Relevance is one of the most important criteria for content success. Relevant content is content that meets the needs and interests of its target audience. It is therefore essential to create relevant content to succeed in digital marketing. Data can be a valuable tool. Indeed, by analyzing data, you can better understand your target audience, identify their needs and choose the right keywords for your content.
Identify your users’ needs
The first step to creating relevant content is to understand the needs of your users. This means knowing their interests, motivations and questions.
User behavior data can help you provide information about the pages your users visit, the products they buy, and the interactions they have with your brand. For example, you can use Google Analytics to track traffic to your website, most visited pages, landing pages, bounce rates, etc.. You can also use data from your CRM to track your customers' interactions with your brand, such as purchases, calls, emails, etc..
In addition, comments and opinions from your users are a valuable source of information on what they think of your content and your brand. You can collect feedback and reviews via forms, surveys, social networks, etc.
The questions your users are asking can be identified using keyword research tools. These tools allow you to see which keywords are most searched for by your target audience. You can also use comments and reviews from your users to identify questions they have.
Choose the right keywords
Keywords are important to the relevance of your content because they determine who will find it on search engines.
Search trend data can help you identify the keywords most searched for by your target audience (e.g. X, Google Trends, etc.). You can use keyword research tools to see which keywords are the most popular, most searched for, most competitive, etc.
The keywords your competitors are using can provide you with ideas on which keywords are relevant to your industry. You can use keyword research tools to see what keywords your competitors are using in their content, titles, and product descriptions.
Keyword intent is important to understand because it determines the type of content users are searching for. Example of keywords with their search intent:
| Keyword | Search intent | Why? |
| Peugeot car website | Navigational | Website + brand |
| How does a car drive? | Informational | “How” => answer to a question |
| To buy a car | Transactional | “Buy” => Purchase decision |
| Comparison 205 vs 3008 | Commercial | Search for information to influence action |
By understanding users' search intent, you can choose the most relevant keywords for your content and improve your chances of being found by people searching for information on your topic.
Create quality content
In addition to being relevant, your content must also be of quality. Quality content is content that is well-written, clear and informative. Writing clear and concise content means using simple, easy-to-understand language. Avoid technical jargon and complex sentences (unless your target is an expert).
Using simple, accessible language means speaking to your target audience as you would speak to them face-to-face. Use language that is familiar and appropriate to your target audience.
Providing useful and informative information means that your content should meet the needs and interests of your target audience. Make sure your content is comprehensive and informative.
(see also: Content length: what impact on SEO and UX writing?)
Optimizing your content for search engines
By optimizing your content for search engines, you increase your chances of being found by Internet users. who are looking for information on the subject you are seeking to position yourself on.
Use the right keywords in your content means insert your keywords naturally into your content but also use its lexical field. On the other hand, avoid overloading your content with keywords, as this could be considered spam by search engines.
Creating an effective website structure means your content should be well organized and easy to find. Use clear menus and internal links to make your website easier to navigate.
Promoting your content on social media means sharing your content on social media to make it known to a wider audience. Use relevant hashtags and engage with your audience on social media.
Measure the effectiveness of your content
La Measuring the effectiveness of your content is essential to knowing what works and what doesn't. So, by tracking the right metrics, you can identify the elements that generate significant engagement et adjust your strategy Consequently.
The Traffic and conversion data lets you track how many people visit your content and the amount of actions they take. For example, you can track the number of visits, time spent on page, link click rate, newsletter signups, and purchases.
Your users' comments and reviews provide you with valuable information about their perception of your content. You can analyze comments to identify positive and negative aspects of your content. You can also use sentiment analytics tools to understand your users' overall opinion of your content.
Customer satisfaction is an important indicator of the effectiveness of your content. You can measure customer satisfaction by sending surveys or collecting feedback through social media.
Social media performance lets you track the engagement generated by your content on social networks. For example, you can track the number of shares, mentions and likes.
Conversion is the end goal of most content strategies. You can measure conversion by tracking how many people take a desired action, such as signing up for the newsletter or purchasing a product.
By tracking these metrics, you can identify which elements of your content are performing well and which elements need improvement. Then you can use this information to adjust your content strategy and improve your results.
Data to ensure the success of your content in brief
Data is a powerful tool that can help you create content that is more relevant to your target audience. So, by following the advice in this article, but also by doing A/B testing, you will be able to use data to improve your content strategy and achieve your objectives.
Esteban Irschfeld, SEO Consultant at UX-Republic
