why and how to put your audience at the heart of your wordpress site’s content

Why and how to put your audience at the heart of your WordPress site’s content

Hi, I’m Lana. My 2016 is about community :)

The basics: defining terms

What do I mean by audience?

What is content?

What is audience-led content?

Why should your content be audience-led?

Audience-led content builds relationships

Content buying cycle:●Attraction●Consideration●Preference ●Conversion

Search engines like audience-led content

Google and semantic search:●Hummingbird update●RankBrain●Google’s Search Quality Guidelines

How can you make your content audience-led?

Understand people’s purpose so you can fulfil it

Trigger event Need

Search intent

Conversations: context and sentiment of the need

Tools to get emotional insight:●Hashtagify & Twitter ●Quora●Forum discussion●Buzzsumo

Get a holistic view of search intentions

Tools to understand search intentions:●Google trends●Search intent●Answer the public

Frame messages to resonate with people’s mind-set

Four key mind-sets:●Hedonists ●Pragmatists●Process driven●Approach driven

Meet intentions: right answers, right format

The sweet spot for persuasive content

Right time and place

Emotional motivations

Persuasive content

Informational needs

How do you know if your audience-led content is working?

Measure success against SMART objectives

Audience-led content approach in summary

Audience-led content process:●Research - trigger event, need, search

intent●Create - framing, format, timing●Promote - digital marketplaces●Measure & refine - SMART objectives

Purposeful content builds and rewards communities

Thank you!

@LanaTBurgesslana@unramble.com

freshegg.co.ukbrightondigitalwomen.co.uk

unramble.com