Content Marketing Strategy Workshop - Keyword Research, Part 2 of 4

Posted by Mike O'Rourke on Tue, Apr 10, 2012 @ 11:44 AM

Beef up your content marketing strategy by generating related keywordsThe 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 2 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.

Each part is designed to build on the exercises from previous steps, so if you're just discovering this blog series now, we recommend that you begin with Part 1.  However, if you've already brainstormed an initial list of keywords relevant to your product or service offerings, then feel free to proceed with Part 2:

2.  Generate Related Keyword Variants - While you may be able to brainstorm a fairly thorough list of keywords on your own, you’ll never be able to think of every keyword variation relevant to your offerings.  And since keywords serve as the foundation for your content marketing strategy, it’s vital to ensure that you’re not overlooking any keywords offering an opportunity to connect with prospective business.  

 Luckily, there are several tools available for free that will not only show you keywords related to those you enter, but will also give you valuable market information for each.  

For use our purposes, we recommend the free version of Traffic Travis, a tool with comprehensive search engine optimization, pay per click, and competitive analysis features.  Click here to register with Traffic Travis and download their software for free

 

Traffic Travis TabsTraffic Travis’ functionality is divided between 5 tabs displayed in the upper left-hand corner of its window.  When you’re using a newly installed copy of Traffic Travis, opening each tab will automatically play a video tutorial reviewing the selected tab’s features.  While we certainly recommend watching the videos to maximize Traffic Travis’ utility, some of the videos run a bit long so, unless you’ve got a lot of time on your hands, close them for the purposes of this exercise and return to the videos via the Help menu on the toolbar when you’ve got time to kill.

To start finding relevant synonyms and searches related to the keywords you brainstormed, you’ll need to navigate to the Research tab in Traffic Travis.  On the Research tab, simply click on the empty field below Keyword to open the keyword entry window and paste the first 5 keywords you brainstormed into it (the free version limits your searches to 5 keywords per search.  If you’re planning on doing keyword research regularly, you should consider purchasing the Pro version of Traffic Travis or investing in similar professional solutions like HubSpot). 

Traffic Travis Research Tab

Before clicking ‘Fetch’, maximize your results by clicking the numbered field to the right of the Keyword field, and selecting 100 (the free version limits you to 100 results).  Lastly,Inform your content marketing strategy with the right match type click Advanced Settings and select the radio button for ‘Exact’ under Keyword Match Type to ensure the search results are as relevant as possible to your initial keyword list (broad and phrase match tend to return less targeted results, but can be used to discover additional opportunities; try them out to see how your unique results differ).  When you click ‘Fetch’ to receive your results, Traffic Travis will automatically ask if you have connected it to a Google AdWords account. 

 

If you have an AdWords account, and wish to connect it to Traffic Travis, follow Traffic Travis’ directions for linking to your account now.  However, if you don’t have an AdWords account, or you’re just interested in capturing related keywords at this point, click ‘No’ when Traffic Travis asks you to add an AdWords account.

Use Traffic Travis for more than just your content marketing strategy by attaching it to your AdWords account

You’ll be presented with Traffic Travis’ list of related keywords and some useful data on both global and local monthly search volume as well as the level of advertiser competition for each.  See the below results for ‘motorola droid cases’ as an example:

data from the keyword tool is vital to your content marketing strategy

Now that you know how to use Traffic Travis to find keywords related to the queries your potential customers are using online, your next step will be to capture the keyword variants most related to your product or service offerings.  We’ll cover the process for identifying those keywords from Traffic Travis and exporting them for analysis in next week’s post.  For now, spend some time getting used to Traffic Travis and it’s various features to compliment your newly learned skills!

To ensure your access to part 3 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.

Click me

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

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

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.

 Click me

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

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