In the last blog I wrote, The 20% Rule in Content Marketing, I basically broke down that you really want to get into your buyers head in the buying process. Essentially, you want to know what they will search for when they are beginning and ending their search to find your product or service. Granted it’s not easy to know exactly how to figure out what’s in your searchers head, there are tools out there that you can get some insights with. Most importantly of all, using some of these tools you can try to weave in some onpage optimization to improve your rankings. Let’s get started.
Step 1 – Marketing Tools and How to Use Them in Your Funnel Research
Similarweb: This tool is pretty amazing. There are millions of people who have opted in to have their websites tracked. If you purchase the pro version you could place one of your competitors websites into the search and find what drives traffic in and the various pages they go to for a conversion. That’s some serious insight! Just be aware that it doesn’t apply to everyone, just those who have opted in.
SEMrush: This tool monitors something like 500 million keywords in the U.S. and more from outside of the U.S. The SEMrush tool can show you who ranked for which keyword historically and who does ads.
You can now go back and forth between the two and decide on keywords to use for your content. So, if this was me, I would try to plug in my website then try to take someone down my content marketing funnel. I would decide which keywords are the best and which of my competitors are essentially ranking for terms that I think are giving them the early win to build up the authority, trust and first-time user engagements. You can apply this for almost any type of business because everyone searches for something it just depends on how long their decision-making cycle is.
Step 2 – Using Your Keywords in your map
My recommendation is to try to shoot for long-tail keywords. If you’re new to DeClsutered Marketing, then here’s a link to information on keywords. For brevity, what you want to do is try to yield in terms that someone would type in to the search bar. For example “best restaurants in xyz”. Don’t just try to slam all the keywords into your search funnel into a single page or multitude of blog pages. Try to think of this very strategically. You want to provide information that has some form of action the reader can take. For example: Top 10 Video cameras for 2015 Pros and Cons. A blog on this topic would be highly informative and allow for the person to really figure out a next course of action.
Step 3 – Writing Content that the Visitor Expects
If a visitor comes in, then you better make sure that the content is what is says it is in the title. Don’t say “here are the top 10”, then give 5 answers and rank three of yours at the top. Yes, I’ve seen some blog do that and I got seriously irritated. Be honest with your information, you’re building trust here. When people trust what you have to say, they will take your advice and they buy from you. Here are some different types of content that you can write or even repurpose:
- Blog post: Yes, this is the basics of it, but there are some people who don’t even start with a blog post, they start with a video.
- Video: You can seriously repurpose a video into a lot of different formats. You can transcribe it and use it on your blog, take just the sound or even just make a slide share presentation from it.
- Infographics: I know there’s been a lot of heat on infographics lately, but I still like them.
Always try to keep your buyer personas in mind when you’re mapping out your marketing funnels. Once you have the various things that they will search for, then you can easily place keywords into your sequence and really make that push. You want to gain those early wins of authority by being the first to reach your target audience. Also, make sure that you have some content that people can start to take actions on. Don’t just write posts for the sake of writing a blog post.
I hope that this information was helpful and if you have any questions leave them in the comments below. Also, please share this information with your friends, family, coworkers and social media networks!
Thanks for reading.