Using Content Research To Find Opportunities

USING CONTENT RESEARCH
TO FIND OPPORTUNITIES 1. Social Listening
2. Walkthrough: Sparktoro Content Insights
3. Competitor Analysis
4. Walkthrough: Google Alerts
5. Content Topics
6. Walkthrough: Keyword Research for Content Ideas
7. Brand Storytelling
8. Defining Your Personality

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WALKTHROUGH: SPARKTORO CONTENT INSIGHTS
Use SparkToro to find out what type of content resonates with your audience.
Step 1: In the dashboard, select an option from the drop-down menu (for example, “My audience
frequently talks about”).
Step 2: Enter a few keywords.
Step 3: Click Search.
SparkToro then provides interesting information about your chosen audience. It can reveal:
The size of this audience

The hashtags they use
The top phrases used in their bios
What social accounts they are engaging with
What websites they are on
What podcasts they listen to
What YouTube channels they watch
COMPETITOR ANALYSIS
COMPETITOR ANALYSIS
The value of competitor monitoring
§ Whether you're a B2C brand or a B2B organization, looking at what your competitors are
doing is a hugely beneficial way for you to understand what kind of content audiences are
interacting with out on the web.
§ Get into the habit of regularly checking out your competitor's social media, website, and
email activities to see how they're using content in their channels.
COMPETITOR ANALYSIS
Key considerations
1 What is their content development schedule?
2 How is their customer feedback from and to customers?
3 How do their search engine rankings look?
4 Are they making use of back links?
5 Is their website optimized?
6 How is their social following?
7 Are they connecting with influences or ambassadors?
8 What's their tone of voice and does it work well?
9 What new formats and channels are they using?

COMPETITOR ANALYSIS
Competitor analysis tools
There are some great tools out there to help you and your social listening and competitor content
analysis.
1 TweetDeck
2 TweetReach
3 BuzzSumo
4 SparkToro
5 Google Alert
6 Fanpage Karma
WALKTHROUGH: GOOGLE ALERTS
Stay on top of brand mentions, competitor mentions, and updates in your industry by using Google Alerts.
Do a Google search for “google alerts” and navigate to the Google Alerts homepage.
Enter an alert in the Create an alert about… field (for example, enter the words “digital marketing”).
Select Show options and choose how often you want to receive alerts, your preferred source,
language, and region, where alerts should be delivered, and so on.
Click Create Alert to create the alert.
You will receive an email summary of your mentions in due course.
CONTENT
TOPICS
CONTENT TOPICS
Keyword research
§ Before you set out to create your content topics, it's important to do your research to
make sure that the content you're creating is right for your audience. The first place to
start is keyword research.
§ Keyword research helps guide your content development. Content marketers can look at
the things that people are searching for and the questions that they ask Google. You can
then create the content for your website that people are actively looking for, so when they
search, your website shows up.
CONTENT TOPICS
Keyword research
§ Get the right kind of visitors to your site by creating the content people are actually searching for.
§ Identify keywords that have high search volume, helping you to create content that pulls more visitors
and potential customers to your website.
§ Identify content gaps on your website by comparing new keyword topics to your existing content
topics.
§ Provide unbiased statistical rationale for creating your content themes.
§ Identify new opportunities and stay fresh by using emerging themes and trends based on what people
are searching for.
CONTENT TOPICS
Keyword research
1 Pick a topic.
2 Brainstorm ideas about the topic.
3 Enter your keyword ideas into an SEO keyword tool, and find related keywords that people are searching for.
4 Prioritize keywords in the list in terms of how important these topics are to your business and goals.
5 Focus on writing topics and creating content around your list of priority keywords.
CONTENT TOPICS
The creative brief
§ A crea've brief is an important aid to ge4ng your content marke'ng right from the beginning.
§ It will allow you to iden'fy the most important insights and understandings that will inform your
crea've outputs.
§ You can get insights for your content from the diﬀerent types of research that you've been doing
for your strategy on personas, compe'tors, and the general industry landscape and keywords.
CONTENT TOPICS
Benefits of a creative brief
1 Develop a better understanding of your audience, goals, and campaign idea.
2 Tease out the nuances of the campaign.
3 Develop consistent engaging messaging across all channels and formats.
4 Use time with writers and designers more efficiently.
5 Use your budget more efficiently by minimizing the number of amendments and rebriefs.
CONTENT TOPICS
The creative brief – key steps
1 What is the campaign idea, and what are you hoping to achieve with your campaign?
2 What do you want the audience to do or feel when they see the campaign?
3 Describe your audience, i.e., buyer personas.
4 What's your brand personality and story?
5 What channels will be used in the campaign?
6 What are the formats and sizes required?
7 What's the budget?
8 What's the deadline?
9 Are there other mandatory elements to be included like logo or legal disclaimer, etc.?
WALKTHROUGH: KEYWORD RESEARCH FOR CONTENT IDEAS
To get content ideas:
Anticipate the type of questions your consumers ask Google.

Create the content that answers these questions.
Position your product as the solution.
You can use Moz to conduct keyword research:
In Moz, navigate to Moz Pro and then Keyword Explorer.

Enter a keyword.
Click Analyze.
The monthly volume, difficulty, organic CTR, and priority are revealed for that keyword.
In the Keyword Suggestions area, select See all suggestions in relation to your chosen keyword.
A list of all keyword suggestions is revealed – this gives you an idea of what people are actively searching for.
Adjust the search volume, so your data gets a minimum number of searches per month.
In the Display keyword suggestions that drop-down menu, select are questions and adjust the search volume.
A list of questions that relate to your keyword appears.
Analyze the list and look for interesting content topics.
Fill your website with this content so when people search, you are likely to show up as the solution to their query.
Repurpose your content and share on social media and email.

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USING CONTENT RESEARCH

TO FIND OPPORTUNITIES 1. Social Listening

2. Walkthrough: Sparktoro Content Insights

4. Walkthrough: Google Alerts

6. Walkthrough: Keyword Research for Content Ideas

8. Defining Your Personality

The size of this audience

1 What is their content development schedule?

2 How is their customer feedback from and to customers?

3 How do their search engine rankings look?

4 Are they making use of back links?

5 Is their website optimized?

6 How is their social following?

7 Are they connecting with influences or ambassadors?

8 What's their tone of voice and does it work well?

9 What new formats and channels are they using?

§ Provide unbiased statistical rationale for creating your content themes.

2 Brainstorm ideas about the topic.

1 Develop a better understanding of your audience, goals, and campaign idea.

2 Tease out the nuances of the campaign.

3 Develop consistent engaging messaging across all channels and formats.

4 Use time with writers and designers more efficiently.

3 Describe your audience, i.e., buyer personas.

4 What's your brand personality and story?

5 What channels will be used in the campaign?

6 What are the formats and sizes required?

7 What's the budget?

8 What's the deadline?

Anticipate the type of questions your consumers ask Google.

You can use Moz to conduct keyword research:

In Moz, navigate to Moz Pro and then Keyword Explorer.

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