Defining your audience starts with establishing a buyer persona to serve as a fictional representation of your customer. Start with your most common type of customer and consider their geographic location, their interests, their aspirations and their needs. Flesh out a full picture of how this person comes into contact with your brand and what would help usher them along your sales funnel until they make a purchase?
Make sure your goals are both measurable and timely. For example, “Increase organic traffic to service landing pages by 15% year over year” is a goal that is easily measured and has a clear time frame associated with it.
Analyze your content – Even if you have never created a content strategy before, you have likely used content to interact with your audience. Look over what you have created. Consider content on your website, social media channels, email, text messages and more. What have you done well? What hasn’t worked? What could be improved on? Pull whatever analytics are available to you to understand what types of content have succeeded and which ones haven’t driven engagement.
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Learn from your competitors – Just as you analyze your content, you should analyze your competitors. Visit their websites, follow them on social media, and subscribe to their email newsletters. What do they do well? What doesn’t work? Replicate the approaches that have been successful for them, and fill in the gaps where they haven’t built a strategic advantage.
Think about keywords – Analyze your own keywords with tools like SEMRush and Moz so you better understand where you rank. You can also use search engines and Google Keyword Planner to find keywords that you may have missed.