In marketing, developing ideas and creating content cannot be successfully accomplished without deliberately using user experience and SEO.
From searching for materials for popular content, to optimizing the finished article, you need to go through a thorny path. Here is how our experts do it.
We use data on requests
How are your competitors represented on the net, what answers to which queries they publish on their site? What queries are popular?
To answer these questions, we use various services that provide us with data.
As part of this data, you can also find out:
• Where your competitors are ranked by this request.
• How many people search for this query every month.
• How do you rank for this query?
With this information, we prioritize any content based on a keyword estimate (calculated using the keyword analysis tool). Estimation is based on monthly search volume and competition for a query.
We brainstorm articles based on queries with the most keywords.
We are looking for a target reader
Most authors go headlong into the process of writing, not knowing exactly for whom the text is intended.
We start with the question: “Who is our target reader?”. In other words, for what person are we writing this article? For example, what constitutes an “excellent” article for a marketing director is probably not the same as for a marketing coordinator. Although each of them can search using the same keywords, their different posts indicate that they are probably not looking for the same content.
Then we outline the most important points that need to be covered in the article, based on the target audience. For this we:
• We use our experience
• Explore the topic in external sources, including customer experience.
