When creating
owned media
, it is important to clearly set targets and create content that matches the target’s search intent.
Owned media attracts customers through natural search traffic.
If you do not create content that matches the user’s search intent, it will be difficult to appear at the top of the search results and therefore you will not be able to attract customers.
This article provides detailed information on how to target and read search intent.
For owned media, it is important to set targets and create content that matches the target’s search intent.
When creating owned media, it is important to set a clear target and create content that matches the target’s search intent.
This is because owned media attracts customers through natural search traffic.
Traditional advertising articles can be said to be created with content from a company’s perspective, such as information about the company and products.
There is no problem with advertising because you pay for it.
Owned media, which attracts customers by ranking high on search pages such as Google, has a completely different approach to creating articles than advertising.
Google displays pages at the top of search results that it deems to be in line with the user’s search intent.
Even if you create a page that does not match the user’s search intent, it will be difficult to appear at the top of the search results and you will not be able to attract customers in the first place.
Even if you are ranked highly, if the attracted users actually read the content and decide that it does not match their search intent, they will immediately leave the page.
This fails to achieve the purpose of owned media, which is to have people repeatedly view multiple pages and become fans of your site, leading to conversions.
For the reasons mentioned above, it is important that all pages of owned media contain content from the “user’s perspective” that is in line with the search intent of the users who are attracted to that page.
Steps to create content from the user’s perspective:
1. Create personas and set targets
2. Read your target’s search intent
It becomes.
Let’s take a closer look at each of these below.
Creating a persona – How to set targets
Create “personas” to target your own media.
Learn more about how to create personas here.
●What is Persona?
Persona literally means “personality” in Japanese.
As a marketing term, persona refers to the image of the main customers who purchase the products and services that a company sells.
Items set as personas are generally as follows.
・Attribute information such as age, area of residence, and even (fictitious) name
・Family information such as spouse and children
・Occupation, assigned department, annual income
・Hobbies (magazines you subscribe to, etc.)
・How to spend your holidays (indoors or outdoors, etc.)
・Values about life and society
・Friendship
・Information needs such as what kind of problem you are worried about and what you want to know
●Create a corporate persona for BtoB
The above are the general items to be set as a persona, but in the case of BtoB, the customer is a company.
Therefore, when creating BtoB owned media, create a “corporate persona”.
When creating a company persona, the items to set are:
・Information about the company
・Information about purchasing personnel
・Information about purchasing parties
There are three.
Information about the company Information about the company set in the company persona can be found at
・Industry
・Business type
・Sales
・What problem does the company need to solve?
・Who is involved in purchasing?
And so on.
Information about the purchasing person The information about the purchasing person set in the company persona starts with the general persona items we saw above.
In addition, we identify what kind of information needs people have at each stage of recognizing products, gathering information, comparing and purchasing, and set this as information for personas.
Information on Purchasing PersonnelIn a company, the purchasing of goods and services is not something that can be decided by the person in charge of purchasing alone.
therefore,
・Supervisors and management involved in decision-making
・Departments and people whose agreement is required when purchasing products because they are affected by the purchase of products
Create a list about.
Then, consider what kind of questions you can expect each stakeholder to ask the purchasing manager, and add them as information to your corporate persona.
●Purpose of creating a persona
The purpose of creating personas is to gain a common understanding among members of the owned media content creation team.
Even if you express the goals and targets of owned media in bullet points, it will be received in different ways depending on the person.
By creating personas, you can make it easier to understand your goals and targets.
Personas also provide a common ground for everyone on your team to come back to when they’re unsure of what content to create.
●Create personas based on data as much as possible
Your persona will be created to some extent fictitious.
It is important to be as data-based as possible.
When creating a company persona, it is a good idea to pick up the top 20% of customer companies that are the source of your company’s revenue.
On top of that, we will try to make the purchasing staff and other people involved in purchasing as close to the actual company as possible, taking into account the experiences of sales staff.
●Incorporate not only attribute information but also information needs such as “worries”
It is important to include not only attribute information but also information needs such as “worries” in the persona.
Purchasing managers have a current problem that needs to be solved, and therefore search for information on products.
In addition, information needs such as questions arise at each stage when recognizing products, gathering information, comparing them, and purchasing them.
The goal of owned media is to create content that can appropriately respond to these information needs.
Reference:
What is the customer journey that should be kept in mind when operating owned media?
How to read your target’s search intent
Once you have your persona set up, the next step is to consider what keywords that persona will search for.
Search keywords can be found more efficiently by using tools such as “Keyword Finder”.
Then, consider the search intent for each keyword.
Google’s search engine has evolved significantly in recent years.
It is difficult to rank high in search results without carefully understanding the search intent.
●What is search intent?
Search intent is what the searcher actually wants to know.
They are said to be broadly classified into “transaction type”, “information gathering type”, and “guidance type”.
Examples of transactional keywords Transactional search keywords are those that include the user’s intention of “I want to do something” or “I want to take action on something.”
“I want to buy something” is a typical example.
Specific examples include:
・iPhone5 case mail order
・Google Chrome download
・Renovation information request
Examples of information-gathering keywords Information-gathering search keywords are those that contain the user’s intention of “resolving some question or problem.”
Specific examples include:
・How to tie a necktie
・Las Vegas time difference
・Carbonara recipe
Examples of guide-type keywords Guide-type search keywords include the user’s intention of “I want to access this site.”
A typical example is the keyword used to search for the official website.
Specific examples include:
・Wikipedia
・Nexus7
・Docomo contact information
●Search engines have evolved significantly.
Previously, if a certain number of specified keywords were scattered within a web page, it was possible to appear at the top of the search results.
However, in recent years, search engines have evolved significantly, and it is difficult to appear at the top of search results just by sprinkling a certain number of keywords.
Google uses artificial intelligence “Rankbrain” in its search engine.
Search engines are said to be able to understand a considerable amount of the content of web pages.
It is said that by introducing an algorithm called “Hummingbird”, it has become possible to understand the “intent” of search users.
For example, it is said that “Tokyo” can be understood as “the capital of Japan,” not just as a string of letters.
Therefore, in order to have the pages you create appear at the top of search results, it is essential to carefully understand the user’s search intent.
By properly understanding search intent, you can often significantly improve your search rankings.
To understand search intent, refer to “suggested words” and “top search sites.”
●How to read search intent (1) Use suggested words as a reference
Suggested words are the first reference for understanding search intent.
Suggested words are words that appear as suggestions when you enter a string into Google’s search window.
Google uses “search frequency” as an indicator to extract suggested words.
Therefore, the suggested words are considered to reflect “what the search user wants to know.”
●How to read search intent (2) Refer to top search sites
The second effective way to understand search intent is to refer to the content of pages that actually appear at the top of search results.
It is thought that Google has determined that pages that appear at the top of the search results “satisfy the user’s search intent.”
By looking at the content of the top search pages, you can see how Google determines the user’s search intent.
In addition to search intent, Google also considers how a page is displayed, such as whether it is suitable for viewing on a smartphone, as a criterion for determining search rankings.
Looking at the top searched pages can also be helpful in learning the basics of how to create a page.
Google also uses the uniqueness of a page as a criterion for determining search rankings.
Even if you create content that is the same as content that ranks high in search results, it will simply be judged as “copy content” and it will be difficult to display it in the top search results.
summary
◆ For owned media, it is important to set targets and create content that matches the target’s search intent. ◆ To set targets, create a “corporate persona” for BtoB. ◆ To understand users’ search intent, use suggestions. Words and search top pages are helpful