How to Use Answer The Public to Create Better Content

Answer The Public is, essentially, an automated autocomplete tool; it follows the same process we've just outlined to identify potential topics for content, ... 01172306010 [email protected] HowtoUseAnswerThePublictoCreateBetterContent Home|SEOTools|HowtoUseAnswerThePublictoCreateBetterContent Lastupdated:February2021 Contentmarketing,initspurestform,iscreatingsomethingwhichpeoplewillfindinterestingandaddsvaluetothewiderconversation.Contentthatisusefulandengagingislikelytobesharedandcited,attractingmoretraffic,whichiswhycontentmarketersshoulddedicateplentyoftimetoproducinghigh-qualityoutputthatwillcutthroughthenoise. Effectivecontentmarketinghingesoncreatinguseful,engagingmaterial,buteventhebestarticlewillgounreadifit’sansweringaquestionthatnooneisasking.Thus,beforeyoustartbrainstormingtopicsandpitchingtitles,youneedtoknowexactlywhatyourtargetaudienceislookingfor,andthisiswhereAnswerThePubliccomesin. WhatdoesAnswerThePublicdo? OneofthemostpowerfultoolsfordiscoveringwhatpeoplearesearchingforisGoogle’sautocomplete;havingbuiltupadatabasefrommillionsofsearchesit’llpredictwhatyou’regoingtoask,basedontheinformationthat’salreadybeenentered. Itdoesn’ttakemuchtoreverse-engineerthisandfigureoutwhatthemostcommonsearchesarebasedonwhatGooglesuggests:“Contentmarketingin“suggestsafewusefulideasasthetoppredictions,implyingthatthesearethemostcommonlysearchedtopics. Sidenote:We’reusing“contentmarketing”asourarticle’skeywordbecausewewantGoogletoknowthatwhenpeoplesearchforcontentmarketingservices,theyshouldbeshownourwebsite.Tohelpyouidentifywhichkeywordswillworkbestforyou,readthroughourguidetoconductingkeywordresearch). Youcanalsoinsert“wildcards”using_and*symbols,promptingGoogletofillintheblanksinyourquery: Themorevariationswetry,themoreideaswe’llhaveforcontent,andwecanbeconfidentthatthereissearchvolumebehindeveryquerybecausethey’reallgeneratedfromquestionswhichareactuallybeingasked.Doingthismanuallyisalong-windedapproach,though,asyou’reworkingthroughsuggestionsonebyone. AnswerThePublicis,essentially,anautomatedautocompletetool;itfollowsthesameprocesswe’vejustoutlinedtoidentifypotentialtopicsforcontent,tryingoutdifferentvariationsofyourkeywords.Theresultsarethendisplayed,separatedaccordingtothevariationsusedtocreatethem:the“whys”areseparatedfromthe“hows”,andshowninadownloadableimage(agreattouchthatmakestheseresultseasytointegrateintopresentations). AnswerthePublicalsogeneratessuggestionsbasedonprepositions,suchas“like”,“versus”,“with”and“without”,aswellasanalphabeticalsearchwhichaddsletterstotheoriginalquery,listingthemostcommonquerieswhichuseeachletter. TopoftheTopics AnswerthePublicwillgiveyouplentyofpotentialtopics,butyoudon’tneedhundredsofideas,justafewgreatones.Separatingthewheatfromthechaffisthenextstep,bychoosingthetopicswhichwillprovideyouwiththemostbenefit. Step1:Selectarelevanttopic Abigbenefitofcontentmarketingisthepotentialtobuildlinkstoyoursite;onceyou’vecreatedahighly-traffickedpieceofcontentyouwanttoearnafewjuicybacklinkstoyourwebsite’sserviceandproductpages.Therefore,you’llwanttopickatopicthatcanbeeasilyconnectedtothepagesyouwishtopromote.It’llalsoneedtobeonetowhichyoucanprovideanappropriateanswer;peoplemaybesearchingfor“contentmarketingfundamentalswithDaynaRothman”,buttheyprobablywon’tbeinterestedinanarticlewewriteforthistopic(sincethey’respecificallylookingforDaynaRothmanandshedoesn’tworkforus). Forexample,wecouldtakethetopic“contentmarketingforb2b”fromtheaboveresults,becausethisthemewilllinknaturallytoourowncontentmarketingservicepages.Notonlywillthisimproveorganictraffic,butthe“latentsemanticindexing”(LSI)ofthearticlewillcontributetotheSEOforourservicespage(toputthatintoEnglish,Googlewillmakeaconnectionbetweenourservicepageandrelevantkeywordsitfindsinthearticle;“B2Bmarketing”,“digitalmarketing”,andsoon,whichwillhelpustorankhigherforthesevaluablesearchterms). Ofcourse,you’llalsohavetomakesureyouhavesomewheretoputthisarticle;ifyouaren’tplanningtopublishthisonyourownwebsite,it’llneedtoberelevanttowhereveryou’repitchingit;it’shardtoimaginethatamummyblogwouldpublishour‘contentmarketingforfinancialservices’article(orthatwewouldgeneratemuchtrafficfromitiftheydid).That’swhywhenwebeginanewclientcampaignweworktoidentifysiteswherewecanplacearticlesandovertimewehavebuiltstrongrelationshipswithmultiplepublishersbyprovidingthemwithhighlytopicalcontentthatanswersthequestionsthattheiraudienceisasking. Ifyouneedtofindsomepublisherstoworkwith,yourfirststopshouldbetoreadourguidetoprospectingandinfluenceroutreach,coveringeverythingyouneedtoknowaboutfindingtherightsitesforyouraudience. YoushouldalsolearnhowtousetheMozBartoconductresearchintowhichsitesaretrustedauthoritiesandwhicharen’t–ifyourarticleishostedonasitewithapoorreputation,yourbacklinkswon’tholdmuchvalue. Step2:Canyoucompete? Sowe’vefoundaquestionwhichisbeingasked,buthowwellisitbeinganswered?Well,let’sfindout–feedthequeryintoaGooglesearchandlet’sseewhatcomesup: ItlookslikethereareplentyofpeopleprovidingarticlesaboutcontentmarketingforB2B,andseveralarticleswhichhavebeenproducedinthelastfewmonths.Inessence,thisquestionisalreadybeingthoroughlyanswered,soifwewantourcontenttobediscovered,we’llneedtofindaquestionwhichisn’tsocompetitive.Let’sgobacktoAnswerThePublicandtryfeeding“contentmarketingforb2b”in,toseewhatvariationsonthissearchwecanfind. Step3:TheNeedforNiche Thisfreshqueryprovidesuswithanewsetoftopics,whicharemoreniche.Nottooniche,though–remember,theseallhaveanappreciablesearchvolume,ortheywouldn’thavebeenreturnedby‘theseeker’.Someofthese,likethesocialmediaqueries,arestillhotly-contested,buttheGoogleresultspagefor“contentmarketinginB2Bfinancialservices”isfarlesscrowded: Asyoucansee,thereare onlytworesultsthatreallymatchthequery(“10tipsforcontentmarketing”and“8impressiveexamples”);theothersaremoreconcernedwithmarketingingeneral.Becausethereareonlytworesultswhicharereallyrelevanttothesearchquery,there’splentyofspaceforustowriteanarticlethatprovidesabetteranswer;“OurguidetoeffectiveB2Bcontentmarketingforfinancialservices”,forexample. Evenbetterforusis,thetwoexistingarticleswhichdodealwithcontentmarketingforB2Bfinancialservicesaremorethanayearold,whichmeansournewarticlewillhaveanedgeoverthem.AlthoughGooglewillstillhappilydisplayresultsthatareseveralyearsoldonthefirstpage,searchersarelikelytobedrawntomorerecentarticles(especiallyinafast-developingfieldlikedigitalcontentmarketing,wherethegameevolvesveryquickly).Wecouldalsoadd‘2017’tothetitletomakeitrelevanttotheupcomingyearanddemonstrateitsfreshnesstobothGoogleandourprospectivereaders. Results–whathaveweachieved? Whatwe’vefoundisagapinthemarket.ThankstoAnswerThePublic,weknowthatpeoplearesearchingfor“contentmarketinginb2bfinancialservices”,andfromfollowingthistopicupwithaGooglesearchweknowthattheresultsthey’rebeingshownaren’tparticularlybrilliant.Nowwecancreateanarticlewhichfocusesonthistopic,andbecauseit’srelevanttoourbusiness,wecannaturallylinkbacktoourownservicepages,boostingourSEOwhilstattractingorganictraffic. Researchingyourtopicslikethisisvital,asitletsyoucreatecontentwhichislikelytoberead,sharedandreferenced–allhugepositivesforyourSEO.AnswerThePublicgivesyouinsightintohowpeoplearesearchingfortopicalcontentandsohelpsyoucreatebetterfocusedarticlesthatcatchtheattentionofyouraudience. Don’tjustbeseducedbyasnappy-soundingtopictitle;doyourresearch,andyou’llreaptherewardsthattopqualitycontentmarketinghastooffer. Otherpostsyouwillenjoy: HowtouseGrammarlyforbetterContentWriting Whatisacontentaudit?Aquickguidetoproperlyauditingyourwebsite MeasuringcontentmarketingROI:PartOne Ifyouhaveanycommentsorquestionsaboutthispost,orwouldliketodiscussaspecificissuewithyoursite,pleasegetintouchusingtheformbelow. Name EmailAddress Message CurrentURL Submit Subscribetoournewsletter Receiveanemailwhenwepublishanew'howto'guideorSEOtip. Thankyouforsubscribing.Youwillreceiveaconfirmationemailsoon. FirstName LastName Email Signmeup Andconnectwithusonsocialmediatostayuptodatewithourlatestnews: Follow Follow Follow Author:MagnusLinklater MagnusisanSEOspecialistandonlinemarketingprofessionalwithover20yearsofdigitalandtraditionalmarketingexperience. AsthefounderofBespokeDigital,MagnushasworkedontechnicalsiteauditsandcontentmarketingcampaignsforhundredsofclientsandregularlywritesaboutSEOstrategy,tips&tricks. FindMagnusonLinkedIn RecentArticles HowtouseGrammarlyforbetterContentWriting Whatisacontentaudit?Aguidetoauditingyourwebsitecontent MeasuringcontentmarketingROI:PartOne WordsofWisdomfromBristolContentMarketers:Part2 WordsofWisdomfromBristolContentMarketers:Part1 Lookingforsomethingdifferent? Searchfor: Followusonsocialmedia FollowFollowFollow SubscribeformoreSEOinsights Thanksforsubscribing. 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