The main ingredients for high-quality, engaging content are well known: clean, coherent writing, illustrative visuals, and a keen desire to solve the user’s problem. But when there’s a long line of brands out there with a similar proposition, it’s hard to get your message out there efficiently and effectively.

Here are five key factors you should consider in order to overcome those challenges and get things right from the very start.

1. Know What’s Trendy

Potential customers may be clicking on the links leading to your competitors’ websites instead of yours, especially if their trust score is high. It’s therefore important that you know what attracts your buyer personas – i.e. what attracts your competitors’ client base as well as your own.

So, pay close attention not only to your backlinks, but to pages and websites that are linking to your competitors. By analysing your competitors’ backlinks you will be able to properly build your reference strategy and determine the most important sources for your reference profile.

2. Realise That Timing Is Key

You should anticipate your client’s behaviour and advertise when they’re most likely to search your offer. Right place, right time, right consumer in the right frame of mind – this is the key to any successful marketing.

Consumers are more inclined to do certain things on certain days of the week. If you can understand those habits that are relevant to your business, you can make sure your campaign hits when the consumer is in the right frame of mind to act, and ultimately drive a better ROI.

There are several channels through which you can do this. Today most of these are digital: email, Adwords, social ads, reviews, blogs, media… For each of these, it is essential to reach people’s emotions with messages that create a difference.

3. Listen

Company websites are often not a place for healthy discussions about the product or service you offer. People feel safer discussing your brand somewhere else, and a post on some blog highlighting your product might not only be a backlink, but a valuable source of information if you scroll down to comments. Take part in the discussion and win more hearts over by indicating that you actually listen. In my experience, listening matters more than actually fixing the problem – people do understand that there are things beyond a company’s control.

4. Keeping Up With Industry News

In addition to helping you know the latest trends in your market, knowing what’s going on in the industry allows you to follow specific parameters (SERP features) that search engines publish in their results. This helps brands adapt their propositions and market themselves better.

Search Engine Results Pages (SERPs) can vary from Instant Answers for questions to Image Carousels. Most of them are different for every industry, and it’s important to learn how they are changing in yours.

By monitoring search engine volatility, you can judge if the industry you operate in is more or less susceptible to change – significant fluctuations may indicate that a Google algorithm update is occurring and you need to react to changes more frequently than in other industries.

5. Target Content Optimally

Pay per click can work well to attract new customers, but why pay for a keyword that already generates a lot of traffic organically? Is it worth investing in Google AdWords if you already rank high in organic results?

Most users do not believe that it is necessary to invest in Google AdWords to get a good position in Google lists. However, having ads between the first search results will at least increase the opportunity to get a click.

On the other hand, Google AdWords can also cannibalise the traffic coming from organic searches (assuming a website is already well positioned by its name).

Though you will always get more results with AdWords than without them, how many more will depend mainly on external factors (prices, availability, website) and the continuous optimisation of AdWords.


So, remember – though it might seem hard to get your message out there with a long line of brands fighting alongside you for visibility, if you focus on these five key things: trends, timing, keeping up with industry news, listening to your customers and targeting content optimally; you are more likely to overcome the market’s challenges and reach your target audience more efficiently and effectively than the competition.