The way content is best received by your target audience depends on the audience itself. Some prefer diagrams and hard facts, others prefer videos or interactive elements, and still others use blog articles to familiarize themselves with a topic. However, you rarely have only one clearly defined target group. Therefore, it is advisable to create various content formats that answer specific questions and solve problems for the respective target group. The most important characteristics are trustworthiness and credibility. Ideally, the website provides general and independent information on a topic—and offers (its own) solutions almost incidentally (yet still clearly identifiable).

As information density has increased, along with the number of people involved in the purchasing decision and the time invested in research, it is strikingly important to offer this information in well-prepared and consumable ‘bite-sized’ pieces.

To be regarded as valuable information, your content must be helpful, whether by providing a general overview of a topic or offering tailored solutions to specific problems and questions. Absolute trustworthiness is a prerequisite. Using case studies, white papers, or useful blog posts, companies underpin their technical expertise in individual areas. It is particularly useful if the author of individual posts has made a name for themselves as an expert and publishes regularly and professionally on specific topics. This underlines and proves their credibility with the target audience.

Therefore, the quality and relevance of the content are of paramount importance. However, it is not only evaluated whether the search engine finds the answers sought, but also—and especially—that the user finds them quickly and easily. Consequently, Google also considers the time on site and the bounce rate. From Google’s perspective, pages with a high bounce rate obviously do not provide satisfactory answers and are accordingly down-ranked quickly. This can be due to a lack of UX/UI design or technical deficiencies in page load time, encryption, website architecture, or a lack of mobile compatibility. Another criterion is text length. Here, posts with up to 1,600 words are now in the lead—specifically, words that are insightful, provide findings and insights into a topic, answer questions with high quality, and offer solutions. Texts that are not promotional and do not want to sell (at least not directly).

Case studies, product innovations, specialized solutions, research results—all these are topics that characterize good informative content. These are also topics found in a good and appealing customer magazine. Printed customer magazines have valuable benefits in many areas, but unfortunately, they are not search engine relevant. As a digital format, however, they fully exploit their advantages regarding Google.

An example of a digital customer magazine can be found here. But classic websites can also be expanded, redesigned, and modified to reach old and new target groups using high-quality content.

Furthermore, there are various ways to deploy and place high-quality content in other locations once it has been created.

Would you like to reach your sales markets and open up new ones with targeted content marketing? Are you unsure which topics and content are relevant to your target groups? Do you want your own content strategy? Contact us; we would be happy to advise you.