Post by account_disabled on Dec 23, 2023 10:49:23 GMT
Addressing the right topics in the wrong way, you can create distance with your audience. One of the reference books on the subject (Get Content Get customers by Joe Pulizzi) dates from 2009 and already at the time, we could read: “It's not about you”, “what customers really want is valuable content that will improve their lives”. Your customers don't care about you, your products and your services. They are only interested in themselves. What are the repercussions of this approach? We have the very clear risk of investing (time, money, resources, etc.
Cometimes heavily, to produce and distribute content that will have Email Data no results. If you don't ask the right questions or ask them in the right way, your content won't be seen or read. It may be very visible, but if it does not correspond to a need, it will not produce any results. We run the risk of only reaching some of our customers. We run the risk of only having “branded” traffic on our site, that is to say people who already know us. “Branded” / “unbranded” traffic This is one of the first points I look at when I analyze the site of one of my clients or one of its competitors.
Branded” traffic is all queries that contain its brand, even with a typing error. For example, for SAS Bladier, these would be the queries: Bladier, Bladier marketing, Baldier agency, Bladier social selling… The “unbranded” queries are the others which will contain neither the name nor part of the name. For me, this is an essential and very revealing point. It is a reflection of the strategy implemented, the effectiveness of digital marketing, the content… It is absolutely obvious that a brand or a company must attract to its site all those who are looking for it, to its name or to part of its name. But to limit ourselves to this is to limit ourselves to the tip of the iceberg.
Cometimes heavily, to produce and distribute content that will have Email Data no results. If you don't ask the right questions or ask them in the right way, your content won't be seen or read. It may be very visible, but if it does not correspond to a need, it will not produce any results. We run the risk of only reaching some of our customers. We run the risk of only having “branded” traffic on our site, that is to say people who already know us. “Branded” / “unbranded” traffic This is one of the first points I look at when I analyze the site of one of my clients or one of its competitors.
Branded” traffic is all queries that contain its brand, even with a typing error. For example, for SAS Bladier, these would be the queries: Bladier, Bladier marketing, Baldier agency, Bladier social selling… The “unbranded” queries are the others which will contain neither the name nor part of the name. For me, this is an essential and very revealing point. It is a reflection of the strategy implemented, the effectiveness of digital marketing, the content… It is absolutely obvious that a brand or a company must attract to its site all those who are looking for it, to its name or to part of its name. But to limit ourselves to this is to limit ourselves to the tip of the iceberg.