In our first article of this series, we got you started toward a content marketing plan that will help to boost your search engine optimization (SEO). You learned how to brainstorm keywords related to your business, that will draw the most attention from potential clientele.

Now, let’s put those keywords to work, and create content around them.

Understand your audience. While classic content marketing revolves around blogs, today’s audiences are pushing for more variety. The written word is still vital to your overall strategy, but you should definitely consider mixing it up with video, shareable graphics, or even print materials.

As with keywords, you should seek to understand your target demographic. Are they busy professionals who might easily lose interest? Videos could be the ideal format. As for the young trendsetter types, shareable graphics will grab their attention. Those with a more relaxed lifestyle might still prefer reading blogs or even print materials.

If you don’t want to guess, you can always reach out to your target demographic and ask them directly. Most social media users are eager to give their opinions. Utilize an online survey, such as on Facebook, to ask your audience what type of materials they prefer reading or watching.

Keep in mind that a mix of content is sometimes the best way to go. That way, if some of your audience is turned off by reading blogs, you can lure them in with videos. Those who can’t watch videos at work might appreciate blogs.

Create your content. Once you have brainstormed topics and have decided upon your format, it’s time to create content.

First, keep it snappy. Eliminate extraneous details, and get to the point quickly. Blogs should usually be 300-500 words in length. Videos, in many cases, should be limited to two or three minutes. However, there is a catch: Many people will watch much longer videos, when the topic greatly interests them and offers valuable information. The trick, then, is to make the video as long as it needs to be, but no longer.

Incorporate your keywords. Yes, using your keywords can help blogs show up in search results, but beware of a common mistake that we call “keyword stuffing”. Using keywords so frequently, to the point that your blogs read awkward or silly, will only turn off your readers and make you appear unprofessional.

Finally, utilize keywords in meta description fields, alt text for photos, titles, and sub-headings within articles.

At this point, you’ve learned how to research your target audience and create content based upon valuable keywords. In our third and final article in this series, we’ll touch upon two final topics. You will learn how to manage your content marketing campaign and reap the most value from the content you create.

In the meantime, touch base with us if you have any questions about any of these topics, and we can clarify them for you.