Using Targeted Content Marketing to Improve User Experience

By on Jul 31, 2012 in Content | 11 comments

Share On GoogleShare On FacebookShare On Twitter

UX or user experience has been emerging as a very vital channel for digital and inbound marketing, given the fact how users’ behavior and demands toward web-based content are continuously growing over the past years.

This constant evolution in web usage is clearly defining the changes in the online marketing space as well, because users have to come expect continually better experiences. This means marketing professionals must now work to delight as well as inform to efficiently get the attention of their target users/audience.

Evaluating the significance of UX in today’s marketing age will simply take a longer list, but here are several reasons that exemplify its impact to marketing and revenue generation processes:

These reasons simply imply how great marketing/advertising experiences can result in customer loyalty (by serving as an extension of the brand).

Effective Content Marketing can improve User Experience

UX and content marketing are very dynamic practices, wherein both often change based on the industry’s market necessities, standards and circumstances. And at this stage of information age, where almost everyone acquires knowledge/information through the web, presentation will always be a denominator of who can win their target audience’s trust and attention.

This precisely means that the quality, relevance and value of the information that you can offer to your audience through your content can simply shape their perception of your brand and develop an experience that will make them stay.

The body of the content as well as its overall presentation is definitely a huge aspect of optimizing a site for usability/user experience. People will subscribe/follow/share/trust your content if they find it valuable.

There are 4 basic steps in launching a content marketing campaign, which I’ll discuss more below:

Research: Observe communities that are highly effective in content marketing

Planning is always as crucial as the implementation part, since this phase allows you to understand what you’ll be dealing with and what will you probably be achieving or be rewarded with.

Start by understanding how people within communities (your target audience) consume content, as this will always depend on what a specific market needs in terms of information as well as with the content formats that they have already been mostly accustomed to.

For instance, people in our industry (online marketing, SEO, social media, etc…) are mostly interested in data-driven content, which means we enjoy and find case studies, actionable and well-researched type of posts very useful. Just look at how SEOmoz and other top industry blogs deliver their content to their community:

So basically, if you’re in our industry, you’ll definitely want to do the same approach to absorb people from these top blogs’ communities.

Analyzing how other brands produce/promote their materials and observing the reception to their content will give you an initial idea of how to approach your industry’s online community through the content that you’ll be building.

Look at how successful communication happens. Emulate that! If SEOmoz’s readers respond to metrics and your audience is similar, they’ll probably enjoy metrics, too.

Another great example is the home improvement industry, where most blogs provide detailed images to their readers/viewers. Take a look at Freshome.com. They generate interest using high quality images that are then easily promoted through targeted social media channels (Facebook and Pinterest).

Pay attention to the content formats that resonate with your readers. Here are a few types of content to consider:

You’ll just have to know what will efficiently work and what has been proven to work in your niche.

After reverse engineering the content formats that are evidently working in the popular blogs in your industry with robust communities where your target market is, you can then start imitating how they deliver their content.

Implementation: Create content specifically tailored to your target communities

Knowing the kind of content that people in your industry share, read and learn from will give you an advantage, especially if you’re looking to improve your site’s readership, subscriptions, social follower base and potential customers/clients.

A few questions you can ask yourself before publishing your content:

If you can say yes to all of the questions above, then you’re definitely good to go.

Also, before publishing your content, it’s important to know which marketing channels are effective to use for your content.

If you’ll focus more on providing high quality images, you’d definitely find Pinterest, Stumbleupon, Reddit and Facebook more helpful than other social networks, whereas if your content marketing campaign is more text and data-centric, then Twitter, News Hacker, Facebook and/or Linkedin would be more apt.

Using targeted social networks to syndicate and seed your content will be more effective, seeing that your audience will more likely find your content relevant and useful from these networks – which can translate to more social shares and relevant pageviews.

Outreach: Reach out and engage your target audience

Great content will never move across the web on its own, it will always need a little push through promotional techniques for it to be more visible to people who’re really interested about your content.

Outreach is certainly one of those ways that can make your content be seen by people who might find it interesting or useful and perhaps share it to their networks as well.

The real key to a successful content-based link and social outreach strongly depends on the value proposition. When sharing your content by contacting people (through email or social networks), it’s important that they see the value that your content has to offer for them to have a reason to share it to their followers/friends too.

Focus your attention on the right people from your target communities for outreach, preferably those who are somehow influential in your chosen tribes (have blogs and/or have strong social following). Because once they see that there’s something that they can get or use from your content, the higher amplification they can give to your content in terms of coverage/visibility when they share your content publicly or mention it through their own works (blog posts/articles).

You can use tools like Topsy.com and Ahrefs.com to track the people/sites who regularly share and link to the content that the authority blogs in your industry publish.

In using these tools, you’ll just need to run the URLs of the pages/posts from your competitors that have received good number of social shares and links pointing to them on either tool. The tools will show you the people and sites that have shared the content or have linked to it.

Make a list of these people that you should be engaging with, so you can easily contact them once you have a solid content that might be of their interest.

What should you tell them? Ask for feedbacks or suggestions for your content to be more compelling or just simply ask if they’ll be interested to see what you have been publishing on your site (since you already know that they are into those things – based on your research).

Track, Analyze and Improve

Use Google Analytics to track the progress of your site’s content marketing campaign, because you can easily replicate the process when you know how every little detail affects the campaign. You can use some of the metrics below to determine your content’s success:

If great results were achieved for a single content, you can then try to enhance it more for it to increase its ability to be utilized by your site’s target audience and probably convert them into leads/subscribers/customers.

Areas of the content that you can improve after determining its usability and shareability:

Bonus: Creating content for links

As I’ve mentioned on a recent group interview, creating content for links is a different story, though the process I’ve shared in this post pretty much works on this arena as well.

“The real key to achieve a scalable link building process is based on a solid content strategy, but it seems that so many people don’t get this stuff easily, since many are being pushed to the idea of “just to create great content”.

What people are really missing is to “create great content specifically tailored to linkers”. Creating useful stuff is good, especially if your content is targeting your potential customers. But creating content for links is a different story. Because in this arena, you have to know what content resonates with the “linkeratis”, and it’s not just useful stuff, these are mostly things that can really compel and educate the people in your industry who’re in the “advanced segment”. People who basically write about the things in your industry too.

So how do you attract these people to link to you? Write the things that they read and learn from, and then let them know about it! Continuously provide the things that they read and mostly link out to, because that will lead you to the road to a scalable link building process.”


Mastering the processes from researching, implementing, promoting and measuring your content generation strategy will allow you to efficiently build a solid marketing campaign that can hit more than what your brand is aiming at.

If you liked this post, you can subscribe to my feed and follow me on Twitter @jasonacidre.

Jason Acidre

Jason Acidre is Co-Founder and CEO of Xight Interactive, marketing consultant for Affilorama and Traffic Travis, and also the sole author of this SEO blog. You can follow him on Twitter @jasonacidre and on Google+.

More Posts - Twitter - Facebook - Google Plus


  1. Jason,

    With respect to your “Bonus” section…link bait is of the things I would be most interested in reading about from your perspective.

    You should consider writing a few posts that focus on generating “link bait” content.

    In the meantime, I have never searched here for that…I will.

    Great post as usual.


  2. JC Carlos

    August 1, 2012

    Post a Reply

    Another superb post Jason! This is how important UX optimization is. User Experience Optimization is not only about driving traffic or visitors but building engagements as well. It is really vital to make sure that the key messages you want to get across to your visitors are loud and clear.

  3. Mark Benalla

    August 3, 2012

    Post a Reply

    SEO nowadays look for not the traffic but the content itself and how its important and reliable to the audience not in the crawler of the google.

    Nice Article sir Jason (Idol)

    Can i request sir jason what steps to be consider to create a SEO company.?

  4. Aasma

    August 3, 2012

    Post a Reply

    Hi Jason,

    You’re quite correct, Just writing good content is not enough… you must consider linking aspect as well. The best way is by offering solutions and answering to niche related questions.

  5. The biggest challenge in content marketing is to produce content that your target audience would love to share and recommend. However, this is not an easy process. You should actively watch what other influencers in your industry are doing, review their marketing strategy and improve upon the same.

    The tips in the article are very useful. Thanks.

  6. Nick Stamoulis

    August 7, 2012

    Post a Reply

    Content marketing is no easy task. In addition to actually writing or creating the piece there is a lot of work that needs to be done before and after. To be successful in content marketing you need to keep at it. Don’t expect any overnight success.

  7. Hi Jason,
    This was certainly an awesome post bringing forward the importance of the User experience of the content. I pretty much agree that, it is important that the content should not just be “quality” content but also content that should be linkable and likeable by the readers. I think the best way to do this is by researching and finding out what exactly do your prospective customer want to know about

  8. Pavel

    August 7, 2012

    Post a Reply

    Great point on creating content that generates links and not just linking to your content. Creating a good User Experience will not only give you more social shares and links but it will keep people returning to your site for more and helps you establish a relationship with them through engagement. Great post as always Jason!

  9. Adam Justice

    August 9, 2012

    Post a Reply

    Great article. This is one of the ways that I try to come up with the right topics and write in a comprehensive fashion on them. I don’t think about links as much though, but that is a byproduct.

  10. Matz

    October 23, 2012

    Post a Reply

    Content marketing is really not an easy thing but you’re trying to emphasize it in an easy manner. thanks for this write-up Jason!


  1. Using Targeted Content Marketing to Improve User Experience - Inbound.org - [...] Using Targeted Content Marketing to Improve User Experience 1 Upvotes Discuss Flag …
  2. Marketing Day: July 31, 2012 - [...] Using Targeted Content Marketing to Improve User Experience, kaiserthesage.com [...]
  3. Web Design | Pearltrees - [...] Using Targeted Content Marketing to Improve User Experience When marketers think about call-to-action (CTA) creation, the first …
  4. Branded Content Marketing—Johnson & Johnson Style - [...] group people are most likely to relate your content as well as your product? Defining your audience can help …
  5. Using Targeted Content Marketing to Improve User Experience | OpenView Labs - [...] Editor’s note: This is a guest post from Jason Acidre, Co-Founder and CEO of Xight Interactive. It originally appeared …
  6. The HGH Of SEO And How To Improve Your Search Engine Rankings - […] with Content Marketing   Ten Reasons Why I Don’t Retweet You or Your Content   Using Targeted Content Marketing …
  7. 9 Keys to Effective Content Marketing - […] Content should resonate with the targeted […]
  8. Using Targeted Content Marketing to Improve User Experience | OpenView Labs - […] Editor’s note: This is a guest post from Jason Acidre, Co-Founder and CEO of Xight Interactive. It originally appeared …

Submit a Comment

Your email address will not be published. Required fields are marked *