By Stephanie Pelletier

Note: This is Part 2 of a SPELLNET blog series focused on developing a content strategy for your business!

In Part 1 of this blog series, I discussed how to create effective buyer personas that represent your ideal customer, and why this knowledge is important in creating content. Once you have 1 or 2 solid buyer personas, the next step is to create a keyword list based on their common search terms.

So how do you know what your audience is searching for? Since they determine the style, form, and subject matter of your content, it’s important to know! Here’s how to start the keyword selection process.

keyword selection

1. Research Your Niche

Through your other marketing efforts, you’ve likely developed a solid understanding of your niche market and what they respond to. The more thorough your knowledge of your niche is, the better your content and engagement rates will be. Gather as much information about your niche as possible.

2. Pick 4-5 Topics

With your niche in mind, pick 4-5 topics related to your product or service that they would search for. These topics are referred to as “long keywords”. Be specific- “coffee” is too broad; “best coffee and food pairings” or “effective coffee brewing methods” are much better topics.

3. Pick Keywords from Your Topics

Your topics will serve as the inspiration for your content, which could include blog posts, videos, newsletters, etc. To bring your audience to your content, you’ll need keywords, which you can get from your topics. For example, “effective coffee brewing methods” would be shortened into “coffee brewing”, and “best coffee and food pairings” might turn into “coffee food pairings”.

Developing strong topics help you to come up with keywords that your audience is using as they search for information related to your products or services. There is a lot of great content you can create around your topics, which will be Part 3 of this blog series! I will discuss how to determine what types of content will work best for your buyer personas.