Have you faced content burnout? If you find yourself staring at a blank screen with a blinking cursor and wondering what you’re doing there, you’re not alone. Although a majority of brands are now implementing a content marketing strategy, 70% of marketers feel their efforts are not effective, according to the Content Marketing Institute. Difficulty measuring results and finding messages that are relevant and unique are among the challenges faced by content marketers and creators. Even the best storytellers among us struggle with finding new content ideas that are relevant enough to convert audiences and enthusiastic customers.
Using search data, competitor’s data, and a tool for keyword discovery, you can tap a well of trending topics and subjects that will result in a steady stream of fresh content ideas to get even the most burned out among us enthusiastic again.
The Trouble with Content
It all begins with knowing what’s working and what’s not. And while that sounds easy enough, it’s one of the biggest challenges content marketers face. Defining content success means understanding which messages are working, which types of content your buy telemarketing data audience prefers, and what marketing channels or social channels your audience is using when they’re looking for or discussing your product or service. Each of these elements contributes to the overall success of any piece of content and understanding and measuring each one separately is a challenge. See the medium, method, and message process for content measurement in more detail in the eBook: Bridge the gap between content creation & marketing strategy with usable, shareable data.
Screen Shot Content fatigue is a symptom of having only a limited number of messages or topics and saying the same thing over and over or creating content that’s ineffective because the messages are too widespread and aren’t cohesive enough to tell a single story.
Remember when you first started creating content? Content marketing was all shiny and new and the things you created were getting some success? At some point, things start to bog down a bit because you’ve either run out of ideas, or you’re not delivering the content your audience wants to engage with.
The solution? Find the topics that are relevant to your audience now and continue to discover new, relevant topics to answer the questions your audience are already asking.
The Fresh Content Solution
The three components of the fresh content solution include: Using current search data to monitor keyword performance and change over time.
Using competitor. Keyword data and performance for search data.
Using keywords and competitor. Discovery tools to find new topics.
Using search data to monitor. Keyword performance and change over time There are three types of keyword activity that give you immediate insight into. Possible content topics and industry changes.
Top keyword activity for improving keywords Top keyword activity for declining keywords Top keyword activity for competitors Using these three insights in tandem will give you an overview of the topics and keywords you’re already using that are either improving in rank or declining in rank, as well as an overview of the topics where your competitors are gaining interest. Let’s dive a little deeper into each of these to see where the content ideas come from.
Keyword insights keyword chart Improved keywords are those keywords and topics you’re already tracking that are improving in rank. Knowing which pieces of content are associated with each of these keywords will give you insight into where you’re doing a good job of matching a piece of content to a specific topic. Use this information to inform additional content creation around the same topic. Consider generating additional content for your highest-ranking keywords where you’re already hitting the mark.
“Let’s say the piece of content that’s improving in rank is a blog post. Since you know you’ve hit the mark with that piece of content, consider using the same topic in a different medium, such as video, podcast, eBook, landing page, or whatever,” suggests Erin O’Brien, President and COO GinzaMetrics .
Declining keywords are those keywords and topics that are not matched up with audience expectations and possibly not passing the search engine
Relevance test resulting
in the content being downgraded in rankings. Use this data to determine if it’s the content itself, or the keywords you’re targeting with the content that’s contributing to a decline in rank. It could be that the keyword itself is losing interest among your target audience or that other, similar, content is ranking higher for the same topic. Declining keyword data is the first part of determining what kind of content is making headlines and what is not.
When you look at the improving keywords for competitors, you’ll be able to see what content they’re creating that’s resonating with your audience. You’ll know what types of content they’re creating, what keywo
Google’s recent change to the 3-pack for local search results has created a shift in how local businesses and enterprise businesses with local interests approach local marketing. In the past, even businesses with low SEO value were likely to show up in the 7-pack of local business results. Now, local businesses are tightening up their onsite and offsite presence and turning to content creation and SEO best practices as a way to grab audience share. Those who aren’t, may be getting lost in the page rank shuffle.
The Impact of the
Google 3-Pack On August . Google changed how it listed local. Businesses in search results, eliminating the traditional 7-pack and creating the new local 3-pack view. The Google 3-pack is perfectly designed for the mobile user, filling the mobile screen with three. Search results based on keywords and the user’s location. Appearing in those listings has. Become increasingly competitive, but a little elusive as the search results. Change as the user moves from location to location.
Screen Shot Now that
the 3-pack has taken on more of a. Commercial look and feel, searchers may be looking past those listings And moving on to the organic results. Which they perceive to be more trustworthy . In either case, applying some good old-fashioned white hat SEO and a few content marketing initiatives will help your local. Business sites improve ranking and beat the competition.
In fact, the introduction of the 3-pack may have created an. Opportunity for local storefront businesses and national businesses with regional audiences to. Build visibility and increase brand awareness among community audiences. Taking advantage of the local listing and organic search opportunities begins with getting the right data at the right time.
Local Onsite Content Opportunities If you. Have access to location-specific keywords, you can build a local content marketing initiative around the. Ways that target audiences in defined geographies are looking for information in your industry. Knowing how consider a situation where people are searching for products and services. Differently in different places gives you the opportunity to. Customize website and offsite content to engage and convert local audiences.
Screenshot – Local Rankings Chart Add geo-modifiers to the. Keywords you use in content to help the search engines identify your content as relevant to that. Geographical area. You can target audiences in as narrow a category as a neighborhood, or. Reach a more regional audience with city or state level geo-modifiers.
When you’re trying
to reach a local audience, the type of content you create. May differ from the content created for a parent company or national business. focus on local issues and. Content of interest based on locally-based searches and local search trends. local website. Content might include: blog posts tied to local news A calendar of events, including: local events. Brand kcrj promotional events case studies focused on local customers daily page for special offers or other timely. Information company updates Local employee stories how-to guides Local newsletter. Neighborhood trends Local off Site SEO Opportunities Creating partnerships and offsite linking. Opportunities may be a lot easier at. The local level than at the national level and can have a huge impact on your visibility both within the. Community and within the search engines looking for relevant search matches .
Use competitor discovery
Fundamental SEO Matters in Local How do you rank well for local searches in Google? You employ some very specific, but very traditional SEO best practices. For local businesses, there are a few things you should not. Overlook (because Google doesn’t overlook them, either): Local search directories NAP consistency Mobile-friendly. Design Optimize individual landing pages Google My Business profile Google My
