Post by account_disabled on Jan 29, 2024 8:44:06 GMT
To understand what kind of content is being sought with what kind of keywords, and you will be able to create content that will resonate even more deeply. It is also effective to design a "customer journey" that visualizes the entire process leading up to purchase. The customer journey varies depending on the industry, but generally it goes through the process of awareness -> interest -> comparison/consideration -> purchase. Users seek different information depending on their purchasing stage. Therefore, it is necessary to design an accurate customer journey and clarify which phase of the user the content will appeal to. SEO keyword selection In order to rank high on search engines, you need to select appropriate keywords that are highly compatible with your products.
First, to decide which keywords you want to rank high for, use your personas Phone Number List and customer journey as a reference to determine your direction. Once you have decided on the main keyword, you can also decide on sub-keywords and compose an article that incorporates the keywords. When selecting keywords, you can use tools such as "Otter Keywords" and Google's "Keyword Planner" to analyze search volume and competition. The key to media success is to clarify your target keywords before proceeding with article production. Setting and evaluation of KPI/KGI In order to succeed in attracting customers through owned media, set specific goals, continually reflect on them, and evaluate the degree of goal achievement. If the target values are far from each other, there is a high possibility that the measures are not working well.
For target values, set a "KGI" (Key Goal Achievement Indicator), which is the final goal, and a "KPI" (Key Performance Indicator), which evaluates the progress toward achieving the KGI. Both KGI and KPI vary depending on the purpose and product of owned media. For example, if the KGI is "acquire XX new leads," the KPIs would be "number of UUs," "URL click rate," "number of inquiries," etc. If KGI is not properly set, KPI cannot be set. Also, if you set each goal to an unattainable value, you will not be able to evaluate it correctly, so first set it at an achievable level. Brush up your content With owned media, publishing content is not the end of the process. Analyze search rankings, number of traffic, etc., and improve the content of your articles. Additionally, information may change due to product improvements/updates, price changes, etc., or written content may become incorrect due to legal revisions, etc.
First, to decide which keywords you want to rank high for, use your personas Phone Number List and customer journey as a reference to determine your direction. Once you have decided on the main keyword, you can also decide on sub-keywords and compose an article that incorporates the keywords. When selecting keywords, you can use tools such as "Otter Keywords" and Google's "Keyword Planner" to analyze search volume and competition. The key to media success is to clarify your target keywords before proceeding with article production. Setting and evaluation of KPI/KGI In order to succeed in attracting customers through owned media, set specific goals, continually reflect on them, and evaluate the degree of goal achievement. If the target values are far from each other, there is a high possibility that the measures are not working well.
For target values, set a "KGI" (Key Goal Achievement Indicator), which is the final goal, and a "KPI" (Key Performance Indicator), which evaluates the progress toward achieving the KGI. Both KGI and KPI vary depending on the purpose and product of owned media. For example, if the KGI is "acquire XX new leads," the KPIs would be "number of UUs," "URL click rate," "number of inquiries," etc. If KGI is not properly set, KPI cannot be set. Also, if you set each goal to an unattainable value, you will not be able to evaluate it correctly, so first set it at an achievable level. Brush up your content With owned media, publishing content is not the end of the process. Analyze search rankings, number of traffic, etc., and improve the content of your articles. Additionally, information may change due to product improvements/updates, price changes, etc., or written content may become incorrect due to legal revisions, etc.