Building the Content Machine

Ways to build content for your target audience without over-optimizing.

Below is a list of SEO tips to think about that can be incorporated into your piece the next time you write.

SEO and content have always had an odd relationship. For many agencies, copywriters would build their content, and then SEO professionals would add keywords about their products and services. This process led to many unique ways of implementing SEO in websites. Companies made many of these unique implementations in an attempt to “game” search engines to take advantage of the organic channel. Everything changed in 2011 when Google released the Panda Algorithm, which specifically looked for content made for users. Today, we will be going over ways to build content for your target audience without over-optimizing. Below is a list of SEO tips to think about that can be incorporated into your piece the next time you write.

Know Your Users and Targeted Audience

Three key principles need to be taken into consideration when writing content:

  • What brands want to say – This is what a company wants its customers to know about their product or service. Think of this principle as an insider scoop of what the product or service does. Information such as this is important because, most likely, the brand has researched the product and understands why it is superior to the competition. Most of this research can be gathered and understood during the onboarding process of a client. 
  • What people want to knowThis is extremely important to understand before letting a copywriter start writing. Back in the old days of SEO, many agencies and in-house companies would write the content before an SEO professional had the time to review it. Knowing what people want to know is critical because it helps a brand target its audiences. Research and development regarding things people are searching for about the brand help build the relationship between the user and the brand.
  • What search engines expect – This piece is a fundamental aspect of SEO and its connection with the content. Search engines expect content to be highly organized on the website. They expect primary content to be on the main navigation and secondary content like blogs and articles to be linked to the primary navigation. It all has to be highly informational, with multiple supporting articles that build relevance. Often agencies and in-house companies tend to overkill in this department. Be strategic with this principle.

Know What Your Website Should Contain

You have to build content that uses all three of the above principles. You can’t overdo it, or your content will not perform properly. Don’t overuse the brand name because you won’t rank on search engines, and you will have missed the connection with people that want to purchase your product or service. You also don’t want to overdo basic SEO principles – keyword stuffing and adding extra pages for no reason are examples of bad SEO practices. Doing such things won’t help you connect with the audience; thus, you will not gain conversions. Instead, utilize a healthy blend of all three principles. 

Know the “Do’s and Don’ts for Building Content”


There are fundamental reasons why marketers take the time to understand their brand, their targeted audiences, and what search engines expect. Let’s go over a couple of general solutions on how to do this. 

  • Speak to a targeted audienceOne of the most important aspects is knowing the people who want to know your company. As a marketer, you don’t want to reach audiences that will not purchase your product and convert. Know your product and who you are selling to establish your target audiences. Then build content to specifically speak to these target audiences. Segmenting your audiences and understanding your personas is critical to organic traffic success. 
  • Meeting your need state (motivation a customer has to purchase or otherwise take action) – This is another fundamental piece of what you need to take into consideration. Ask yourself questions such as: Where is this page in my user’s journey to purchase? Is this page an informative piece of content that encourages them to click further? Is this page a product page that needs a call-to-action button that brings them to an eCommerce experience? Understanding the marketing funnel for your users is very important to gaining more conversions. Make sure your website reflects pages that have stages in the purchasing process. 
  • Content should have utility – A lot of copywriters will create content merely to build more pages. All content, either primary content on the navigation or secondary content within a blog folder, needs to have a purpose. Break down your content into two types: Informative or Built for conversions. Informative content belongs on pages that are designed for people and search engines. Sales-type content, which is built for conversions, belongs on actionable pages like product or services pages. Use both types effectively so that your marketing funnel doesn’t have holes where the users leave your site, thus increasing the bounce rate for your web pages.
  • Fit the channel that the content is intended for – Learn and utilize the basics of how to rank for non-branded keywords for the organic channel. Check items such as your title tags, meta descriptions, anchor text, H1/H2/H3 (header tags), ALT text, and content keywords to ensure they align with what you’re trying to target for that particular page. With all of the recent algorithm updates, ranking for keywords no longer relies on title tags alone. Your content needs to have the same elements because those elements could technically replace your title tags. Make sure your strategy is carefully aligned. 

Setting up a content machine for a business is setting up for success. If you need help building your content machine, enlist the help of our digital marketing experts at Tandem Buzz. We specialize in pay-per-click (PPC) advertising, search engine optimization (SEO), graphic design, and more. Give us a buzz today and learn more!