You can fill your target audience’s knowledge gap, because they’re asking questions you’re able to answer. You can do this with quality content.
Two fundamental questions you ask of your content are:
- What is it for?
- What should it contain?
You cannot answer the second question without answering the first. Your answer to the first question is likely to be strategic, to:
- Drive more traffic to your website
- Engage with your target audience
- Market your product or service
- Transform your prospects into customers.
Your content is a marketing tool. But as a tool, how will it work to fulfil your marketing objectives?
Answer Your Audience’s Questions
On average, Google processes over 40,000 search queries per second, or 3.5 billion searches each day.
Everyone’s looking for something. There is a knowledge gap they want to fill.
Here lies the answer to the first of those questions about content:
- It can answer the questions your audience of potential prospects and customers are asking
And, conveniently, it points the way to the second answer:
- It should contain useful information.
But doesn’t that sound a little bit dull? If your content is just a lot of information that answers search questions, won’t it lack that essential spark that transforms it into effective marketing content?
This is why you must make sure your content enhances the user experience (UX).
The key to doing this is having good quality content.
How Do You Define Quality Content?
Google values quality content. It publishes guidelines for producing it. Fundamentally, Google advises that you should put the user first.
- Is this content relevant to the user?
- Would you still publish it even if there were no search engines?
How can your content add value to, and engage, the users who read it? How will it fill the knowledge gap?
Consider your competition. I’m not talking about other businesses in your sector.
What I mean is what your content is competing against to gain your audience’s attention. Primarily, this competition comes from their own restlessness and short online attention spans.
They enter a search question, but if the answers that come up aren’t sufficiently engaging, they’re simply going to look elsewhere.
Therefore, if you only focus on front-loading your content to gain clicks, you’re likely to leave your audience disappointed. If they actually hang around long enough.
In reality, the chances are, if your content isn’t immediately engaging, then they’ll respond with instant indifference and click away from it.
Quality is subjective, but there are basic elements to consider including in your content. These can help it strike the right chord with your audience.
Basic Considerations for Quality Content
- Put yourself in your readers’ shoes. Make sure you understand their issues, challenges and interests.
- You can both inform and entertain your audience. Just because you’re giving them valuable information doesn’t have to make your delivery dull. Think about your writing style, and how informal you can make it while staying on-point.
- Don’t be afraid to demystify your topic. If there are alternatives to technical jargon, use them.
- Make your intentions transparent. Obviously, you can include a call to action, but don’t let this overwhelm the content itself. Stay on the right side of being helpful and informative.
- Think about what will make your content unique, such as statistics, a particular perspective, or information you can deliver in a way that is not established or commonplace.
- Look at your formats. Some information works well in soundbites or lists. Other concepts you can explore in more detail. But also bear in mind that people read differently on-screen than on paper.
- Don’t waste your words. You should be able to produce detailed content without losing focus. Even if you digress and take detours, always bear your main point in mind.
- Keep your content relevant to the platform you’re using, and to the audience you’re aiming it at. If necessary, segment your audience into specific target groups.
Don’t Just Answer, Anticipate
Filling your audience’s knowledge gap with quality content isn’t just about answering questions.
You can also anticipate the questions they might ask, then publish content that puts you one step ahead.
Somewhere between 15% and 20 of searches on Google are brand new. These are unique enquiries and are therefore an undiscovered resource.
Is it possible to position your content so that it will answer these new questions?
This comes back to the quality of your content and what you base this content on. If you have a sound understanding of your audience and your industry, then your content should reflect this.
The knowledge gap still exists, even if someone hasn’t yet asked the question looking to fill it.
Your content can serve this purpose, and in so doing, add value to your audience and, ultimately, benefit your business.
Is Your Content Filling the Knowledge Gap?
Quality content can differentiate your brand and engage with your target audience. For more details, please email me at firstname.lastname@example.org or call me on 07896711853.