Every business whether start-up or established, require need loyal audience who over time become their potential customers.

Can search engine promotion campaigns help create regular audiences and what should be the objectives of the SEO promotion companies do? Is it to secure top rankings in search engines, generate traffic, leads or eyeballs or is it to create and sustain loyal audience through regular content marketing that they consume? It’s unfortunate as majority of people still focus on getting top rankings with their SEO campaigns when it should deliver much more then just search engine rankings. It should be something that is long lasting and impacting the bottom line in many ways.

Content Marketing

With a strict and continuous content marketing program we can create loyal audience where they keep coming back for more even though they may not be actual customers. Modern customers are looking for meaningful conversation with companies that matters to them; they are certainly not interested in reading boilerplate contents churned out regularly. Through continuous dialogue and with right contents, companies can create loyal audiences and increasingly influence them to become profitable customers in the days to come.

Content is king in SEO and it is at the core of the content marketing strategy. Creating and delivering the right contents and making sure they rank higher to be visible to your target audience is first step towards creating loyal audience. Once they find the content relevant and valuable, they will keep coming back for more. Thats why its important to set their expectations right and fulfil them continuously without fail.

With content marketing, how frequent is too frequent when publishing contents? We shouldn’t be bombarding customers with too much of contents (read information, research reports, knowledge etc) to consume. More over creating too much contents which are of low quality can be counter productive compared to creating high quality contents at regular interval.

Why is SEO so important?

Showing the published contents where the audience are is a bigger challenge as companies cannot control the medium on which their audiences visit regularly or are online. Thus the content needs to be published on various medium accessible across web and mobile to maximise the reach and impact. With the help of search engine promotion along with an effective social media marketing, optimised contents can be ranked in search engines and social networking platforms respectively.

As search engines form the major platform on which most of the searches are performed, getting the published contents to rank higher assumes importance and so does SEO for companies to achieve it. Additionally with busy schedule, customers wants everything instantly without delay and do not have time to go through loads of data to find what they are searching for. So companies must be armed with knowledge of what content is working and what is not, so as to publish the right contents to answer their concerns as this will instantly creates a bond encouraging them to visit their website regularly to address their concerns and queries.

Now an important question that must be asked is – Is content marketing difficult to create and manage? According to a recent research, bigger enterprises have no better advantage then small businesses in managing their content marketing for as they grow in size, their content marketing becomes more complex owing to large number of divisions, product ranges etc managed by different people. According to the research findings:

• 28% of enterprise marketers consider themselves to be effective as compared of 40% of small business marketers
• 15% say they successfully track ROIs compared to 25% of small business marketers

Coming back to loyal audience and how to it can be achieved with the help of an effective SEO strategy, a consistent efforts will be required to help contents rank on top for majority of business related products/services so that every time a business related search is performed, the contents ranks on top. When the published contents help resolve customers’ concerns it creates an invisible connection where brand recall is powerful in the time of help thus creating a loyal audience.

We would love to hear your thoughts and what worked best and didn’t work to create loyal audiences for your company or brand(s) in the comments.