Content marketing can be invaluable for business owners. It is one of the best ways to acquire new customers who are out there searching for solutions to their problems. If you align your content to solve their search patterns, you can provide them information, and they will be more likely to use your products or services. For example, if they search “how to replace an iPhone 6s case,” you can create a piece of content titled “How to Replace an iPhone 6s Case.”
However, finding these search strings can be very difficult. Figuring out what you need to target takes work and effort but can be very profitable. In order to help you target your content, here are five techniques to help you create topics for your content marketing.
Keyword Research Using Keyword Tools
What would an SEO article be without mentioning keyword research in the first heading? The first way that you can develop great topics is to find out what keyword phrases you need to focus on. Using the Google AdWords keyword planner tool, if you pay them money with PPC, you can put in your main category keyword phrases.
For instance, if you sell wedding invitations, you could enter wedding invitations into the planner tool and then segment it out for keywords with more than 1,000 searches per month. From there, you can go through and discover the keywords that are “research” questions, compared to those queries that are consumers looking just for a product or services. This is called matching the content to search intent.
Example – wedding invitations
Bad keywords to focus on:
- Wedding Invitations
- Cheap wedding invitations
- Purple wedding invitations
Good keywords to focus on:
- Modern types of wedding invitations
- 2017 popular wedding invitations
- How to choose a wedding invitation
From this example, you can see that you want to target phrases in which consumers are searching for questions/answers, compared to purchasing a product. Your product/category/services pages should rank for the keywords that have the “buy” intent, and your content should rank for the “research” intent content.
If you don’t pay Google oodles of money for AdWords and don’t have access to their keyword planner tool, there are various other tools that can perform keyword research. The same concept applies to each tool.
Discovering Content Gaps
Discovering your content gaps is a more advanced technique and, in order for it to really apply, you need a lot of current keyword rankings. You want to use a tool like SEMRush or Ahrefs to discover what you currently rank for. Once you put your website in, go through and find what keywords you are ranking for. You want to uncover search phrases that you rank for, and for which you don’t have good content.
Using SEMRush, I can put in my website and find the keywords for which I don’t have great content ranking. Generally, Google will put content somewhere between pages 2-10. So, if it is on one of those pages, generally, it is not…
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