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The Economics of Content Marketing

Identifying the keywords that will bring visibility to your content can be quite an endeavor, tools like the Google AdWords, Google Trends, UberSuggest, SpyFu, and many more can be helpful. And though they are good for determining what keywords are relevant to your website and blog, those tools give little guidance on how to articulate a powerful keyword strategy based on the online supply and demand for your topics.

On this blogpost we’re going to explore a strategy that can help you use some of these tools to better improve the relevancy of your content topics in the context of economic theory. All jargon put aside – this tactic works. As you’ll read on, you’ll understand why.

We’ll use Google’s Search Results Page, and Google’s AdWords Keyword Tool Planner for this.

How to Use Simple Economics to Optimize Your Content Topics

To start off, if you chose a topic for your site or blog, it’s important to do some simple Google research to see if people are already talking about that particular topic online.

If you find that there’s an ample supply for your topic in Google Search, ie. a lot of content entries, then forget about it – chances are that it’ll be hard to rank for that topic in Google’s top search results.

As a general rule, you want to avoid talking about something that a lot of people have already talked about (online), or blogged about. For example, from Google Trends you might find that there is a huge demand for the topic “Apple Pie,” so one could easily assume that the topic: Recipe: How to Make a Simple Apple Pie is a great topic, and that it’ll generate a ton of traffic …But before we get too excited, let’s understand one thing here first, though Google Trends is right about the demand for that topic, the tool speaks very little about the supply for that particular topic.

Truth be told, the probability to rank high on organic search with an apple pie recipe topic is rather slim. Though that topic might permanently be in high demand, one must consider that there is a ton of content out there (supply) on apple pie recipes and it would be very hard to compete with websites that have an already established and powerful domain authority (like The Food Network’s site).

So the goal here is to find content around niche topics that are in high demand and of which there is little available content on the web (short in supply). You can try with different variant keywords such as “Canadian Themed Apple Pie,” or “Sweet and Sour Apple Pie Recipe” … and do your research/analysis (explained below).

A great tool to analyze the demand for a particular topic is the Google Adwords Keyword Tool Planner (better than Google Trends because it gives you aggregate numbers, just note that you need to sign-up for an AdWords account and provide a credit card number – you are not however, obliged to pay for anything in order to use the tool). And to understand the supply of a topic, just do a simple Google search and see how many results that topic/query delivers.

So again, the goal is to target keywords/topics that are in High Demand and in Short Supply. Simple Economics.

Now look at the following example of some keyword searches/queries and search results data on the topic of Napa Valley and wine tourism:

Keywords/Search Query Queries Per Month (Demand)
Data Sourced from Google
AdWords Keyword Tool Planner
Total Search Results (Supply)
Source from Google Search Results Page
-Narrowed search with “quotations”
for better results
1- “Napa Valley Wine Tours” 20,300 50,3000
2- “Napa Valley Culinary Tours” 16,000 32
3-“Napa Valley Bicycle Tours” 1,000 2,000
4- “Napa Valley Wine Tours” 30 5,000

Note: These numbers are hypothetical

Which is the winning content topic? The answer is topic 2: Napa Valley Culinary Tours, a topic that has a lot of demand and that falls short in supply (few people are talking about this online). Topic 4 is the opposite, it has a robust supply of content indexed in Google Search relative to a low demand in search queries for that same topic: therefore it is not an advisable topic to base your content on. Topic 1 has a robust demand, but even a higher supply of indexed keywords so it is a no-go. So our winner is definitely topic 2.

Not only is this simple keyword research giving us some valuable information about what content topics are most important, but it is also giving us some valuable and actionable business intelligence. Perhaps the core service of the business that derived this research is to provide Travel Information on Napa Valley: from this research, they can infer that adding Culinary Tours to their assortment of services could potentially be a lucrative venture for them too.

So there you have it, there is a market for keywords, and using simple supply and demand analysis can help you optimize your content so that it generates stronger organic visibility. Any questions? Give us a call today, we’d love to talk to you about how we can help you build a robust online visibility.