

To be successful in both research and social media, you need to create content that is not limited to a group of words on a page. You need to create content that really interests your audience. Although this task is much easier to say than to do, it is achievable provided you follow a specific plan.

1. Identify Your Audience

Imagine how a conversation between you and a blind date may differ from a conversation between you and your wife. (Hopefully, if you have a wife, you still do not go to blind appointments, but it's an article for a completely different publication.)

Even if you were completely authentic, your conversation in each of these areas would involve different topics and a different pitch.

The same goes for marketing.

Identifying your audience is an essential first step as your content needs to communicate clearly and directly with them. This means that even if your content can be used effectively by the chosen audience, it will usually perform less well than other audiences.

You may be tempted to appeal to everyone.

Do not do it.

Often, it is a question of ratios. In other words, the more effective your content will be with an audience, the less it will perform well with others.

The problem you face when trying to please everyone is that you are not giving anyone a reason to be. really passionate about what you have to say. It's a recipe for mediocrity, and if you do, your audience will judge you.

The key to defining your audience is to be precise. Now, when I say "be precise", I do not just want to choose a general niche. It is not enough to produce content on a particular subject. Instead, you must define exactly who you are creating each content item. The more specific, the better.

For example, a home builder must clearly reach an audience of potential buyers, but this is not accurate enough.

What other criteria could be used? necessary?

For starters, most builders will want to join homebuyers in a specific geographic area. What will appeal to a home buyer in Florida will be very different from what will appeal to a home buyer from Colorado, so your content will need to reflect this.

Price is another factor. Buyers who want to buy a house around $ 300,000 are very different from those who want one around $ 900,000.

Time is also a determining factor. A builder who specializes in standard homes with minimal customization will generally appeal more to buyers wanting or needing a new home quickly, while buyers wanting a push customization usually understand that this customization requires a more construction schedule. long.

hypothetically, this builder could produce a piece of content intended for a potential home buyer who:

wants to live in Florida.Has a budget of between $ 300,000 and 500 $ 000. He is looking for a completely personalized accommodation. It is planned to move in within 12 months. .

Knowing all these factors allows you to design your content in ways that you specifically like. And here is the beauty of this approach: not all content elements need to address the same audience.

For example, although you use the above criteria for most of your content, you should also add additional criteria to Fine-tune specific content to a more specific audience.

This may include factors such as having hobbies, being retired, or having children living with them, because local amenities can make a huge difference. . Some medical needs may also play a role, as older homebuyers sometimes approach specific medical facilities.

As a general rule, the more you can customize a content item for a highly targeted audience, the better it is. it's going to work. It's true that you can, hypothetically, go too far, it's unlikely.

2. Find out exactly what they need / what they want /

Now that we know exactly who we are trying to communicate with, it's time to determine exactly what they need and / or what they want.

We continue with the previous example, we already know that the public wants a new home and we also know where he wants to live, how comfortable he is to spend and how long he likes to move in.

Let's use some of the additional criteria we described near the end of the previous section that indicate that we are targeting an audience of young or middle-aged families with young children and practicing outdoor activities.

this audience needs and / or wants beyond the house, this is directly related to the purchase of the house?

It is almost certain that they want good schools for their children. In fact, it is not uncommon for people to buy a home that was not their first choice simply because it is designated for a better school.

They probably also want a safe and quiet neighborhood with plenty of child-friendly housing. entertainment nearby, which may include parks, beaches and theme parks.

We now know who our audience is and we want a home that is:

Zoned for a good school. In a safe and quiet neighborhood.Located near a child-friendly entertainment.

3. Identify their active buttons

The last step is to determine what motivates your audience. This is called a dynamic button – an element that you can use to provoke a given response or behavior. In this situation, it is important to involve them in your content.

Since we know the audience we have in the example we used, the identification of their active buttons should be quite simple.

The most powerful button you will find in this case is probably their children. You know that they are deeply concerned about the safety, education, and happiness of their children, so anything related to this should produce effective results.

This should not be surprising. If you think about what you see in your own Facebook feed, you will probably remember seeing particularly active parents in the life of their own children share articles on these topics.

It would be incredibly easy to create. a piece of content about the positive contribution of certain activities to brain development or fitness, and relates it to some of the local activities available such as martial arts, meditation or youth sports.

Their children are not children. only factor in their decision to buy, however. Since they are looking for a custom built home, it's a safe bet that their individuality will be another powerful, powerful button.

They buy a custom house to their unique style and that tells you something. very important about them. That tells you that they are very proud to be unique.

Some other hotspots could include:

Being close to the familyPrivacyFinancial efficiencyTaking the most out of their investmentExclusivityProximity of medical facilitiesEnergy efficiencyTimismLocal facilitiesStyleMore personalizationNew self [1945911]] This list could be virtually infinite, but the The idea is to identify the factors that could be of interest to your audience members.

This could resonate content with someone, which increases the likelihood that they will become leaders, share them on social media or even link to another website.

Now is the time to produce the content …

With the heavy burden behind you, it's time to put the pen on the paper, or more likely, the fingers on the keyboard.

Armed with information telling us exactly who our audience is, what they want and / or need, and whatever they are, we can start planning the titles of the articles.

Do not forget that we do not produce content about the builder and their homes, we must focus on the factors that determine the decisions of the buyer.

Among the titles of articles that reach it are:

7 outdoor activities in Tampa that will keep your children healthyTampa Construction trends and impact on resale value5 Home Improvements enabling Your Family to be HealthierNatural Pest Control for the Tampa Bay Area – Guide for Homeowners3 What to Know Before Building a Custom Built Home in TampaWhich Home Features Are Worthwhile? investment and waste money? 7 Unique Features of the Custom House and What They Say About The Hillsborough County Schools Purchaser

The idea is to hit one or two of their hot buttons with the title to make them click and then hammer them while working on extra hot buttons. with well-written, informative and engaging content throughout the article.

If you play your cards well, you can even make them aware of new shortcut buttons that they did not know that they already had. and a link to other content that pound them.

Make a Portrait

Have you ever spoken to someone who, by sharing a story, had done such a good job that you almost had the impression of knowing

Their hand gestures and facial expressions danced expertly, accompanied by their words, plunging you into your own imaginary world that they had cleverly designed.

How did you feel the experience and the experience?

Knowing what we know about our audience, it is relatively simple to brush in their minds a detailed and punchy picture of how their decision to engage that builder positively affect their lives. (Or how the decision not to want to negatively affect their lives.)

Describe the scenario not only with facts, but also with emotions, and frame the conversation by asking questions whose answers you know .

Facilitate Consumption

People are scanning content primarily, only reading a bit here and there, so start breaking your content into manageable chunks.

I am generally targeting paragraphs from one to one. up to seven sentences and use as much as possible subtitles and ordered / unordered lists.

The media including images, videos, and audio are also effective. Not only in terms of dividing the layout into sections easier to understand, but also in terms of providing additional information and context. This promotes a positive user experience and helps them stay longer on the page.

Engaging with their emotions

Producing content that people want to share and to which you want to connect requires you to connect with people with emotion And to be honest, most people are zero.

Do not get me wrong: most people know how to connect in person, but when they write, their personality suddenly evaporates and they disappear like a robot.

This may be suitable for you to write instructions for assembling furniture, but it is devastating to try to write something that people are concerned about.

The best way to encourage them to share and / or connect, is to connect with them emotionally and make them more talkative than you.

More Resources:

Image Credits

Selected Image: Created by the Author in January 2019 [1 9459009]

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