In a recent blog post, I included keyword and audience research as a step in how we should approach content creation, post-(not provided). Here are a few important considerations that I think come under this umbrella. This is by no means comprehensive and this will research will take on a different form based on industry, budget and a load of other factors. I’d be interested to hear more.
Content funnel – Where does this piece of content fit? Is this providing the answer to a broad research query or is this going to convince someone to click “add to cart” or make that phone call?
Audience – Who is asking the question that this content answers? A potential client? And industry expert? What other questions are they asking? What questions is the other person asking? What words and phrases are important to them?
Keywords – Keyword research doesn’t have to be difficult. But ask not to what can I fit this content but what words or phrases are most relevant considering its audience and purpose?
Other questions to think about – Is there better content out there? How does yours differ?
And finally – How does this content lead them to convert? Conversions take on different forms for different audiences. If the audience is a potential client, you want them to call or email you, maybe even subscribe to an email or perhaps download a whitepaper. They may well return again. If your audience is an industry expert then you want them to share your content – on social media, link to it on their blog etc. So ask how does this content lead them to do that?
There is some overlap here with generating your content ideas but I think this is the way we are moving. The idea, aimed at a particular audience, comes first and then we pick our keywords to optimise it.