Two year old kids are easy to communicate with. Why? Compared to adults, their lack of an internal filter leads to genuine and often immediate reactions.
Even though two-year old kids have limited vocabularies, if you pick up the right keywords and piece together their intent, you can (generally) understand what they want.
So how can a corporation build a content strategy by simply listening to a two-year old?
Customers using the internet to research a purchase decision or to seek out product/service support are likely to use a search engine to pull in the information they need. In the 2011 Edelman Trust Survey, 48% of Australian respondents stated they relied on Google for information about companies. The Australian Financial Review was second at 14%.
When online customers seek information using a search engine, their keywords are an unfiltered expression of intent for relevant content.
By tapping into inbound customer searches (check out external search engines and internal searches within the company website) to find the top generic/root keywords. Understand what products and services your business offers that people want to know about.
Your next step is reviewing and categorising the long tail words into categories of intent (example: research and purchase).
Once you’ve grouped customer intent into themes, start reviewing and assessing existing searchable content. Begin asking yourself the following questions:
- Do you have (searchable) content that meets the search intent of your customers?
- If you do, how relevant is the content to their search needs?
- What content can be improved?
- What gaps exist?
- What content do you need to create and publish?
If you want to explore this concept further, check out these links for more detail:
- Nate Elliott wrote HOW TO: Utilize Social Data More Effectively for Mashable
- Mike Moran wrote Search Keywords Are Market Segments for Search Engine Guide
- Lee Odden wrote How SEO Can Work With Content Strategy for Online Marketing Blog
- Sean Rasmussen wrote Long Tail Keywords – Choosing And Using Them for Aussie Internet Marketing Blog
- Check out Google’s Insights for Search and Keyword Volume Tool and have a play
Thanks for reading!