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Businesses have a gap to fill on their website and that gap is
directly tied to the content that consumers are seeking. By finding
these gaps you will be able to provide valuable content to those seeking
answers and you will improve your ability to rank well for keywords
surrounding your business. In the past decade many tools have popped up
with the ability to understand how consumers are searching for products
and services, but ultimately understanding how people will interact
with your content and how they will find you helps you understand the
type of content to write.
Researching the right content topics are important and when you know
the related topics surrounding a larger topic, you will begin to create
cornerstone content. We like to use Google’s search tools to determine a
starting place for content ideas but quickly moving into social
channels we can understand the immediate relevancy of certain topics in
today’s lexicon context. When you are in a competitive space, looking at
competitor’s content is a great way to know how others are positioned
in the marketplace and the realistic ability that you may have to out
rank them in search results. In many industries seasonality is important
to address in content, and in fact you may want to release content
before the season really starts to hit so that your content can be
shared and digested by the search engines sooner than later. If you
have content that annually changing but the same topic, consider having
one page for that content rather than creating new pages each year.
Solve a problem, include resources, me the new authority on a topic –
readers what some value out of content, and so do search engines.
Testing the effectiveness of your content is just as important as
picking the right topics. In fact, if you do write a piece of content
but it’s not doing what you think it should be done – or rather it’s not
driving traffic, sales, leads, etc – then you should consider whether
you are targeting the right topic areas. In competitive content arenas
it will take time for content to start to perform, so don’t be afraid to
shelve the analysis of content’s effectiveness for a few weeks or
months. But, that being said, spend some time working on promoting it
and giving your content a strong chance to perform.
Picking the right content topics to write about are important and
understanding what the consumer is actually looking for will help you do
that. Bringing your content analysis full circle with Google Analytics
data or sales data helps to close the look on how effective your content
really is at achieving your goals.