What topics should we write about?

Your content is doomed to fail, or destined to succeed, before you even put pen to paper. It’s because no matter how good your writing, if you choose a topic that nobody is searching for, you won’t get any benefit for ranking on that keyword. That’s why keyword research is where all the pros start when deciding what to write about.


Keyword Research

Ideally you would write about whatever relevant topics have the most searches...More


Mike Taylor

Built a 50-person growth agency.
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Excel experience recommended.
1. Scenario
ULTRA OFFICES – First day on the job
You have just been hired to work on content marketing for Ultra, a men’s skincare brand. It’s the first day on the job and you’re getting your first task.
Dushyant Dixit
at Ultra

Welcome to the team, I hope you’re enjoying it here?

I have your first task, I hope it’s not too soon to dive in.

We need to do some keyword research on the skincare space we’re hoping to rank for. Can you specifically look up cleansers for men?

I know from your interview you have done keyword research before, so I’ll leave it to you to decide what keywords are relevant, high volume and low enough difficulty for us.

Send to it me when you’re done… preferably by the end of today?

Don’t overthink it, we just need something quick to get started.

This course is a work of fiction. Unless otherwise indicated, all the names, characters, businesses, data, places, events and incidents in this course are either the product of the author's imagination or used in a fictitious manner. Any resemblance to actual persons, living or dead, or actual events is purely coincidental.

2. Brief

Keyword research is one of the key pillars of content marketing. Without it you’re flying blind. If you choose the right topic, you’re setting yourself up for success. The wrong topic could doom your post to failure before you even start writing. One thing you learn through keyword research is what people are actually searching for: it’s usually surprising! Just because you would use a specific keyword to describe a product or service, doesn’t mean everyone else does too. Also you might be completely unaware of some aspects of a product or industry that certain segments of customers find absolutely vital.

It’s not all about the volume of relevant keywords however, or we’d all be writing for the same top 10 phrases. There needs to be consideration for the difficulty of ranking for a keyword as well. More or less the highly commercial and high volume terms tend to be more competitive, though this isn’t evenly distributed. What you’re looking for is a diamond in the rough: a keyword with good volume and achievable difficulty based on the authority of your website. Failing that, tackle a handful of low volume keywords and hope the volume figures were wrong in a positive way. Only once authority increases can you go for the top terms.

3. Tutorial

All right. Here's how you do keyword research. Uh, so remiss searching here, cleanser. That's the product that we're selling for startup called ultra?

4. Exercises
5. Certificate

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