1. What is Content Targeting
& How To Do It Effectively
By Missi Freimark

2. What is Content Targeting?
• Creating content for your target audience that
concerns the issues and topics that keep them up
at night.
• Your firm should focus on the issues and topics that
are relevant to the services you offer.
• This intersection of what your audience cares about
and what your specialty is helps you become
known and creates trust with your audience. In
other words, a Visible Expert (or a Visible Firm).

3. What are the benefits?
• Your firm can focus your efforts around issues
that your target audience cares about.
• This allows you the ability to focus your
keyword targeting. The more focused your
keywords, the better chance you have at
getting found for them. Think about your SEO!
• Your firm can build trust and engagement with
potential clients because they are looking for
answers on the web.
83.5% of
Visible
Experts
use their
company
website to
reach their
audience*
*Visible Expert Research Report by Hinge

4. How To Target Content
STEP 1
Figure out what your audience cares about. Talk to
your target audience and find out what they want
answers to. You will probably have a good
understanding of this already because you talk to
clients everyday. It just takes thinking about what you
hear from your clients in a strategic way, and finding
the themes in what you are hearing.

5. STEP 2
Figure out your firm’s expertise and how it can relate to those
issues. For example, if your firm provides consulting services for
bankruptcy and you focus on the CFOs who hire a consulting
company to help them through the process, you might want to
focus an issue on maximizing recovery during a distress situation.
The CFO cares about maximizing recovery and your firm has
helped many firms through this, so you can show how your firm
provides guidance and understands the process.
How To Target Content
What is an issue?
Challenges that are current in your industry and important to your target audiences.
These should be evergreen - they aren’t going away anytime soon.

6. STEP 3
Figure out more specific topics within the larger
issue. It’s important to focus on a handful of high-level
topic areas that you can truly “own.” Going back to the
bankruptcy example, a specific topic you can discuss is
when Chapter 11 is the right solution. Your firm can
discuss pros and cons, the process, the lead up to filing,
the aftermath of a dissolution, etc.
How To Target Content

7. STEP 4
Turn each topic into content. There are many types
of content you can create for your audience. Some
are low engagement and are meant to be at the top
of the lead nurturing funnel. This content requires little
commitment from the reader, and is meant to help
you reach more of your audience, such as a blog
post. Take your specific topics and turn them into
blog post titles.
How To Target Content
Don’t forget to research your keywords! Each blog
post title should include a targeted keyword.

8. STEP 5
Turn your content into longer format content.
Longer format content is meant
to be in the middle of the lead
nurturing funnel, and can
require a little more commitment
from your audience. Examples
would be executive guides or an
e-book. You can require a
reader to give you their email address in exchange for
this type of content, since it is more valuable to them.
How To Target Content

9. STEP 6
Monitor your content online. Use a tool like Google
Analytics to monitor your traffic to your content. You
can also look at time on page for your blog and how
may pages people view. By monitoring these types of
stats, you can see what content you provide is useful
to your target audience. Are you targeting
the right issues and topics? Are you
targeting the right keywords? Adjust your
strategy if not.
How To Target Content

10. Types of Content
Blogs that
incorporate SEO
Webinars
Books
White papers
Guides

11. By understanding how to target content to what your
audience cares about, you will gain more trust and
clients. Over time, your firm will become known for
owning these issues, and will
be the go-to source for
information. A content
strategy takes time to build,
but will pay you back in
spades when the full potential
is realized.
Why Not?