The Importance of Keyword Research and How It Helps All Aspects of Your Content Marketing Strategy

In this new world evolved through COVID, marketers are continuing to see the power of digital content as it connects others online and drives campaigns. Whether it’s through social media, blogging, or email marketing, words have become one of the top ways for businesses to appeal to their customers—especially when they utilize keywords to target and find them. While keyword research goes hand in hand with SEO tactics, it’s also a great way to do research for your entire marketing strategy. If a keyword is doing well on Google search, then you might as well include it in all aspects of your content marketing—not just website copy.

Luckily, there’s already a few ways to do your keyword marketing research. You should have Google Analytics connected to your website, so you’ll already have a system telling you which keywords do and don’t work for your business. Seeing the hard numbers will be invaluable to your research, so it’s best that you have some sort of analytics tool in place. Many marketing platforms also include a keyword measuring tool in their software, so if you are signed up with one of those, check the features list. Otherwise, without that data, it might be hard to tell what is and isn’t working for you.

If you do not have a marketing platform set up, then try these other tools:

Google Keyword Planner



Moz Keyword Explorer

You can also use social media platforms and Google search to do your own hands-on research. To get started, review keywords you’ve already used in hashtags and your social media. Use the search features to see how many uses these terms are getting and if it might be too niche or overused. Then, once you’ve got an idea of how your specific language has done in the past, you can work to transform it into an optimized keyword list.

After that, take a look at how others are successfully using industry-specific language to drive their content marketing. Look up competitors both local and national and pay attention to the numbers. Which posts are they getting a lot of engagement on? Is one standing out, and why do you think that is?

When people are searching on social media or a search engine, they’re often looking for an answer to a question they have. If you’re looking for a business that sells athleisure, for example, you might try searching relevant hashtags. However, for many platforms now, you can search both hashtags, accounts, and post content. That means the market has become even more saturated, so you should support your accounts with top keywords at every part of your strategy–your bio, posts, and hashtag use. Although the importance of hashtags are lessening due to these extended search features, it’s still important to use them on certain platforms, like Instagram.

So, when using social marketing as a research tool for your content, act the same as a customer. Ask yourself:

How can they find your competition?

Do they come up before you in a search for certain keywords?

Why do you think that is?

This could help target ways to improve your content so it becomes more SEO-friendly.

Overall, investing time into this important keyword research will help your overall marketing excel in the long run, so it never hurts to check off some of these research steps! If you’re not up to the challenge or need help understanding all the numbers, then it may be time to seek outsourced marketing help. That’s My Idea Marketing focuses on helping small businesses get the most out of their marketing.