Shift Content to Meet Target Audience Needs

Written by Nick Stamoulis

Content MarketingGetting started with a content marketing strategy can be overwhelming. It’s not easy to produce quality content on a regular basis. In addition to brainstorming topic ideas, conducting research, and writing/creating the content you also need to spend time promoting it once it’s been published and then monitoring its success. In the beginning, it may be hard to pin point exactly what kind of content is really going to hit home with target audience members. It’s OK to start with a broad approach. As long as content is relevant to your industry, it’s a great starting point. However, as time goes on you are going to want to create content that is more focused in order to attract the right people.

Yes, content marketing has SEO advantages. Publishing quality content that includes targeted keywords is a way to attract the search engine spiders and generate organic search traffic to interior pages of the site over time. Yet, most importantly, you should be writing for your readers. You want to create content that speaks to their needs, establishes your business as a trusted source of information, and improves the chances that a target audience member will convert when the time is right. The inbound links are just an added side benefit. Once you’ve been creating content on a regular basis, it’s important to see what content is working and what isn’t.

In order to do so, take a look at your Analytics for insights about how website visitors are interacting with your content. Analytics will tell you what your most viewed content is, what content is getting social shares, bounce rate of content, and where your traffic is coming from to your site.

This data can help guide your content strategy going forward in a few ways. First, take a look at the content that is getting viewed the most, getting lots of social shares, and has a low bounce rate. Since this content is obviously the “best” you will want to create content going forward that touches on similar topics. If a majority of your “best” posts are on a few topics, focus your content on those topics the majority of the time and write about other topics only infrequently.

Content is the king message on blue backgroundAnalytics can also improve your content strategy by telling you where visitors are coming from. A good content strategy includes publishing content on other sites in order to attract a wider audience and earn inbound links from relevant sites. If you see that a lot of traffic is coming from one site, like a blog that you submitted a guest post to, and you are barely getting anything from a video sharing site it makes sense to shift the focus away from video and more to guest blog posting on that site. After all, it’s likely that you have a limited amount of time to dedicate to content marketing. It’s important to make sure that you are spending your time as wisely as possible and only submitting content to sites that are worthwhile.

Of course, things can change. Keep tabs on your content in Analytics at least once a month. A topic that may have been “hot” a few months ago may cool down and you don’t want to continue to focus your efforts there. Also, keep an eye on the industry and current trends. Follow other industry thought leaders in social media to see what kinds of content they are sharing and what’s getting lots of social attention (comments, shares, Likes, etc.) You can give these topics your own spin, but remember to focus on evergreen content the majority of the time. Timely topics are OK to focus on when the need arises, but it’s the content that will be just as relevant in three months as it is today that will have the most benefits over the long term.

Target audience needs are always shifting, which means that your content strategy needs to shift as well.

Categorized in:

Like what you've read? Please share this article

Read What Full Service SEO Clients Say About SEO Firm Brick Marketing

"Brick Marketing has been a tremendous resource for our business"

“Brick Marketing has been a tremendous resource for our business. Through their expertise with the ever changing world of SEO, our web presence is as strong as ever. Our working relationship with Nick Stamoulis and Danielle Bachini has been outstanding. In collaboration with web designer Chris Roberts, we were also able to develop the perfect responsive website that truly reflects our business. Thank you Brick Marketing!​”

– Ellen Parlee, Parlee Farms

"Our keyword rankings have improved and traffic has increased"

“The Brick Marketing team, was critical to ensuring that our new Web site is optimized to drive maximum traffic. Our keyword rankings have improved and traffic has increased thanks to her assistance and advice. In addition, they executed a strategic link building program that helped further increase Web traffic.”

– Lauren LaFronz, Director of Marketing, enChoice, Inc.

"went above and beyond to help us with any SEO issues"

“We hired Brick Marketing to manage our SEO, but they ended up also managing our company blog, social media marketing, helped us launch a pay per click advertising campaign, migrated our website to a new domain and so much more! Our SEO Specialist is always quick to respond whenever we had a question and went above and beyond to help us with any SEO issues.”

– Mory Creighton, CEO, Pinpoint Laser Systems

"dependable, professional SEO company"

“Brick Marketing has been a dependable, professional SEO company that has helped us get results. In the last 6 months of using their services, visits to our website have increased by almost 30%. Our dedicated SEO Specialist was pleasant to deal with. Her suggestions for articles and press releases were industry specific. Brick Marketing always answered our phone calls and emails within an hour which made us feel valued as a client. I would recommend Brick Marketing to all businesses to handle their SEO needs.”

– JoAnne Loftus, Archival Designs, Inc.

"highly recommend Brick Marketing to all of my clients"

“After working with many other SEO firms and not being satisfied I finally was introduced to the Brick Marketing President and Founder, Nick Stamoulis. Nick Stamoulis has educated me about SEO and has provided me with a well rounded SEO package, not only does he offer top quality services he also educates his clients and spends the time to explain everything and their SEO pricing is competitive. I will highly recommend Brick Marketing to all of my clients. Brick Marketing is an A+ for SEO services.”

– Mike Cardella, Integrated Computer Services

"superior knowledge of marketing on the internet"

“I have had the good fortune to work with SEO expert Nick Stamoulis and his team at Brick Marketing and it was clear form the get go that Nick had superior knowledge of marketing on the internet. The SEO campaign and technical writing that Brick Marketing provides has been impressive, where in the past we struggled to find the high levels of competence in these two skill sets. Were only just beginning with Brick Marketing and look forward to growing with their expert guidance. Thank you Nick Stamoulis and the Brick Marketing team!”

– Craig Raubenheimer, President, Roan Solutions, Inc.

"Brick Marketing is "solid" when it comes to support for SEO marketing advice"

“I had been impressed for a long time with the content that Brick Marketing was sharing in their informative blog posts and articles. I chatted with Nick Stamoulis a couple times and decided that he was the expert I wanted to work with. I have worked with Brick Marketing for about six months and they have helped us resolve several SEO related issues pertaining to our website. Our account rep is always just an email away with answers to any questions I have and suggestions for how we can improve what we’re doing. Brick Marketing is “solid” when it comes to support for SEO marketing advice. I definitely recommend them if you want to feel more secure about how your website is performing in searches and have the confidence that everything being done to improve your rank is white hat and legit.”

– Paul Rarick,

"Brick Marketing is levels above all integral part of my team"

“I have formed an invaluable marketing partnership with Brick Marketing. Nick Stamoulis and the rest of the Brick Marketing team are professional, timely, thorough and take time to, not only succeed at the tasks, but also educate myself and my team on the strategies in the process. Since my first encounter working with Brick, I’ve changed organizations and have taken them along with me…they are that good! In my experience in working with many outside agencies who over-promise and under-communicate, I can truly state that Brick Marketing is levels above all others and vested in our relationship. They are not just an SEO consultant, but an integral part of my team. I highly recommend Brick Marketing for any company looking to significantly increase search engine competitiveness and internet presence.​”

– Jodi Murphy, Marketing Director EUXmedia

"traffic has increased over 80% year-over-year"

“When we started working with Brick Marketing, we had just been subjected to a Google algorithm update and our websites both took substantial hits to traffic. Within a few months, Brick has taken both of our websites to pre-algorithm traffic and conversion levels, and for the CallFinder site, the traffic has increased over 80% year-over-year. Their expertise in SEO, responsive design, and content marketing helped us turn the situation around, and we could not be happier with the results we’ve seen in just our first four months of working with them. The team we work with at Brick Marketing is always available for off-the-cuff consultations and are at the ready to provide recommendations and suggestions to improve our site’s appearance and performance. They are truly a hands-on partner, which is immensely valuable to our business.​”

– Jeanne Landau, Director of Marketing |

"Brick Marketing is rock solid and essential in building a strong marketing foundation."

“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”

– Jeff Nicholson, President Freely Creative, Inc. /

Contact Us about brick marketing Industries We Serve Case Studies

Need Assistance? Please Contact Us Below: