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Solutions · Organic marketing

Content that speaks to the customer you want

Your team knows the craft. What's harder is knowing exactly who each page is for, what they're trying to get done and the words they use. Metisyne begins with that person, so topics, briefs and pages are written for the audience you want, not for a keyword list.

For CMOs, directors of marketing, SEO managers and heads of content.

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The quarter

Pages written for keywords reach no one in particular

Next quarter's calendar is due. The keyword export is ready, sorted by volume, and it becomes the plan because it's the data you have. It describes searches, not the people making them.

So the writers get a brief with a keyword, a word count and a best guess about the reader. The page comes out sounding like every competitor's page on the same topic, now that everyone writes with the same AI tools. It reaches plenty of people, and too few of them are the customer you want.

Then leadership asks what organic is worth, and the answer is a traffic chart.

None of this is for lack of care. It's what happens when the customer leadership describes never makes it into the keyword list.

Where guessing creeps in

How each piece of content gets better

01

Choosing topics

The guess

Volume decides, because volume is the number you have. A big topic beats a small one, even when the small one is where your buyers are.

With Metisyne

Begin with your Ideal Customer Profile. Every keyword shows where it sits in the journey and how well it matches your audience, so the topics your buyers search for come first.

See Target Audience
02

Writing the brief

The guess

The brief carries a keyword and a word count. Who the reader is, and what they're trying to do, is left to the writer.

With Metisyne

Brief writers with the questions your audience actually asks and the words they use, and export it as .md for your AI or your writers.

See Planning
03

Writing the page

The guess

The page says what every competitor's page says, because it was written from the same keyword list.

With Metisyne

Lead with the angle your audience cares about and others aren't using, and test the title with Synthetic Audience Segments before you publish.

See Focus Groups
04

Reporting the quarter

The guess

The report shows traffic, and leadership can't tell whether it reached the right people.

With Metisyne

Show which audiences your content reached, where they were in their journey, and where you appear in AI answers next to competitors.

See Perception

Begin with the person you want to reach

Know how your audience searches before you write

Describe the customer the way you'd brief a new hire. Metisyne adds what they're trying to get done, how they search, where they talk and how they see you, so every topic and brief is written with a person in mind.

Your words

Mid market B2B SaaS

Software companies with 50 to 500 people that sell to other businesses and rely on search to bring in pipeline. Marketing is small and stretched.

Your description, as written

Enriched

Customer MissionsWhen we plan next quarter's content, I want to choose topics by audience match, not just volume, so that every page we pay for earns its place.BehaviorWhere this audience's searching sits in the journeyA grid of six journey stages by three kinds of progress. The largest cell, Decide and Functional, holds 24 percent of searching.24%Most searching sits in Decide: they compare tools before they read a guide.Conversationr/SEO410Traffic Think Tank260LinkedIn groups180Where they ask, last 90 daysPerception62% positive, 13% neutral, 25% negativeHow warmly this audience sees you and two competitorsYou at 62 percent positive, Competitor A at 52 percent, Competitor B at 48 percent.B 48%A 52%You 62%

When leadership asks

Show leadership what organic is worth

When leadership asks what organic returned, you show which audiences it reached, where they were in their journey and what they were trying to get done. It's the customer leadership described, so the conversation begins on common ground instead of a traffic chart.

With Metisyne, the customer that Leadership describes is the same customer your team builds for.

See what leadership sees
Where they are in the journey: six stages, Learn to Benefit, by functional, emotional and social progress. Most searching sits in Decide, functional, at 24%, with Resolve, functional, next at 17%.

Plan next quarter's content from the people you want to reach

Get in touch and we'll walk through one of your topics, from the customer you serve to the brief your writers get.

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