SCORE Small Business Blog

Using the Right Content to Expand On Word of Mouth in Social Media: Part 1 of 4

Use Keyword Research to Target your Traffic

In today’s hyper competitive market place, keywords are playing a powerful role in your content marketing strategy.  It is difficult to have a social media strategy without first knowing what your content marketing strategy is. Create a content strategy that involves these three important elements:

  1. Know what your audience or customers want to talk about and be willing to engage in those conversations.
  2. Know where your audience or customers want to have these conversations and where they “hang out” online.
  3. Measure the results of your online conversations to see which conversations catch fire by first starting with what your customers want to talk about.

The next step is to “know your audience and customer pain points.”

Developing a content strategy using keyword analysis will help you uncover the talking terms also known as keyword language that your audience or community is using while on the social web.

For example, if you own a gluten free restaurant and are putting out great content about “healthy food” but everyone’s talking about “gluten free,” then you’re not reaching anyone.

Starting your writing first with a keyword analysis begins with a list of phrases that you believe your customers or audience are using to find products or services like yours. There are numerous software tools that you can use to determine how often your keyword phrases or related keyword phrases appear in searches, which can provide you great insight into which words you should use in your content strategy.

Here are some great keyword analysis tools to check out.

WordTracker is a wonderful keyword research tool to build traffic to your site or to use if you just want to better understand what your market is looking for.

Keyword Discovery compiles keyword search statistics from major search engines worldwide for creating the most powerful keyword research tool.

Google AdWords is also a free tool that uses Google AdWords data for determining what phrases are the most popular to use.

A keyword analysis will only start you on the right path to a content strategy.  Once you have identified some of your key phrases, test out those phrases where your community and customers want to have conversations about these keywords. Most businesses, nonprofits and individuals would best be served by focusing on one or two platforms. This is what I call the deep and narrow approach rather than the narrow and broad approach. Determining where your audience is can depend on their gender and age, as well as your offerings. There are many stats that break down social media sites by demographic information.  Flowtown  is a great source for finding information on social media demographics on their site.

LinkedIn can be a powerful tool for Business to Business (B2B) companies and Facebook does well for Business to Consumer (B2C) offerings.  YouTube is great for Blogs and online video-sharing that can work for any audience, but may be blocked by corporate firewalls.

Be sure to check back for next week’s blog post about some great listening tools to get started for Using the Right Content to Expand on Word of Mouth in Social Media, Part 2.

DJ HeckesCEO & Author
DJ is CEO of EXHIB-IT! Tradeshow Marketing Experts and Full BRAIN Marketing and focuses on educating and training companies to significantly improve their small business marketing strategies. She also presents customized training programs for business marketing, social media, leadership and trade show marketing. | Facebook | @DJHeckes | More from DJ

// |

Leave a Comment

More Blog Topics