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Starting an Online Business All-in-One For Dummies, 5th Edition by Joel Elad, Shannon Belew

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Chapter 2

Getting Personal with Content Marketing

IN THIS CHAPTER

check Understanding the differences in delivering content

check Painting portraits of your best customers

check Getting smart about telling stories

check Making it personal and taking it online

As consumers, Google has taught us that we can quickly find almost any type of information we want when conducting online searches. And, we can expect that the content showing in the search engine results page (SERP) will closely match what we asked for in our search query. As online marketers and online businesses, Google has made it clear that if we want our websites to rank well in search, it’s up to us to provide high-quality content. Not only should the content match the searcher’s intent (what she specifically wanted to know), but also it should anticipate what questions our buyers are asking.

For an online business, that doesn’t mean Google expects you to be a mind reader. But search engines do require that you know your customers extremely well. You must also understand what content buyers find most helpful and anticipate how those content ...

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