Content Strategy

The secret client you never knew you had!

By in Content Strategy

Businesses who are serious about delivering great value to their clients spend time defining who those clients are. “I want everyone to buy from me” doesn’t cut it and the more precisely you can flesh out an actual client, the closer you are to finding your niche.

Customer personas, client stories, and psychographics all help to humanise your target market and help you get very clear on who is driving your business.  Knowing who this person is will help enormously when you create content for your business blog. But they are not the only person you are speaking to. If you want to maximise the potential of your content, you need to make sure you are speaking to your other client as well.

This client has very different needs to the ones you want to do business with. Their problem is very different and the standards for a successful relationship have nothing to do with the excellent customer service you provide for your day-to-day clients.

Who is this mysterious client and why should you care about them?

Where do I find this client?

This client is both everywhere and nowhere. You probably interact with them daily – but you have no idea that they are a client.

Can I charge this client?

This client does not deal in cold hard cash, bitcoins or frequent flyer points – however, if you take care of this client well, you will be rewarded well beyond mere cash or bonuses.

How can I build rapport with this client?

You still don’t know who this mysterious client is?

We really can’t keep you in suspense any longer…

Your hidden client is Google.

Yes – the world’s biggest, most influential search engine is effectively a client of yours (and ours, and your competitors). You may think that Google is here to serve you but the truth is – to get results, you must serve Google.

How to use your content to build a brilliant relationship with Google:

Be predictable

Google LOVES regularity. Google is essentially binary, if you create patterns, he will find them and learn from them – and reward you for it. For example – if you publish a new blog article every 14 days at 10am, Google will discover your pattern, look for it and include your website when he indexes new content every 14 days.

No matter what other algorithm changes occur, you will never be punished for regularly publishing new content. But beware – mess with your pattern and Google will mess with your SEO ranking.

Be interesting

Once Google has found your date pattern, he is then looking for content that is like no other on the internet. Being a computer program, Google can find data matches on the internet faster than you can say plagiarism! Keep your content fresh and make sure it is original.

Follow the rules

In terms of being a client – Google is quite demanding. Changing needs, new criteria, and a complete abhorrence for anyone who takes advantage of him (back-links, we are looking at you) so while you don’t need to do every single last thing that he asks, keep an eye out for the big ones and adjust your relationship (again…). In case you’ve missed this – the latest algorithm change is around mobile-friendly sites – if you are not sure if your site is responsive, you can test it right here. Pro-tip: if your site was built before 2010, you are probably in for an update.

Help Google out with Keywords

Businesses can get a little obsessive about keywords – what they are, how to use them, why they don’t work, how to use more of them – the list is as long as your keywords themselves. But here is the thing about keywords. If you know your audience well enough, and you know what words they use to find you, and you are creating content that they want to find – then your keywords organically become part of your content. Don’t force keywords into your content – let them fall where they make the most sense.

So, I’ve done all that – what’s in it for me?

Organically ranking on the front page of a Google search for your topic/industry is worth a lot of money – ask any of the companies who pay to be up the top of that page, they know what it costs. For a small business it makes sense to get as far up the search rankings as possible for free.

The more you look after this client, the better your long-term relationship will be and the better your online kudos will become.

Your two homework tasks:

1) Start creating original content and publishing it regularly. Note that we didn’t say frequently, we said regularly. Twice a month is fine. Once a week is fine, every day is fine – as long as you stick to your schedule – if you are not sure how often to blog,  start slow and speed up, it’s better than starting fast and having to slow down.

2) You may or may not rate Google+ but the fact of the matter is that G+ is Google, and if you create a Google+ Business page and regularly post fresh content there, it can only help you get a higher ranking. Try it and see what happens!


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