Content Marketing, Organic Traffic, and Audience Assumptions

To improve your Content Marketing results should you make assumptions about your desired audience?

To help illustrate the importance of this question I’m going to jump to a completely unrelated big question that is very controversial.

Many people think believing in the existence of God and belief in the Theory of Evolution are mutually exclusive. If one is true, the other is not. For purposes of this example, let’s stay with that.

The important questions are:

  1. Did God create this environment exclusively for our benefit and that explains why this environment fits us so well?
  2. Did natural selection create us to fill a specific niche in the environment and that explains why we fit this environment so well?

The point of those two questions is independent of your belief. Whether the environment perfectly fits us, or we perfectly fit the environment, the relationship between us and our environment looks the same. We can not tell by a quick examination which one is true. The relationship we have to the Earth is the same independent on how you look at it.

How does this relate to Content Marketing?

If you publish content without regard for assumptions about your ideal prospect, the people who find your website via organic search will be the ones whose search queries most closely match the content of your website.

Alternatively, if you make assumptions about your ideal prospect and it affects what you publish and how the people who find your website via organic search will be the ones whose search queries most closely match the content of your website.

Although each of those two scenarios will likely attract different sets of people, the dynamic between your website and the search engines is the same.

The audience you write for is the one most likely to show up via organic search.

My conclusion…

Audience assumptions are now about content but are maybe about the format. If your desired audience uses smartphones a lot, your website must be responsive. If your desired audience likes videos, your website should contain a lot of videos.

However, the linking of what your website says to the search queries of the people who show up via organic search is the same either way.

SEO Needs Link Building

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