Turning Search Insights into Content Gold

Photo: Giorgio Monteforti <http://www.flickr.com/photos/11139043@N00/>Content marketing has become an increasingly important focal point for many brands. However, even if a brand produces interesting, engaging and relevant for it’s core audience – efforts will be wasted if the content can’t easily be found or isn’t timely.

With that in mind, it’s important to consider the interplay between search marketing and content marketing, particularly with respect to social platforms. A key lever for “winning” the content game is providing content in timely manner – when people are looking for it. Having the right infrastructure and processes in place can help a brand do just that.

Here are several recommendations companies should consider:

  • Ensure that the search, social and web content functions are tightly intertwined. Team members should work closely together – or, if based in separate geographical locations, have regular calls. Establishment of strong relationships is key. In my current role at Intuit, I sit right across from our search manager and I speak with him daily.
  • Develop a mechanism through which search insights are regularly provided to those responsible for creating content. Through Google Trends, the search manager can create and share search insights that reveal what people are (and are not) looking for. Insights can, for example, include: most popular search queries, search queries that are rising in popularity, search queries that are declining in popularity
  • Be poised to act quickly based on insights provided. If search trends reveal gaps in your blog content calendar, have a writer available to create the content – perhaps an internal writer or a freelancer. If people are looking for content now that you intend to publish later, make the necessary adjustments to your content calendar.

Finally, and importantly, make sure that you are set up to measure the impact of your efforts!  Having the right content is one thing, to truly provide value it needs to be available when people are actively searching for it.