When developing an online presence for your brand, it’s essential to create content that connects with your target audience.
In simple terms, by developing blogs, videos, and other material that matches our customer’s online searches, we are much more likely to be found online.
This is the essence of inbound marketing, defined as an approach to marketing that avoids traditional large-scale approaches in favor of a more niche-oriented strategy.
By talking about the things that are interesting to your customers, your brand is making itself visible to them. Users are conducting online searches to find solutions to their problems, and in this sense, the more your brand connects to those solutions your customers are seeking, the more likely it will be found.
This approach is now widespread on the internet, as an inbound approach to your customers allows you to save money and engage a very clearly profiled audience.
Even if at a strategic level inbound marketing makes a lot of sense, it can still be challenging to understand exactly what kind of content should you publish in order to grow the reach and influence of your brand online.
In this post, we’re going to review a simple 3-step strategy to create effective content that builds up your audience and draws them to profitable interactions with your brand.
To provide a clear and structured approach, we’re suggesting a tool you can use to test out each of the three steps of our content creation approach.
With no further ado, let’s see each step!
# 1 Explore Keywords and Search Volumes with Ahrefs Keyword Generator
The starting point of our content marketing journey is connected to identifying keywords that are associated with our products and services.
In this first step, we will be looking for keywords that describe our goods and services and connect them to the solution your customer is looking to find.
By developing content around keywords our customers are searching for, the likelihood of showing up in their customer journeys will increase.
The challenge is picking the right keywords. If you pick ones that indicate a very high purchase intent you will face very harsh competition, if you target keywords no one is using in their searches, then you are talking to an inexisting audience.
This is why it’s very important to find a balance and identify keywords that have a reasonable search volume but are not over-saturated with advertising.
If you are just starting out, you ideally want to go for 500 searches per month on average.
This will allow you to create content that should be approachable in terms of competition, and as a consequence, you are likely to show up more often on search engine result pages.
On the other hand, you should target keywords that are relevant to your brand, but not too competitive to score, because of their search intent.
Ideally, you want to look for a keyword difficulty factor of 20 or less as you begin your content marketing journey.
Ahrefs Keyword Generator is a great tool to help you start this keyword research process and identify keywords that are worth a shot. Both search volume and keyword difficulty estimates are provided by the software, and the whole process of finding keywords to target is made very simple and fast.
It is a matter of hit or miss sometimes, as not all the content you create ranks according to your expectations, at the same time, however, using these tools can help you make informed decisions, where you are able to weigh your odds.
The fact is that people don’t only search for keywords, they actually write questions on search engines, and that’s why we need to take this one step further in the next paragraph.
# 2 Match Keywords in Search Queries with Answer the Public
In this second step what we’re addressing consists of connecting the keywords we found to actual queries that people are asking on search engines.
Answer the Public is an online tool that helps you to do just that.
By providing the software with the keywords you are interested in exploring, this online service shows you - with a very clear graphic style - all of the questions that people are asking that include that keyword.
Not only that, by coloring each question with a different shade of green, Answer The Public tells you which questions are asked the most.
This is very helpful for your content strategy, as it allows you to create content answering questions that are actually being asked. Also, it helps you to pick underserved topics, where maybe less material is available.
By targeting these underserved niches, your chances of showing up on search results will increase.
Of course, this is something that can help startup brands and new organizations with a less established online authority to develop an SEO-friendly web presence by targeting searches that offer a good opportunity to rank high in search results.
But what about the competition? Before starting to create content, it’s a good idea to take a look at the competition and see whether the content we’re up against can actually be tackled!
# 3 Create Exhaustive Content with AlsoAsked
When you create content, one of the challenges you may be facing has to do with developing a piece that is sufficiently exhaustive to cover all relevant subquestions and subtopics that comprise the bigger subject.
Ever wondered why Wikipedia is often the first result you get on Google?
Well, because Wikipedia is extremely exhaustive and covers a broad variety of subtopics and subquestions in each article.
But how can you figure out what kinds of subquestions and subtopics to cover?
This is where AlsoAsked comes to the rescue. By providing to the software the keyword or query you are interested in exploring, the platform allows you to see what other questions are associated with other online searches.
This allows you to expand on the topic you want to cover and become aware of all of the details you may want to include in your content creation process.
The more exhaustive, helpful, and informative your post will be the higher it will rank. This is because by including all relevant information, your content will become a one-stop-shop to answer the customer’s query.
There you go! If you’d like to take this to the next level in this post, we’re discussing how to make use of this approach to build a fully-fledged brand strategy.
Now that we’ve covered all three steps, it’s time to draw our conclusive remarks.
There you have it! In this post, we’ve broken down the process of content creation into three simple steps to help you understand how your digital marketing journey can start today with very little effort.
By using the online tools we discussed, you will not only get helpful information to make good content decisions but you will also understand the mindset and strategic approach that content marketing requires.
To some extent to be a great marketer, you are asked to merge two distinct perspectives. On the one hand, you need to base your decisions on data, and the tools that we have discussed will provide you with all the data you may need to build up your content strategy.
On the other hand, whenever data is not providing a definite answer, it’s up to you to make a decision based on your experience of the niche you’re writing for and the behavior of the customers you’re wishing to connect to.
If you’d like to read up more about this content marketing approach, here’s a book we recommend: They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer.
Moreover, don’t hesitate to explore our blog where we’re posting a wealth of material on content marketing and digital strategies for your fashion brand.
If you're interested in learning more about Content Marketing, don't hesitate to take a look at our course "Content Marketing for Creative Rockstars". Our short and to-the-point, online class covers a wide range of topics spanning from developing blog posts capable of driving profitable traffic to strategies for getting strong conversion rates on your landing pages. Here's a link to the course, if you use the discount code BLOG20 you can access a 20% discount. Enjoy!