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Writing the right content for your audience

Creating The Right Content For The Right Patient Profile Is What We Do. 

So many dentists talk at their patients; we talk to and engage with patients, empathising with their current dental problems or perhaps toothache!

Innovation, creativity and data knowledge

What Content To Write

How we use data to define content title choice can be loosely gathered into six points.

To help and assist our content creation, we have to research and analyse the below topic funnels to mould our data into content that sells.

Content that converts

Pre-Steps to creating the right content

  • Identify Content Marketing Goals and Substance
  • Research and Understand Your Audience
  • Determine Structure, how content is prioritised and URL organised
  • Outline the Roles and Workflow, who is responsible and when
  • Identify Policies and Standards: most companies have rules and processes

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We Leverage, The Power Of Machine Learning Tools, To Create Data-Driven Content.

  1. Full-Featured Keyword And Key Phrase Research​
  2. Competitor And Industry Analysis
  3. Existing Content

Paradox: Not Enough Content Or Too Much? Trust The Research

Full-Featured Keyword And Key Phrase Research

Everyone knows about keywords; anyone who calls a customer can guess the correct key phrases, right?

There is some truth in this. However, do you know which keywords convert the best?

Do you know how your customers use words around keywords (keyphrases)? Are you aware of the questions they are asking, the doubt (barriers to sale) they have been expressing in a search?

Keyword research is not a question of using an app to create a list of high traffic possible keywords; it is about testing and trialling keywords and seeing how they convert into customers. You would be surprised which variations of keywords make companies the most money.


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Competitor And Industry Analysis

What your competitors are doing with their websites is always interesting to keep an eye on.

We have numerous tools that let us know when they create new pages of blogs. It is referred to as content gap analysis.

The most important competitors who may not be on your radar are those (websites) that rank above you. Therefore, analysing exactly why this is time very well spent.

Also, Industry News. Is there mileage in responding or reporting on news that is reported off-site?


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Existing Content Audit

Improving content closest to the money. 

We determine the most popular landing pages and look to optimise the content using Google’s Analytical data.

We identify the worst-performing pages where users leave the website and look for reasons and solutions using the same data.

  1. Landing Page Optimisation
  2. Exit page Optimisation
  3. Bounce rates
  4. Conversion rates

Existing content is always the first phase in our overall website optimisation process that takes place before any new content is added to the site.

Results of modernising, re-writing and re-designing old content are often staggering, with improved traffic and conversion rates of over 130% a norm.


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Value Proposition/Content Objectives

These are content ideas to support a client value proposition. They are determined by how best to persuade new customers to buy. The success or failure of each page is determined by:

  • traffic from google
  • page views by users
  • convention rates

Long-Tail Keywords etc.

Long-Tail Keywords/Marketing Content: Q&A/Research/People Asked (Questions)

Common questions are documented from Google and other sources to show a client’s range of knowledge and expertise.

This type of content creation supports a keyword’s position in Google and increases ranking. It is a bit crude.

Geo-Target SEO/Local SEO

In what areas of the UK does the client sell. What about geography (geo-target or local SEO)? How far will your customers travel?

This content is always popular as it often leads to quick wins. Therefore, it is crucial to create quality geo-target content.

This ensures the content is future-proof and does not get a Google penalty in future updates.

Local SEO.

More words?

How Much Content​

The amount of content is dictated by the current amount of pages

The amount of content required is dictated by the amount of pages currently displayed on the websites that ranks number 1 to 3 in Google. If they have a 100 pages on average then here is your benchmark.

Google’s algorithm is a computer programme; all computers follow logical rules.

So it follows that if website A which is ranked #1 for your keyword, has ten pages on product x, then it follows that if you create ten pages on product x, you should rank number above or together.

There are 200+ other SEO factors that need considering; however, it is a valuable guide to benchmarking content amounts.

In reality, not all content can be created in one go. We need information and feedback from Google. When content is added and interlinked into a website, we need to monitor and log Google’s reaction to the new content, using SERPs data.

Did the website go up in Google’s rankings? Did the traffic increase? Which keywords were affected by this new content?

All of these questions need to be answered.

Your content strategy needs to be revised to include content created for the keywords not ranking highly in Google. For example, content planned to support particular keyword groups where the website ranks #1 for keywords to be put on hold.

Call 01483 921741, and we will see if we can help answer these questions.

Did you know: “In Q1 of 2021, there are over five million WordPress blog posts daily.”

See below for more websites that can help you find the correct data to determine what you could write.

Just bear in mind that the data in the report has been used before, so try and use a creative spin on the topics you discover.

Otherwise, there is a real danger you are just following the crowd.

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