Content Marketing Challenges in 2015 (And a Few Solutions)

Since the term started kicking around a few years back, content marketing has grown in popularity every year. For those of us in the industry, that’s good news in the sense of ensuring our work is in demand. But with popularity comes increased competition, and doing content marketing well means facing new and increasingly sophisticated challenges from year to year.

Each year a few different sources release information on the top challenges marketing firms and businesses say they face when it comes to content marketing. A lot of what comes up in these surveys comes down to the five challenges listed below, each of which can be solved with the right approach.

Challenge: Being strategic in your content marketing.

One of the most obvious findings in the Content Marketing Institute’s surveys each year is that businesses with a strategy get more out of their content marketing than those just trying to figure it out as they go.

A strategy helps you connect the dots between the different channels and types of content you’re creating and make sure the work you put into content marketing actually pays off. Without one, you’re more likely to put a lot of effort into putting content out there that no one sees or engages with.

Solution: Stop everything else you’re doing and work on your strategy.

If you don’t have a content strategy yet, get on that right now. If you do, the beginning of the year is a good time to re-visit and evaluate it to see if you can make it better. If this isn’t something you know how to tackle on your own, hire someone who does. It’s too important to skip entirely.

So Many Things To Do ListChallenge: Scaling your content strategy to your resources.

This is arguably harder than creating the strategy. It’s often easier to think of a long list of things you should be doing than it is to actually, you know, do those things. A lot of content marketing is harder and more time consuming than people expect at first and if you overshoot, you’re more likely not to follow through on your plans or to be sloppy with them.

Solution: Build in some flexibility.

A content strategy isn’t a one and done deal. You may find you need to shift your expectations based on what your team can pull off or your budget can handle.

That’s ok. Better to slow down your content production and create the kind of stuff that will really shine than rush it and put out a lot of stuff no one will care about.

Challenge: Creating content that people care about.

I personally think this challenge and the next one are the two most difficult on the list. Everything I said in the introduction about competition is working against you here. How do you make your emails the ones that people open and your business blog the one that people click through to?

Your content doesn’t just have to be good it has to be relevant to what your audience needs and wants to know.

Solution: Talk to your audience and measure results.

You’ve got to go to the source. Talk to your customers or anyone you know that falls into the profile of what your target networkingofflinecustomers look like and find out:

  • What they’re thinking about
  • What they’re worried about
  • What questions and challenges they have
  • What other blogs and media outlets they regularly check out
  • How they find the content they consume
  • How and where they read it (Are they on their phone on the go? Sitting in their office at a desktop?)
  • What kind of topics they find the most interesting and valuable
  • Anything else you can get them to tell. The more you know the better.

For introverts like me, this part can be kind of awkward. But you know who’s probably talking to your audience every day? Sales people and customer service representatives. See if you can’t get them in on it to help you out with this step.

This gives you your start, but part two of tackling this challenge is paying attention to your analytics. What content pieces are getting read the most, shared the most, and commented on the most? Which are driving people to take further action on your site or inspiring return visits? Which are bringing new, relevant traffic to the site?

Track that information, check it regularly, and use it to refine your content strategy as you go.

Challenge: Promoting your content.

You can’t just put content out there and assume people will find it. Sometimes you’ll hear people suggest that works – “if it’s good enough, they will come!” I don’t buy it.

There’s too much stuff out there competing for their attention. You’ve got to put some effort into making sure your work gets in front of the people you want to see it and that they deem it worth their time.

Solution: Make this a crucial part of your strategy.

You’ve got to start thinking about this at the strategy stage. It takes time and it takes a plan. Identify the influencers and top blogs in your industry. Make a presence on social media (not every social media platform in existence, just the ones you know your people are at). Interact with people in your target audience and influencer list and become regular about it.

Creating the right relationships is a huge part of content promotion.

You should also consider paying for content promotion on social media channels and Google. If you’re paying for your content (and you are, even if only in time), it might be worth it to make sure your content is actually being seen. Paid promotion also usually comes with some good analytics that give you a better feel for what’s working and what people are interested in.

Challenge: Finding good people who get content marketing.

While this challenge wasn’t super high on the list, it’s one that’s growing for marketers. As content needs increase, so does the challenge of finding good people to help you meet those needs.

Solution: Talk to me!

Ok, I’m half joking. I’m a pretty great content writer, but by no means skilled at the many other things needed to be good at content marketing. That said, I do try to know as many people good at those other things as possible so I can point businesses in the right direction for what they need. And if I don’t already know someone skilled at the type of work you’re looking for, I don’t mind having an excuse to find that someone so I know them for future reference.

There are some other solutions that might come in handy for this one though:

  • Referrals and networking ­– keep up with any local marketing and content groups and don’t hesitate to ask the people you meet there for recommendations.
  • LinkedIn and Google searches – seems pretty obvious, but the people who rise to the top in searches on these networks are probably pretty good at what they do (although that means they likely don’t come cheap).
  • Invest in training for your staff – help the people you already have become more skilled at content marketing. Saves you a search and improves the employee relationship at the same time since it shows you care about investing in their career.

2015 looks likely to be a good year in the evolution of content marketing. Marketers just keep getting better at figuring out what works and exploring new creative ideas. As content marketing gets more sophisticated, you have to keep up if you want it to pay off for you. A lot of that just comes down to being thoughtful about how you approach it and putting in the work.

9 Expert Content Strategists on How to Be a Better Content Writer

Be a Better Content Writer

Content writers know the importance of trying to get inside readers’ heads to tap into what matters to them most, but that penchant for empathy doesn’t always extend to those other people we’re doing our writing for. We can’t read the minds of the people who are hiring us, but the simple solution to that is a willingness to ask.

With content marketing one of the fastest growing and most lucrative industries for professional writers to work in today, many of us are increasingly likely to find ourselves answering to people with the newly familiar title of “content strategist.” In the interest of tapping into what’s going on the heads of these content strategists (without trying to read minds), I’ve asked a few of them just what they value most in a content writer.

Here’s what they had to say:

9 Expert Opinions on What Makes a Great Content Writer

1) “I appreciate writers who have a clear understanding of their skills, strengths, and things they’re not as good at.

I love when writers ask smart questions upfront and ‘group’ their questions when they have to ask during the project. It’s so much easier to field than one email after another.

The most organized writers anticipate an editor or content strategist’s needs. They proactively research organic search terms, they craft concise pitches and cite expected sources, and they reach out on a regular basis (once a quarter is ideal) to see what they can help with.”

Kirsten Longnecker
Content Strategist, BancVue

2) “I most appreciate content writing that reminds me of my academic roots in creative writing and analysis. I am looking for a voice that pops off the page — an intellectual heft, an analytical rigor, and the kind of word choices that will stick with me long after I’ve left work for the day. It’s all possible in the content world, but only when writers, editors, and content developers lead the way.”

Leah Levy
Content Strategist and Copywriter, Just Start Storytelling

3) “Adaptation.  This is really broad and can apply to many different situations. Whether it’s taking feedback and adapting content accordingly, seeing a blog post fall flat and adapting the headline/tone/format the next time around, or taking something that’s complex and technical and adapting it for a more general audience — the ability to mold and shape content is absolutely necessary.

Curiosity. Ask questions! When I work with content writers who ask a lot of questions, the end product is usually a better, more performant piece of content. Writers should be asking “who is the target audience?,” “at what point in the buying cycle will someone be exposed to this piece of content?,” “how much should I assume they know about this topic?,” “how will the target audience benefit from reading this piece of content?,” “what is the intended call to action after reading this?”

Hannah Simon
Content Strategist, Fastly

4) “One quality I find indispensable in a writer is curiosity. The best writers are incurably enthusiastic and want to learn as much as possible about the subject of their writing. I’d rather read a curious neophyte writing about a technical topic than a complacent expert! Curious writers unearth interesting facts and make insightful connections. And their energy is infectious.”

Melanie Seibert
Content Strategist, Razorfish

5) “Coming from the magazine world and into content development, the most important things for me are the age-old elements. Know your audience and know the voice of the site. Certainly, great writing is great writing but if that writing fails to take into account the brand persona and audience, then you’ve just lost an opportunity to connect and convert.”

Lara Zuehlke
Account Supervisor, Pierpont Communications

6) “The quality we most appreciate in the content writers we work with is their willingness to learn. We want to develop long-term relationships with the writers who develop content for our clients which means we play a very collaborative role in creation. Being willing to learn all there is to know about the client and their business, accept feedback, and then of course apply what has been learned to future content is a huge benefit to everyone in the relationship.”

Mack Fogelson
CEO, Mack Web

7) “For me it’s a little bit of a two-pronged approach and trying to find a balance between them.

I used to value writers who excelled at audience engagement – creativity and passion and being able to really get inside the mind of the persona – even if their process was chaotic.

But as we move to a more structured approach to content, I’m really finding that I value content writers that can also organize their thoughts clearly, deliver outlines in advance of drafts, who know how to research and footnote material. It’s no longer just about engagement – the structure and process are critical as well.

Jenny Magic
Principal/VP of Content Strategy, Sitegoals

8) “When I hire writers – I do so because I want to bring their view of the world to an issue that I or my client is trying to communicate.   Alignment and agreement is important – but so is (in many cases) disagreement and (in almost all cases) a unique perspective.

So many times writers want to ‘write what they think the client wants’ instead of bringing their unique talents and point of view to the table.  Certainly there’s a place for writing in a different voice (e.g. ghost writing) and trying to match tone and perspective. But, most of the time what I appreciate and value about a content writer is that they have the ability to tell a story in a unique and differentiated way.”

Robert Rose
Chief Strategist, Content Marketing Institute

9) “Given the space I work in: the ability to clearly communicate fresh ideas.

I’m all for pretty prose, but in content marketing it’s all about educating customers; this places priority on clarity over articulacy, and demands an ability to argue unique perspectives. In other words, I mostly value a writer’s ability to think clearly and then put those thoughts to page over their ability to ‘write well.’ Perhaps they are one and the same, though. :)”

Gregory Ciotti
Content Strategist, Help Scout

Edit: Bonus Tip!

One strategist got back to me after the post went up, but I didn’t want to deprive anyone of her great advice.

“I need people who are super curious and constantly educating themselves about all the different areas of content strategy, particularly UX and metadata basics. Great writing only goes so far! :)”

Kristina Halvorson
Content Strategist, Brain Traffic

One thing that quickly becomes clear through these answers is that not every content strategist has the same priorities when it comes to finding a great content writer, which goes to show that much of being good at your work is finding the employer or client that’s a great fit for you.

There are a few key themes we see emerge though:

 

  • Curiosity

 

      – A good writer has got to be a great researcher and that’s a skill that usually comes from having a driving curiosity to learn new things. The best writers

like

      that process of digging up new information on a topic and becoming a mini-expert in every little thing their readers want to know about.

 

  • Creativity

– Good writing is not formulaic, it brings something unique to the table to help keep the reader interested. While that curiosity-driven research takes care of the background work, creativity is what makes for greater skill in the writing process itself. Choosing the best possible words, finding the right voice, bringing some humor into a piece ­– these are some of the kinds of creative skills that really set content writers apart.

 

So there you have it, the things content strategists care about the most when it comes to the work you do for them aren’t those nitty gritty values like meeting deadlines or crafting the right headlines (although I’m sure they’d all be quick to say those matter too). It’s more about the most basic personality traits that drove many of us to become writers in the first place: the desire to continually learn new things and stretch our creativity muscle.

15 Tips (of Various Types) From Content Marketing World’s Experts

content marketing world 2014

The weather’s nice. The food is orange. And there are the biggest names in content marketing everywhere you look (and a constantly cursing Oscar winner to boot).

Content Marketing World is an experience full of unique character and packed to the brim with information, tips, and ideas. The speakers and attendees come from all types of backgrounds and represent just about every possible job title in the content marketing industry.

That makes for some good variety in the knowledge you walk away with at the end of the week. Here are fifteen of my favorite tidbits from those full days in Cleveland.

1) Forget funnels and focus on moments of inspiration.

Does the sales funnel still accurately reflect how people buy? With the way the internet has changed how people research and shop, Andrew Davis suggests we’re looking to an outdated tool to understand buying behavior.

There’s not a simple, linear process behind making a purchasing decision anymore. What there is now is an internet full of ideas and stories. To get the attention of your potential customers and make a connection, you need to play on the level of the things they’re paying attention to online. You need to work toward creating moments of inspiration.

2) Start using Google Trends. Yesterday.

Another tip from Andrew Davis who insists that Google Trends is the most underused tool in marketing today. If you want to understand what people care about, what they’re talking about, what they’re thinking about and searching for (and of course you do if you’re in marketing), Google Trends is the tool to show you.

google trends

What people are thinking about today

3) Speaking of Google tools, you’re not doing enough with Google Analytics.

Andy Crestodina (another Google Trends fan) has figured out a lot of the best tricks for getting more out of Google Analytics. Trends are good for figuring out what people are thinking about more generally, but Analytics is where you figure out what they’re coming to your site for and what they’re doing when they get there.

If you use Google Analytics effectively, the data you glean can help with keyword research, topic development, and refining your strategy as you go.

4) Use tools, but don’t let them take the place of strategy.

Content marketing tools abound. We’ve got the aforementioned Google tools, a dizzying array of software, social So many tools! Graphic via Curatanetworks, tools for organizing your content creation process, amplifying the reach of your content, tracking performance, and so many more.

Kristina Halvorson offers the reminder that we can get carried away with our tools and tactics. Content marketing isn’t just about what we can do or think might be cool to do, it has to be strategic. Don’t let those tools distract from creating and sticking to a strategy.

5) Use personas. But remember, they’re not a creative writing project.

Personas are content marketing 101. We all know we need them, but the harder part is making sure they’re based on something real.

It might feel fun and creative to sit down and write out what you think is going on in the mind of your ideal customer, but unless you’re basing what goes into your persona on actual interviews or data, you’re writing fiction. Jenny Magic and Melissa Breker brought up the inconvenient truth that for personas to do their job and make your content marketing strategy more effective, they can’t just be a creative writing project.

say "no" for a better content strategy6) When creating a content strategy, saying “no” isn’t just ok, it’s important.

This is another gem from Kristina Halvorson (and one of the pieces of advice on this list that can easily extend to life beyond content marketing). Marketers are creative people and, as such, we tend to have more ideas than we can reasonably execute.

An important part of developing a content strategy that will be effective and sustainable is the ability to say “no.” Producing a blog post a day, a weekly video series, and an infographic all this month might sound like a great plan ­– but do you actually have the resources to execute that plan? Carefully consider what you can accomplish, so you create the most effective and efficient strategy within your means.

7) Always ask “why?”

Another Halvorson tip: think like a five year old. Every step of putting together your strategy and creating your askwhycontent, ask “why?” Why are you doing this? Why is this important?

Just keep asking until you get down to those big, hard-to-answer philosophical questions. If your content answers everything up to that point, you know you’ve dug deep into something really useful.

8) Writing is not grammar, it’s thinking.

You may have noticed a few sentences in this post that start with “and” or “but.” Well Ann Handley told me I could 🙂 .

The grammatical rules that may have seemed like gospel when you were learning to write in school aren’t the most important part of writing well. In fact, any time they have a negative influence on the readability or personality of your content, they should be set aside.

What matters is the thought that goes into the work. Writing must be useful and meaningful and something your reader can relate to. More than any proper use of a semi-colon, that’s what makes writing good in the world of content marketing.

9) Whenever you could use some extra writing inspiration, check out style guides.

Do you ever look over the style guides produced by some of the companies putting out great content? I have to admit, I never really thought to, but Ann Handley recommends it as a way to keep your writing fresh.

A few she specifically recommends are:

If you know of any other good ones worth checking out, let me know,

influencer marketing

Find influencers with Followerwonk

10) If you don’t have one already, develop a plan to start connecting with influencers ASAP.

In his talk on influencer marketing, Lee Odden stressed how people are much more likely to trust experts than brands. This is a pretty intuitive point: how much more likely are you to make a decision based on the advice of a person you trust versus that of a brand?

That makes any expert in your industry with an engaged audience somebody you want to know. And more to the point, somebody that you want to know and trust you well enough to share your content. This isn’t easy though, you need a plan to best determine which influencers you want to connect with and how best to establish, nurture, and maintain that connection.

11) Be sure to target actual influencers, not just people that are popular.

It’s possible for someone to have a large following and obvious popularity, without being a person with influence. Odden explains the distinction: a brandividual is popular, but an influencer can create popularity.

Popularity might be measured in things like followers, but an influencer is likely to have a more engaged audience. Their followers aren’t just passive listeners, but make a point to interact and become a part of the their community. That’s how you tell the difference.

12) But don’t just target the already influential, look for people on their way up.

Every powerful influencer out there started as someone with no fans or audience. The road to cultivating influence is long and slow and most of those who reach the end get some help along the way. And they remember the help they got.

Says Odden, “Work with an influencer, they’re friends for a day. Help someone become influential and they’re a friend for life.” Keep your eyes open for the people who are on their way up and look for opportunities to connect with them as well.

13) Get ready for adaptive content.

Context plays a huge role in how and why people buy. How huge of a role? It turns out that personalized content can mean 3-10 times as many conversions.

Jenny Magic and Melissa Breker talked about the growing trend of adaptive content. You’ve already seen glimpses of this ­– things like personalized ads based on sites you’ve visited and seeing different versions of a website on different types of devices all count as adaptive content.

The technology for businesses to do even more personalization in how they deliver up content is already there; it’s just a matter of jumping in and using it. But you can’t jump in without a plan. In the mantra familiar to any and all Content Marketing World attendees: the strategy must come first.

14) Slow down and fix your shit.

Both Kristina Halvorson and Jonathon Coleman gave this line a nod. Along with #15, it’s one of those pieces of advice that’s useful in pretty much all aspects of life. Rushed work and hasty decisions rarely produce results on par with what you get out of a well thought out and carefully executed strategy. Take your time and do it right.

15) It’s all about empathy.

To produce content people want to consume, you have to understand what they like and need. We talk a lot about personas in the realm of content marketing, but we always have to remember what the real point of those personas is. They’re worthless if they don’t help us empathize with the people we’re trying to reach.

In the emphasis on getting out a large quantity of content quickly (see #14), it’s easy to lose sight of what the purpose of the content is. Catchy headlines followed by posts that repeat familiar facts might help content creators reach their quotas and satisfy the higher ups, but are you creating something that people will actually appreciate?

Always have the people on the other end of the computer screen in mind. If you’re not making an effort to empathize with their needs, it’s time to start.

12 Things Every Non-Expert NEEDS to Know About SEO

important SEO basics

For those of us who spend hours each week reading about different facets of online marketing, there are many SEO facts and best practices that seem obvious to us that still aren’t understood by your average business owner. Dedicated, experienced SEO professionals have way more knowledge about the nitty gritty particulars of what makes for effective SEO than is covered here (and most know loads more than I do personally), but you don’t really need to know all that stuff anyways.

If SEO isn’t your personal specialty, but is something that matters to you and your business, these are the key things you absolutely need to know to avoid making decisions that could hurt your company.

1) SEO factors can be divided into two categories:

On-Page SEO Factors

This is the stuff you can control. You can optimize your website for SEO by making sure the site design is intuitive, the pages load quickly, and you strategically place keywords in the main parts of the page that are noticed by search engine crawlers:

  • Title tags
  • Headings
  • Image alt tags
  • On-page copy
  • Meta descriptions (doesn’t influence rankings, but good for encouraging clicks)
  • Page URLs

You can find a few more details on this part of the process in the SEO Basics presentation here.

Off-Page SEO Factors

This is the trickier part and where some businesses get in trouble. Search engines try to gauge how trustworthy a site is based on off-page factors like how many other sites link to it, how authoritative those sites are, the authority of authors who write on your site and share your site, and some various other complicated factors that help the search engines decide if people really like you.

2) SEO takes time.

SEO is a long process

Image via Corey Leopold

You’re not gonna see results tomorrow. Or next week. Or the next. It takes time for Google to pick up on changes, and even more time for SEO efforts to start to add up into something tangible. There may be some slight changes to your rankings in a short period of time (especially if you start off ranking very low and are pursuing SEO on your site for the first time), but good SEO is a long game and results take time.

3) SEO is a long-term process.

Related to #2, but still its own point, you can’t make a few tweaks to your site once and figure you’ve got SEO taken care of. It’s not a one and done deal. SEO is a continuous process that requires:

  • Fresh content
  • Regular tweaks to your site
  • Ongoing efforts to raise brand awareness and encourage legitimate links, and
  • A continual tracking of analytics to determine what’s working.

If you get yourself up to a nice high rank and figure you’re good and can stop, your competitors will take advantage of that false sense of security to unseat you.

4) Bad SEO can hurt you. 

Bad Seo

Google and their ilk hate spammers. The people out to game the system to get low-quality sites ranking higher than they should are precisely the enemies search engines are trying to take out with every new update to the algorithm. If you hire those people – even if you do so innocently, thinking they’re legitimate professionals who know what they’re doing – you risk hurting your business.

You cannot make rash decisions when it comes to your site’s SEO, you have to seek out white-hat SEO professionals who really know what they’re doing and won’t put you at risk.

5) SEO evolves.

As the search engines update their algorithms to foil the spammy SEO perpetrators addressed above, what works best for SEO changes. This is another reason it must be treated as a long-term process. What works best today might not be what works best in 6 months, so you have to stay on top of the changes and be prepared to adapt.

6) Search engines prefer sites that prioritize people over search engines.

It might sound counter-intuitive, but it’s true. If your site seems more designed to please the search engine deities rather than your actual visitors, it’ll be bad for your business (who’s gonna stay on a site that’s not useful, much less buy something off it) and bad for your rankings. Search engines consider things like how long visitors stay on a site and whether they ever bother to come back, so they can get a sense of whether or not the people stopping by actually like the site.

7) Keywords matter.

You have to be careful not to overdo it on the keywords – a keyword focus can’t outweigh the importance of making sense and writing content that’s easy to read – but keywords do matter in SEO.  Keyword research helps you understand what people in your industry and, more importantly interested in your industry, are talking about. That lets you know what kind of things to write about on your site, what kind of questions to answer, and what terms to use. You should pick different target keywords for each page on the site and include them in all of the parts of the page listed in the On-Page SEO Factors section in #1.

You want to choose keywords to emphasize based both on how popular they are and how competitive they are. If a small business decides it wants to dominate for a broad, popular keyword like “bathing suits,” it’s never gonna beat the likes of Target, Victoria’s Secret and the other huge brands sitting at the top of the search results for the term. But something more specific, like “vintage style plus size bathing suits” (what those in the biz call a “long-tail keyword”) will be a  more reasonable goal.

8) Content matters.

Content only ever seems to become more important to SEO as time passes and search engines evolve. Content provides value to site visitors, gives them a reason to stay on the site longer, answers their questions, and can help in the process of turning visitors into customers. Content is valuable to businesses beyond its role in SEO, but its importance to SEO can’t be discounted. Fresh content is one of the factors search engines take into consideration in site rankings. More importantly though, good content fuels the shares (read: links) and return visits to the site that signal authority and trust to the search engines.

9) Analytics matter.

Pay attention to what people do on your site. If you have pages that have high bounce rates (people that only stay on them for a second before leaving), they’re not doing you any good in terms of future sales or SEO. Weed out what’s not working and identify what is. Your SEO strategy should be regularly refined based on what your analytics tell you.

10) Traffic should not be your primary goal.

seo traffic

It’s not all about traffic

As previously mentioned, if you’re getting people to your site who don’t stay there, that tells search engines something about the value of your site and can hurt your rankings. Any increase in traffic is at best a temporary win if you aren’t giving people something they value once they get there.

Empty traffic doesn’t just end up hurting you from an SEO perspective though, if you get a billion visitors who never buy anything how much are they really worth? If the point of your website is to make money, you need visitors who will turn into customers. That needs to be your primary goal.

11) You are not Google’s* priority (not as a marketer or business owner anyways).

There’s no use complaining about it. If you get a penalty and/or fall from page 1 to page 142, you can feel like Google’s done you wrong and they owe it to you to fix it, but what reason do they have to care?

Their priority is to provide useful results to the people performing searches. If it looks like your site’s guilty of the manipulative tactics that result in lower-value search results, your business gets lumped in with the bad guys.

They’re a business with their own priorities and fixing your problems (even problems caused by your rank in the almighty Google search results) don’t rank high on the list.

*Insert any other search engine name in place of Google in this section and the idea’s the same. But let’s be honest, we’re mostly talking about Google.

12) Never trust an SEO company that guarantees a #1 spot. 

Remember when I mentioned back at the beginning that there are certain SEO truths that are super obvious to those of us in marketing? This ranks high on the list. The idea that there are still many businesses that buy into this line is baffling to those with some knowledge or background in SEO.

But it still happens, so it needs to be said. If an agency or individual ever pitches you based on this promise, RUN. They are not legitimate professionals who understand SEO and they’re likely to do your business more harm than good.

 

Now if you ever talk to an SEO firm that’s annoyed when you tell them you want to rank #1 by next month, you’ll understand why. There just aren’t shortcuts. As in most things worth doing, SEO takes some real time and commitment to do it well.

You’re Not Normal, So Stop Marketing To Yourself

Doesn’t it just drive you crazy when you’re trying to read a magazine and you keep having to flip to different pages to finish each article. No?

Image by Nina Mathews via flickr

That’s because you read a magazine the way most people do, flipping through to see which articles are interesting to you rather than starting from the beginning and reading straight through to the end the way weirdos like me do it. Magazine publishers design their issues based on normal reading habits. My habits aren’t normal.

I Wrote This Sub-Heading Just For You

Which brings us to another way in which I’m strange, I read blog posts the same way: I start at the beginning and read through to the end. As a writer who produces content for the web, I had to do my research to figure out that this isn’t normal.

It’s not just me. Especially tech-minded people see the world differently than the audiences they sell to, a lesson they had to be reminded of by Justin Jackson. Whatever your personal vision of “normal” is, probably isn’t. When you to need to reach people that aren’t just like you, you have to get outside of your own head.

If I want people to read what I write, I had to figure out how to appeal to the normal reader, rather than doing what comes naturally to me.

Do Your Research

It’s human nature to assume that the way we like to do things is the best and most obvious way to do them. It sure would make marketing easier if that was the way it worked. Instead, figuring out what people respond to is hard work and involves a lot of research, followed with trial and error.

If you start a blog to promote your business, you can’t just sit down and brainstorm a list of all the topics you think would be interesting to write about. If you’re lucky, there will be some overlap between what you want to write about and what your target audience wants to read, but you can’t count on it.

Instead, you need to go where your target audience is and learn what they’re responding to.

The Best Way to Learn About Your Audience.

If you can contact them directly, this is the gold standard!

Surveys, calls to clients, email requests for feedback – if you have enough of a relationship with members of your target audience to get information on what they want to read about without annoying them, then use it. Few things will serve your marketing as well as taking the time to listen to your current customers (or people just like them) about their problems, concerns, and needs.

What Next?

Failing that (or to supplement that), find the other blogs in your space and lurk. Don’t worry. It’s not creepy to lurk on a blog or website the way it is in real life. It’s a valid and fully expected way for you to gather information about what people like.

Research the blogs and publications that are getting the most visits in your industry, as well as the ones that get the most engagement (they’re not always the same):

  • This tip probably goes without saying, but Google some of the key terms related to what you do and see what comes up.
  • Check out what’s listed for your industry on Alltop.com
  • Use FollowerWonk’s search function to find some of the people with the most followers in your industry.

This will get you started. Once you’ve found a few of the top blogs in your industry, it’s easy to follow the trail to more influential sites.

You see, bloggers and websites that get to the top of the food chain pretty much always get there with the help of other bloggers and websites. That means the guys you find that are influential in your industry are probably following, linking to, and otherwise connected with other influential sites in your industry. Once you find your first two or three, they’ll lead you to the rest.

Pay Attention to Metrics

You don’t want to just read these guys. You want to pay careful attention to the things they write that get the most shares and comments. These are the topics your readers care about.

Obviously, you shouldn’t straight up copy the big guys, but use what you learn there as a launching board for collecting ideas for your own blog.

Quick note: this isn’t a step you do once and are done with. Once you’ve collected a list of relevant blogs in your space, make them part of your weekly (or even better, daily) research routine so you can stay up to date on what people are concerned about in your industry. This will not only help you regularly come up with topic ideas, it will also help you stay connected to your industry.

You can use feedly to collect all the blogs you want to follow into one stream. And of course,  follow them all on twitter, Facebook, Google+ and LinkedIn.

If what you discover your audience likes seems totally counter-intuitive, all that means is that you’re not normal. If you’d done your marketing based on the way you think, you’d have failed. Now, you can craft your marketing efforts based on what matters:  your audience.