Through the Spyglass


Three Steps to Tackling the Paradox of Online Messaging

Many business owners and marketing leads hear about contenting marketing, including blogging and social media, and think that they don’t have enough to say to keep their audience interested. In fact, producing enough content is the top challenge for B2B marketers.

Yes, a technology solutions provider could write all day, every day about clouds, wires, and systems, but is that what their audience wants to read all day, every day? Or what about a blank t shirt company. Should they only promote their products, in every blog and social post?

An important challenge digital marketers face is how to develop consistent content that also has variety. 

How can this paradox be explained?

Photo by Brett Jordan Photo by Brett Jordan

The consistency part is easy to understand. Your brand has a message, and you should generally tell the same message. You want your audience to know what your product or service is, why it’s the best, and why people should pay for it.

But what about the variety? How can a blank t shirt start-up with a handful of products, engage an audience on a daily basis?

The key is to think outside the box, but within the message. And it doesn’t hurt to use some SEO ninja tactics as well. Here are three steps to help you PUL in your audience.

1. Personalize your audience

Who are your customers? Where are they located? What are their ages? Identifying general demographics should be a part of your overall marketing strategy and business plan, and the more detailed you can get the better. 

Once you have demographic information on your market, get more personal. What are these types of people interested in? Create personas to apply to your market. Then write content for these personas. If you need help creating personas, CMI has a handy step-by-step guide.

2. Utilize the overlap

Keeping your buyer personas in mind, consider their interests in general. Where do these interests overlap with your product or service? Is your market thrifty or extravagant? What trends are they interested in? What extra curricular activities might they participate in?

How can your brand add value in these areas? Maybe you can write a DIY tutorial for the spend thrifts or crafty types. For trends, perhaps there is a behind-the-scenes, sneak preview exclusive that you can share related to a popular subject.

Be creative but relevant in how you develop content and utilize the overlapping arrears of interest.

3. Look up applicable and high volume search terms

This is where your SEO ninja tactics come into play. Use tools like to get ideas for a variety of keywords related to your subject. Then look up these keywords in Google Adwords keyword tool to check search volume. Write content with these keywords in mind. But remember that keyword placement should be natural to avoid Google penalties and backlash from readers.

So there you have it. Now you are fully equipped to create consistent content with variety in order to compel or PUL in your market.