Building a Keyword Strategy

Is it more important to post content frequently or to post content about the right topics?  Creating content with targeted keywords and phrases is vital for companies.  Below are two important steps to ensure that you can do that successfully.

Identifying the Right Keywords
The first step in identifying the right keywords involves answering the question, “What should I create content about?”

Oftentimes, we look internally for those answers.  What do I want to write about?  What am I passionate about?  While those questions are important, we need to always consider the overall goal.  Typically, that is to build an audience and to drive traffic to our website.

Thus, we must ensure that the topics that we want to create content about also match up to the interests and passions of our target audience.

At that point, we should find a way to build a list of the words and phrases that are associated to those topics.  These items do not need to be stored in a fancy, complex system — you could simply keep them in a document or spreadsheet!  But the bottom line is, make the list!  Do not rely on yourself to try to remember the words and phrases that you should use when creating content.

Promoting and Sharing the Words and Strategy
The list of keywords must certainly have a big presence within the walls of a marketing department (whether those walls are physical or virtual).  But they also should be shared among employees from all departments.  Why?

Well, more and more, people from all walks of life and backgrounds are creating profiles on social networks. Perhaps they primarily use their accounts to talk about personal topics.  But if they occasionally interact with a customer or prospect on those channels, or if they link to your company’s website, or simply list its name in their bio, they are representing your brand.

By sharing the list, you will be creating opportunities for all employees to build awareness of your company’s products and services.

Oftentimes, there may be an employee that wants to contribute to the online conversation about your business, but they are just not sure what to say. Sharing the list can be the spark that ignites more conversations about the topics that are vital to you and your audience.