Lean Content Academy – The Driver-Barrier-Opportunity Content Planning Tool

Lean Content Academy – The Driver-Barrier-Opportunity Content Planning Tool

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Description:

The Driver-Barrier-Opportunity Content Planning Tool

Want to know how to make your content really speak to your target customer?

It’s about understanding the finer points of what motivates them and what gives them cause for hesitation.

This tool allows you to break down your customers’ drivers and barriers – and convert them into clear messaging opportunities so that you can create more powerful and persuasive content.

What makes them stop – and what makes them go?
You want your customers to take a certain action, right?

Whether it’s a purchase, a signup, or to just understand a part of your offering, the purpose of your marketing activities is to prompt this change.

So how can you engineer your communications to do this? The answer is surprisingly simple.

Drivers Lean Content Academy – The Driver-Barrier-Opportunity Content Planning Tool
The motivators – the things that make your customers want to take action. An easier life, more money, ease of use, convenience of location; every product and every customer is different!

Barriers Lean Content Academy – The Driver-Barrier-Opportunity Content Planning Tool
These are the things that hold your customer back from taking action – they could be real, like high costs, or perceived, like the fact that people don’t realise you offer home delivery.

Opportunities Lean Content Academy – The Driver-Barrier-Opportunity Content Planning Tool
This part is simple – what would you say to enhance the drivers, and what would you say to show people that the barriers can be overcome (or that they’re not real!)

SEO Marketing – Traffic

More information about SEO Marketing – Traffic:
Search engine optimization (SEO) is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine.

SEO refers to the improvement of unpaid results (known as “natural” or “organic” results) and excludes direct traffic/visitors and the purchase of paid placement.

SEO may target different kinds of searches, including image search, video search, academic search, news search, and industry-specific vertical search engines.

Optimizing a website may involve editing its content, adding content,
and modifying HTML and associated coding to both increase its relevance to specific keywords and remove barriers to the indexing activities of search engines like Google ,Yahoo etc.
[citation needed] Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.[

As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior,
what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience.
SEO is performed because a website will receive more visitors from a search engine the higher the website ranks in the search engine results page (SERP).
These visitors can then be converted into customers.

SEO differs from local search engine optimization in that the latter is focused on optimizing a business’ online presence so that its web pages will be displayed by search engines
when a user enters a local search for its products or services. The former instead is more focused on national or international searches.