A better approach to keyword research for content marketing is crucial in order to create content that stands out, exceeds user expectations, and attracts search engines. The key to creating good content lies in answering questions, as every question represents a problem that needs solving. Instead of relying solely on SEO tools, a more effective method is to turn to social networks such as Quora, Twitter, Youtube, and Co to find the topics that people truly care about.

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Jul 24, 2023

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A better approach to keyword research for content marketing is crucial in order to create content that stands out, exceeds user expectations, and attracts search engines. The key to creating good content lies in answering questions, as every question represents a problem that needs solving. Instead of relying solely on SEO tools, a more effective method is to turn to social networks such as Quora, Twitter, Youtube, and Co to find the topics that people truly care about.

Social networks are ideal for this purpose as they are built around discussions and opinions. By starting the research with questions, it becomes easier to connect the pieces and uncover the underlying problems and bigger topics. When researching on platforms like Quora, it is wise to save links to the questions, so that you can provide your answer when you create the content. It is also important to utilize all platforms, not just a select few, as each platform offers a unique angle or question that can enhance your list of questions and queries.

A successful content marketing strategy takes into account topics, problems, and queries. Problems represent real-life cases behind a search, enabling us to understand what a user is trying to accomplish. Grouping problems into topics is essential because Google measures topical relevance. It is more effective to create content for one topic first and then move on to the next one to establish expertise. Additionally, every problem should target a query to contribute to an SEO strategy. Queries, like problems, also add up to topics. Starting with a few questions, identifying their queries, looking at related queries, and finding more questions from there helps in building a comprehensive content plan.

Once topics, questions, and queries have been identified, it is time to consider user intent. Google mentions six basic user intents, and SERP features like a featured snippet or Google shopping ads can provide insight into the user intent Google sees for a query. Understanding user intent is crucial, but it is equally important to map the buyer's funnel, which is the sequence of intents mapped to a business. The "See-Think-Do-Care" framework, pioneered by Avinash Kaushik, can be applied to content and keywords to uncover gaps and create a more effective content strategy.

In order to create high-quality content, it is important to consider the situation connected to the problem(s) being addressed. SEO strategies for large sites differ significantly from those for small sites, not only from a technical standpoint but also from a content perspective. Large sites can leverage their product inventory or user-generated content for SEO purposes, while small sites need to rely more on content marketing.

Moving on to the topic of building virality into products, there are various strategies that can be employed. One effective approach is to create an incentive for users to invite their friends and for their friends to accept the invite. It is crucial to reward both sides, as without incentives for either party, the virality aspect will not catch on. LinkedIn utilized a similar strategy in its early days by showcasing the number of connections on user profiles, incentivizing users to invite more people to connect.

Products that facilitate collaboration or communication between coworkers inherently have viral potential. While some of these apps may have a single user mode, the true value is realized when multiple people utilize the product. Another way to build virality is by allowing others to embed your product into their websites. This not only creates exposure but also showcases the expected content and behaviors associated with your product.

Social sharing is another powerful tool for spreading knowledge of your product. If your product generates uniquely interesting content, users can be encouraged to share it on their social networks. One successful example of this is auto-shared content onto other networks. By creating a uniquely appealing artifact, users will be motivated to share it and promote your product on their networks.

Additionally, if your product generates artifacts or URLs that are expected to be shared via messaging, it can further enhance virality. It is important to provide a rich experience around the shared information, making it more likely for users to spread awareness and consideration of your product.

While virality is crucial, it is important to note that the quality of the product ultimately determines conversion and loyalty. Therefore, virality should be built into the core mechanics of the product from the start, rather than attempting to add it on later.

In conclusion, a better approach to keyword research for content marketing involves focusing on the problems that need solving and using social networks to uncover the topics that truly matter to users. Understanding user intent and mapping it to the buyer's funnel is essential for creating an effective content strategy. On the other hand, building virality into products requires incentives for users to invite others, the ability to embed the product into websites, and the creation of shareable content. Quality is paramount, and virality should be incorporated into the core mechanics of the product from the beginning.

Actionable Advice:

  • 1. Start your keyword research by focusing on the problems that need solving and use social networks to uncover the topics that people truly care about.
  • 2. Utilize all platforms, not just a few, to gather a comprehensive list of questions and queries that can guide your content creation.
  • 3. Consider user intent and map it to the buyer's funnel using frameworks like "See-Think-Do-Care" to identify gaps in your content strategy. Additionally, build virality into your product from the start by providing incentives, enabling embedding, and creating shareable content.

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