Blog

Keyword Research, Search and Content Marketing

by Randy Duermyer  ||   4 Comments

When people think of keyword research, they usually think of search marketing – either organic search engine optimization (SEO) or pay per click (PPC) search advertising. However, keyword research also plays a vital role in a content marketing program.

Content marketing involves providing the information your targeted prospects crave – usually for free. By providing expertise, you build trust over time. When your prospects reach the point where they are ready to do business, they come to you and not to your competitors. Content marketing is all about pulling your prospects in and building trust.

It stands to reason that your prospects need to find the content you provide. One effective way to help  prospects find your content is through an organic SEO campaign. But content marketing isn’t just about driving traffic to your website. It’s about drawing highly targeted prospects to your content and then delivering the information they seek. And professional keyword research can help you do just that.

Keywords, Your Prospects and Your Content

Developing an understanding of your ideal prospects means you need to know everything you can about them, including, but not limited to, which keyword phrases they use when conducting a search. Armed with this information, you’ll have a better understanding of the types of problems they face and hope to solve.

In a content marketing program, you’re not just looking for keywords with the most volume and least competition (or lowest cost-per-click rate for paid advertising) as you might in a search marketing program.

While that information is useful, you also need to know which specific keyword phrases coincide with the information assets you can provide now or develop in the near future. Once you identify those keyword phrases and integrate them into your program, you will attract the right prospects. Even better, once they arrive, they will better relate to – and value – your message because it “speaks their language.”

Keywords, Locations and Trends

If you operate within one or more specific regional areas, data developed from keyword research needs to be refined further to discover the exact phrases and variations that prospects in your geographic area(s) of operation are most likely to use. Professional keyword research can provide you with that information. In some cases, down to the city level.

Another aspect of keyword research considers trends.

Because content marketing programs take time to pay off, include related keyword phrases trending upward in popularity – even though those phrases may be less popular at the moment than an alternate phrase that’s in decline.

This strategy helps assure that, while developing your content assets, you will continue to attract prospects and extend the longevity of your content marketing efforts.

The Keyword Research Process – And Its Value

The keyword research process is one of discovery. It’s a filtering, drill-down approach, much like an inverted pyramid that progresses from the obvious to the “Aha! I hadn’t considered that, but it makes perfect sense.”

Professional keyword research offers high value returns for any type of online marketing campaign. In fact, the results can often suggest new product lines or service offerings.

In content marketing, keyword research can help uncover problems for which your prospects are desperately seeking solutions: problems you may not have considered. Addressing those problems and offering solutions then becomes the basis for developing your content. Your content takes on a sharper focus, provides greater value (or, at the very least, the perception of providing greater value), builds a stronger degree of trust over time and, as a result, improves the overall effectiveness of your program and its return on investment.

Do you use keyword research to drive your online marketing strategy? If so, what results have you seen?

SHARE THIS:

Share on Facebook Share on Twitter Share on Google+ Share on LinkedIn Share by Email

4 Responses

  1. […] Comprehensive keyword research to find the best keywords – both for the site as a whole and for individual pages within the site. […]

  2. Rich Bachus says:

    Thanks for the great overview of keyword research!

    Sometimes what keyword research doesn’t tell you is just as important as what it does tell you — especially if you combine your keyword research with good old fashioned person-to-person market research.

    For example, one niche I’m focusing on right now for my copywriting business is the outdoors industry (hunting, fishing, camping, watersports, etc.). The obvious keywords that marketing directors for outdoors companies might use are along the lines of “outdoors copywriter.” And, if you put those words into Google … there I am on page 1, rank 3-7.

    But I’ve discovered that those either aren’t the right keywords or (more likely) a Google search isn’t the main method that marketing directors for these types of companies use to find copywriters.

    After getting on the horn with the people who work with my contacts, I learned better strategies for connecting with the kinds of people I want to work for.

    Connections with the outdoors-industry press and trade shows are probably faster routes to the kind of clients that I’m looking for in that niche, but I’m still working the SEO angle, too, with articles, blogging, and a new YouTube video project.

    There may still be some not-so obvious AHA keywords out there for me, but until I find them, I’m not waiting around for the search engines to help my business grow.

  3. Rich:
    Thanks for your comment.

    Search engines are just one source of business – and, as you point out, not always the best primary source, depending on the business. It’s good to see that you are finding alternate outlets that will work better for you.

    I’m curious to know how you arrived at the conclusion that

    The obvious keywords that marketing directors for outdoors companies might use are along the lines of ‘outdoors copywriter.’

    Maybe, but if you actually research that phrase you’ll find that it gets less than one search per month. Actual research suggests the type of copywriter – such as ‘website copywriter’ or ‘seo copywriter’, for example, or the location of the copywriter – ‘atlanta copywriter’ – for example, are used far more frequently in search.

    Admittedly, narrow niche markets aren’t going to show a lot of search volume. If you had arrived at your conclusion based on what prospects or clients told you – at trade shows, on the phone, etc. – then I would enthusiastically agree.

    Keyword research is an essential foundation for ‘working the SEO angle.’ My advice would be to make the time to do it right (or pay to have it done right) before wasting time and effort on trying to do anything SEO-related for the wrong keywords.

    Your phone and in-person contacts have great potential for finding those keywords – and for finding out if your prospects use search to find providers like you.

    Randy

  4. […] that will allow you to guest post, and you can pull in some extra visits back to your site. Do some keyword research when preparing your guest posts, and analyze the traffic you’re getting from your posts to […]

Leave a Reply

Latest from the blog:

How to Connect with Readers and Grow Your Audience

Whether you run a business or a marketing team, you need a content marketing plan. Of course, developing and executing this plan is easier said than done, especially when juggling multiple priorities. Experts recommend setting aside time to sketch out topics, then writing posts and even developing general themes by week or by month. Then,…

Read the Article »

What our clients have to say:

Howard Levy

“I have known Mistina for a while and have since hired her firm on retainer to write our website copy, email newsletters, postcards and articles. Market it Write understands my business, helps develop ideas and writes great copy. They are highly professional, dedicated to their craft and easy to work with.”

 

Howard Levy, Red Rooster Group
Industry: Creative Agency   |   Services: Marketing consultation, bylined articles, blogs, website content

2015-04-25T18:47:41+00:00

Howard Levy, Red Rooster Group
Industry: Creative Agency   |   Services: Marketing consultation, bylined articles, blogs, website content

“I have known Mistina for a while and have since hired her firm on retainer to write our website copy, email newsletters, postcards and articles. Market it Write understands my business, helps develop ideas and writes great copy. They are highly professional, dedicated to their craft and easy to work with.”  

Joe Biondo

“Market it Write adds a level of professionalism, insight and creativity rarely seen in our industry. They consistently deliver exceptional marketing ideas, unique materials and solutions that have allowed us to move forward with our business development and marketing programs. They ‘get it’ and know how to articulate your message. They are true professionals, a pleasure to work with, and I would recommend them without hesitation to any business or organization looking to increase their business, membership and/or public image.”

 

Joe Biondo, Summit Investigations
Industry: Security & Investigations   |   Services: Sales letters, advertisement copy, website content

2015-04-25T18:48:07+00:00

Joe Biondo, Summit Investigations
Industry: Security & Investigations   |   Services: Sales letters, advertisement copy, website content

“Market it Write adds a level of professionalism, insight and creativity rarely seen in our industry. They consistently deliver exceptional marketing ideas, unique materials and solutions that have allowed us to move forward with our business development and marketing programs. They ‘get it’ and know how to articulate your message. They are true professionals, a pleasure to work with, and I would recommend them without hesitation to any business or organization looking to increase their business, membership and/or public image.”  

Barbara Centrella

“You made the experience fun, and you brought so much to the table—things that I would never have thought of on my own. You added a dimension that brings the work to life. I was very pleased with the first media kit and am blown away by the second.”

 

Barbara Centrella, children’s author
Industry: Publishing   |   Services: Media kit

2015-04-25T18:52:18+00:00

Barbara Centrella, children’s author
Industry: Publishing   |   Services: Media kit

“You made the experience fun, and you brought so much to the table—things that I would never have thought of on my own. You added a dimension that brings the work to life. I was very pleased with the first media kit and am blown away by the second.”  

George Donohue

“Market it Write makes the copywriting process painless. Their responsiveness and professionalism kept the project on track, despite a tight deadline. Mistina has a keen ability to understand the client’s needs, and she uses her intelligence and creativity to convey those needs in succinct copy.”

 

George Donohue, GMAC Real Estate IPG
Industry: Real estate   |   Services: Newsletters, corporate communications, investor relations

2015-04-25T18:49:31+00:00

George Donohue, GMAC Real Estate IPG
Industry: Real estate   |   Services: Newsletters, corporate communications, investor relations

“Market it Write makes the copywriting process painless. Their responsiveness and professionalism kept the project on track, despite a tight deadline. Mistina has a keen ability to understand the client’s needs, and she uses her intelligence and creativity to convey those needs in succinct copy.”  

Terry Yoffe

“Market it Write was able to take the content from my last website and transform it to my new one, making the content clear, informative and to the point. The clarity of the content has been so powerful that I have gotten several new clients based on my website. I found Mistina and her team to be easy to work with and very willing to listen to concerns and objectives and work through them in a very professional way.”

 

Terry Yoffe, TRY Coaching
Industry: Professional services   |   Services: Website content

2015-04-25T18:49:53+00:00

Terry Yoffe, TRY Coaching
Industry: Professional services   |   Services: Website content

“Market it Write was able to take the content from my last website and transform it to my new one, making the content clear, informative and to the point. The clarity of the content has been so powerful that I have gotten several new clients based on my website. I found Mistina and her team to be easy to work with and very willing to listen to concerns and objectives and work through them in a very professional way.”  

Lee Angus

“I loved having Market it Write do the interviews and walk us through the drafts to the final version, and I was impressed with your ability to condense the story to meet our needs. It was also nice to have someone ‘outside’ write the story. The results seemed more objective than they would have been if I had written it.”

 

Lee Angus, Legacy Alliance
Industry: Professional services   |   Services: Corporate communication

2015-04-25T18:51:21+00:00

Lee Angus, Legacy Alliance
Industry: Professional services   |   Services: Corporate communication

“I loved having Market it Write do the interviews and walk us through the drafts to the final version, and I was impressed with your ability to condense the story to meet our needs. It was also nice to have someone ‘outside’ write the story. The results seemed more objective than they would have been if I had written it.”  

Gerald Pennington

“The Market it Write team has the ability to grasp what we want to accomplish and put those concepts into words quickly—faster than we could in-house. Whenever they communicate, they respect the demands of our schedules and politely get right to the facts.”

 

Gerald Pennington, Stryker Spine Global Marketing
Industry: Healthcare   |   Services: Employee newsletters, corporate communications

2015-04-25T18:49:09+00:00

Gerald Pennington, Stryker Spine Global Marketing
Industry: Healthcare   |   Services: Employee newsletters, corporate communications

“The Market it Write team has the ability to grasp what we want to accomplish and put those concepts into words quickly—faster than we could in-house. Whenever they communicate, they respect the demands of our schedules and politely get right to the facts.”  

Arianne Andrusco

"Have I mentioned how wonderful you are lately? This is good stuff. It is such a pleasure to work with someone who hears the feedback and just gets it immediately. You really are making my job a lot easier. Thank you!"

 

Arianne Andrusco, NewYork-Presbyterian
Industry: Healthcare   |   Services: Direct mail campaigns

2015-04-25T18:45:55+00:00

Arianne Andrusco, NewYork-Presbyterian
Industry: Healthcare   |   Services: Direct mail campaigns

"Have I mentioned how wonderful you are lately? This is good stuff. It is such a pleasure to work with someone who hears the feedback and just gets it immediately. You really are making my job a lot easier. Thank you!"  

Adam Wolf

“Market it Write’s copywriting and editing acumen is only matched by their excellent client service and easy-to-work with demeanor. I’d recommend the firm for any marketing writing assignment.”

 

Adam Wolf, Wolf Communications
Industry: Creative agency   |   Services: Website content, copyediting

2015-04-25T18:51:53+00:00

Adam Wolf, Wolf Communications
Industry: Creative agency   |   Services: Website content, copyediting

“Market it Write’s copywriting and editing acumen is only matched by their excellent client service and easy-to-work with demeanor. I’d recommend the firm for any marketing writing assignment.”  

Lucien Harriot

"I'm always inspired after a meeting with Market it Write. Mistina's insight into the needs of my company's marketing strategy brings clarity to our messaging and pushes our company closer to the high-performance business model we strive for."

 

Lucien Harriot, Mechanism Digital
Industry: Media   |   Services: Marketing strategy, marketing materials

2015-04-25T18:47:19+00:00

Lucien Harriot, Mechanism Digital
Industry: Media   |   Services: Marketing strategy, marketing materials

"I'm always inspired after a meeting with Market it Write. Mistina's insight into the needs of my company's marketing strategy brings clarity to our messaging and pushes our company closer to the high-performance business model we strive for."  

Larissa Nycz Montecullo

“We have had the pleasure and opportunity to work with Market it Write on a daily basis over the past several months, and regularly for over a year prior. Their writing talent, attention to detail, and business savvy across industries make the Market it Write team an incredibly valuable asset to any company.”

 

Larissa Nycz Montecullo, Tribecca Designs
Industry: Creative agency   |   Services: Website content, marketing materials, ad copy

2015-04-25T18:50:56+00:00

Larissa Nycz Montecullo, Tribecca Designs
Industry: Creative agency   |   Services: Website content, marketing materials, ad copy

“We have had the pleasure and opportunity to work with Market it Write on a daily basis over the past several months, and regularly for over a year prior. Their writing talent, attention to detail, and business savvy across industries make the Market it Write team an incredibly valuable asset to any company.”  

Samuel Vinicur

“Market it Write does fabulous work. Mistina's team takes the time to understand both their clients and their clients' audiences. I highly recommend engaging them for any communications efforts you have.”

 

Samuel Vinicur, TSS International
Industry: Security & Investigations   |   Services: Corporate communications, press releases

2015-04-25T18:48:35+00:00

Samuel Vinicur, TSS International
Industry: Security & Investigations   |   Services: Corporate communications, press releases

“Market it Write does fabulous work. Mistina's team takes the time to understand both their clients and their clients' audiences. I highly recommend engaging them for any communications efforts you have.”  

Stephen May

“Market it Write is amazingly adept at working as a team player on a variety of projects and has consistently proven to be a valuable asset. Bottom line: if you need creative and powerful writing for your marketing effort, look no further.”

 

Stephen May, Crescent Leaf Technologies
Industry: Creative agency   |   Services: Website content

2015-04-25T18:50:35+00:00

Stephen May, Crescent Leaf Technologies
Industry: Creative agency   |   Services: Website content

“Market it Write is amazingly adept at working as a team player on a variety of projects and has consistently proven to be a valuable asset. Bottom line: if you need creative and powerful writing for your marketing effort, look no further.”  

Hiroto Takagi

“Many writers want to say things their way, but Market it Write understood exactly what I wanted to say—and that’s what they wrote. Market it Write works for me and for my business. I recommend the company to anybody who needs writing help.

 

Hiroto Takagi, Bryton Harry
Industry: Sports marketing   |   Services: Website content, marketing support

2015-04-25T18:52:52+00:00

Hiroto Takagi, Bryton Harry
Industry: Sports marketing   |   Services: Website content, marketing support

“Many writers want to say things their way, but Market it Write understood exactly what I wanted to say—and that’s what they wrote. Market it Write works for me and for my business. I recommend the company to anybody who needs writing help.  

Albert Barette

"Our executive staff reviewed the final product, and it was excellent. Thanks to you and your team for all your input and contributing to our new website. The vertical market sheets were also excellent."

 

Albert Barette, Bowles Security Group
Industry: Security & Investigations   |   Services: Brand strategy, website development, marketing materials

2015-04-25T18:46:25+00:00

Albert Barette, Bowles Security Group
Industry: Security & Investigations   |   Services: Brand strategy, website development, marketing materials

"Our executive staff reviewed the final product, and it was excellent. Thanks to you and your team for all your input and contributing to our new website. The vertical market sheets were also excellent."  
Market It Write

Market It Write