We are working in an advanced stage of internet marketing. In terms of content marketing strategies as well, we will do better to think in some progressive lines so that we can keep pace with the changing times and also the search patterns that have evolved in the recent past. Of course, your content marketing has to be targeted towards your customer base. There is no two-ways about that one. However, you cannot limit yourself to just thinking in terms of targeted content marketing to grab online business. You have to go deeper and think about buyer-oriented targets and research-oriented ones.
To throw more light on the differentiation here, consider an example. Suppose you want to buy a book. Before buying it online, you want to know more about it by reading Wiki pages, or book reviews and blogs on that particular book. You search with the name of the book and expect these pages to come up as search results. This is the result-oriented targeting stage. After you have decided on buying it, you search again for the book. Only this time you precede the name of the book with the word ‘buy’ or ‘buy online’. This is buyer-oriented targeting. Here you want the results to throw up online bookstores from where you can buy that book. When you are developing your content marketing strategies, you have to be clear about this differentiation in the psychology of online searchers.
Studies have revealed that the conversion ratio of buyer-oriented search is better than research-oriented searches. For obvious reasons! But it is interesting to note that, more often than not, the buyer-oriented phase does not come before the research work gets done. And the websites that provide quality and dependable research information is usually the ones that online users end up buying from. That clearly shows how you need elements of both these targeted content marketing fields in your content. The long-tailed keywords do more for your online marketing success than the generic, specific ones. That is because when users are detailed in their search query, in the form of a long-term keyword, they are clearly interested in a definite outcome from the search. This another factor you must consider during content marketing brainstorms.