The title truly speaks volumes on what a business should be striving for as a marketing plan. Since keyword research establishes a firm foundation for your content marketing strategy, you must adhere to this marketing sequence:
- Solid Keyword Research
- Highly relevant (well-researched) content that entertains or informs.
- Content is broadly distributed to targeted audiences via email, social media, press releases, etc.
- Results are then analyzed, using number of requests, sales, and other key metrics.
- Based on evaluated results, establish a better strategy and tactics.
- Begin again at Step 1.
Now this could be considered an over simplification, and it was intended as such. But the biggest missing process in too many content marketing strategies is RESEARCH. This is keyword research, content research via surveys, analyzing responses, reviews, industry news, overall trends in society and other crucial sources of insight and information.
Keyword Research & Your Success
Per Moz.com, “Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the ‘right’ keywords can make or break your website. Through the detective work of puzzling out your market’s keyword demand, you not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole.”
Content Marketing Builds Trust
A survey by the OECD found that consumers trusted brand recommendations from friends or users they trusted online, while only 10% said they trusted messages from display advertising. A strong content marketing strategy hits closer to the 90% trust level than any paid banner ad at the other end of the consumer trust scale.
When your content is then focused around and optimized highly searched keywords and relevant topics, you exponentially elevate your chances to garnering the attention of online audiences.This is why keyword research is an vital element in building a strong and viable content marketing strategy.
Where to Begin
Keyword research and determining your topics for your content can be overwhelming when you do not know what tools to use. Many SEO experts know this field well, but most small business owners and entrepreneurs struggle with this concept called “market research”.
The best place to begin for the newcomer is your existing clientele. You can email surveys to them, ask questions in person or through social media channels. One can talk to other people in your industry, particularly those who are savvy and successful in their marketing and sales programs. By asking questions of your core clientele, as well as emulating the success of others, you will begin to see patterns emerge and needs to fulfill.
Great Content Provides Insight
Great content answers questions and fulfills needs. The whole point of keyword research and delivering your content is to create a new customer, or minimally bring back some of your past clientele. We are in business to sell and deliver. And great content can position you and your brand as the source of reliable, relative (and maybe even entertaining) information. When people feel confident that they are getting the right and complete information from your brand, they tend to want to associate with your more and request your services.