In this article, you’ll get an idea of ​​why on-brand content is so important and how to choose the right message for the right audience at the right time.

What does branding have to do with it?

I like to call it “2018 the year of personal branding” given the trends I see. While branding on a larger scale is important, I’m seeing more and more clients want to put a “face” on the business they want to work for. It’s not enough to drive traffic to your site or share a bunch of articles on social media. You need to build a connection with your audience that inspires trust and establishes you as an authority in your niche.

Great SEO copywriting involves much more than just writing for Google, or even just writing for your target audience. It’s a beautiful balance of both, and to do it effectively, you often have to think outside the box.

To break it down, SEO copywriting is a way of writing that is both SEO-friendly and speaks to your audience in a way that engages and converts them. It’s NOT a way to just plug in keywords and go.

In fact, people often ask me about keyword density when it comes to my writing, and in reality, that metric almost never enters my mind.

If you’re truly sharing high-quality, accurate, and informative content that answers a question your target audience might have, you’re already well on your way to being SEO-friendly. Then, you just need to do your research to verify that those terms have the search traffic and competition you’re after.

As I mentioned above, your brand message is a key component of SEO copywriting — one that’s often overlooked by copywriters and SEOs. How you write, who you write to, the action you want them to take, and more play a big role.

So how do you use your brand message to write SEO content?

Finding your brand message

While many business owners skip this step, creating a brand message is an essential step in building a business. Maybe they’ve looked at their market, focused on their target audience, and know what they’re offering, but they haven’t put it all together cohesively.

The result is often a website and marketing copy that reads plain. It becomes a lot of generic jargon and doesn’t capture the essence of what the business is about.

What’s the result? Even when potential customers reach their site, they don’t have a solid idea of ​​what the site is about and how the services apply to them. If they don’t see the link, they won’t convert.

In order to find a business’ brand message, there are a few key questions to ask. Here are some questions that will help get the wheels turning when it comes to finding the right message for your audience.

What is unique about your service or product?

First, you need to identify what it is that you offer that makes you stand out from your competition. Even if they have very similar services/products, there’s likely to be at least one thing that sets you apart.

For example, it could be “don’t cut corners” when it comes to SEO or that your offerings are “locally sourced and organically grown.” Regardless, knowing what one thing sets you apart will help you attract audiences who are attracted to your unique offering.

What value do you provide to your customers or clients?

Think beyond surface-level value (like giving away money or products) and really dig into the value your business offers.

For example, it could be the ease of outsourcing your digital marketing needs. Or it could be the convenience of working with a trusted SEO agency that has your back. When you think about it, both of these offerings could be slogans in themselves.

You’ll often find that your audience isn’t necessarily looking for more money, but they’re looking for more than that. Your competitors are likely to be “selling more,” but how can you sweeten the deal?

Who is your ideal customer/client?

When I ask clients this question, the usual answer is something like “small business owners,” “digital marketing professionals,” or even “creative entrepreneurs.” To create a brand message that speaks to your “ideal customer,”

You’ll want to create a more holistic profile by asking who this person/person is:

What kind of small business owners are they?

What are their problems?

What are their interests?

What are they like?

The more you know about them, the easier it will be to figure out what they want and how to reach them. This is information you will include in your SEO content.

What is your #1 goal when it comes to your website?

Typically, the goal of your website is to convert. But again, that’s not specific enough. You need to have a plan for how you want people to interact with your website.

Do you want them to visit your blog and learn more about a certain topic?

Do you want them to buy from your sales page?

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