In this blog post, you’re going to learn how to write targeted content to get visitors to your website by using keyword research to analyse the behaviour of your audience.
Analysing Your Audience
By analysing your audience, you will be able to choose content ideas that your readers will be interested in, which will increase engagement with your website.
Keyword research will help you to understand the interests of everyone in your niche area so you can write laser-focused content, that you already know people will be interested in reading.
The goal here is to let the interests of your audience guide you so you can give them exactly what they are looking for. This will help you attract more readers and keep the ones you already have interested in following you.
Google Keyword Planner
To start, let’s use the Google Keyword Planner. If you don’t have a Google AdWords account, you will need to set one up. There is no cost for the account.
Once you are signed up and logged in, you will see a list of options listed across the top of the Google AdWords page. You will want to choose Tools from the menu.
On the tools page, we’ll select “Keyword Planner,” and the first selection on the page, which is “Search for new keyword and ad group ideas.”
For this example, we’ll use the general concept of mobile marketing. So, what we’ll be doing is looking for content ideas related to mobile marketing. The keyword planner tool will help us find out what questions people are asking about mobile marketing.
Here you see the results from the search term, mobile marketing. There are many related terms such as text marketing, mobile advertising, and SMS marketing. You have several sorting options such as high to low competition or average monthly searches. These don’t matter as much for our purposes today; we are simply looking for article ideas.
To find more specific ideas, you can click on one of the search results. Pick one that has a fairly high number of searches and seems interesting to write about.
Here you can see more specific results for Mobile Advertising. Here is where you can start seeing some article ideas. You could write some content around the topic of mobile advertising trends or mobile advertising networks.
How to Write Headlines
A catchy headline is important for grabbing readers’ attention. Spend some time writing attention-grabbing headlines
There are some great resources on the web that teach the skill of writing catchy headlines. Copyblogger has a couple of really helpful articles on the subject. Just google “How to write headlines,” for a list of articles and tips.
Headlines with numbers in them work well. For example, take our keyword selection from before, “mobile advertising networks.” A good headline for this might be “The five best mobile advertising networks.” Now, you would just perform some research on the topic and figure out which mobile advertising networks to recommend and why.
Another tip for writing an attention-grabbing headline is to ask a question. Let’s take a look at our other selection, “mobile advertising trends.”
We could write a question headline like:
Which mobile advertising trends will re-shape internet marketing this year?
This headline creates some urgency in the reader. No digital marketer wants to miss a trend that might affect their bottom line.
To write the article, just google “mobile advertising trends,” pick three or four good articles on the topic and read them through one or two times. Open a word document and make a few notes about key points from the different articles.
Duplicate content is always a concern on the internet and to create great content, you’ll want to avoid writing something that is too close to your sources.
Here’s how I avoid that problem. I make my outline of key points, read through the articles until I feel like I understand the subject. Then I close my browser and just fill in the outline in my own words.
Here are a few last thoughts about writing content for the internet. People read web content differently than other materials such as books and magazines. Readers on the internet like to skim to grab key points. To keep people interested it’s a good idea to break content up.
Keep paragraphs pretty short—around 100-150 words, or two to three sentences each. Break up paragraphs with sub-headers and bullet points whenever possible.
And there you have it! How to use keyword research to come up with content ideas.
Just to review quickly, you can use the Google AdWords keyword tool to find content ideas for your niche. A quick search of a basic keyword will yield several long-tail keywords that can be turned into article ideas.
So there’s how to come up with an endless supply of topics to write articles and blog posts about!
See you soon,