when it doesn’t speak to them or address their pain point

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Learning what your customers want is valuable as it helps you figure out the kind of messaging you need to adopt and the kind of content you need to create. We can write good content but if they aren’t what the customers want, then efforts will be wasted. The mistake of some companies is that they try hard to sell their products without identifying first if their customers want the kind of product they’re selling in the first place. In that case, why would a potential customer buy your product or consume your content .

This is why research is important, and you can opt to conduct interviews or create surveys for your customer research. After learning more about your customer base, you can start creating buyer personas. According to Hootsuite, buyer CY Lists personas are detailed descriptions of fictional (or semi-fictional) persons who represent your target market. So when you craft messages or create content, you ensure that they are tailored to your buyer persona to make them more personal and compelling for your audience. And buyer personas don’t just help you in terms of messaging and content, they also help you get into the mind of your target market so you can predict their keywords.



Research your target keywords Once you know who your target audience is and you’ve done the work of creating buyer personas, the next strategy to maximize your SEO ROI is to research your target keywords. As mentioned in the previous section, having a clear idea of who your audience is and what they need will be of huge help when coming up with keywords because you have already done the work of putting yourself in their shoes. Using WorkPlays again as an example, let’s say they craft a buyer persona, Liz, who is a CEO of a small startup company.