These days there’s a wide range of sources for potentially useful data when thinking about content development including but not limited to:
- Compeititor links and IA
- Adwords databases
- Internal analytics
- Product catalogs
- Internal documentation and brand guides
- User and stakeholder interviews
As strategic consultants and data analysts, we want to draw form as many research channels as possible. Among the core objectives is to search for keyword niches, which prevent potential low-barrier, low-cost market opportunities with potentially significant results.
In the following articles we’ll provide an overview of the core considerations and ways to go about developing and leveraging keyword and competitor research to guide content development strategy.
For an example of how this strategy can drive business check out our case study on Dayspring Pens, a 25 year old e-commerce company that leveraged keyword research to drive significant site and sales growth.