Delivering content that best serves the needs of users is certainly top-of-mind for many SEOs since the Hummingbird algorithm update and subsequent buzz around RankBrain. It sounds easy enough in theory, but what does that actually mean in practice? Many SEOs believe that they’re already doing this by driving their content strategy by virtue of keyword research alone.

The problem with solely using keywords to drive your content strategy is that not all of your audience’s content needs are captured in search. Ask your nearest customer service representative what questions they answer every day; I can guarantee that you won’t find all of those questions with search volume in a keyword research tool.

Keyword research can also tempt you to develop content that your brand really shouldn’t be creating because you don’t have anything unique to say about it. Sure, you could end up increasing organic traffic, but are those going to be converting customers?

Moving away from a keyword-first-driven content strategy and into an audience-centric one will put you in a better place for creating SEO content that converts. Don’t get me wrong — there’s still an important place for keyword research. But it belongs later in the process, after you’ve performed a deep dive into your audience and your own brand expertise.

This is an approach that the best content marketers excel at. And it’s something that SEOs can utilize, too, as they strive to provide more relevant and higher-quality content for your target audiences.

How is an audience-focused content strategy different from a keyword-focused content strategy?
A content marketing strategy starts with the target audience and dives deeper into understanding your brand’s expertise and unique value proposition. Keyword research is great at uncovering how people talk about topics relevant to your brand, but it is limiting when it comes to audience understanding.

Think about one of your prospective customer’s journey to conversion. Is search the only channel they utilize to get information? If you are collecting lead information or serving up remarketing ads, hopefully not. So, why should your audience understanding be limited to keyword research?

Read More: How to Build the Right Content Marketing Strategy for SEO Growth