Jun 28, 2022
In Welcome to the Forum
SMART is a goal setting framework where S stands for specific, M for measurable, A for achievable, R for relevant, and T for timely. Below is my variation on how to apply search engine optimization (SEO) to your content within a SMART framework, giving you 14 actionable Shadow Making ways to make your marketing more effective and win you more business. S - Specific content wins every time Content is not about what your marketing team wants to say. It's about Shadow Making providing insight and information that your audience actually wants to hear. SMART content is designed for a specific audience, based on your understanding of their needs, preferences and intentions. Get to know your audience. There's so much more to it than keyword research. Where do your online consumers live? What is their intent when performing certain types of searches or when engaging your brand on social media? What actions are they most likely to take at this point? Understanding Shadow Making the audience you are writing for is the foundation upon which SMART content is built. Uncover opportunities with news research. How well do you understand the competitive environment in the verticals you create content for? Today you are competing for eyes and clicks. Your Shadow Making competitors may be other businesses, but you could be competing for space in the SERPs against media brands, bloggers, influencers and more. Without this bird's-eye view of relevant search and social spaces, you're flying blind. Assessing content gaps not covered by your competitors Shadow Making gives you the opportunity to create engaging content that speaks to people in the key moments that matter. Choose content formats wisely. What media will you incorporate to best illustrate your message, engage your audience, and reach people across all platforms? Don't limit yourself; a single piece of content can incorporate multiple types of media, including socially shareable images, quick video Shadow Making clips, and embedded media, like SlideShares. This gives you different ways to deliver your message, but it also allows you to appear in different types of search results (like Google Images) and on different search platforms (like YouTube or SlideShare's internal search). M - Measurable content provides the metrics that matter Content marketers are getting better and better at proving the business value of their business.