As an owner of a Content Marketing Agency, I usually get leads for content writing work. My customers call it content writing or writing content for SEO or SEO content. The majority of the content inquiries are from manufacturers and service providers who provide business to other businesses in the SMB space.
I usually ask them the objective of reaching us? Why they need to change?.
I used to ask more questions about the business to goals, models, and sales planning. They will be reluctant to reveal. They will say, ‘Our sales team already does those works,’ and they even give us a word /excel template to fill us the content. Probably the template is provided by the website developer/designer. So, I stopped asking too many questions!. I also need to survive.
The majority of the inquires and answers from the customers are listed below.
8 out of 10 work is for existing content need to change.
2 out of 10 is for fresh content, a complete makeover, or a new site.
The following are the usual reasons/answers given for the content change.
No inquires Very few inquires Business is growth is slow. No new Sales We are getting inquires / leads but not getting quality leads. Google ranking with the new content. We are not looking for leads, but we need conversion. Competitors are ranked high in the search engine; we need to be at the top. Other reasons
Budget for SEO content writing.
Next comes the budget. Based on the funding available for content and negotiations, I will allocate the work to corresponding writers. There are cases where I try to educate on strategic thinking and strategic content; they don’t come back! They need SEO content. I follow them since the customer is the king!
The story is that ‘since we are writers, customers need some new content with the lowest possible pricing, most important quickly. We will provide that. We also want to survive. I will pass on this to a writer who charges less. Gives the content to the business owner, they are happy, and the writer also stays. I know their SEO guys will do another trick for them to survive. I am not going into that detail!.
The fact is many of my customers have not reached anywhere. They are surviving! I know it is not a good note to write. That’s the fact. 80/20 principle applies here also. The fact is, this is the world we live in. Need quick results, irrespective of quality. They need SEO content. They forget about the changes or other market dynamics.
Some customers are different.
Some customers are very clear about what they want?
1 or 2 out of 10 are those customers. These customers know what exactly they want. They will talk about the business landscape, market positioning, competitor analysis, and business strategies. The words related to ‘SEO content” for them are limited. Pricing discussions are there, but they value the importance of content. They will not talk about market prices and comparison. They know you can buy a car for 100K and 1 Million. The discussion will be about the types of content, much beyond SEO content. More often, the meeting topic will be about search content, awareness content, evaluation content, and many more.
I love to work with them.
What will I do with them?
Start with the first step Strategic Web Analysis:
This process aims to identify business opportunities in their business landscape.
A business ecosystem is mapped, especially Internet or web-based business models, to identify your target customers during the analysis.
This process covers competition and your potential partners and determines your competitors’ websites’ strengths and weaknesses.
Check out the market demand from a holistic perspective.
This market demand is not about Google Search volume. This demand is about real potential buyers. Web market research aims to determine a market/demand on the web for your products or services.
It allows us to understand and target the challenges of industry on the web.
Check the customer base on the web.
The strategic analysis of the potential customers allows knowing the target audience better since it supports all the web marketing strategies which will be selected to sell
Then defining positioning and differentiation content and aim to create strategic content for creating value for your business. Create value in your products and services. Focus on value propositions. Website content is not just about SEO content. It’s about value proposition.
It’s about Strategic Positioning and building a brand.
To define its positioning and building a brand, we must do some exercises such as
1. Identify the market with the help of the business ecosystem and competitive business landscape.
In the digital space, boundaries between markets are thin. Indeed, at first glance, players operate in a different market may well be perceived by consumers as real competitors of an average company. Remember here that everything is a question of perception. There are no watertight compartments in the digital space. There are some tools that we use, such as Porter’s Five Forces, as a start. It is, therefore, essential to define its positioning, to think as a consumer would. Sometimes your competitor can be your business partner or business promoter.
2. Identify competitors—most notably, close competitors.
You need to know your close competition, not just competitors. SMBs are be mapped with SMBs, not with MNC and established brands. Identify and analyze the various players in terms of size and location; you often see them in your customer place.
3. Identify targets
Who are the clients? Who is the Company trying to reach first? Knowing your target customers is extremely important. After all, it is their perception of the market that is central to thinking about positioning.
4. Define the competitive advantage
What is the Company’s value proposition? In what areas is it concretely able to differentiate itself from its competitors?
Defining your competitive advantage through a strategic diagnosis is a fundamental step before starting to define your positioning.
Represent your positioning using a perceptual map
The perceptual map is undoubtedly the most common tool used to represent the positioning of a company visually.
Strategic analysis of web customers allows you to answer the following questions:
Who are my customers on the web? What should they like us? Why do they want us? What keywords are they using to search? After reaching the site, how do they make decisions? When do they buy? Where do they do their research? After research, how do they evaluate?
Strategic Analysis of competition
The strategic analysis of web competition allows you to understand your web market better and discover which companies share your need on the Internet.
Who are my competitors? Where and how are they positioned? What is the SWOT of the competitor? What position do they have in search marketing? What keywords do they use to position their business on the Internet? Who are their business partners? How many inbound links do they have? Where do their inbound links come from? What is their "PageRank"?
Strategic analysis of web partners allows you to assess the optimal locations to promote your business on the Internet. In addition to allowing you to discover companies offering complementary services to yours, the analysis of web partners can identify interesting sites to obtain quality inbound links.
The strategic analysis of web business opportunities aims to determine the real benefits of investing in the Internet for your business. Despite current thinking, website design may not be the highest ROI web marketing strategy for your industry.
The successful companies will look at the website.
Focus on Company or your organizational personality Vs. Audience persona
Postion thier organisation. Position your products and services They want qualified visitors, not just traffic. They want conversion, not just inquires. They want to connect with the minds of buyers to build a brand. They want to understand buying behavior. They want to present their personality and show the difference and map it with the visitor's nature!
Focus on your identity. Focus on your personality on the web. Identify to differentiate yourself. Seriously think bout your missions, target audience, their online buying behavior. This behavior can be search behavior, evaluation behavior, competitors, business partner, suppliers, employees, social selling, and social causes.
Provide a clear and assertive image of your brand. To know more about strategic positioning and differentiate yourself in competition and less on SEO content (!), please connect with us.
Do you to Listen ‘SEO Content’ through Podcast. Author: Raj Mohan