If you want to increase the conversion rate significantly - you need to create user-oriented content. That’s the perfect summary of the 2022 internet marketing trends. How to create modern content marketing? What attracts users? When is it better to give up on keywords and focus on UX? Keep reading!
User-oriented content or user-centered content is a message tailored to recipients. This necessitates the use of the language of benefits, effective storytelling, and the ability to adapt the amount and form of the content to the potential recipient.
We all know that content marketing is supposed to support your sales, doesn't it? So, why it doesn't work?
The longer we live in the digital world filled with various information (often useless), the harder it gets to encourage users to convert and buy. Your content can't look in the following way "we have a fantastic product - one of a kind, really!" because the user is perfectly aware of the wide range of products available on the market.
What should you do?
To attract potential customers, you need to build relationships with them - instead of showing how wonderful your product is (thus focusing the message on the brand), prove that it'll make the users' lives easier. Use the language of your target group and stay ahead of your market rivals.
Example: Imagine you run an online store with blenders. You know your target audience, so next to each product there is a clear and simple description of the most important features of particular blenders (e.g. energy efficiency). On top of that, you run a blog where you post articles with recipes and product videos because you know users’ expectations
Why is it important?Demand is the keyword inuser-centered content marketing - you need to know and understand users to satisfy their needs.
It can be difficult, but once you assure the users that your blender will allow them to quickly make peanut butter after a workout or a creamy smoothie for the kids, the emotional relationship with the brand may convince potential customers to finalize transactions if you convince them that the product will change their lives.
You don't have the time to run your company's blog? We can do it for you! We know everything about copywriting and creating the best content that users love. Find out yourself!
How to Write User-Oriented Content?
1. Respond to User Intent
If you want to write user-oriented content, respond to users' intentions - meet their needs before they realize they have them, and always be one step ahead.
This is also extremely important in the context of keyword analysis and Google's algorithms (Asia wrote more about Search Intent in SEO) because search engines try to give users exactly what they had in mind, and do their best to understand the context as well as possible.
What should you do?
Think about potential users’ expectations and try to provide people with content that answers their needs.
2. Select Keywords
Should you even use keywords?
User-oriented content can contain keywords if they are applied naturally.
Make sure that these phrases attract customers and lead to conversions. Already during the analysis, select words that match your actual goals and correspond to the needs of your users. Pay attention to the keyword intent, you can check that in a few SEO tools, for example in SEMrush:
3. Define Your Target Audience
If you know your target group, you’ll be able to easily complete the two steps above. Both SEO and content marketing-wise, you may find it useful to:
Create professional user personas - (to learn more about user personas in marketing and SEO, check out our blog). They’ll help you understand who types specific search queries and why users look for given products or services.
Develop the right language to communicate with your audience. This will ensure that you know how to write to your users easily (and effectively!) to reach them.
Determine important characteristics beyond age or gender. These could be interests, routines, or even places where your target group hangs out (online: Facebook or TikTok? local: cafes or clubs?) and many, many more - but that's a topic for a completely separate post.
4. Avoid Keyword Stuffing
Being natural is crucial when creatinguser-centered content. In some situations, it’s better to give up on keywords than risk losing the users’ trust.
If people find your content unnatural, their willingness to choose your products decreases drastically. This is why quality copywriting and proper keyword management are crucial.
Look at the example below:
Compare that keyword density to, for example, our article. Since we wanted you to be able to come across it, we've used keywords with high search volumes. However, we're almost certain that you didn't pay attention to them because apart from the SEO layer, we offer quality content. This is exactly how you should manage your site.
5. It’s About the Quality, Not the Quantity
The number of keywords isn’t a priority. Why?
In 2022 it shouldn't be surprising anymore - after all, both Google and users appreciate valuable and interesting content that is optimized for SEO and addresses users' needs.
The same principle applies to the amount of content you create. Perhaps you can present an extensive paragraph of text in the form of an infographic, and record a video with a recipe? Content diversity is no longer just about the number of words - content can have many forms.
6. Use Various Sources
Why content isn’t only about SEO?
Organic traffic isn't everything - while it's undoubtedly one of the most important sources of traffic, it's also worth paying attention to other channels, often those that don't require the use of keyword phrases.
Depending on the type of business you run, these can include social media (although keywords may be useful here too - check out our post on SMO), email marketing, influencer marketing, or affiliate marketing.
Benefiting from these will certainly complement your SEO strategy, and will help you reach customers that use different channels and are at different stages of the sales funnel.
Why Should You Create User-Centered Content?
Proper content marketing is currently one of the best ways to effectively reach your audience and support SEO activities. Moreover, it has an impact on Google's algorithms, as it shows them that there is valuable website content that should be displayed to users.
In the world of marketing, we have been witnessing a fierce battle for user attention. There's a reason why topics like user-centered design and the whole UX department are gaining popularity - for all those who create content, this should be an important guideline in determining what articles, videos, and graphics should look like.
1. More Traffic Doesn’t Equal More Customers
At the beginning of your SEO activities, you may think that all acquired traffic is equally valuable - this isn't true.
The most valuable traffic is the traffic that converts - after all, as an e-commerce owner you want to sell, right? To put it simply: content that brings you conversions is the content you should invest in Remember that sometimes it's not just about profits - you can determine your goal at a specific point in time.
Keep in mind that conversions are more important than the number of keywords your website is displayed for. The era of bots generating site visits is a relic of the past - therefore, you should care about the actual users, as they are the most valuable.
2. Check Where to Stay Ahead of Your Market Rivals
You already know that the right selection of keywords is important.
It's better to choose fewer valuable keywords, and check what’s the main focus of your market rivals - after all, your goal is to rank higher than them in the search results.
Additionally, if your competitors pay for display ads and invest in optimizing certain pages or articles, it should be a signal for you that these activities are profitable for them - so they might be profitable for you too!
3. Think About What Users Want to See
Will your potential audience be satisfied with a mediocre text stuffed with keywords? Will an article on professional medical topics with an artificial header convince users?
Remember that keywords are only one of the factors that influence how your website ranks in the search results. They are an extremely valuable tool that allows users to get to your site, but when keywords start to clutter the actual content, or the content is created just to include keywords, they don't bring you any benefits.
After all, users don't enter your page to see how many phrases you can fit in one article, but to learn how to choose a really good coffee maker or how to decorate a cozy Scandinavian interior.
User-centered content is about UX - make sure you meet the needs of potential customers.
How to Find a Happy Medium?
You already know that demand is the foundation ofuser-oriented content.
Evaluate whether all the keywords you use are necessary and have the potential.
Create a content plan. If you include in it the blog article topics you're going to discuss in the near future, it’ll definitely be useful to know if the articles have the potential to convert.
Let us do the hard work and create the content plan for you!
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