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Writing content for your blog may be the easiest part of your content marketing strategy. After all, you can always outsource it to the best writers and not worry about it. However, the most important part of content marketing is doing content research.
You cannot have an effective content marketing strategy if you do not work on content research well-enough. It is a vital aspect of a successful campaign, and without giving it enough thought, you may fail at choosing the right topics to tackle.
I have made a video explaining how to do content research in 3 simple steps and get valuable viral traffic.
You can watch the video down below and don’t forget to subscribe to my channel. (Keep reading for more details.)
Before we move on, we need to define what content research really means.
What Is Content Research?
Content Research is the system of finding highly-relevant topics in your niche that get a fair amount of traffic, shares, and has relatively low-to-medium competitiveness in the search engines.
Content Research allows you to focus on the right topics instead of having to write about all topics in your niche. As there are tons of topics you can write about at any certain point in time, it helps to know which ones will bring in more traffic and should get more of your energy and focus.
So, how do you go about conducting Content Research?
Here’s the first thing:
Don’t Get Yourself Involved
This is very important as you don’t want your bias to hinder your ability to find the best topics that will actually benefit your business. It is natural for bloggers to default to “what they think their audience wants to read”. However, that is wrong almost all the time.
The only way to write content your audience wants to read is by doing the research the right way. You won’t help yourself if you only research what you think they want to learn.
Now that you know you should not get your bias involved in the research process, let’s learn the basic steps to perform effective content research and select the right topics that bring viral traffic to your blog.
Step 1: Check Viral Content on BuzzSumo
BuzzSumo is an important tool that every content marketer uses to find their next content topic. It is probably the best tool to use to find content that has gone viral in any niche.
You can use BuzzSumo to find the web pages that were shared on Twitter, Facebook, Pinterest and even Reddit. There is also the option to sort these pages based on the overall engagement on the page or based on the shares it got on each of the platforms.
You can also filter these pages by date. (Enterprise accounts can go back as far back as 5 years). If you are using it for a Trial Period, you can find content that has gone viral in the last year. Premium accounts can use to find viral content in the last two years.
There are more features in BuzzSumo as it allows you to filter the results based on article type, language, and you can specify from which websites you want to check or eliminate from your search results.
Let’s look at how we can use BuzzSumo in a real-life scenario:
We enter our general content topic. This phrase should not be specific so the results can be varied. If it is too narrow, the content topics that will show up will usually be similar.
In the free version of BuzzSumo, the content we will see only 10 results per search. We can only have 5 searches per day as well. This means we can find up to 50 awesome content topics that have gone viral in the last year or so.
In a perfect scenario, all 50 of these topics will be great for our blog. However, that is not always (it’s almost never) the case. That is why we should select only the content topics that are relevant to our niche.
Once we have selected the content topic, it is time to perform keyword research to find which keyword is best to target.
Step 2: Install Keywords Everywhere
The Chrome Browser Extension allows you to view the numbers related to the keywords that appear to you based on the free tools you may be using.
It will show you:
Searches per month: this is the average of people that use the keyword on Google to find content. This is among the best indicators of virality in content marketing. Your goal is to find a keyword that has a relatively good amount of searches per month (more than 500/mon is a good starter)
PPC: This is a price tag that comes with every keyword. It is based on data provided by Google Adwords, and it shows you how much marketers are paying per click for putting their ads on search results for this keyword. The higher the price, the more profitable the keyword in general, but it does not mean you should go after it.
Competitiveness: the third piece of information you will find is between 0 and 1. It represents how tough the competition is to rank for this keyword in PPC. The closer to 1, the harder it is to rank for this keyword.
We will use Keywords Everywhere with our next step and final step.
Step 3: Use Keyword Shitter
This is a free tool that does what its name suggests. It provides with a long list of keywords that have the same words as the seed keyword you enter in the search box. Not all the keywords it comes up with are good for you, but that is part of your content research process.
With the help of Keywords Everywhere, you will see the stats related to every keyword that shows up the page.
Your task is to scroll down to find the best keyword for the topic you want to target.
Your aim will be to find a keyword that is:
- Has a fair amount of searches per month (500 or more)
- A fair PPC price
- And low on competitiveness.
Of course, you don’t need to check all four boxes, but a perfect keyword would do so.
In our example, we found these two keywords that we can target.
We can now go ahead and write a 500-1500 article on this topic and promote it.
Content research is among the first steps you should take when you need to work on your content marketing strategy. For maximum success, you can even use more premium tools such as Ahrefs and SEMRush. Investing in your content research will bring more return on investment over time.
Of course, you need a blog for all of this awesome stuff. If you haven’t gotten started yet, check out my free 5 day blogging and traffic primer course. I also have my premium, more advanced Blogging and Traffic Masterclass if you’re really serious. (Another way to make things go much faster is to get personal help of someone who has done it before.
(…Another option is to have someone make your blog for you.)
If you have liked our article, please read more of our content here:
- How to Use Tailwind And Get Traffic to Your Blog
- The Best Blogging Tools For Beginners And Bloggers Of All Levels
- 7 Free Courses for Bloggers and Business Owners