Whether you’re a digital marketer, a content marketer, a business owner or just starting to dabble in the world of internet marketing, it’s important to know that keyword research for content marketing is different to keyword research for Pay-Per-Click campaigns and Search Engine Optimisation. Here’s the fundamental difference: Keyword research for SEO and PPC mainly focuses on understanding what people type into Google, while keyword research for content marketing focuses on understanding what people want to learn.

The way people use keywords – and the way great content marketers use them – will have a huge impact on the tone of your content, the type of content you are writing – for example, do you need to write a blog post, a guest blog post, an eBook or a ‘How To’ article? It also affects the length of the copy – some keyword phrases will show you that the search engine user wants to be able to find the answer to a question within Google’s search results without even having to click through to the page, while other keyword phrases will show you that the search engine user is embarking on proper research about a specific subject.

If you want to make sure you’re hitting all the right spots – for the reader as well as the client – make sure you have clearly defined goals. Never start researching different keywords before you know what the goal of the copy needs to be. Besides defining goals, you also need to gather keyword research from both search engines as well as social media. After you’ve gathered an initial list, you will have a better understanding of what type of content is available on the web about your topic and what kind of content is missing. The idea is to focus your content marketing efforts on the gaps.

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