Content Marketing Strategy Workshop - Keyword Research, Part 1 of 4

Posted by Mike O'Rourke on Thu, Mar 22, 2012 @ 05:21 PM

guide your content marketing strategy with keyword researchOne of the simplest ways to increase traffic to your organization’s website is by developing and working a content marketing strategy.  Content marketing is the practice of building interest in your business and/or offerings by creating content relevant to your target market.

A content marketing strategy can help you to engage new customers more meaningfully while serving as the foundation for better search engine rankings.  The more relevant content your website contains, the more authoritative it appears to search engines like Google and Bing, allowing your pages to rank higher in search results.  But simply writing blog posts or creating new webpages will not result in higher search rankings.  To be found on a search engine, you’ll need to identify keywords you’re able to rank highly for, and build content strategically around those keywords. 

A content marketing strategy allows your organization to work smarter by identifying market opportunities and tailoring content to maximize its chances of being found and its impact on your bottom line.

The Content Marketing Strategy Workshop is a series of blog posts seeking to help you build your content marketing strategy from scratch.  This post is part 1 of 4 on the topic of keyword research, a process that will help you build a sturdy foundation for your content marketing.  Each week we’ll discuss a new step in the keyword research process until you have the tools and skills to identify the keywords that will help you land your next client. 

So before starting the time-intensive process of writing new content, take the time to do some keyword research ensure your content gets found and your time writing is well spent:

 content marketing strategy starts with focused brainstorming

  1. Start by Brainstorming Keywords Relevant to Your Business- The content you create is only useful if it is ultimately consumed by a prospective customer, and the easiest way to get your content found is by showing up on the search engines.


Because all searches start with your prospective customer entering a keyword, you should begin building your content marketing strategy by identifying the keywords that are relevant to your ideal customers.  Brainstorm a list of 15-20 search queries that someone looking for your products or services might enter into Google.  Include specific descriptors in addition to general terms.  For example, if you sell cell phone cases online, include the names of phone manufacturers and models that you support in addition to the more general keyword phone cases.

You can use Microsoft Excel or Word, or a simpler application like notepad to keep track of the search queries you brainstorm.  Your only requirement at this point is that they’re easy to cut and paste, as you’ll be working with various digital tools to expand and analyze your keywords in parts 2 through 4. 

For now, simply concentrate on brainstorming the different ways that a prospective customer might search for your content.  Once you’re satisfied with your list of prospect search queries, make sure you save them for reference because in step 2, we’ll show you how to discover related keywords and expand your list to include as many relevant keywords as possible.

To ensure your access to part 2 as soon as it is published subscribe to our blog or follow us on Twitter or Facebook.

M.Y. Edge specializes in content marketing strategy and stands ready to assist you with planning, implementation, execution, and measuring results.  If you have questions about keyword research, search engine optimization, or how a content marketing strategy could be tailored to your business, simply call 919-732-2842 or click the button below to scheudle a consultation with one of our content marketing consultants, free of charge.

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*Note: The original version of this post was edited to include updated tools.

Tags: Digital Marketing Strategy, Content Strategy, Content Marketing, Keyword Research