Welcome!

Article

Make Your Content More Applicable to Customers

Write Your Content for the Customers

Content is key to digital marketing. Great blog content can get consumers to stay on and read your site, and potentially become converted to your products.

The key is designing blog content that’s highly applicable for consumers. SEO can ensure that search engines will help you gain the exposure you seek, but if your site lacks relevance or quality, Google can actually penalize your site rankings.

It’s easy to say that relevant and applicable content is essential to marketing strategy, but developing that kind of material is of course much harder. The term “relevant” can be hazy and mistaken for a stylistic gimmick instead an effective tactic to grab readers’ attention.

If you truly desire increased conversions, increased followers, better search rankings, and greater profits, some of these strategies will help you make your content more valuable to readers.

Understand User Intent

Search intent will always be one of the key components of effective SEO. Rather than build a list of keywords and strategize trending topics, you should focus on relevance.

Marketer and writer for Search Engine Land Nate Dame says, “The user intent of a keyword is the goal of the user typing the search query, and it typically falls into three categories: Do something, know something, or go somewhere. In fact, there’s often more than one intent per query.”

To understand the user’s intent, you need to learn the nature of his or her query. What compelled the consumer to type this search query? How could your content respond to the questions?

In what ways might you attract search queries with your keywords and content? When you can define the customer’s intentions for searches, you can shape your content around them with greater skill.

Answer Specific Questions and Problems


Consumers go online to get answers to questions every day. If your blog posts can answer common questions not just adequately but in depth, you’ll readily gain followers and potential customers.

“Your ability to helpfully answer critical questions not only assists your audience, but it also helps your SEO because search engines view sites that give satisfying answers as more valuable,” says Dan Steiner

of the Content Marketing Institute. Answering consumer questions through your blog is one of the easiest ways to direct your content toward customer intentions.

If you’re a math tutoring service, for example, you could answer the question “Who invented the periodic table?” or “Why do we need algebra?” Such questions may be common among members of your target audience, and if you provide answers through your blog, you’ll develop a stronger connection with your customer base.

Make Content Timely

“Marketing’s biggest conundrum is delivering the right message to the right person at the right time,” according to an article by Mark Sherbin of UberFlip. “Your content marketing could use an infusion of timeliness. You just need to stay tapped into what’s trending with your audience.”

The timing of content means more than you might think. It can refer to the time of year, current events, or industry news that might spark your buyers’ interest.

Most consumers have no use for an article about lawn care in Minnesota in the middle of January, for example. It’s not relevant or applicable to their current circumstances, so you’re less likely to draw their attention.

As a rule of thumb, you should seek a balance between evergreen articles that can be useful at any time of the year and articles that address a specific time frame and set of circumstances.

Strong Headlines

About 80 percent of people will read your headline, but only 20 percent will read the rest of your content. This highlights the importance of strong, compelling headlines that invite consumers to engage with your content.

Numbers, attractive adjectives, calls to action, and keywords can make stronger headlines for your blog posts. When you write a headline, try to feature a question, an answer to a question, a frequent problem, or another relevant and applicable fact to draw attention.

You may be surprised by how your engagement jumps when you write headlines that more closely apply to your target audience.

More applicable content is key to attracting customers. As you observe these basic principles in your content, you will experience higher engagement and greater attention from visitors who are more likely to purchase your products and services.

More Stories By Larry Alton

Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.

Latest Stories
You know you need the cloud, but you’re hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You’re looking at private cloud solutions based on hyperconverged infrastructure, but you’re concerned with the limits inherent in those technologies.
As Marc Andreessen says software is eating the world. Everything is rapidly moving toward being software-defined – from our phones and cars through our washing machines to the datacenter. However, there are larger challenges when implementing software defined on a larger scale - when building software defined infrastructure. In his session at 16th Cloud Expo, Boyan Ivanov, CEO of StorPool, provided some practical insights on what, how and why when implementing "software-defined" in the datacent...
ChatOps is an emerging topic that has led to the wide availability of integrations between group chat and various other tools/platforms. Currently, HipChat is an extremely powerful collaboration platform due to the various ChatOps integrations that are available. However, DevOps automation can involve orchestration and complex workflows. In his session at @DevOpsSummit at 20th Cloud Expo, Himanshu Chhetri, CTO at Addteq, will cover practical examples and use cases such as self-provisioning infra...
Blockchain. A day doesn’t seem to go by without seeing articles and discussions about the technology. According to PwC executive Seamus Cushley, approximately $1.4B has been invested in blockchain just last year. In Gartner’s recent hype cycle for emerging technologies, blockchain is approaching the peak. It is considered by Gartner as one of the ‘Key platform-enabling technologies to track.’ While there is a lot of ‘hype vs reality’ discussions going on, there is no arguing that blockchain is b...
Leading companies, from the Global Fortune 500 to the smallest companies, are adopting hybrid cloud as the path to business advantage. Hybrid cloud depends on cloud services and on-premises infrastructure working in unison. Successful implementations require new levels of data mobility, enabled by an automated and seamless flow across on-premises and cloud resources. In his general session at 21st Cloud Expo, Greg Tevis, an IBM Storage Software Technical Strategist and Customer Solution Architec...
Nordstrom is transforming the way that they do business and the cloud is the key to enabling speed and hyper personalized customer experiences. In his session at 21st Cloud Expo, Ken Schow, VP of Engineering at Nordstrom, discussed some of the key learnings and common pitfalls of large enterprises moving to the cloud. This includes strategies around choosing a cloud provider(s), architecture, and lessons learned. In addition, he covered some of the best practices for structured team migration an...
The need for greater agility and scalability necessitated the digital transformation in the form of following equation: monolithic to microservices to serverless architecture (FaaS). To keep up with the cut-throat competition, the organisations need to update their technology stack to make software development their differentiating factor. Thus microservices architecture emerged as a potential method to provide development teams with greater flexibility and other advantages, such as the abili...
Product connectivity goes hand and hand these days with increased use of personal data. New IoT devices are becoming more personalized than ever before. In his session at 22nd Cloud Expo | DXWorld Expo, Nicolas Fierro, CEO of MIMIR Blockchain Solutions, will discuss how in order to protect your data and privacy, IoT applications need to embrace Blockchain technology for a new level of product security never before seen - or needed.
The use of containers by developers -- and now increasingly IT operators -- has grown from infatuation to deep and abiding love. But as with any long-term affair, the honeymoon soon leads to needing to live well together ... and maybe even getting some relationship help along the way. And so it goes with container orchestration and automation solutions, which are rapidly emerging as the means to maintain the bliss between rapid container adoption and broad container use among multiple cloud host...
Blockchain is a shared, secure record of exchange that establishes trust, accountability and transparency across business networks. Supported by the Linux Foundation's open source, open-standards based Hyperledger Project, Blockchain has the potential to improve regulatory compliance, reduce cost as well as advance trade. Are you curious about how Blockchain is built for business? In her session at 21st Cloud Expo, René Bostic, Technical VP of the IBM Cloud Unit in North America, discussed the b...
In his general session at 21st Cloud Expo, Greg Dumas, Calligo’s Vice President and G.M. of US operations, discussed the new Global Data Protection Regulation and how Calligo can help business stay compliant in digitally globalized world. Greg Dumas is Calligo's Vice President and G.M. of US operations. Calligo is an established service provider that provides an innovative platform for trusted cloud solutions. Calligo’s customers are typically most concerned about GDPR compliance, application p...
Imagine if you will, a retail floor so densely packed with sensors that they can pick up the movements of insects scurrying across a store aisle. Or a component of a piece of factory equipment so well-instrumented that its digital twin provides resolution down to the micrometer.
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settle...
The cloud era has reached the stage where it is no longer a question of whether a company should migrate, but when. Enterprises have embraced the outsourcing of where their various applications are stored and who manages them, saving significant investment along the way. Plus, the cloud has become a defining competitive edge. Companies that fail to successfully adapt risk failure. The media, of course, continues to extol the virtues of the cloud, including how easy it is to get there. Migrating...
No hype cycles or predictions of a gazillion things here. IoT is here. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, an Associate Partner of Analytics, IoT & Cybersecurity at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He also discussed the evaluation of communication standards and IoT messaging protocols, data...