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