Your online business success depends first on your ability in producing content that matches your audience’s needs (and Search Engines ones as well).
I’m not giving you here my personal opinion, that is a fact.
Why does content matter so much ? Because in an online world, content is the conversation you have with another person IRL (In Real Life). Content allows you to introduce yourself, to introduce your business, its values.
The content you craft allows you to assert your point of view and debate it. In the eyes of your audience, the content you share engenders trust, authority, credibility and sometimes even dependency.
In a more technical way, by your content strategy, you feed search engines. You fill them with words and sentences that will help them rank your pages and identify you as a person and a business (entities).
But to get that, you must think about what content suits to your audience. What kind of informations do they need to further their knowledge, leave their feeling of uncertainty and make better decisions (e.g : buy your product)
The practical content strategy everyone does
Among all the solutions you have for creating a content strategy, the most used one being producing content based on search queries.
If you don’t know this content strategy yet, (even though it is an old recipe as the world) the process is quite simple :
- You look after all kind of search queries and frequently asked questions in your area
- You make sure to gather them into several semantic clusters
- You write content about topics you had gathered in order to rank each one of them on the search query or asked questions related to.
That kind of content strategy is accessible to anyone and does not require much effort. You will certainly not spend hours thinking, gathering information, organizing it etc.
No, this is a basic content creation process whose results are, (here I give you my opinion), doubtful.
But, choice is yours to go for it.
Another path exists, wiser and more structured. To create a content strategy in line with your audience’s current state of knowledge.
Go on a quest for meaning
Meaning is critical for your content strategy because it helps you ensure that the content you’ve created and shared effectively communicates the intended message to the audience. Content that lacks meaning or is unclear can lead to confusion, frustration, and a lack of engagement.
When creating a content strategy, it’s important to consider your audience and what they are looking to gain from your message.
This requires a deep understanding of their informational needs, desires, as well as their preferred methods of communication and learning. Once these factors have been established, your content can be tailored to meet your audience’s state of knowledge and provide them with a meaningful and valuable experience.
Meaning is also important for search engine optimization (SEO). Search engines rely on meaningful content to determine which pages to rank in their search results. By ensuring that the content being created is relevant, informative, and well-structured, you can increase the likelihood that your content will be found and ranked highly in search results.
What are the different states of knowledge ?
In information retrieval, there are several states of knowledge that are used to describe the level of understanding that one can have on a subject. Here I give you the 5 states existing.
Informal knowledge: Informal knowledge is acquired through informal exposure to a given topic, often through conversations, casual reading, or personal experience. This type of knowledge is generally superficial and is not based on systematic inquiry or rigorous analysis of information sources. While informal knowledge can be useful for getting a general idea of a topic, it can also be incomplete, inaccurate, or biased.
Superficial knowledge: Superficial knowledge is a more structured level of knowledge that often relies on general information sources such as textbooks, encyclopedias, or introductory courses. This type of knowledge can be useful for gaining a basic understanding of a topic, but it does not allow for in-depth analysis or critical understanding of ideas. Superficial knowledge can also be limited in its relevance to specific situations.
Intermediate knowledge: Intermediate knowledge represents a more detailed understanding of a topic, which can be acquired through more specialized information sources such as books or research articles. This type of knowledge involves critical analysis and evaluation of evidence, as well as a deeper understanding of the concepts and theories that underlie a field. Intermediate knowledge is often used to inform decisions and actions, particularly in professional or academic contexts.
Advanced knowledge: Advanced knowledge represents deep expertise in a given field, which is often acquired through research and practical experience. This type of knowledge is based on rigorous critical analysis of evidence, as well as a thorough understanding of the most current concepts and theories. Experts in a field are often able to solve complex problems, innovate, and advance knowledge in their field.
Specialized knowledge: Specialized knowledge is highly specific expertise in a given field, which is often acquired through advanced training and extensive practical experience. Individuals who possess specialized knowledge are often considered leaders in their field, able to solve complex problems and develop cutting-edge innovations. However, this expertise can also be limited in terms of relevance to outside fields.
It’s important to note that these states of knowledge are not strictly separate from one another, but rather represent a continuum of understanding that can vary depending on the individual and field of study.
Your public can also have different levels of knowledge in different fields. Information seeking often aims to help individuals develop their understanding of a topic, moving from one level of knowledge to another.
How could you know about your public’s state of knowledge ?
The question you may be asking yourself now is how you will be able to determine this famous state of knowledge among the people who are listening to you. Be certain that there is no magic recipe, tips, or secrets that no one is revealing to you. However, you will need to roll up your sleeves and take the time to observe and listen to conversations around your profession or favorite topic
But as I intend to support you in your approach, I will not leave you without useful information. I will list some practices, more or less effective (depending on your degree of commitment in your actions and intentions), that will precisely allow you to gather what will help you in the development of your content strategy.
Conduct surveys: You can create a survey to ask your audience about their knowledge, attitudes, and behaviors related to your topic of interest. This can be done through various online survey tools or by conducting in-person surveys.
Analyze website or social media : This involves using tools such as Google Analytics to analyze data about your audience’s demographics, interests, and engagement with your content. This information can help you better understand your audience and their preferences.
Use audience segmentation: You can divide your audience into distinct groups based on factors such as age, education level, or interests. This can help you tailor your content to specific subgroups and meet their unique needs.
Gather feedback: You can seek feedback from your audience through comments, reviews, or other forms of user-generated content. This can provide insights into your audience’s knowledge gaps or areas of interest.
In conclusion, creating content that matches your audience’s current state of knowledge is crucial for engaging and connecting with your target audience. Understanding your audience’s level of knowledge and tailoring your content to meet their needs and interests can help build trust and credibility, increase engagement and ultimately drive your business forward.
By using research, analytics, and feedback, you can gain a better understanding of your audience’s current state of knowledge and create content that resonates with them. Remember, it’s an ongoing process and it’s important to regularly assess your audience’s knowledge and adjust your content strategy accordingly to ensure that you continue to meet their evolving needs.