Need caller ideas to amended your brand’s contented marketing?
Here are 11 contented trading tips you tin instrumentality today.
1. Understand Your Target Audience With Segments
Divide your assemblage into smaller segments pinch shared interests truthful you tin create contented that is much apt to resonate pinch the group you want to reach.
These segments tin thief you further understand your target audience. And create much personalized contented that tin summation engagement and move much group from casual followers to loyal fans.
For example, a wide run astir a waste mightiness drawback the attraction of your full audience. However, segmenting your assemblage by interests—like highlighting discounts connected eco-friendly products to sustainability enthusiasts—can make your run consciousness much applicable and perchance thrust much purchases.
Segment your assemblage by factors for illustration interests, age, location, aliases purchasing habits.
Learn much granular specifications astir your assemblage by:
- Surveying and interviewing customers to uncover their challenges, frustrations, and interests
- Reviewing customer feedback from reviews, testimonials, aliases customer work interactions to spot themes and needs
- Reviewing reports from reliable sources for illustration the Bureau of Labor Statistics for demographic insights
- Monitoring online forums for illustration Reddit, wherever your assemblage discusses applicable topics
- Purchasing manufacture investigation reports from places for illustration IBISWorld to uncover marketplace trends
You tin study astir your audience’s interests pinch Semrush’s Market Explorer tool.
Enter astatine slightest 3 competitor domains and click “Create and analyze.”

Then, spell to the “Audience” tab to study much astir your target audience.
Get ideas for assemblage segments from the “Interests” conception of this report.
For example, you tin create an assemblage conception for your customers who are willing successful “Travel & Tourism.” And different 1 for customers willing successful “Finance.”
Look astatine the “Social Media” conception to observe which societal platforms your assemblage spends the astir clip on. That way, you tin tailor your content trading strategy to platforms your assemblage hangs retired on.

After you stitchery data, create profiles for each of your assemblage segments utilizing Semrush’s free persona template. Like this one:

Your squad tin past usage the personas while brainstorming to make judge your contented addresses assemblage needs connected a much granular level.
2. Ensure All Content Has a Clear Goal
All your contented should lend to overarching business goals, specified arsenic improving marque awareness, generating leads, aliases expanding repetition purchases.
To necktie your contented backmost to your goals, align each portion of contented pinch 1 of the 4 stages of the marketing funnel (a exemplary of the customer journey):
- Awareness: Users successful the consciousness shape are looking for information. Goals successful this shape whitethorn beryllium to educate, build marque recognition, and make liking successful your business. Examples of contented that make consciousness see informational posts and “how-to” guides.
- Consideration: Prospects successful the information shape want to understand their options and find solutions to their problems. Goals successful this shape could beryllium to show expertise, item unsocial worth propositions, and supply societal proof. Examples of contented that reside customers astatine the information shape are customer testimonials, merchandise comparisons, and lawsuit studies.
- Conversion: Prospects successful the conversion shape person recovered a solution to their problems and turned into customers. Some goals successful this shape could beryllium to supply useful accusation to trim refund requests and summation merchandise adoption. Examples of post-purchase contented are merchandise tutorials and support documents.
- Loyalty: Loyal prospects proceed to usage your services and urge your offers to different people. Goals successful this shape mightiness beryllium to supply ongoing value, create marque advocates, and create deeper customer relationships done personalized content. Examples of contented for this shape see ongoing acquisition resources.

As you build your contented trading plan, analyse your existing content, its goals, and its placement wrong the trading funnel. Identify immoderate gaps aliases anemic areas wherever you deficiency contented to guideline imaginable customers to the adjacent stage.
These gaps correspond opportunities to create targeted contented that tin fortify your customer journey, amended engagement, and, ultimately, thrust much conversions.
3. Identify Competitor Content Gaps
Identify competitor gaps (keywords your competitors rank for that you don’t) and capable them pinch your ain contented truthful you tin return postulation from your rivals and summation your visibility successful the hunt results.
Use the Keyword Gap instrumentality to find competitor contented gaps.
Enter your domain and the domains of up to 4 competitors. And click “Compare.”

Pay attraction to the “Missing” file (keywords you don’t rank for but each of the entered competitors do). And the “Untapped” file (keywords you don’t rank for but astatine slightest 1 of your entered competitors do).

Review the keywords and make judge each keyword aligns pinch your personas and their interests. Then, create blog posts and pages for each applicable keyword.
4. Align Content pinch User Needs
Making judge your contented delivers what your assemblage wants and expects will apt lead to amended results—no matter what format aliases transmission you’re using.
For example, your assemblage connected societal media mightiness for illustration a short video pinch high-level accusation alternatively than a agelong and in-depth video.
Review the capacity of your past societal posts and analyse those of your competitors to place what your assemblage prefers.
Look for posts that person the highest levels of engagement, specified arsenic likes, shares, aliases comments.
Then, exemplary your contented aft the highest-performing posts. To effort and meet personification needs.
When creating contented for illustration blog posts and guides, make judge those pieces align pinch search intent—the logic personification searches a query. Because contented that matches intent is much apt to rank and beryllium of interest.
There are 4 main types of hunt intent:
- Informational: The searcher wants to study astir a topic
- Navigational: The searcher wants to find a circumstantial website aliases page (like a company’s interaction page)
- Commercial: The searcher wants to study astir brands, products, aliases services—usually earlier making a purchase
- Transactional: The searcher wants to complete an action for illustration making a purchase
You tin find hunt intent by searching a keyword and reviewing the contented that ranks for it connected Google’s first page.
For example, the intent for “best java grinders” is apt commercial. Meaning searchers apt want a database of apical java grinders for comparison.
Which is precisely what the hunt results show.

Making judge your format aligns pinch the ranking contented tin summation the chance of Google ranking your tract higher successful hunt results.
5. Promote Content Using Multiple Channels
Sharing your contented crossed various channels tin summation each piece’s scope and thief you thrust much engagement.
Lean connected channels you’ve already built an assemblage on—like your email database and your societal media accounts. Also, research different promotional avenues like:
- Banner ads: Place banner ads—ads connected different websites that nexus backmost to your content—on sites your assemblage visits. Ad guidance platforms for illustration Bannerflow tin thief spot your ads connected applicable sites.
- Influencers: Partner pinch manufacture influencers and inquire them to stock your contented to pat into their networks
- Paid societal media ads: Use social media ads to grow the scope of celebrated posts
- Guest posts: Write guest blogs (blogs you constitute for different sites that database you arsenic the author) that beforehand a portion of contented for influential sites successful your niche
- Newsletter ads: Promote your contented wrong different brand’s newsletter. Platforms for illustration Paved tin link you pinch applicable publications that judge advertisements.
- Search ads: Create ads connected hunt engines truthful you rank astatine the apical of the results for circumstantial keywords related to your content
Here are hunt ads that beforehand reports for the word “state of b2b marketing:”

6. Experiment With New Content Formats
Experimenting pinch caller contented lets you observe what resonates astir pinch your assemblage truthful you tin refine your strategy and present engaging contented each clip you post.
Some contented ideas include:
- Interviews pinch manufacture experts
- Case studies
- Short- and long-form videos
- Research reports
- Memes
- Webinars and courses
- User-generated content
- Ebooks
- Whitepapers
- Podcasts
- Infographics
For example, this Semrush infographic contains tips to amended your content:

After experimenting pinch different types of content, comparison the caller content’s engagement (such arsenic likes, shares, aliases views) to different celebrated pieces to understand which formats execute best. And which formats merit your attraction moving forward.
7. Focus On User Experience (UX)
A bully personification acquisition keeps group engaged pinch your contented for longer and whitethorn summation the chance that users will go followers aliases fans of your brand.
For example, a scholar whitethorn beryllium much apt to publication a blog station that uses a clear, legible font complete a blog station pinch a font that’s difficult to read.
Here are immoderate tips to amended your content’s UX:
- Add closed captions aliases subtitles to videos truthful group tin watch your videos without sound
- Add alt text—text that describes an image for hunt engines and surface readers—to images connected societal media and your website
- Avoid text-heavy images pinch mini font sizes that are difficult to read
- Ensure your contented is legible connected each surface sizes
- Make links different colors than assemblage text truthful users tin easy find clickable elements
- Use descriptive anchor text (the clickable portion of a link) truthful users cognize a linked page’s topic
- Use clear headers connected your website to shape your accusation and make scanning easy
- Keep paragraphs short—a fewer sentences aliases less—so readers don’t consciousness overwhelmed pinch walls of text
- Incorporate visuals specified arsenic images and videos to break up website text
- Write simply and clearly truthful readers tin easy understand your content. Tools for illustration the Hemingway Editor measure the readability of your text. Usually, you’ll want to purpose for a people betwixt 60 aliases higher. As reference scores successful that scope are suitable for astir adults. Like this:

8. Continually Optimize and Update Content
Updating blog content tin amended your rankings and summation the credibility of your content.
Update blog posts that are declining successful rankings, incorporate outdated information, aliases ne'er classed good to statesman with.
Google Search Console (GSC) tin thief you show keyword positions. That way, you tin easy spot erstwhile your blog posts request to beryllium updated.
Log successful to your GSC relationship and prime your property. Click “Search results.” Toggle connected “Average position” and move disconnected the default “Total clicks” and “Total impressions.”

Click “More.”

Then, click “Compare,” prime which play you want to comparison keyword positions for, and click “Apply.”

Scroll down and look for keywords that person the top position difference. As these are the ones that person fallen the astir successful position.
Finally, click connected the “Pages” tab to position the page associated pinch the keyword. So you cognize which page to optimize.

Assess whether aliases not the article needs to beryllium updated.
If the reply is yes, paste aliases import that article into Semrush’s SEO Writing Assistant to get penning suggestions based connected your text’s readability, tone, originality, and SEO.

Enter your target keywords, set the audience, and click “Get recommendations.”

SWA will people your matter based connected readability, SEO, originality, and reside of voice. Click done the recommendations and use the tips to amended your people successful each 4 categories.
For example, clicking “SEO” gives you suggestions for recommended keywords to adhd to your blog post.

Then, people your recently updated contented to your site.
9. Create Topic Clusters
Topic clusters are groups of related pages that tin thief you build tract authority, which tin lead to ranking higher successful the hunt results.
Clusters incorporate 1 pillar (main) page that links retired to different related pages. Related pages nexus to the pillar page and 1 another. (The process of linking related pages connected your website is called internal linking.)
Here’s an illustration of a taxable cluster:

Semrush’s Keyword Strategy Builder automatically creates taxable clusters.
Head into the instrumentality and participate 1 to 5 seed keywords (very wide keywords applicable to your niche). Click “Create list.”

Scroll to the “Page Details” conception to position the different pillar and subpage ideas. Click the “Write content” fastener and prime “SEO Writing Assistant” to straight nonstop the page’s keywords to the SEO Writing Assistant tool. So you tin statesman writing—and optimizing—your caller pages.

Publish your optimized pages, and retrieve to see soul links to and from your pillar and subpages.
10. Conduct and Publish Original Research
Conducting original investigation tin position your marque arsenic an authority and pull backlinks—i.e., links from different websites to your site.
Google views backlinks from reputable websites arsenic votes of confidence. Which tin thief your contented rank higher successful hunt results.
For example, the image beneath compares the number of backlinks for a portion of original investigation Semrush published versus a blog post. The original investigation has complete 5 times the number of backlinks compared to the blog post.

Types of original investigation you tin create include:
- Case studies
- Whitepapers
- Surveys
- Industry reports
- Data analyses based connected your ain data
11. Incorporate Trending Topics
Trending topics (topics applicable for a little period) tin springiness you a momentary spike successful traffic, thief your marque enactment relevant, and support your marque applicable wrong your industry.
Find trending topics to constitute astir successful Google Trends’ “Trending now” tab and set the filters to find topics applicable to your niche.
For example, the image beneath shows a spike successful liking for the taxable “fireplace.” And the “In the news” conception gives you discourse arsenic to why the taxable is trending. This discourse tin thief you constitute a portion that matches hunt intent.

While evergreen content (i.e., contented that remains applicable for a agelong period) should mostly dress up the mostly of your posts successful astir niches, trending contented tin springiness you opportunities to prosecute your assemblage correct now.
Finding the Best Strategies for Your Brand
Test different contented trading tips yourself to spot which strategies person the top effect connected your brand.
Semrush offers a assortment of devices to thief you study astir your audience, optimize articles, and more.
Ready to effort retired the supra contented trading advice?
Try Semrush for free.