Day 2 of our hot trends in content marketing focuses on making your content more accessible in a very crowded digital space. Gone are the days of targeting common keywords for now is the age of being specific. Very specific. It’s called long-tail search and, if you create content that answers specific search inquiries, the odds of finding the right audience increases exponentially.
QUESTIONS ANSWERED IN THIS BLOG:
- Why target search phrases to an audience of one?
- Why do content topics that educate and solve problems win?
Lengthen Content’s Search Tail
Way back when, mass communication was a highly sought degree. Today, rethink the urge to publish for the masses. Sure, the hope is that every piece of content goes viral for millions to see, but for that to happen it has to connect emotionally to an audience of one.
The way consumers find most of their content is by searching keywords. And, from experience, you know typing a general term into the Google search box rarely lands on the right information. To zero in you have to be specific.
For instance, if you own a pet boutique and want to find social media ideas to engage with customers, you’re not going to search for:
Even Google is smarter than that (well, they’re pretty darn smart!). Instead, they recommend some longer-tail searches that may help you get to your answer faster. More likely, you’re going to search for something specific like this:
Voilà! Specific ideas to grow your business, targeted to your very specific need.
Look at your content the same way. If you think general content packed with keywords is a way to get noticed, think again. That thought went the way of content farms years ago. Generic ideas and topics will have a lot of competition online. And often they wither on the vine, buried on page 34 of a Google search. Deeper, specific topics focusing on educating or providing solutions are easier to find, more engaging and valuable to that important audience of one, who is typing a long-tailed search term that matches your expertise.
As content marketing becomes the norm for most business, long-tail keywords, or longer search phrases, will be more successful in reaching targeted audiences and help your content stand out from the crowd.
Tomorrow’s Hot Content Trend:
Day 3: It’s a Video World