Finding the topics that interest your target audience and that you can address authentically is a real challenge.
Before you start working with the Content Experience, have a look at the Topic Research you can perform in the Research Cloud.
You can also use the Topic Explorer, where the Content Experience provides you with the insights you need to identify your most important topics, subtopics, questions, and headlines and to set up the ultimate data-driven content calendar.
Uncovering your audience’s interests is the basis of an effective content creation plan. The Topic Explorer is your key to finding and exploring topics and subtopics that actually resonate with your target audience. If you want to tackle a new topic and better understand the underlying topic landscape, including what your competitors are writing about, the Topic Explorer shows you all the semantically related topics and subtopics for your chosen keyword, and all their relevant data, with just a few clicks.
Watch this workflow in this videos:
Topic Explorer: Finding semantically related topics
Set up new content based on search data:
Another Example
For example, let us assume you are a fitness retailer: Since you offer different types of protein powders, you would like to inform your prospects about them and of course to improve your ranking for the relevant keywords.
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With one click, the Topic Explorer shows us which topics are semantically related to our keyword “protein powder.” Notice the various related topics such as “whey powder”, “protein shake”, and “protein drinks.” Very quickly, we can identify topics relating to our main keyword. Click on a topic to expand it to view its sub-topics or to view other relevant details such as the top-ranking URLs.
So far so good. But the Content Experience doesn’t stop here. In addition to uncovering the semantic topics that resonate with your audience, you also learn about the seasonality, competitiveness, and search intent of each topic and subtopic. Check the seasonality to plan your content for the ideal publication time and focus on topics with high CPC-value to reduce your advertising budget.
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The Search Intent tab shows you for which topics your users expect informational content and for which there is already a direct buying intent. For the transactional keyword "protein whey shake," for example, we should not plan purely informational text, but rather a list of different products with purchase options. The Content Experience allows you to develop specific content that addresses visitors along each phase of the customer journey and to publish it at the right time.
In the next step, we will take a closer look at the identified topics. The Keyword Discovery in the Research Cloud is the perfect match for the Topic Explorer. For example, a single word search for the phrase “protein shakes powder drinks” will give you the most relevant topic clusters. We can then prioritize these in our content.
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In addition, the Content Experience helps with uncovering completely new topics: If a topic is not yet available in the database, you can add it with an on-demand brief – as long as there are enough results in the SERP for it. Learn more about briefs and content creation as a team in the next Content Experience email.