About the Book
The Content Shift provides step-by-step guidance to developing a search-focused content marketing strategy that prioritizes your audience’s interests, needs, and motivations.
Why start with audience?
Too often we see content marketing strategies go awry because they overlook two essential ingredients: audience motivation and search research.
The intention of this book is to help you do three main things:
- Develop and implement a content marketing strategy for organic search based on answering customer questions.
- Increase organic search traffic, thereby increasing leads and sales.
- Expand your online presence and brand over time through strategic consistency.
Search-focused, audience-focused content drives more organic traffic. It’s as simple as that.
If you want to do better content marketing, you need to understand your unique audiences better, focusing on how they search for information online. This provides the foundation for a content strategy tailored to answering their questions, which builds trust and an increase in quality traffic to your website—which ultimately leads to more business.
The Content Shift Is Broken Into Four Sections
Content
Content introduces you to some foundational principles in content marketing, including the seven shifts in thinking we believe are necessary to inform any content marketing strategy.
Audience
Audience asks you to investigate who your audience is and what kind of content they want from you online, helping you to develop an audience mindset.
Search
Search addresses the importance of how search operates within a content marketing strategy, continuing your shift in thinking toward a search mindset.
Strategy
Strategy brings it all home by providing tools to actually craft your own content strategy using the concepts presented throughout the book, completing the journey of the content shift.
Throughout The Content Shift book, we provide clear “how-to” information in a conversational manner, along with templates and resources that you can use to apply these methods to your own business. Every chapter has a “checkpoint” with suggested exercises to practice your new content marketing skills. In other words, you can read this book and start improving your content marketing strategy right away.
About the Authors
