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How to come up with content ideas without relying on search volume.pptx
- 1. How to come up with content ideas without relying on search volumes Slideshare.Net/username @steph__naynay Steph Naylor Journey Further
- 2. 3 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd “How do you think of content ideas when a website is so niche?”
- 3. 4 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd We can just run out of ideas… …It’s happened to us all
- 4. 5 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 01 How to find inspiration
- 5. 6 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 02 How to tap into emotions
- 6. 7 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 03 Update content to be relevant to the world we live in
- 7. “Steph, we signed a client who wants to rank for mild steel angle irons.Can you create a six month strategy, it needs to be ready by next week?” ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 8
- 8. 9 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd How I felt a few years ago.
- 9. 10 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd This is me now.
- 11. The problem is we have very little search volume for long tail keywords ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 12
- 12. We can’t really rely on those ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 13
- 15. 16 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Quora – Ask niche questions
- 16. 17 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 01 Users post niche questions on any topic
- 17. 18 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 02 Ask questions & the questions you should ask should be based on the pain points of your target audience.
- 18. 19 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 03 You'll get insights into your audience and develop content ideas that genuinely resonate with them.
- 19. 20 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Reddit – Become an expert in your field overnight
- 20. 21 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 01 Search for your subreddit
- 21. 22 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 02 Who’s asking particular questions about your niche?
- 22. 23 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 03 Search with openers such as "How do you" and "How can I"
- 23. 24 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd
- 24. 25 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Site search – Plug the gaps
- 25. 26 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 01 See these queries in both Google Search Console and Google Analytics
- 26. 28 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 02 Not only will this help improve the navigation of your site, but it will help fill the gaps in your content
- 27. 29 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 03 You create a page or optimise a page that already exists
- 28. 30 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Find the queries that drove people to your page
- 29. 31 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 01 Check your average rankings, impressions, CTR - are these low?
- 30. 33 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 02 Maybe content isn’t answering the questions it needs to answer
- 31. 34 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 03 Go back and review the page and make the required improvements
- 32. 35 Speak to sales To get an insight into what customers are asking ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd
- 33. 36 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 01 Interview your Sales and Customer Services teams
- 34. 37 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 02 Ask them to share the questions they receive
- 35. 38 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 03 Find out the problems they’re trying to solve
- 37. The decisions you make today are driven by emotions ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 40
- 38. 41 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 01 Make an emotional connection with your audience
- 39. 42 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 02 By making users feel something, we can engage them, and answer their problems
- 40. 43 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 03 We’re providing them with help, and they won’t forget this!
- 41. 44 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Example: Love Island Sentiment around love island and the departure of their partnership with fast fashion brands
- 42. 45 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Learnings from the sentiment analysis Overarching feeling is people loved the shift. Before we create content we know they’ll love ethical fashion
- 43. 46 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd We need to align to consumer search intents.
- 44. 47 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Google’s helpful content update rolled out in September
- 45. 48 Example: Whiskey brand ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd
- 46. 49 Wants to build awareness and want to target ‘Whiskey distilled near Loch Ness’ - 0 SV ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd
- 47. 50 If we’re building awareness, this probably isn’t the right keyword ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd
- 48. 51 ‘Whiskey for beginners’ - 1,800 SV aligns better with the awareness intent ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd
- 49. 52 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Example: Changing Finance KW focus
- 50. 53 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 01 A finance client wanted to rank for ‘installments as a service’ but do people know what this is?
- 51. 54 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 02 Let’s think about giving the user options
- 52. 55 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 03 We introduced “vs” style content.This is when we started driving conversions
- 53. 56 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 12 People filled in the self- onboarding form 3 People filled in the ‘find out more form’
- 54. 57 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Social media as a source of ideation
- 55. 58 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Look at your own socials – Your audience are already engaged there
- 56. 59 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 01 Monitor your own social media and those of your competitors
- 57. 60 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 02 What questions do you get in DMs?
- 58. 61 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 03 Create a page on your site to answer a recurring question
- 59. 62 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd TikTok Inspiration
- 60. 63 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Search ‘LGBTQ+ weddings’ on Tik Tok and you’re presented with a world of information!
- 61. 64 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 01 Tips/hacks/ideas
- 62. 65 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 02 Advice from real people
- 63. 66 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 03 Small businesses selling their product that you will relate to
- 64. 67 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 18M #lgbtq+ weddings
- 65. 68 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Not all sources of content inspiration are useful
- 66. 69 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Search ‘LGBTQ+ weddings’ on Google and you're presented with negative stories.
- 67. 70 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Positive and negative sentiment across different platforms: "LQBTQ+ weddings"
- 68. 71 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Hands up if you know what these are?
- 69. Yey! Gu Pots The hero we don’t deserve Ideation is literally being created for them. Take advantage of this! ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 72
- 70. 73 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Vanish: Stain removal content hub
- 71. 74 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 1K Backlinks 10K Organic keyword s 14K Visits per month
- 72. 75 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd KPIs Things we can report on other than keyword and traffic data
- 73. 76 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 01 Goal completions (lead gen)
- 74. 77 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 02 Orders
- 75. 78 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 03 Revenue
- 76. 79 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 03 Market share
- 77. 80 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Update content to be relevant to the world we live in
- 78. 81 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Finance Example: Results from a refresh ‘Current account’ went from 8th to 3rd position Keyword Rank
- 79. 82 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Has there been a shift in language? Refresh your copy and keep up with language and shifts - know what's representative and what’s not.
- 80. 83 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd
- 81. 84 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Inclusive and accessible content Men’s fashion Women’s fashion
- 82. 85 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd What if you don’t identify as either? Men’s fashion Women’s fashion 🦄
- 83. 86 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd We need to move away from keywords and focus on what your audience wants
- 84. 87 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Unisex fashion Lgtbq+ fashion
- 85. 88 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd Focus on making content accessible for race, gender and disability Address points of bias 📣 Use simple and clear language 📱 Use responsive design 🦄 Make use of free resources H1 H2 H3 Structure headings Alt ✅ Use accessibility checkers Check colour contrasts 🔂 Make social posts accessible Write alt text for images He/She/They
- 86. Summary 89
- 87. There's so much more you can do to create a content ideation that is based on actual insights and not just keyword research ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 90
- 88. Best part? Many of the above cost much less in time and money than proper audience research ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 91
- 89. 92 ©2022 Journey Further. All rights reserved. All related logos, assets messaging are trademarks of Journey Further Ltd 01 Use free tools such a Quora, Reddit, and site search to find niche communities and learn your topic in detail. They provide so much insight and they’re free! 02 Use social media and user generated content like Vanish did to understand what people are engaging with and use that to fuel your own content strategy. Look for where you audience are and distribute content to these platforms. 03 Go back and refresh your content - Google loves a refresh. Make sure your content is accessible to everyone otherwise your excluding an entire community
- 90. Thank you 93
Editor's Notes
- And the most common question I get asked as a strategist is, "How do you think of so many ideas when the client or business is just so niche?"
- We can just run out of ideas……It’s happened to us all The answer is to not rely on one channel of data. Yes, keyword research is massively beneficial and will help spot areas that we can improve, but creating content is just so much more than optimising for keywords. I’ll be talking to you about 3 main areas to think about when it comes to content ideation
- How to find inspiration and what tools are available that are out there, and FREE
- 2. How to tap into emotions and create content that genuinely resonates with your audience
- 3. How to keep content updated and relevant to the world we live in and how we can make sure the language we use is still correct
- A standout moment in my career: We wanna rank for ‘mild steel angle irons’, can you create a 6 month content strategy by next week.
- Me years ago.
- This is me now! And how did i manage to start feeling like this?
- Because I have the tools to become an expert overnight
- So, the problem is we have very little search volume for long tail keywords
- So, we need to get creative
- I’ll talk you through my top tools and tricks that I use for content ideation
- Quora is a platform where you can ask niche questions
- Users go there are post about super niche topics and look to receive answers from the community of specialists on there
- We as consultants, and brands, should go there and ask questions based on the pain points of our target audience.
- By getting other experts to answer questions, You'll get insights into your audience and develop content ideas that genuinely resonate with them.
- Reddit is an amazing platform to help you become an expert overnight
- Head to reddit and search for your ‘Subreddit’ or topic
- Look at what’s being asked on those communities? Is there anything recurring? If there is - we can consider that for our content strategy
- The great thing about reddit is that you can search with openers such as ‘How do you’ and ‘How can I’ which is great for getting ideas for informational style content
- Look for questions/topics getting the upvotes - this gives us a good indication on what people are interested in
- Looking at site search data and what people are searching your site for is massively beneficial to see what popular topics people want to know more about.
- You can see these queries in GSC and GA
- Not only will knowing what people are searching your site for will help with navigation, but this will help fill gaps in your content
- Look for pages on site we can optimise that exist already, if a page doesn't exist. Create one .
- Take another look at queries that drove visits to your site
- If rankings, CTR, and impressions are low, look at the URL ranking and carry out some analysis
- Maybe content isn’t answering the questions it needs to answer
- Go back and review and make the required improvements
- Our customer service teams are the gatekeepers to our customers
- Interview your customer service teams
- Ask them to share the questions they receive and find out What are they repeatedly being asked?
- If they’re being asked the same question. Create a page on site, they’ll be relieved that it’s one less query they have to answer.
- Talked to you about the tools and tips I use, so now i’ll talk about how we can tap into emotions and create content that resonates with our audience
- The decisions you make today are driven by emotions
- The best way to get your message across is to make an emotional connection with your audience.
- By making users feel something, we can engage them, and answer their problems
- We’re providing them with help, and they won’t forget this!
- Throughout this presentations you’ll see me use both personal and professional examples of my experiences which will hopefully help you resonate if you’ve found yourself in similar situations. But I put this example together a while ago - whilst being obsessed with love island. I looked at the sentiment around love island and the departure of their partnership with fast fashion brands. Love was the top reaction with 47% of people feeling this emotion
- Overarching feeling is that people loved this shift. So before we create any content - we know people are going to love sustainable fashion, ethical fashion, recycling, environmentalism and gives us a starting point for ideation that will resonate with our audience.
- Although we know what emotions are driving people’s decisions, we need to make sure this aligns to search intent. So for example if people are interested in sustainability, are they researching who are the best sustainable clothing companies and how are they sustainable.
- The new useful content update rolled out in September and this targets websites that have a high amount of unsatisfying or unhelpful content and where the content is written for search engines first. So it’s now more important to provide useful information.
- So going back to ensuring we’re aligning with intent. A little while ago, a whiskey client came to me with a specific idea of what they THOUGHT their audience wanted, I didn’t think they were right, so I challenged them.
- They wanted to produce an ‘awareness campaign’ by targeting ‘whiskey distilled near loch ness’ But this term suggests buying intent not awareness intent.
- But, taking a step back, if we’re building awareness that probably isn’t the right keyword to target.
- The term whiskey for beginners is a much more appropriate term from building awareness, and coincidently gets a higher search volume anyway. Sometimes, brands may think they know what they want, but it’s up to us as consultants to challenge this!
- Another example from my professional experience is working with a client in the finance sector
- They wanted to rank for ‘installments as a service’ but do people know what this is?
- Perhaps other users will feel this confusion too? SO we need to give them options.
- We introduced “vs” style content.This is when we started driving conversions
- I one month of launching this content we had 12 people fill in the self-onboarding form and 3 people fill in the find out more form. We’re creating more of this content in future strategies because we know it works!
- Another way of tapping into emotions is to look at Social channels as source of ideation
- Your audience are already engaged with your brand on your social platforms
- But look at your competitor channels, not just your own channels
- What are you repeatedly being asked in your DMs.
- If there is a recurring topic, get a page live on your site, or post about it on your channels
- Social channel are a source of ideation
- Another real life example i’m gonna talk to you guys about is that recently my best friend got engaged, and he wanted to start planning his wedding pretty much straight away. When browsing on TikTo we were presented with a world of information
- Tips/hacks/ideas
- Advice from real people
- Small business who were selling products that my friend wuld relate to
- The hashtag alone receives over 18m searches.
- But, flipping that in it’s head, not all sources of content are useful.
- Search the same term on Google and your presented with really negative stories because what’s happening in the news is dominating the results. Which can be extremely demotivating Not engaging at all - most people will not relate
- We need to bear in mind that not all sources are the same - What works on what platform may not necessarily work on another - We should spend time and efforts distributing content to platforms where are audiences hang out.
- Hands up if you know what these are!
- Apologies to anyone who works for Gu in here. But i’m the biggest advocate of this brand. I love them, and I love the recycling hacks that i’m constantly coming across on Tiktok. Yet, Gupots don’t have a user generated content strategy. They make the smallest reference to ‘how people love to reuse and reshare’ their pots in their FAQs and that’s it. Content is literally being created for them and I feel like they’re missing a tick. If they created a hack video, made up of this user generated content and places it on site, they traffic they’ll stand to received will be incredibly beneficial and the hard work has been done for them. Yes, it may not encourage people to buy, but it will definitely encourage people to recycle and reuse their pots, which is just as important for brand loyalty.
- An example of a brand who did user generated content perfectly was the the vanish stain removal hub. This is the perfect example of a user generated content strategy. Users submit a question to the site of how to remove a stain, then Vanish created a guide to answer that question.
- When they launched the hub, they saw some amazing results. 1k backlinks, 10k organic keywords ranking, and 14k visits per month
- Whilst we’re talking about results, it’s important to think about the KPIs we can report on other than keyword and traffic data. We can look at things like
- Goal completions, assisted conversions, or lead generated
- Did our content drive orders
- Did our content drive direct revenue?
- Is our content helping to increase market share?
- So, i’ve talked to you about the tools out there, and also how we can start thinking about tapping into emotions. So now I want to talk to you about how we can update content to be relevant to the world we live in. Maybe people are under the assumption that content strategy is all about creating new content, and this isn’t true. It’s just as important to go back an update existing content to ensure it’s up to date.
- These is just a snapshot of results we achieved from a refresh. Current account went from 8 to 3. And this was a core term for them. One important thing to remember is that has there been a shift in language used to describe or refer to things
- Has there been a shift in language? Refresh your copy and keep up with language and shifts - know what's representative and what’s not.
- When searching around weddings in my earlier example. The term transexual popped up in an artcile whilst research. This was surprising as this is such an outdated term and not representative to this community. Google Trends is a source of confirmation to ensure topics we’re using are still right and not outdated. In this example, we can clearly see that transgender is a much more encompassing word, its more widuely used, and is representitive - update severely required.
- We’ve talked about how language has changed between the example between transexual and transgender - but we need follow this through into accesibility. Think about the way we categorise fashion sites. It’s mainly men’s fashion and women’s fashion
- We need to move away from keywords and focus on what your audience wants. There are multiple steps we can take to make sure we’re making content accessible to everyone. Can we start opening these conversations up to clients and decision makers?
- Think about what changes can we make to language to not exclude communities out there?
- There are so many more points and so many resources out there.
- To summarise
- There's more - much more - you can do to create a content ideation that is based on actual insights and not just keyword research
- Best part? Many of the above cost much less in time and money than proper audience research. And it's information any company can get access to and retrieve easily.