Google’s on-going quest to make search results more valuable to the user experience requires refining your content strategy so that it is highly relevant to your audience and potential customers beyond identifying obvious keywords around your products and services.
But how do you develop a solid audience-centric content strategy for the digital age?
It begins with a well-defined persona analysis plan…When Find and Convert engages a new client, we do the prerequisite discovery that any respectable digital marketing agency delivers. Before we dive into keyword research though, we begin with an in-depth collaborative persona analysis process to discover direct and indirect audiences that actually live in our client’s digital journey. The objective is to discover highly relevant yet sometimes indirect keywords that are significant to the way in which our clients solve their customer’s needs, and then integrate them into the content across digital assets.
Often times, our clients have a clear perception of their buyers. The objective of the persona analysis is to look beyond the most obvious audiences and discover related verticals that are relevant to the buying journey. And to keep the discovery smooth and focused, we unveil the process in steps.