A great part of many effective SEO campaigns lies in outreach and, alongside the likes of social media and other interactions, the production of content is a vital way to draw in new traffic.
After all, if you want people to visit, you need to give them something worthwhile. This can be a blog, or a video or even an infographic. What’s important is that it is targeted and aimed at the right people, so that it gets shared around the right circles and improves the click through rate over to your site (or, if it is on your site, it reduces the bounce rate and increases conversions).
Yet, just who are you aiming your content at?
Your Core Audience
Of course, targeting your core audience is always one of the biggest priorities. Using clothing as an example, it’s clear that many large brands have specific audience profiles fleshed out. They know how old their average customer is, where they tend to live and how much money they tend to earn.
From this data, it’s easy to get a rough idea of the type of lifestyle these people lead, as well as the relevant interests. Since you know they are interested in your niche, this often guides you in the right direction as far as keyword analysis and generation is concerned. For external platforms and link opportunities, this is your core audience, so you likely have numerous areas to expand in. However, this is not infinite and, since your audience is likely also being targeted by other competitors, this can be where some of the most fierce contests take place.
Yet your core audience is not your only audience. When it comes to targeting content, there’s nothing wrong with looking at broader groups. After all, if your business or niche has an overlap with this group, that overlap may prove to generate anumber of worthwhile leads and/or conversions.
Using the example of a clothing store again, it’s clear that the core audience is not the only audience profile that applies. While the majority of a business’s customers might, for instance, be within the 18-29 bracket, some simple research might find a small – yet not insignificant – number of people aged between 30-39.
While this audience won’t be as large, it may actually be easier to target. After all, if your competitors aren’t targeting them, then there’s less to compete with. Likewise, it may open up new keyword possibilities, as well as letting you enter new online platforms.
Perhaps another way to look at this is to separate your audience into segments, rather than large niches. While you can easily create content to cater your core audience, perhaps you can identify a strong segment of people who enjoy specific niches within your own company? This could provide a way to generate truly unique content and topics that target this niche. By being unique, you may be able to tap into some hidden passions and get a better conversation started – all of which will carry your brand identity with it.