What Content Marketing Keyword Research Doesn’t Tell You

By Patti Podnar

When I was a little girl, I loved to go fishing with my daddy. Until he became obsessed with fly fishing, that is. I just couldn’t get into it. And I didn’t understand why he wouldn’t let me use my trusty rod and reel while he used his fly rod and flies (both of which he made by hand). Looking back, I understand what he already knew: You need different tools and methods for different situations. My rod and reel wouldn’t have been very effective in the places he wanted to fish.

What’s that got to do with content marketing? A lot, especially when it comes to keywords.

There are a ton of experts on keyword research, and they publish guides that are so detailed they make my head spin. And they’re not wrong. I wouldn’t even attempt to refute their advice, because keyword research isn’t my area of expertise. My area of expertise is, however, writing content that serves a client’s purpose, and I can tell you with certainty that no one is going to search for a product or service if they don’t know it exists or what to call it. So, while keyword best practices might be perfect for people toward the bottom of the sales funnel, they’re far less useful when it comes to people hovering around the top of the funnel — much less people who haven’t even seen the funnel yet.

To get back to the fishing analogy, it’s no more effective to target people at the top of the funnel with expert-level topics and keywords than it is to use a surface lure to catch bottom-dwellers.

This is one of those situations where examples really help, so let’s take a look:

Product/service: IEP advocacy

Target audience: Parents who need help getting educational services for their special needs child

Unless you have a child with special needs or know someone who does, you probably aren’t aware that being an IEP advocate is even a thing. But, if you’re in that niche market, it’s a lifesaver. The problem is that a lot of experts write content for people who already know they need their services. So an IEP advocate might focus on keywords like IEP advocate, IEP advocacy, IEP strategies, etc. And they’d probably write about topics like:

  • How an IEP advocate can help you secure the accommodations and modifications your child needs
  • How an IEP advocate can help you defend against a school’s attempts to deny your requests
  • How an IEP advocate can help you build your case for a personal aide

Those are great topics for parents who have made it that far. But what about parents who have just received a diagnosis for their child? Take it from someone who’s been there: Those parents are still in a state of shock and are trying to realign their thinking so that they can parent the child they have rather than the child they thought they were going to have. IEP isn’t even in their vocabulary yet. In fact, for many of them, Go to the full article.

Source:: Business 2 Community

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