Companies are placing more and more value on Content Marketing and there is no end in sight to the trend. After all, there is hardly a better tool for attracting the attention of the target group. The Topic identification must therefore be well thought out, so that in the course of the Customer Journey a targeted interaction is triggered. The great challenge in the Content research and finding topics is not only Creativityto strike a chord with the target group.
Digital content must also be prepared in such a way that it can be Relevant for the algorithm at Google and your website will be placed accordingly prominent in the ranking. The best content research is of no use to you if your topics are not even become visible on the web.
Here are seven tips for content research that will give you and your company a competitive edge and keep content marketing from becoming a time-consuming, nerve-wracking affair.
1. the inventory of the target group
Successful content research is only possible if the Target group already known and the characteristic Buyer Personas are defined. When you set out to find a topic, you should definitely have an answer to these questions:
- What about the sociodemographic characteristics the target group ordered?
- What Expects the target group of your product and service
- What is the level of readiness, Purchase decisions online to meet?
- Like internet savvy is the target group and does it specifically search the Internet for product information and background reports?
2. analysis of already existing content in own content marketing
Unless you're completely new to content marketing and topic research and have a virgin website to fill, before the actual content research comes the Inventory of the already existing content.
Ask yourself critically, also in comparison with the competition, how useful and up-to-date your content still is. Analyze, Which topics are particularly popular and how these can be implemented even better. For content research, create a List with topics that are still missing and delete obsolete content.
3. content research in forums
At Content Marketing you don't need to be afraid of creativity. The best way to do in-depth content research is on the web with just a few clicks. On certain Portals and in Groups the search is always worthwhile. First stations can be:
- GoodQuestion.net or Quora, specific questions are asked and answered in these forums
- Forums and groups at Facebook
- Groups at XING and LinkedInwhen it comes to finding a topic in the area of B2B
- Customer reviews at Amazon
If the content search is to be more specific, you can Google search terms such as "Topic Forum" or "Topic Advisor". Then use intra-portal searches.
4. find the right keywords in the context of content research
Before you use appropriate tools for content research, it helps to have a Brainstorming around the defined topic area. Do not set yourself any limits here, but write down everything that just occurs to you.
Popular landmarks in content marketing are the Products and Servicesthat are offered on your website. Use Synergy effects and work for the keyword research in the team!
In the second step, you then match the terms you have determined with the keywords with which your Competitor rank at the top of Google. Search now Synonyms to all the terms you have collected.
5. let tools work for you in content research
In the next step of your content research, you should focus on Tools support. Google in particular offers you lots of free and exciting options for finding topics in content marketing, besides that there are other tools that are definitely worth using.
In content marketing, the Google Keyword Planner to the Basic Tools. With little effort you hereby inquire all relevant keywords and their Search volume. In addition, you have the possibility to search for further terms during your content research with word groups, categories and web pages.
To use the Keyword Planner, you need an Adwords account. Important for the content research are the highly competitive expensive keywords, which has a particularly high search volume have. Based on these key figures, you can determine the expected traffic, using the parameters cost-per-click (CPC) and traffic value.
The higher the CPC, the more competition there is for the keyword. Therefore, check whether the content research for this keyword is worthwhile and whether there is actually a chance to rank at the top.
The tool Sistrix also compares your website with those of your competitors and shows with which Keywordswhich are missing in your case, Competitor to be found. This also provides a good starting point for topic identification and content research.
When finding topics, it often comes down to filtering out, what the target group is interested in at all. You enter either the topic or a search term at Google Trends and then get a curve that shows the interest of the users and the corresponding search volume. It becomes interesting when you search for Countries and regions or Periods filter. This will also give you more suggestions for content research.
Research off the beaten track with TermLabs.io
When you are doing content research on Niche Topics are interested, offers TermLabs an. The Questionfinder is used to locate sources that are included in the Rank relatively low in SERPs. You won't find examples of perfect SEO, but you will find interesting impulses for content research.
Ask the right questions
As soon as you type your term into the search bar, it completes Google Suggest and shows you the most searched terms and questions an. If you enter two keywords in a row and then click in the gap, the suggestions become even more detailed and you get quasi incidentally Long Tail Keywords for content research. Targeted for W-Questions you should Hypersuggest use
6. content research in social media
Likes on Facebook or Hashtags at Twitter provide you with important clues about what your Target group just busy. To get input for content research, you can also ask questions yourself on your page such as "What do you think about...?" or "What is important to you?". Likewise, the tool helps you BuzzSumo, possible Getting on the trail of influencers and shows which Content shared most often be. This will tell you what kind of content is particularly popular.
7. thorough media observations
The Observation of relevant media plays a big role in content research and is a popular method in content marketing. Operate Agenda SurfingYou pick up on current topics and provide your own content accordingly.
Agenda Setting means, Identify trends and early on the target group with provide relevant content - so you build yourself at the same time a Expert status on. With Google Alerts and Netvibes you have two free tools available for this purpose.
You don't have to use all tools at the same time for content research. What is important is that you know your target group, follow current trends in your industry, and use the tips mentioned above to set targeted impulses. Good luck in finding the right topics!