Local SEO

Content Marketing: Who to direct it to? To people or search engines?

Many think that writing is the easy part when it comes to creating a blog or any other website, but they couldn’t be more wrong, especially when you have to take Content Marketing into account. This is where I ask you, do you have it in mind? Do you know who should be addressed?

Writing for people or search engines, that is the question. Discover in this article how to solve one of the biggest and recurring dilemmas of Content Marketing to learn how to delight users and search engines alike.

When Digital Marketing experts repeat over and over again that “CONTENT IS KING”, they don’t lie or exaggerate. It is through content in text, image or video that users solve their doubts, educate and entertain.

Without content, the Internet as we know it simply would not exist. Therefore, the work of content creators and producers, such as SEO copywriters, is increasingly required and better paid for projects and companies in all sectors.

However, creating content becomes a thorny task for new SEO copywriters who must face one of the great questions of Content Marketing … Whom should it be written for people or for search engines?

If you had this doubt when creating your content, you have reached the right place. In this article, you will discover the solution to this concern with the intention that you learn to write better materials for companies that hire your copywriting services.

We start!

Whom do you write for? People or Search Engines

Before getting into the matter, let’s briefly review the main aspects of Content Marketing.

In simple terms, Content Marketing seeks to attract, convert and enchant Internet users through the generation of valuable content with the intention of closing a sale, creating lasting relationships of trust between users and brands.

Well, the matter is a bit complicated because, as you can see, Content Marketing must respond to the business objectives of a company while addressing an audience – person buyer – that searches for relevant content in the oceans of content that we call search engines.

So, here comes the great mystery of all content products: should it be written for people or search engines? The great answer is… You must write for people and optimize for search engines!

What does that mean? When creating quality material, a web content products should keep in mind that …

  • An article must first enchant users and then conquer Google, in that order.
  • The main purpose of an article will always be to solve the specific concern of a buyer person rather than to position without purpose.
  • The article should be optimized to position in the search engines to increase the probability of being found organically by new users.

Why SEO copywriters should be clear who is going to read the contents?

If the idea of Content Marketing is to create articles that help buyer people, for an SEO editor it is impossible to write them without knowing who they are and what their pain points are.

Knowing the buyer people is crucial to execute a successful content strategy, since they are the ones who will help you determine …

  • The tone and voice of communication
  • The topics that will be addressed in each article
  • The channels through which they will be distributed

Put yourself in your user’s shoes. If you do a Google search, what kind of result do you expect to find? Keeping that thought in your mind at the time of writing will make you create materials that will be useful for your users, with objectivity and quality.

Remember that the ultimate goal of a Content Marketing strategy is to create relationships of trust between users and the company through content that addresses their concerns.

If it is you or the company you work for who create this content, users will rely on it to make a purchase before anyone else. Do you understand now why the work of the content editor is so important and well paid?

Why is this skill a competitive advantage for content marketing?

Believe it or not! Many copywriters simply implement all kinds of SEO techniques to improve their search engine rankings without considering that the content is to connect with people.

Obsolete practices such as Keyword Stuffing, where the keyword is repeated over and over throughout the text, often meaningless, are preferred by some of these editors.

However, when you understand the importance of resolving a user’s doubts and writing content intended for a specific buyer, it is when you create valuable content that will engage your users and retain them with your company.

To stand out from the ocean of information available on the web is only possible with quality content and to produce content of this type it is necessary the work of editors who are clear that the content is to be consumed by people, not by robots.

How to enchant users and search engines with your content?

1. Know your buyer person

Being the semi-fictional representations of your ideal client, as an editor you should concentrate all your efforts on enchanting them with your content.

By knowing their concerns and challenges, you can create useful content that will help them solve them, eventually improving the relationships between them and your business. Remember the main objective is not to please Google but to deliver value to your users.

2. Consider your person’s search intent

There are three types of search …

  • Navigational search: The user wants to reach a specific website.
  • Informational search: The user wants to find information to clarify a doubt.
  • Transactional search: The user wants to buy a product or pay for a service online.

Taking into account the search intention will help you to better direct your content, because you will be able to understand in what type of search your materials may appear and what type of information they should contain to meet the expectations of your users.

3. Choose the keywords well

Keywords are what unites user content. These are the ones that trigger the appearance of your articles in the SERP.

Using them correctly will make all the difference. Avoid Keyword Stuffing, use its natural variations and only add it if it is consistent with the structure of the text.

4. Write quality content

Needless to say, right? Once you know your buyer people, you understand their problems and what their search intentions might be, you should create the best possible content to solve your concern.

Remember that you must meet the expectations of the users, not yours.

Look for quality references, learn about the subject and write a complete and original content. Rather than worrying about the number of words required to position, worry about solving your user’s doubt.

5. Transmit ideas clearly and concisely

Web content is characterized by offering direct responses to the point.

It is essential to have an excellent command of the language and its grammatical norms, as well as to have knowledge of the subject on which it is written to correctly convey the message to the reader.

In addition, you can use persuasive writing techniques to convince your users and keep their curiosity to the fullest while they read your article.

6. Create SEO titles that grab your attention and enchant Google

The function of an SEO title is to attract users to your material and briefly describe its content to search engines.

Among the best practices are to include the keyword, create a sense of urgency and keep it short, between 50 and 55 characters.

7. Learn a lot about SEO

Search engine optimization is crucial in the production of web content. You must dedicate a lot of study to know and apply all the positioning factors On Page and Off Page.

However, if you are just starting in web writing, the main thing is not to neglect factors such as SEO title, intertitles or heading tags, friendly URL, alt attributes of images, meta description and backlinks.

8. Format your texts

Give your articles a simple structure to understand for both people and search engines.

  • Create an introduction that catches the reader.
  • Use the heading tags – which go from title H1 to title H6 – to organize the ideas of the text in hierarchical order.
  • Keep the paragraphs short but relevant, that is, do not leave an idea in the middle.
  • Keep blank spaces, that is, look for an “F” shape in the structure of your articles.
  • Use bold only when necessary.


The demand for SEO copywriters is on the rise thanks to the success of content strategies.

To become an attractive SEO editor for the market you must be dedicated, practice and study tirelessly about Digital Marketing and Content Marketing.

The good news is that, little by little, reading and applying articles like this, you will learn to create valuable materials for your customers that, in the end, will be reflected in good payments for you.

Freelance copywriting can become a source of substantial income if you know how to deliver quality content written for people and optimized for search engines.

Local Marketing

Big Data: How to find the ones useful for marketing?

On any Sunday you find yourself walking in a shopping center: you buy something, using one of the many loyalty cards for the discount of the month, you connect to WiFi, or wander through various shops not having a clear idea of what that we would like to buy. Willy-nilly, only with our disinterested passage, we can generate a large amount of data that can be reworked and used in a variety of ways by that mall. This logic can be easily applied in companies that have the resources to analyze and interpret collected data, also called “Big Data”.

What are Big Data?

Now we hear about it more often, but maybe you do not have a clear idea of what they are in the specific. The same term can be misleading as instinctively we associate it with a great deal of data, not knowing that our intuition is only partially true.

To better understand we can say that every day we produce a huge amount of information through smartphones, credit cards, sensors installed almost everywhere, and much more; this mass can be identified with the name of Big Data only after having been properly processed and analyzed to find objective comparisons.

Basically, what matters is the algorithm used to manage the amount of information collected and the many variables considered in a short time and with few resources compared to the past. The result is a more visual approach that suggests models of interpretation and new patterns.

A welcome feature is the fact that they are usable not only in the IT industry, but also in completely different markets like healthcare, retail, manufacturing, finance and many others. Practically this approach is functional for any sector foreseeing marketing actions.

Big Data is an ally for agile marketing

Among the billions of terabytes collected, there is a treasure of marketing data that companies need to analyze and understand to know what is relevant and what is not and how to use it to achieve better business results.

It’s not an easy job considering that according to some surveys, companies waste 40% of their marketing budget due to the inadequate use of big data. Big data is naturally all-encompassing and can be difficult to manage or use effectively.

They include structured and unstructured data that comes from many devices. With this wide range of information available, the company’s marketers need to focus on high-impact information – the data that can drive the company’s strategic decisions.

The only way marketing managers can exploit the right form of data is to know what is relevant and what is not. This helps a company to differentiate itself from the competition.

How to understand which data are relevant to marketing? Here are some suggestions …

Use goals to focus

Better analysis of marketing data can reduce ROI from 10% to 20%. But to take full advantage of this, you will need to determine the most relevant data for your business goals and then focus accordingly. About 50% of the companies interviewed by McKinsey showed that companies are struggling to know the effects of digital marketing on profits and sales. There seemed to be a chasm between the information available and the sellers’ ability to link the data with the results. For example, a retailer who wants to increase conversions on one of the web pages should take a close look at the keywords that help drive traffic and then link the metrics with targeted results, such as revenue and conversions. Using this intelligence, the retailer can design a plan that regulates the keywords to provide a positive impact.

Precision of priorities

Regardless of the relevance of data, it is only useful when these are reliable. If certain specific types of data do not fall within core competencies, but are meaningful to the business, do not ignore them. Rather, make sure that you consider alternatives that can help fill in information gaps. When possible, leverage partnerships to obtain reliable sources that provide accurate data. For example, you can collaborate with a company that has close relationships with Twitter when examining social network information.

Group information

The multidimensional and immense nature of Big Data becomes “digestible” by the company and useful only when you look at the specific instead of considering the entire universe of existing information. Rather than checking all the information it is better to group them so as to have smaller and more homogeneous areas. For example, when you see a chance to improve the performance of your mobile devices, take a look at the sharing you have and compare it with that of your strongest competitor. Analysts can use big data to generate information about customer experiences and behavior. This information can then be used to better understand customers, allowing them to meet their needs more effectively.

How useful Big Data can be?

You can focus on the relationship of the Brand with the customer on digital channels, a challenge that becomes more complex day by day due to mobile and IoT. To cope with this difficulty, companies need to be flexible, have an agile marketing and develop more and more skills.

Many of these new skills, which include the ability to select and interpret the collected data for strategic purposes, are still missing in many companies. According to a research by the Boston Consulting Group, 60% of companies underutilize data or do not collect them systematically as they would like.

A rather discouraging fact because the applications of an analysis of this kind are numerous and potentially useful for improving performance and ROI.

For example, Data Driven Marketing investigates among the innumerable information on the customers gathered – demographic, behavioral data, related to the relationship with the company – to identify the best strategies to acquire, maintain or regain customers. In this case, the magic word is customization: being able to interpret the needs of the consumer in more depth allows us to offer goods / services that are more suited to their satisfaction.

Through Data Mining it is possible to identify unusual and potentially useful correlations. For example, according to some research evaluating the financial risk of a person, it has been noticed that the subjects who buy furniture felts can be among the best clients for the lenders, because they are less likely to contract debts.

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Local Marketing

Top 10 Tips For Marketing A Small Business

By definition, marketing is used to examine the availability of inquiries from existing and potential customers of the company, to inform them about the benefits of your offer and the linear promotion of the company’s products or services. Marketing a small business is an important part of both the strategic business plan of a start-up company and the strategic and tactical plan of action of an already operating company. In other words: Without marketing, there cannot be a successful business.

Marketing a small business helps to understand and study the needs of existing and potential customers of the company and increases the likelihood that they will become customers of your company, and based on the results of the study of requests to create prerequisites for their purchases. We bring to your attention a selection of tips, which should be used to improve the marketing strategy and tactics of small business owners. These 10 tips for marketing a small business cannot replace a standard textbook and marketing plans and activities, which somehow have to create to the owners of small businesses, but rather complement them …

Promote your business with the help of “friendly channels”

Create a “friendly channel” to promote your proposals by combining them with the proposals of other small businesses. This technique of marketing a small business can significantly increase coverage and reach many more customers than if you made your offer without this channel. Surely you have familiar businessmen or even buddies among them and these acquaintances can be used with even greater benefit. An example of such a “friendly channel” is the dissemination of information through the company’s website, which belongs to your acquaintance.

You can also ask your friend to put a little information about your company or your offer in his in promotional brochures, brochures, perhaps even on business cards, presenting your business as a partner of the company. Naturally, you must respond in the same way and provide information about the company of a friend in your promotional materials. As a result, this will allow both companies to get in touch with a new pool of potential customers. Imagine what kind of free coverage you can get if you have many friends and acquaintances among entrepreneurs. Very unexpected and unusual? And you try, because the creation of such a friendly channel does not require large expenditures.

Marketing A Small Business

Include original stickers in your postal items

If your business uses such a channel as mail: in the form of envelopes or in the form of parcels, never forget to paste the brightest and colorful stickers in the most visible place of such items, informing all those who come in contact with them and read about your excellent proposal. Believe in this tactics of marketing a small business, as these stickers, especially if they are bright, they will immediately catch sight of all those who want to read the letter or open a parcel and this attention is remembered as brightly as the last thing that catches the eye of who is addressed to. Just do not forget: on these stickers there must be a minimum of information that can be read in 10 seconds, not more.

Continue Reading: 9 Local Marketing Tips For Business

Create a postcard of your offer and send it by mail

Also unexpected? In the age of e-mail and Skype, using ancient techniques is silly? By no means. About electronic shipments and Skype today does not know unless that full savage and all these channels use. How to allocate your offer? It was recalling the “old tricks” of marketing a small business. Create a postcard, for example, a greeting card and send it to the postal addresses of your customers or to the postal addresses of those who live in the area where your business is located. You can use standard postcards, but on the front side, glue your postcard, previously printed on a color laser printer and self-adhesive paper.

Everyone has become accustomed to promotional and promotional materials distributed through mailboxes and which hundreds of people, even if they do not read, throw away your potential customers. It is an ordinary postcard, but with your “supplement”, sent by ordinary mail (sent, but not distributed in boxes), it will certainly attract the attention of those who will pick it up in order to simply throw it away. Only again it is necessary to take into account – the message, especially the advertising should be brief. Such an “old” reception, such a postcard will be able to significantly increase traffic to your site, the address of which you naturally place on this postcard.

Add your messages when answering phone calls

When you answer phone calls, carefully include in your reply a message that may interest the subscriber and which directly relates to your business. It may be information about your new service or product that you just released on the market. Such a message about the proposal should be unobtrusive, short and bright enough to attract attention to it.

If you make an offer, it should not be aggressive. Include in your oral report on the timing of the action or a discount, all that can cause interest in the one with whom you are talking on the phone. People pay attention to that information that helps to save or helps them to get a product that has many advantages and is sold cheaper than competitors.

Never forget to make a new offer to the customer who bought it

The most important understanding and reception that many, especially beginning entrepreneurs miss in their practice and even ignore. And this is completely wrong. After the customer makes a purchase from you, immediately, unobtrusively, accurately, respectfully, offer him a new product or service. At the same time, the best method to marketing a small business is to offer discounts as a customer, which has now become permanent and to which the company has a special approach and a special offer.

Continue Reading: How To Apply Emotional Intelligence In Marketing Strategy

Be sure to point out that the company values relations with all customers very much, but with those who are its regular customers – especially. Do not be shy to be over obliging, but do not be intrusive. Be sure to thank the client for the attention that he shows to your company, acquiring its products or services. You can add a bit of relevance to the new proposal, saying that the terms of the action are limited. They say that … just for you, just for you …

Marketing A Small Business

Suggest seminars

Offer your regular customers (as well as inform in advertising and promotional materials and potential clients) about exclusive seminars that your company organizes for its regular customers in a desire to tell about trends and modern directions. It should be borne in mind that such events can be very successful public relations, as they can receive wide coverage in the media and accordingly good and motivating information will reach a greater number of your potential buyers.

Adjust the number of visitors to your seminars by admission, if such regulation is required. We understand perfectly well that it is very expensive to “overpower” holding a seminar of a start-up company. But believe for 90% of companies, if they do not work in the premium segment, organizing such a seminar will not be an overhead event. You can hold a creative seminar, where the participants themselves will do everything that is planned by the script.

Boards, boxes and mail, mail the old post …

If your company is a business of step-by-step accessibility and serves mainly people who live in the business location area, use the mail and services of companies that deal with the delivery of advertising to mailboxes. Yes, this is an old, “chewed” welcome, actively used by many companies, but … it works.

For example, many entrepreneurs use the services of agencies offering to place an advertisement on stands at the entrance or inside the elevator. Quite recently we saw a very interesting and creative approach for marketing a small business: as on the handles of the entrance doors were placed advertising bulletins in the form of a bright cardboard figure Carlson. So the company offered services for washing windows. Throw away the annoyance funny and funny Carlson, not many will be especially if they have children … and will surely remember this move.

Use newsletters

Never forget: The cost of attracting the attention of a new customer of your business is six times more expensive than attracting the attention of an “old” client, someone who is already your client. To sell your products or services to those who are already your client, it is sometime

s enough to simply send them newsletters. Even better, if such newsletters are personal.

Continue Reading: 5 Free Email Marketing Tools To Create Perfect Newsletters

Let’s say if you know the name and patronymic of the one to whom you address your newsletter. In this case, it is necessary to address the name of the patronymic: “Dear Alex Sanchez”. A good tactic of saving money is to send them an e-mail newsletter for those who are your subscribers.

Marketing A Small Business

Exchange of goods and services

This is also an unusual device and it is possible that not all owners of businesses will meet understanding, although it has been used for a long time by many online stores when delivering the ordered goods. We propose to use this tool to promote your company’s offers through the product delivery of another company. Agree with an online store or a group of online stores and put your promotional offers in the packaging of the delivered goods.

Naturally, when choosing an online store as a partner, it is necessary to consider the target audience that this online store is targeting. It is meaningless to offer, say, Viagra to those who order goods in the online store for youth recreation.

Your marketing should always be fresh

There is no universal marketing approach that works for years. One marketing move, even the most successful, cannot fully meet the needs of customers and customers of your business. Customers can “get tired” of the same sentence and stop paying attention to it. Thus, we must always improve our marketing tactics and strategy.

A great tool for marketing a small business is to  capable of constantly investigating your audience’s requests can be feedback to your customers. Constantly interact with customers and constantly receive signals from them about a particular product and adjust your marketing in accordance with the recall.