Content takes time & resources to create, therefore it’s imperative that there’s actually an audience for the content you create and it covers a topic people actually want answers to, This doesn’t mean only write about high traffic/high competition topics, there’s still some value to covering long tail keyword terms where there is less competition and searchers are further down the sales funnel and it is this selection of topics to be covered I’ll examine this week, this post is influenced by Trond Lyngbø’s excellent article ‘The seven deadly sins of content Marketing’ on searchengineland.com, I’m mortified to see I’m making two of them and that why I was inspired into writing this post so you can avoid making the same mistakes.
Lyngbø argues that
(businesses) are passive and keep postponing any corrective action. They know it’s important, but they don’t want results badly enough to make the changes happen. It’s easier to pretend nothing’s wrong and carry on. Sometimes, it takes a serious failure to jolt them out of their comfort zone.searchengineland.com
Keyword research is one of the core requirements of the approach Lyngbø advocates, paradoxically (to some) Keyword research isn’t just for SEO geeks its also part of the Content Creator’s toolkit as well, Keyword research can be used to gauge
- What information people are searching for
- what keywords are they using to look for it?
- how many people are looking for it?
- How much competition there is for these keywords
Not just Keywords its, demand!
It’s not just a case of just going for the popular high traffic keywords or you’ll end up with a website offering free pads and celebrity news the topics you cover need to be covering are ones which fit in your overall content strategy or game plan or are of interest to the people represented by the personas developed while creating your content strategy or your typical customer, The Approach suggest by Trond Lyngbø removes any guesswork from the selection of topics, and will ensure you choose the right topics for your blog and any associated content
On reflection I’m now guilty of 3 of the seven deadly sins this one area of the content cycle I have neglected. No more. Personally, I’ve been jolted out of my comfort zone and I hope if you are content marketing it will jolt you out of your comfort zone so when developing your content marketing strategy, research of potential content ideas for blogs keyword research needs to be park of the equation
In her excellent “What should I blog about post” Kimberly Grabas suggests a list of three factors a blogger should consider but neglects to mention the SEO research Trond Lyngbø advocates, in Kimberly’s defence she’s not writing for content Marketers or SEO wonks her audience is writers/bloggers so the SEO considerations still apply really as it’s a rare blogger who doesn’t want to attract a larger audience. She does advise using of Google’s Keyword planner whilst researching so her keypoints are
1. Who is your audience or the intended consumer of your content?
2. How do your passions, interests and talents intersect with the wants and needs of this specific group of people?
3. And finally, what are your goals or the results you wish to achieve?
4. Does Keyword research confirm that there is sufficient interest in the topic to justify the time and resources it will take to add value to the current state of the topic area i.e. is what you are producing better than the current content devoted to this topic
Historically this has been one of the weak points in my content marketing and its one I’m determined to rectify from now on ,Analysis of the success of content is a major part of Trond Lyngbø’s recommendations and from now on I’ll monitor this using Google Analytics, this is the feedback loop which ascertains if your content is actually working (so it’s essential if you wish to be accurate rather than relying on guesswork I don’t want to just use ‘click bait’ style titles I want to offer genuine value to my readers) so there’s still some work to do on my content cycle and Workflow
Further Reading & Bibliography
- Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization (2011)
- Olivier Blanchard
- Ultimate Guide to Link Building: How to Build Backlinks, Authority and Credibility for Your Website, and Increase Click Traffic and Search Ranking (Ultimate Series)
- Eric Ward & Garrett French
- What Should I Blog About?haleymarketing.com
- What on earth should I blog about? flyingsolo.com.au
- What Should I Blog About? 10 Ways to Discover Your Perfect Niche buildingaframework.com
- Blog Post Ideas for Writers: Solving the “What Do I Blog About?” Conundrumwww.yourwriterplatform.com
- The 7 deadly sins of content marketingsearchengineland.com
- Topics Over Keywords: An SEO-Driven Approach To Content Marketing www.anumhussain.com
- Content Marketing: How to Choose Topics That Deliver Serious ROI www.upwork.com
- How to Find Content Topics That Score Big Using Keyword Researchwww.copyblogger.com