You probably already know that a big component of a successful search marketing strategy is quality content, but what you might not know is that any content you publish should be related to your buyer personas’ Zero Moment of Truth (ZMOT). That’s right, if you want to turn website visitors into customers, you need to focus on the ZMOT!
What Is The Zero Moment Of Truth?
What’s the first thing you do when you have a problem or a question? Whether your car just started making a funny noise or you need a new pair of shoes for your hiking trip this weekend, we bet your first thought is to Google it.
That “Google it” reflex actually has an official name coined by Google itself: The Zero Moment of Truth (ZMOT). The ZMOT is the exact moment you hop online and start searching for the answer to your question.
So, how do you win the Zero Moment of Truth? You make sure your content is found and that it’s useful! How do you do that? We’re glad you asked!
Optimizing Your Content To Rank Well
Obviously you aren’t going to be able to educate anyone if no one is able to find your content. The internet is a place brimming with every single conceivable type of information, and you’re vying for people’s fleeting attention. Your content needs to rank on page one of Google’s search results, or it’s likely people won’t find it at all.
Optimization helps you cut through the static to find the people who have a question only your blog can truly answer.
How can you optimize your blog post to show up at the top of those Google search results?
Choosing A Topic
Each of your site pages should have a clear focus and purpose; blogging and content offers are no different. Choose a blog topic based on:
*Only write to one buyer persona per article
Use keywords about 5 times per article. In addition to using them naturally throughout the content, be sure to include them in:
Optimizing The Body
Making Sure Your Content Is Useful
Instead of shameless self-promotion or content that targets the last stage of the buyer’s journey, you can start targeting your potential customers when they’re most interested in learning from you, not about you. Look back to your buyer persona profiles and figure out how your ideal customers ask their questions and where they look for answers. Then all you have to do is develop content for those searches!
Build trust by becoming a reliable source of information before you start talking about your product and the potential customer’s purchasing decision will likely be in your favor.
Just focus on keeping your content marketing relevant to your potential customers’ needs. If you’re a savvy mechanic who also runs a blog, you should be covering topics like, “Car Making a Funny Noise? Here are the Top 5 Most Likely Causes!” or “Preventative Maintenance Tips for Keeping Your Car Running Like New.” Blogging is great, but if a customer is doing their research and your blog is filled with articles written 8 years ago like, “Welcome to our Blog!” and “Our 10 favorite Cat Jokes,” you’re probably not going to gain much trust.
What Content Is Best For The Zero Moment Of Truth?
People in the ZMOT are also in the awareness stage of the buyer’s journey. They’re experiencing symptoms of a problem or opportunity and they want to identify or give a name to it. For example, a person whose car is making a funny sound wants to figure out what’s causing the noise; they aren’t necessarily concerned with how the noise gets fixed or who should fit it—yet.
The content created for the awareness stage needs to be educational, and there are certain types of content—aside from your site content and blog articles—that just lend themselves well to education. These types of content are:
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