Seattle PPC Agency

New solutions mean new categories. New categories mean nobody knows you and they don't trust you.

📕 What creating a category means
1. Maximizing your company valuation
2. Crafting your market position
3. Influencing the perception of analysts
4. Influencing the mindset of customers

🗺️ How to create your category
Create content around these 5 questions that your prospect is asking:
1. Where should I start looking?
2. How do I accomplish X task?
3. How do I know brand X is better than brand y?
4. How much is it?
5. How do I know this will actually work?

This is how you capture & generate demand, and remove obstacles to the sale.

Many content marketers think the process for writing search optimized content should go:

1. Define keyword
2. Plug keyword into optimization tools
3. Write to brief
4. Hit as many keywords as possible
5. But the problem with this is that all of those tools will only tell you what Google is already ranking – they won't tell you what's going to help you rank *and* convert visitors

The better approach to using these tools is:

1. Understand customer pain point
2. Write opinionated piece on how to solve that problem
3. Summarize the problem into a short keyword like query
4. Use keyword tools like Ahrefs to find the best fit
5. Plug that and your content into the optimization tools
6. Add sections or adjust narratives to hit the optimization tools' guidelines
7. Don't be afraid to ignore the recommendations where it doesn't make sense

⚠️ Remember: People search for solutions not for keyword optimized articles

1. Give them what they want first
2. Then give Google what it wants
3. Continue until these two converge!

Source: Marc Thomas of Powered by Search