Content is generally written based on the channel that will be used to distribute it (SEO, Email, Social Media, etc.).
When it comes to articles designed to be found through search engines , it’s especially important to know how to choose which ones you’re going to produce.
Let me explain.
You have probably identified several
dozen keywords that you could cover in the form of blog articles, for example:
- By thinking about it alone or in a committee through brainstorming;
- By imagining the questions your typical customer might ask;
- By interacting with your customers or colleagues in contact with customers;
- By looking at the keywords that brought Internet users to your site;
- Using online tools, from Google Keyword Planner to SEMrush, Answer the Public, and Ubbersuggest.
In short: you end up with an
Excel spreadsheet containing a long list of keywords on which you could write articles.
Now it’s time to prioritize that list: your resources are limited, and you can’t afford to randomly or intuitively select the topics you’re going to spend phone number list your precious production resources on.
Data is precisely one of the tools that can help you decide.
In practice
One of the most well-known recipes of Data-Driven Content Marketing is to assign each keyword you are considering a score that reflects its “SEO potential” .
How? By comparing the Search Volume for this keyword (an estimate of the monthly search volume by Internet users for this term) with the Difficulty you will have to position yourself on this term (for example by comparing your Domain Authority with those of the first 3 competitors who already appear on this keyword).
In short: Internet users’ interest VS Competition already in place
Concretely, rate the Search Volume for this keyword from 1 (low) to 5 (high), then rate the Ease with which you could rank on this term from 1 to 5.
Finally, add these two scores together to get an SEO Potential Score out of 10 for this keyword. Terms with a score close to 10 are highly sought-after opportunities with low competition.
To make things easier for you, note that SEMrush where do an online store’s sales come from? directly offers tools capable of calculating Search Volume and Difficulty Score. All you have to do is export this data and cross-reference it in Excel using simple formulas.
Warning
Note that this approach has its limits: search volume is not an all-powerful indicator, as this study carried out by Ahrefs showed , even if it remains a good signal for prioritizing your content.
#02 What are your “Killer Contents” and what would be the most effective way to use them?
It’s a natural law of well-executed content marketing: over time, you’ll end up with content that performs particularly well and achieves results that text services far exceed the average of what you might normally publish.
Internet users flock to them via search engines. They share them assiduously on social media. Or they start discussions in the comments.