Engaging Content Should Answer Readers’ Questions
When you create content, one key element is writing information that those in your target audience are actively searching for. They may never have heard of your company, your products or your services, but they already have information they’re seeking and questions they want to ask. That’s where they’re going to start their search efforts. If you can rank highly for that information, your site becomes a trusted and authoritative source. You don’t have to rely on brand recognition or exposure — though those things can help, of course — because you simply give them the answers they want from any source. You can be that source.
Medical Questions: An Example
You can find examples of this happening from any source, but let’s use medical questions to show how users approach the internet when they have a pressing question. When asked, 80% of people who use the internet said that they turned to the web with their questions. They didn’t ask friends, family members or even their doctor — at least, not exclusively. They simply grabbed their phone or the nearest computer and pulled up a search engine.
Why is this? Ease of use. People can be online in mere seconds. They have a vast amount of information at their fingertips, from all manner of sources that they trust. Why ask a friend, even a well-meaning friend who tries to help, when the internet has answers from medical professionals? Why wait for a doctor’s appointment, worrying the entire time, when you can learn about it online?
Goods and Services
These are the types of user trends and behaviors you want to focus on if you’re going to create content that provides them with what they’re looking for. And, with that in mind, remember that it goes far beyond medical information.
In fact, while reports claimed that medical information is one of the top things people look for, it was surpassed by two other activities. The first was simply using email (93%). The next, though, was “researching a product or service before purchase.” That’s what 83% of people did online, surpassing even the 80% looking for medical information.
Clearly, when people have something that is important to them and that represents a financial investment, they want to do their research in advance. They want to ask questions. They want to seek answers. If you want to find your audience, that’s where you’ll find them.
You need professional, authoritative content written by people who understand your target audience and the questions they’re going to ask. That’s what we can provide you with here at Content Customs. Let us help you rank highly and offer valuable information that draws new eyes and keeps people coming back. Contact us today to learn more about how we do it.