One of the first steps in developing a content strategy is identifying trends, opportunities, or keywords to produce content for. The Google keyword tool makes finding keywords a breeze. Anyone who has managed a Google AdWords campaign has probably seen this tool conveniently located under the Tools and Analysis tab.
The tool is easy to use and can provide valuable information to marketers. Imagine knowing exactly what customers were searching for online, how many times per month they searched for it, and if the competitors had content against those search terms. That’s exactly what the keyword tool can help with. It can be extremely useful in determining good opportunity keywords for PPC campaigns but can also be an integral part of identifying keywords for a content strategy.
Any web or marketing team is going to have a list of keywords they are trying to rank their company website for, but so do the competitors. Take that list of keywords and expand them. Let’s say the local dog grooming shop is looking at their website for an overhaul. The content is already optimized for keywords like “dog grooming,” “grooming for pets,” “dog haircuts,” etc. Take the next step and build out a secondary or tertiary keyword list for terms and phrases like “how to groom a dog,” “dog grooming tips,” “how can I cut my dog’s hair at home,” etc. Think about what the ideal customer is searching for. Enter those keywords into the Google keyword tool to determine global and local search volumes, competition, and trends; then, look through the results for other good keywords. A good keyword, in its simplest form, has a high search volume and low competition.
Advanced Options and Filters
There is the option to apply advanced filters to any keyword search as well. Advanced filters include location and languages, results by device, ad share, and approximate CPC. Location and languages can easily help identify new opportunity keywords segmented by a specific location or country and language. This can be extremely beneficial to content produced for an international audience. Mobile is huge–over 1 billion smartphones are used on a daily basis. Find out what devices people use and optimize your content accordingly.
Part of any marketing budget could be allocated to SEM as well. Content marketing can be just as powerful. Try allocating some of that SEM budget to content and measure ROI based on the approximate CPC figures Google provides. Let the content do the work. An effective evergreen article can garner significant views per month, month to month, during the life of the article. Think about the residual ROI value of just that one article, and scale it.
There are numerous tools and software programs available to marketers to help develop effective content marketing strategies. Whether it’s a content production platform, SEO tool, automated marketing service, or the Google keyword tool, it’s important to understand the benefit of each. Think outside the box. How can one effectively reach customers in a world filled with screens and overwhelming advertisements?
Steve Armenti is a Content Strategist at Skyword. He spends his weekends outdoors, hiking, camping, surfing, and breathing in fresh air. Connect with Steve on Twitter @armentisteve.