Tag Archives: targeted content writing

How to define your KPIs for targeted content writing

How to define your KPIs for targeted content writing

How to define your KPIs for targeted content writing?

KPIs stand for key performance indicators – they “indicate” whether your efforts are performing in the right direction or not.

Your biggest key performance indicator is the increase in your sales. But this KPI is made of scores of smaller KPI’s and this KPI cannot be attained unless you focus on numerous smaller KPIs.

Many content writing efforts do not pay off because people want to achieve everything with a single piece of content. They want to publish a few web pages or blog posts and then they want to generate business.

Surprisingly, every person who knows a thing or two about doing business knows the importance of lead nurturing – how you bring your prospective customer in your sales funnel and then, systematically, you lead him or her to the final act – purchasing.

But somehow, they tend to forget this when writing (or getting written) and publishing content on their websites.

When writing a particular web page, the focus should be on the immediate objective – what do you want to achieve by publishing this particular piece of content? What singular action do you want people to take after reading your web page?

Recently I published a book titled This Is How I Built My Content Writing Business; if I write about this book on my blog, do I just focus on prompting people to read the preview, purchase the book, or if they need to, they can also hire me as their content writer?

If I try to pack everything into a single blog post, it dilutes the focus and, even if the readers do not realize it, ends up confusing them. They may read the blog post, but a majority of them will leave without doing anything.

Continuing with the example of the book, if I decide to write a blog post on my book, what could be the key performance indicators?

  • Purchase my book
  • Read the preview
  • Download a free copy

There can be many more KPIs, but let us focus on these three KPIs.

I should not try to club all these three KPIs in a single blog post.

If I want to encourage people to read the preview, I should just talk about the benefits of reading the preview. I should talk about what the preview contains and how they are going to benefit after reading the preview.


Read the preview of my book

When I am trying to convince people into reading the preview, I do not need to pressurize them into considering the option of buying it. If they want to buy it, they are going to buy it and I do not need to tell them. There is a “Buy” link on the preview page.

Therefore, if my KPI is getting the maximum number of people to read the preview, I must focus on that.

Similarly, if I want the maximum number of people to buy my book, I need to write in such a manner that I convince them into buying. I shouldn’t mention the fact that they can also read the preview.

Top image source: Shopify

How to write targeted content?

Writing targeted content

Writing targeted content.

Writing and publishing targeted content is important for attracting meaningful traffic to your website. It also helps you convert better.

What is targeted content?

It is the content that is created targeting a niche for a business segment. I will give you my own example.

I am a writer. I am a content writer. I’m also a copywriter.

Being a writer, I can write for multiple mediums. Mind you, not all content writers can write for websites. Most of the content writers write for blogs, social media updates and information articles.

To be able to write for a business website, you need to be a writer as well as a copywriter.

Since I can write for multiple mediums, I need to target multiple sections. I can write content for

  • Main website pages
  • Blogs
  • Social media updates
  • Regular email communication
  • Email marketing campaigns
  • Landing page copy
  • Copy for funnel pages
  • Press releases

and pretty much every section that requires a writer.

Even in these sections, I can easily write for healthcare businesses, technology businesses and a slew of other businesses.

If I simply promote myself as a content writer, as a copywriter, or merely as a writer, it will be difficult for my prospective clients to find me for their particular needs.

This is where targeted content writing comes in.

I need to write separate pages and blog posts targeting these segments.

For example, if someone needs a content writer for her website, she is not just going to search for “I need a content writer”, she is going to search for “I need a content writer for my website pages”. Further, she may also search for “I need a content writer for my healthcare business website”.

Better targeting through writing content on longtail phrases and keywords

Targeting longtail keywords and phrases achieves exactly that. The more specific you can become, the more targeted your content becomes.

Consequently, I have separate pages for explaining my web page content writing services, blog writing services, email writing services, email copywriting services, SEO copywriting services, and so on.

Why can’t I club all the services into a single page? Wouldn’t it be better?

Longer pages with multiple topics, especially when they are business pages, tend to confuse people, especially when they are browsing your website on their mobile phones.

Just imagine going through a long list of services just to read about a particular service. If I provide content writing and copywriting services for 25 sections, the person looking for a content writer or a copywriter for just one section will feel overwhelmed and may leave the website.

Can you write targeted content for different sections without writing lots of duplicate content?

Yes, you can. You need to be truly enthusiastic about your offering. You need to know a lot. Even if you don’t, you need to collect lots of information to weave a narrative around that particular segment.

Ideally, yes, you should be able to club all the services on a single page but since people search for very targeted keywords and queries, it is better to write content targeting those keywords and queries. And anyway, on the homepage of your website, you usually mention all your products and services.

There is a better chance of ranking high for “content writer for email marketing” if I create a dedicated page on “content writer for email marketing” than creating a generic page for “content writer” and then somewhere mentioning that I provide content writing services for email marketing too.

Writing targeted content

Among many clients I have observed this tendency that they want to create a generic page and then shuffle a few words here and there to create multiple pages. The Google algorithm is too smart for that. It can recognize patterns that the human brain cannot. In fact, it can recognize millions of patterns in nanoseconds.

The best way of writing targeted content without duplicating content is to target longtail keywords and phrases. I’m pretty sure a web page about writing content on regular emails is going to be different from writing content for email marketing campaigns.

Similarly, if I want to target the healthcare industry the content on the web page is obviously going to be a lot different from the blockchain industry or the fashion industry web page. There is so much information I can share about the healthcare industry.

If I want to target the hospitality industry, so much information is available on how my content writing and copywriting services can benefit the hospitality industry website.

Publishing case studies would be a good example of writing targeted content. Case studies for different customers and clients are always going to be unique because you will be talking about select customers and clients. Therefore, when you get a chance, publish a new case study on your website.

Blogging can also help. A good thing about publishing blog posts is that you can let your guards loose and use creativity. You can use storytelling. You can use anecdotes. You can go on and on and people won’t accuse you of boring them.

One of the biggest benefits of writing targeted content is that you can cover hundreds of topics without publishing duplicate content.

TOFU MOFU BOFU way to higher organic search engine rankings

Improving organic search engine rankings

Improving organic search engine rankings

Image source

I know, the title seems funny, but I will come to that later.

We all want to improve our organic search engine rankings.

“Organic” means natural. Instead of having to pay Google for search engine visibility, you want your links to appear naturally in the search results.

In fact, the entire concept of SEO revolves around improving your organic search engine rankings.

Do you feel that despite publishing blog posts and webpages on your website, your search engine rankings don’t improve much?

Now and then they show some spikes but overall, your rankings and consequently, your organic search engine traffic, remains somewhat less than desired.

Why do you think this happens?

This Readwrite blog post says that it happens because you are not writing and publishing your content according to TOFU, MOFU and BOFU.

No, these are not names for three brothers living in a Mogadishu village. They stand for “Top of the Funnel”, “Middle of the Funnel” and “Bottom of the Funnel”, respectively.

These are the three stages for which you have to separately write and publish content on your website and if you’re not publishing content targeting these funnels, there is little chance that you are going to improve your organic search engine rankings.

Why simply publishing a blog doesn’t improve your organic search engine rankings much?

Blogging is great.

In fact, recently I wrote a blog post titled How does blogging help you grow your business?

The problem is not with blogging.

You need your business blog to increase awareness and to engage your visitors.

Having a business blog and maintaining it diligently is indisputable.

But what the above Readwrite blog post says is, don’t just focus on publishing blog posts.

They may give you a sense of achievement and you may think that you’re doing something important for your business, but when it comes to improving your organic search engine rankings for your SEO, your progress is quite slow.

The progresses certainly there – after all, there is a reason publishing a business blog is highly recommended – but not as good as it should be.

Blogging belongs to the TOFU part of your content marketing strategy – it raises awareness about your business. About your brand.

For example, I regularly publish my content writing blog.

Through the blog, I share lots of important information about the benefits of blogging, content writing, content marketing, email marketing and social media marketing.

I also share tips on how to write content better to improve your SEO and other aspects of writing and publishing content.

This is fine. But am I able to attract hardcore clients who would give me bigger projects?

This is where the role of other funnels comes in.

People come to your website for different reasons.

I don’t want to attract just those people who want to write better content and want to blog better or those who want to improve their SEO with quality content writing.

I want to attract people who are looking for a reliable content writing service for their business.

They want to be reassured.

They want to know if I can write high-caliber content.

For this they need case studies, white papers and other authoritative materials.

They also need an analysis of how I can actually help them improve their engagement rate and organic search engine rankings.

More importantly, how cost-effective and efficient is my content writing service?

To achieve this, I need to target all the categories of the funnel.

Hence, if you want to improve your organic search engine rankings in the sense that you can generate more business, you must write and publish content targeting different funnels.

Remove digital distancing through targeted content writing

Remove digital distancing with targeted content writing

Remove digital distancing with targeted content writing

We are living in the times of social distancing.

Instead of coming closer, we want to move away from people fearing that the closeness can get is infected with the Coronavirus.

This is a legitimate fear as the initial reluctance for social distancing has proven disastrous for many countries.

As social and physical distancing are the norms of the day, how do you make up for it.

By removing digital distancing.

What is digital distancing and how you can remove it with targeted content writing?

Digital distancing can be self-imposed or inadvertent.

Digital distancing is when people who are supposed to reach you, people who should be able to find you, are unable to do so.

Digital distancing can happen due to multiple reasons including

  1. You are not writing and publishing targeted content.
  2. You don’t rank well for the right keywords and search terms and hence, people cannot find you on Google and other search engines.
  3. You don’t have a social media presence.
  4. You don’t have a mailing list and you don’t publish a newsletter.
  5. You don’t have incoming links from other websites and blogs.

What it means is, for a big chunk of your target audience, you practically don’t exist.

You can remove digital distancing and bring people closer to you, digitally.

You can achieve this by writing and publishing targeted content.

What is targeted content writing?

Targeted content writing

Targeted content writing

It is content writing that solves the purpose.

You may like to read Importance of understanding your audience for better content writing.

Why are people looking for you?

For example, if you’re searching for content writing services or a content writer or an SEO writer, are you simply doing it because you have lots of spare time, or are you in need of these services?

Targeted content writing is based on searcher’s intent.

Here Google explains how searcher intent is redefining the market funnel.

In terms of search engine traffic, searcher intent is the “why” behind the search.

Why is the user looking for the information he or she is looking for?

Searchers intent can be categorized in the following manner:

  • Informational intent: People are simply looking for information, something like “how fast is covid-19 spreading?”
  • Navigational intent: People want to go to a website but don’t know what the URL is and hence, they search for the name, something like “credible content”.
  • Commercial intent: People aren’t yet ready to buy, but they are comparing different services, something like “which is better, MailChimp or AWeber?”
  • Transactional intent: People do this search when they actually want to buy a product or service, something like “need a content writer for my website”.

If you can know what the intent of your typical searcher is and then write and publish content accordingly, you can remove digital distancing to a great extent.

When you write and publish targeted content, on regular basis, you begin to experience an improvement in your search engine rankings.

When your search engine rankings improve, more people are able to find you and when more people are able to find you, more people share your content on social media and more people link to your content.

This sets a chain reaction.

Your online business, whether you run a consultancy, a retail store or an e-commerce store, depends on the right exposure that you get on the web.

To grow your business through targeted content writing, you need to achieve two things:

  1. Start generating targeted traffic through publishing targeted content.
  2. Write and publish lots of quality content to replicate the above result.

Removing digital distancing is very important for online success.

Unless people are able to find you, how can they buy from you, how can they do business with you?

Yes, you can use advertising to mitigate digital distancing to a great extent, but advertising is haphazard, unscientific and in most of the cases, ineffective.

Content marketing – writing and publishing targeted content and then broadcasting it using all available means – makes you become a part of people’s lives, which is more meaningful than advertising.

So, start writing and publishing targeted content to remove digital distancing.

How do you drive traffic to your e-commerce store with targeted content writing?

Increasing traffic to your e-commerce store with targeted content writing

Increasing traffic to your e-commerce store with targeted content writing

In this blog post you will learn how to use quality content writing to drive targeted traffic to your e-commerce website.

Driving traffic to your e-commerce website or e-commerce store ideally shouldn’t be a problem.

The content management systems are built in such a way that they are anyway quite search engine friendly.

If you are doing everything to make it easier for Google to crawl and index your catalog, getting targeted traffic from search engines shouldn’t be a problem.

The main problem comes from your competition.

For practically every commodity being sold on the Internet, there are hundreds of e-commerce websites offering the same thing.

If you’re looking for shoes, there are hundreds of websites selling the same variety of those shows.

Even if there are not “hundreds of websites”, searchers rarely go beyond the second page of the search results.

Hence, if your website is not featuring on the first page, there is a remote chance that people will come to your e-commerce website.

What are the main sources of targeted traffic to your e-commerce website?

Sources of inbound traffic to your e-commerce website

Sources of inbound traffic to your e-commerce website

The main sources of targeted traffic to your e-commerce store are

  1. Search engines
  2. Internet advertising
  3. PPC marketing on search engines and social media websites
  4. In-app advertising
  5. Direct traffic from incoming links
  6. Email marketing

I provide content writing services for search engine optimization, for accumulating incoming links from other websites and social media and social networking websites, and of course, for email marketing.

How does quality content writing help you get targeted traffic to your e-commerce store?

There are multiple ways content writing can help you. Here are a few things that can be done.

Write highly unique titles and descriptions for your products

There must be something unique in your products that you can highlight. Something that may be very few people are searching for, but they are searching for it.

For example, many running shoes are Velcro shoes, without laces. Hence, if you have “running shoes” or, “jogging shoes” in your catalogue, maybe you can also highlight the Velcro feature and use in the title “jogging shoes with Velcro” or “running shoes with Velcro”.

The basic idea is to stand out and write something that is not being used by other e-commerce store managers.

Similarly, in the description, mention attributes that are important, attributes for which people search, but that are not being covered by other sellers.

This will immediately improve your targeted traffic.

Write and publish engaging content to build long-term traffic

Content writing for e-commerce stores doesn’t just mean writing titles and descriptions for your products.

You can write blog posts and articles talking about various aspects of the products that you are selling.

An e-commerce website selling gadgets can publish gadget reviews and can even invite customers to leave reviews.

Remember that these reviews are different from the usual reviews that appear under every category.

I’m talking about full-fledged blog posts and articles.

An e-commerce website selling garments and accessories can publish advice on how to select the right garment for the right occasion.

Many people are looking for such information.

Recently I wrote a blog post on top 10 evening wear disasters to avoid, for an apparels website.

You may wonder if big stores like Amazon aren’t publishing such blog posts and articles, why should you?

Well, they are very big websites with a very strong brand presence.

They are the preferred choice of all search engines.

These e-commerce stores have already spent years and invested millions in building their brands.

Since your brand is not well known, you have to compensate this lack of brand presence with high-quality content.

This Forbes blog post says that 90% of today’s data has been created since 2016.

This post was written in 2018 but you can easily guess how much information is being published on the Internet and how important it is to get noticed amidst this deluge of information.

Get traffic from social media through engaging content

You may like to read 5 ways to make your content social media friendly

All sort of information is constantly being shared on social media and social networking websites.

This information doesn’t always have to be informative.

But it must provide some value to those who are sharing it (look, I’m sharing this) and to those with whom the information is being shared.

You will have to decide which type of information your target customers and clients like to share on their social media timelines and then write and publish content accordingly.

But make sure that you don’t just simply create noise.

Creating noise doesn’t help your e-commerce business.

Your content must be meaningful, and people should be able to relate to it.

It should definitely represent the voice of your brand.

Doesn’t matter if it is funny.

Doesn’t matter if it is highly useful (some tips on the Covid-19 outbreak).

It doesn’t matter if it is full of tips and tricks (better ways of working from home).

Make it share worthy.

The importance of content writing for email marketing

Then comes email marketing.

This Nielson study says that 66% of online buyers buy their products from the brands they are familiar with.

Nothing nurtures familiarity better than email marketing.

You may also like to read Importance of email marketing for content marketing success

Email marketing is one of the strongest Internet marketing tools but just like any strong tool, it takes effort to build it.

It is of no use if you haven’t invested time in building your own mailing list.

Only high-quality content writing and publishing helps you build a quality mailing list – a healthy subscriber base that responds to your messages.

Remember that people subscribe to your mailing list when they expect something good out of it.

When they find glimpses of quality in your content, upon visiting your website or blog, they don’t want to miss your content and hence, they subscribe to your mailing list.

The good thing about running an e-commerce website is people already expect to hear updates about your products.

But they simply don’t want to buy.

Something must be there for them to attract them.

They want to get better bargains.

They want to receive discounts.

They want to be notified of lucrative offers.

They are also looking for information they can use for making better buying decisions.

I suggest maintaining a balance of 60-40: if you’re an e-commerce store, make 60% of your email campaigns helpful (useful information) and 40% about different product offers people would like to miss.

The main benefits of writing and publishing quality content for your e-commerce website

Before you talk about benefits, here is an interesting quote by Bruce Springsteen, used to clarify a point in a McKinsey article on the importance of consistently publishing high-quality content:

Sustaining an audience is hard,” Bruce Springsteen once said. “It demands a consistency of thought, of purpose, and of action over a long period of time.

Writing and publishing content focuses on generating and maintaining an audience that pays attention to you.

Hence, I constantly say on my blog that don’t create noise, develop a voice.

If your audience cannot distinguish you from other websites and blogs, it’s no use publishing content.

Even if they want to do business with you, since they cannot distinguish you from the others, it becomes difficult for them to buy from you.

If you go and publishing the same sort of stuff being published on other websites, your content won’t deliver and then you will think content writing and content marketing are useless.

The problem is with the approach, not with this type of marketing.

With this out of the way, here are the main benefits of writing and publishing quality content for your e-commerce website to generate targeted traffic:

1. You build audience retention

Why is audience retention important?

You want people to remember you, right?

With most people wanting to buy from brands they are familiar with, it is very important that people can immediately recall in what business you are when they come across your name.

2. More social media sharing

People share your content if they find it useful.

When they share it, you get traffic from social media and social networking websites.

3. Quality content writing builds trust

Trust is very important on the Internet.

Although e-commerce has gone mainstream, a lot depends on how much people trust your website when they decide to buy.

When you regularly publish quality content that people like, they begin to trust you and your judgement and consequently, your business proposition.

4. You improve your search engine rankings

The SEO mechanism works in a very convoluted manner.

To make Google crawl your website regularly, you need to offer something worth crawling regularly.

If your content writing and publishing frequency is very low, Google learns that you are not a frequent publisher and hence, stops visiting your website or blog regularly.

It leaves everything on randomness.

On the other hand, if there is a pattern and you publish content with greater frequency, it begins to crawl and index your website regularly.

Once I experienced that one of my technology blogs was indexed within seconds when I published new content.

Back then, I was publishing six updates every day.

Even the way you readers react to your content has a direct impact on your SEO.

Hence, it is very important you write and publish engaging content that solves real problems for your readers so that Google can pick positive indicators and further improve your rankings.

You may like to read 5 content writing tips to improve SEO

In conclusion, if you want to experience the power of high-quality content, just look at an average newspaper or magazine.

Even if you don’t trust journalism nowadays, try to remember those days when you trusted the newspaper that you got in the morning.

Whether it was New York Times or Washington Post or the Times of India, you trusted the editors and columnists and based your political and ideological opinions based on their opinions.

These publications had built their platforms, their presence, among our lives.

In the same manner, good quality content writing and publishing, helps us build our own platform, no matter how small it is (even if you have an audience of two people).

It makes people trust you and then buy from your e-commerce store.