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Topic Research
The Rundown
1. Topic research
a. SERP surfing
b. Online tools
c. Forum websites
d. Sales team
e. Customer success
team
1. Recap
2
Topic Research
3
Our favorite ways to mine for topics
1. SERP surfing
1. Forum websites
1. Snippet tools
1. Sales team
1. Customer success team
1. Customer forum
4
SERP surfing
5
How do you surf the SERPs?
➢ Type your query into the
search box of your favorite
search engine
➢ Let’s take “blockchain” as
our high-level topic
➢ Do an incognito search for
the term
6
Audit the SERPs
➢ Ask yourself the following
questions:
○ What websites rank?
○ What information do
the ranking websites
provide?
7
Audit the SERPs (Con’t)
➢ How do they provide this
information (Infographic?
Slide deck? Video? Blog
post?)
8
Audit the SERPs (Con’t)
➢ Answering these questions
will
○ Give you topics to
write about
○ Give you ideas on
what mediums to use
to share that content
9
Online tools
10
Answer The Public
➢ Answer The Public uses
the autocomplete data
from search engines to
show you the popular
topics and questions
people look for
➢ Free account has a limited
number of search queries
a day
11
Answer The Public (con’t)
➢ You’ll receive visualizations
that show:
○ Questions related to
your keyword
○ Prepositions related
to your keyword
○ Comparisons related
to your keyword
12
Answer The Public (con’t)
➢ You’ll also receive an
alphabetical list of phrases
containing your keyword
➢ You can download
everything for later use
13
Also Asked
➢ Also Asked uses data from
People Also Asked
snippets to return
questions related to your
keyword
14
Also Asked (Con’t)
➢ Also Asked returns a
visualization of how the
questions connect
through the snippets
➢ Mine topics and FAQs from
this data
15
Forum Websites
16
Using Quora
➢ Quora is a forum website
➢ Use it to investigate what
people are searching for
about a given topic
17
Quora topic mining
➢ Type your high-level topic
into the search bar
➢ You’ll be able to search
○ The overall term
○ Quora spaces
18
Quora topic mining (Con’t)
➢ Mine the search results for
topics/questions you can
answer on your blog, in
your FAQs, and on social
media
19
Using Reddit
➢ Like Quora, Reddit is a
forum website
20
Reddit topic mining
➢ Type your high-level topic
into the search bar
➢ You’ll see different
communities you can join
21
Reddit topic mining (Con’t)
➢ You can mine topics from
community discussions
22
Sales team
23
How does a sales team help create content?
➢ Your sales team interacts
with your target audience
regularly
➢ Have your salespeople
collect questions asked by
potential customers
during calls or email
exchanges
24
Create FAQs from sales interactions
➢ Use the most asked
questions to build an FAQ
center
25
Customer success team
26
Using customer surveys to create content
➢ Have your customer
success team send out
quarterly surveys asking
their accounts what
content they’d like to see
➢ Add this content to your
blog, your newsletter, and
in sales emails
➢ Here is a link to an
example survey
27
Recap
28
Content comes from many places
SERP surfing Quora Online tools
29
Content comes from many places (Con’t)
Sales team Customer
success team
30
Use a mix for perfect content chemistry
➢ Each source has different
audiences, which different
needs
➢ Use all of these tools to
widen your topic choices
➢ You’ll diversify your
content topics and your
content types
31
Thanks!
ANY QUESTIONS?
You can find me at:
Twitter - @GrDataSolutions
32

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Topic research

  • 2. The Rundown 1. Topic research a. SERP surfing b. Online tools c. Forum websites d. Sales team e. Customer success team 1. Recap 2
  • 4. Our favorite ways to mine for topics 1. SERP surfing 1. Forum websites 1. Snippet tools 1. Sales team 1. Customer success team 1. Customer forum 4
  • 6. How do you surf the SERPs? ➢ Type your query into the search box of your favorite search engine ➢ Let’s take “blockchain” as our high-level topic ➢ Do an incognito search for the term 6
  • 7. Audit the SERPs ➢ Ask yourself the following questions: ○ What websites rank? ○ What information do the ranking websites provide? 7
  • 8. Audit the SERPs (Con’t) ➢ How do they provide this information (Infographic? Slide deck? Video? Blog post?) 8
  • 9. Audit the SERPs (Con’t) ➢ Answering these questions will ○ Give you topics to write about ○ Give you ideas on what mediums to use to share that content 9
  • 11. Answer The Public ➢ Answer The Public uses the autocomplete data from search engines to show you the popular topics and questions people look for ➢ Free account has a limited number of search queries a day 11
  • 12. Answer The Public (con’t) ➢ You’ll receive visualizations that show: ○ Questions related to your keyword ○ Prepositions related to your keyword ○ Comparisons related to your keyword 12
  • 13. Answer The Public (con’t) ➢ You’ll also receive an alphabetical list of phrases containing your keyword ➢ You can download everything for later use 13
  • 14. Also Asked ➢ Also Asked uses data from People Also Asked snippets to return questions related to your keyword 14
  • 15. Also Asked (Con’t) ➢ Also Asked returns a visualization of how the questions connect through the snippets ➢ Mine topics and FAQs from this data 15
  • 17. Using Quora ➢ Quora is a forum website ➢ Use it to investigate what people are searching for about a given topic 17
  • 18. Quora topic mining ➢ Type your high-level topic into the search bar ➢ You’ll be able to search ○ The overall term ○ Quora spaces 18
  • 19. Quora topic mining (Con’t) ➢ Mine the search results for topics/questions you can answer on your blog, in your FAQs, and on social media 19
  • 20. Using Reddit ➢ Like Quora, Reddit is a forum website 20
  • 21. Reddit topic mining ➢ Type your high-level topic into the search bar ➢ You’ll see different communities you can join 21
  • 22. Reddit topic mining (Con’t) ➢ You can mine topics from community discussions 22
  • 24. How does a sales team help create content? ➢ Your sales team interacts with your target audience regularly ➢ Have your salespeople collect questions asked by potential customers during calls or email exchanges 24
  • 25. Create FAQs from sales interactions ➢ Use the most asked questions to build an FAQ center 25
  • 27. Using customer surveys to create content ➢ Have your customer success team send out quarterly surveys asking their accounts what content they’d like to see ➢ Add this content to your blog, your newsletter, and in sales emails ➢ Here is a link to an example survey 27
  • 29. Content comes from many places SERP surfing Quora Online tools 29
  • 30. Content comes from many places (Con’t) Sales team Customer success team 30
  • 31. Use a mix for perfect content chemistry ➢ Each source has different audiences, which different needs ➢ Use all of these tools to widen your topic choices ➢ You’ll diversify your content topics and your content types 31
  • 32. Thanks! ANY QUESTIONS? You can find me at: Twitter - @GrDataSolutions 32