• Rand Fishkin, Co-Founder & CEO
• Amanda Natividad, Marketing Architect

Topic:

Less Work, Better Results: How Audience Research Can Upgrade Every Content Investment You Make

• Before you create a piece of content — a blog post, a tweet, a LinkedIn post, a YouTube video, a webinar, anything — make sure its going to resonate with your audience (and their sources of influence)
• While you're creating that content, include topics, references, quotes, contributions, and subjects that your audience cares about and will talk about
• Know the difference between audience-targeted and SEO-targeted content, and determine which one you should go after (hint: targeting both with the same content is a recipe for failure)
• When you distribute your content, know where, to whom, and how you'll position and promote it