Setting personas, keywords and content

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If you can create a high-quality and effective owned media, it will lead to effective sales promotion of your products and services. But how should you create an owned media?



Setting operational objectives and KPIs


The direction of your complete cell phone number list owned media will change significantly depending on your final goal, so it is very important to set operational objectives when creating your owned media. For example, make sure you clarify your goals before creating it, such as whether you are doing it for your company's branding or to acquire potential customers and encourage them to visit.

Next, set KPIs (Key Performance Indicators) to achieve your goals. KPIs are indices that evaluate the degree to which you have achieved your goals, and by setting specific KPI values ​​as targets, you can make the actions you take to achieve them more concrete.






The target who is assumed to actually use a product or service is called a "persona." In order to create content with high search needs on owned media, it is essential to set an accurate persona. Also, if the persona is not set accurately, the content will have a weak message and no content, and you will not be able to attract customers efficiently.

Once you have accurately defined your persona, select keywords that are close to the persona's concerns and needs and include them in your content. When selecting keywords, be sure to carefully consider the user's search intent.

Once you have selected your keywords, the last step is to set the content. You can accurately understand user needs by actually searching for the selected keywords and referring to the content that appears at the top of the search results. As a result, accurately understanding needs, creating content that is useful to users, and incorporating it into your owned media is important for attracting customers.



Site construction and content creation


In order to provide useful information as an owned media, it is essential to build a website. Websites can be built using a CMS or a dedicated website creation service. Building a website makes it easy to update articles, but changing the design of the website requires knowledge of HTML and CSS.

And since most of the traffic to owned media comes from search engines, it is also important to create content while thoroughly implementing SEO measures to get a high ranking from Google. For example, SEO measures such as including keywords that are highly relevant to the content in articles and structuring the site to link related content are also effective in attracting customers.



Three points to efficiently attract customers through owned media


Owned media is a highly effective medium for attracting customers, and if used well, it can produce great results in attracting customers. Let's introduce three points and examples of how to efficiently attract customers using owned media.



Unify the policy and keep the focus
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In order to efficiently attract customers through owned media, it is important to unify the policy and not let the axis waver. If the policy is not unified, the content will also be inconsistent, and the content will be difficult to convey to users. Therefore, when creating owned media, it is important to clarify "who you are communicating what to".



Provide useful information for users


In order to efficiently attract customers through owned media, it is also important to provide information that is useful to users. When creating content for owned media, it is meaningless to create content that only conveys what the company wants to say.

Content that is relevant to the user's concerns and helps them find solutions is the information that is most useful to the user. Therefore, when creating owned media, it is important to pay attention to the above points and create content from the user's perspective.