Content strategy: Generating web traffic through audience research

Content strategy: Generating web traffic through audience research

Faith Ocampo Published on August 4, 2015

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Gone are the days when online writers turn to “quantity” over “quality” to generate web traffic. As Google continuously raises the bar for what makes good content, search engine optimization (SEO) specialists and content creators alike have come to realize that traffic generation isn’t about article volume. Writing website content now entails directly connecting to the target audience and giving them the information they need. But how do we know what works and what doesn’t?

Intensive audience research gives content managers a glimpse of what makes their target market tick. Knowing the readers’ characteristics will help you create a focused strategy for your blog. Through a streamlined content plan, you can get more traffic by properly focusing on what appeals to your readers.

Here are the four general questions you should ask your audience as you devise a traffic-generating content strategy.

What are you interested in?

All online strategy experts will agree that reader interest is the primary factor that drives web traffic. With everyone s attention span getting shorter and shorter, it s so easy to lose interest in the types of content that aren t relevant to us. Besides, brands are competing for audience s attention in every corner of the web, and each of them has their own original strategies. It s up to you to find out the best angle from which to approach your demographic online.

What information do you need?

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People turn to the Internet whenever they need information. They have their mobiles in one hand, tablets in the other, and are quick to type Google keywords to learn more about a topic. In order to serve them better, you have to commit to providing their information needs. As you research about your target audience, think of ways you can help deliver the content they re looking for.

When do you go online?

Writing website content is one thing, but publishing it at the most optimum time is yet another important consideration. Not only will this help your website get more traffic; knowing when your audience is online allows you to interact with them in real time. Thus, you hit several targets at once as you increase the number of visits on your website and facilitate customer engagement at the same time.

What sites do you frequently visit?

Although your target audience will probably say they’re usually on Facebook, Instagram, or Twitter, be on the lookout for other brands who may be your business competitors. Also, you can optimize your online strategy depending on your target audience s browsing habits.

Boosting your web traffic is not as easy as it looks. Aside from a solid online strategy, you need to have skilled and flexible team members who will work together to strengthen your online presence. But of course, your target audience are primarily the ones to define your content plan and determine your web s success.

Faith is a digital media enthusiast aiming to become an active part of the tech world by sharing her insights. She likes to blog about everything digimarketing, technology, and social media.
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Open Access BPO is a multilingual call center with locations in both the Philippines and the United States. The company’s Chief Operating Officer, Ben Davidowitz, grew up in Kingston, PA. His brother, Steve, has been part of the charity campaign since its inception in 2010, and will be running the TCS New York City Marathon once again this year as part of Team Allied Services and You. He will be joined by an Open Access BPO employee.

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