This presentation for Digital Olympus (link to live stream: https://www.youtube.com/watch?v=9faoM3oH93s) revolves around keyword research and content strategy based on user problems. More information on https://www.kevin-indig.com/a-better-approach-to-keyword-research-for-content-marketing/

1. Building a content strategy around
user problems
Kevin Indig - Atlassian/German Accelerator

2. www.kevin-indig.com
source: https://wordpress.com/activity/posting/
July 2018: ~80m posts on WP

3. www.kevin-indig.com
Facebook = drying out; Google = more important
source: https://blog.parse.ly/post/6605/google-referrals-amp-traffic/

4. www.kevin-indig.com
Only 5% of content gets more than 343 shares
source: https://d380wq8lfryn3c.cloudfront.net/wp-content/uploads/2018/02/27130953/BuzzSumo-ContentTrends-2018.pdf

5. www.kevin-indig.com
What do we learn from this?
🤔 Creating decent content is a waste of time

6. www.kevin-indig.com
What do we learn from this?
🤔 Creating decent content is a waste of time
😰 Creating good content is the minimum

7. www.kevin-indig.com
What do we learn from this?
🤔 Creating decent content is a waste of time
😰 Creating good content is the minimum
🤯 Creating amazing content is extremely hard

8. www.kevin-indig.com
What do we learn from this?
AND YET …
WE’VE ALL BEEN USING THE SAME APPROACH IN
THE LAST 10 YEARS!

9. www.kevin-indig.com
What do we learn from this?
AND YET …
WE’VE ALL BEEN USING THE SAME APPROACH IN
THE LAST 10 YEARS!

10. www.kevin-indig.com
Let’s try something new
The problem-driven approach
to content marketing

11. www.kevin-indig.com

12. www.kevin-indig.com
The problem-driven approach to content marketing
1.Questions
2.Problem, topic, and query
3.User intent
4.Funnel stage
5.Content ideas

13. www.kevin-indig.com
1. Start with questions, not keywords

14. www.kevin-indig.com
1. Start with questions, not keywords

15. www.kevin-indig.com
2. From the questions, derive problems, topics and queries
Topic Problem Question Query
Toothbrush Buying a toothbrush
Is an electronic
toothbrush better than
a manual one?
Electric toothbrush
Toothbrush Buying toothpaste
How do I know which
toothpaste is best for
me?
Best toothpaste
Bathroom hygiene Cleaning a toothbrush
How to disinfect a
toothbrush after a
cold?
Disinfect toothbrush

16. www.kevin-indig.com
3. Identify user intent

17. www.kevin-indig.com
3. Identify user intent
SERP feature User Intent Example
Maps Visit-in-person “sushi near me”
Local pack Visit-in-person “gas station”
Image pack Know “funniest memes”
Featured snippet Know Simple “car tire pressure”
“People Also Ask” box (PPA) Know ”most expensive steak”
Knowledge Panel Know Simple, Website “chris hemsworth”
Knowledge Card Know Simple, Website “empire state building”
Mobile app Website ”instagram”
Shopping results Do ”cheap sneakers”
Twitter integration Visit “new york times”
Google Carousel Know Simple (lists, comparison) “agile software tools”
News box Know, Know simple, Website ”white house”

18. www.kevin-indig.com
4. Define the stage in the funnel
Funnel stage User Action
See Understand / research problem
Think Consider solution
Do Take action (buy)
Care Buy / learn more
source: https://www.kaushik.net/avinash/see-think-do-care-win-content-marketing-measurement/

19. www.kevin-indig.com
4. Define the stage in the funnel
Funnel
stage
Topic Problem Question Query
User
Intent
Think Toothbrush
Buying a
toothbrush
Is an electronic
toothbrush better
than a manual
one?
Electric toothbrush Know
See Toothbrush Buying toothpaste
How do I know
which toothpaste
is best for me?
Best toothpaste Know
See Bathroom hygiene
Cleaning a
toothbrush
How to disinfect a
toothbrush after a
cold?
Disinfect
toothbrush
Know

20. www.kevin-indig.com
5. Create content ideas
Funnel
stage
Topic Problem Question Query
User
Intent
Think Toothbrush
Buying a
toothbrush
Is an electronic
toothbrush better
than a manual
one?
Electric toothbrush Know
See Toothbrush Buying toothpaste
How do I know
which toothpaste
is best for me?
Best toothpaste Know
See Bathroom hygiene
Cleaning a
toothbrush
How to disinfect a
toothbrush after a
cold?
Disinfect
toothbrush
Know

21. www.kevin-indig.com
Content muss solve problems - on all channels
The problem-driven approach
to content marketing

22. Q&A

23. Thanks!
Website: www.kevin-indig.com
Newsletter: Tech Bound