Relevant Content Marketing is a simple philosophy.
It's centered on the only reason we're in business: the target audience.
We have day-to-day complications of running our businesses. But they exist because of our only reason.
And we solve those business challenges with our only reason in mind.
The target audience commands our attention. They expect that we use their language. So, we'll do best by paying attention to how we communicate with them.
And that's our starting point. It's really the only point: how we speak and write to them.
Relevant Content Marketing is the philosophy of how we communicate with our only reason.
Quality, accuracy, and consistency of communication
The quality, accuracy, and consistency of the content we deliver is critical to how it's received.
According to Rand Fishkin in an article found at Content Marketing Institute, it's more important to Google that your words match searcher intent rather than searcher keywords.
Of course keywords are important. But they reflect only portions of the language used by your audience. Our efforts must go deeper into understanding their full language. And to assure our language usage is targeted and relative.
Relevant Content Marketing exists to address these issues of relevancy, and to fine-tune the delivery.
Relevant Content Marketing is the quiver for our marketing arrows, so make sure your arrows fly true to your target audience!
Define your target audience
Before any other step, define your target audience. I created a tool to help do just that, called the CORTA planning tool.
Content that's Optimized and Relevant for your Target Audience.
The planning tool helps ask the important questions to create personas (profiles) for each of your target audiences.
Your business may market to multiple personas.
For example, in B2B transactions, different personas exist throughout the purchase approval cycle.
You may need a certain persuasive document for the engineering community. And you might write a completely different document for management.
The Relevant Content Marketing Philosophy
Each step in the CORTA planning tool relies on this single task of defining your target audience.
I'll talk about the other steps in other articles. And you'll need to start thinking on building those audience personas.
For today, please pick up your free copy of the CORTA planning tool, and let's keep focused on the reason for defining your audience.
And how Relevant Content Marketing serves that end.
Here are the values of Relevant Content Marketing:
- Relevant Content
- Conversational Copywriting, and
- Search Optimization
These values are highly related.
Relevant Content is the guiding focus. It says our words reflect the language of our target audience. It also says our content is nothing BUT words of our target market language.
Or, they're helpful to that goal.
Importantly, it says only hire writers who understand what it means to write for the web.
Conversational Copywriters create the content in a business conversational way that amplifies the relevancy, and fine-tunes the words to the target audience.
Content delivery with persuasive writing is a remarkable, highly sought, skill.
Websites and company marketing require this expertise.
Then we use Search Optimization to make sure our message is loud and clear. This is like taking a wrench to your car to make sure you win the race.
Together, these 3 weave a complete plan of attack for creation of your marketing messages. Use this plan for your website, white papers, case studies, email marketing blasts ... all content.
What is Relevant Content?
Relevant content says that:
- NOTHING but relevant, natural, and specific keywords are used on your website. And in all your copy.
- Create keyword and key phrases by understanding the language of your target audience.
- Create keyword and key phrases by understanding the language of your target audience.
- EVERY piece of marketing, every web page is created by authors who know market writing for the web.
- Teachers, journalists, and people who just like to write probably don't qualify.
- Teachers, journalists, and people who just like to write probably don't qualify.
- All web pages and every marketing piece created come from the same marketing game plan.
- Consistency will show very favorably to your target markets and to the search engines.
When you have specific and relevant content, you'll WANT to amplify that using search optimization techniques! More on that in 40 seconds ...
What is Conversational Copywriting?
Conversational copywriting says that:
- All your market pieces are written with copywriting skills in mind.
- Hire copywriters (the original market writers) who've studied writing for the web.
- There's writing for TV / magazine / radio advertising, etc. called interruption marketing (which requires breaking through the passive mindset).
- Then there's writing for the web, which requires coming alongside an active, searching mindset.
Web writer copywriters are students of conversational copywriting.
Of course, most forms of writing are better when including conversational writing skills. But it's a different conversational writing style needed for the web.
Web copywriters are trained in direct-response techniques. This is the ultimate lesson in learning the art of persuasive writing.
The primary concern of conversational copywriters marketing for the web is creating and maintaining good, mutual relationships.
It's about reflecting your needs, wants, and desires in the same way as a conversation at your kitchen table.
It's about relating with you as I write. And earning your trust.
Persuasive writing combined with good web conversational writing equals great content.
Hire a copywriter that knows how to pull the right arrow from the quiver ... and accurately fire it ... at the right target.
What is Search Optimization?
SEO is an integral part of content marketing. Not separate from.
There are three areas in SEO. These areas are equally critical for connecting with your target audience. They serve each other.
These areas encompass and serve the Conversational Copywriting and Relevant Content philosophies.
Search Optimization summarizes these three areas and serves as a checkpoint that's in lock-step with the philosophy of Relevant Content.
SEO copywriting optimizes your pages and documents with:
- the right keywords,
- images,
- clarity,
- readability,
- scan-ability, and
- get the reader to take action
SEO content creation optimizes your outreach by designing consistent strategies between:
- web pages,
- social media,
- chat,
- online customer service,
- FAQ page, and
- any other content, online or not.
SEO back-end adjustments are behind-the-scene optimization, such as:
- meta descriptions,
- register the site with Google Analytics,
- engage in site statistics,
- register the XML sitemap,
- register pages with the search engines,
- advanced Schema control,
- Robots.txt generation ...
and more.
Visit this page for a full description of the SEO philosophy inside the Relevant Content Marketing philosophy.
Write your marketing philosophy today
Download the free CORTA planning tool. You'll receive the Relevant Content Marketing philosophy, and instructions on how to use the included CORTA planning tool.
It's designed so YOU can create your company's marketing plan.
Plan your marketing strategy today. Let no other writer or agency do that for you, unless you're a part of the process.
At minimum, check out this strategy for yourself.
Make an informed decision based on the facts presented in the CORTA planning tool.
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Your turn
Relevant Content Marketing really is the only way to connect with your target audience. Do you agree, disagree? Tell me below.
Next up in the Wire Harness Copywriting cornerstone content series: Content Marketing for the Wire Harness Industry
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Steve Cass
Steve Cass is an AWAI-trained B2B copywriter specializing in wire harness industry marketing.
Read more on Steve at the About page.
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Alkit Surana
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