Two of my favorite things, outside of my wife and daughter (of course), are 1) beer and 2) creating content from high volume keywords. I can hear you saying, “Really, Greg?” and I would say, “Yes, really.” So, what a better blog topic that combines these two and gives some tips for creating content that people actually want to read?
You might have guessed, but I’m a beer snob. I used to be ashamed to admit that because I hate being trendy, but I can’t hide the fact that 2017 is the height of craft beer mania. Check out how the term “craft beer” has trended since 2004 according to Google Trends. Craft beer may as well be Taylor Swift, pointy fake nails, Herschel bags, or one of those undercut haircuts with a tiny ponytail on top.*
*For the record, I’m currently drinking a Lamplighter Stardust IPA brewed with Simcoe, Summit, and Amarillo hops. I love Lamplighter Brewing Company in Cambridge, Massachusetts (Lamplighter employees: Hit me up to coordinate my free cases).
Cool chart, huh? It's free courtesy of the Googs' Trend tool. You can get a graph on anything you want there.
Let’s imagine I came up with the really unoriginal idea to start a beer blog. For the sake of this blog, let’s assume I want to be a source of education for beer newbies. So, where do I start? I can hear you saying, “Greg, it must be really overwhelming to figure out what to write about, right?” And I would say, “Wrong.”
With the right (mostly free tools) and a little bit of SEO know-how, you can figure out exactly what you should be writing about and how to drive traffic to your site over time. The best part is - it’s all based on real data and what people really want.
I bet a lot of beer newbies see a porter and a stout as being similar. Looking at Google Keyword Planner, we can see that “porter vs stout” gets 5400 searches per month. BAM! I’ve written my first article entitled “What is the Difference Between and Porter and a Stout?” For those of you who aren’t aware, Google Keyword Planner is linked to an existing Adwords account. If an Adwords account doesn’t exist, there’s a great free keyword research tool through “The Hoth.”
When should I write this article? In the chart below, it looks like search interest around the term “stout” peaks in the cool/cold weather months - not surprising since a stout is a hearty beer. It’s also not a surprise that searches peak around St. Patrick’s Day. Guinness is a stout and it’s one of the most famous Irish beers. With this knowledge, I’ll likely publish my article in the fall, and then maybe I’ll do another feature on stouts around St. Patrick’s Day. BAM! Who am I? Emeril Lagasse? Punch me…
Ok, so now my mind is working. What about summer beers? I see a lot of people drinking shandy-style beers in the summer. Since I actually have no idea what a shandy is, I’m going to Google “shandy” now. Based on Google’s “Auto Complete,” many other people have the same curiosity as I do:
Based on this tip, I confirm that many people are curious to know what a shandy is. After doing some keyword research, I see that 1600 people per month type in the exact query “what is a shandy?” Sweet. Check out the shandy search trends below. There’s no surprise that queries around “shandy” peak in the summer since it is a light, fruity, and refreshing beer.
Search data is great and all, but what is actually resonating with the public? What have people been sharing over the past year? Using BuzzSumo (which just got acquired by Brandwatch), we can see the most shared content pieces pertaining to a given topic over a preselected period of time. I love using this tool to understand the types of content that actually resonates with the public. Check out the results below for the query “craft beer.”
An article entitled “IPAs Are Giving You Man Boobs” was shared over 93K times. This list has some great inspirations for fun and lifestyle content that I can add to my blog. Most importantly, I’m currently rubbing my chest and thinking that I might need to go to the gym.
TLDR: Use keyword data to discover and create awesome content.
- Google Trends to see popular searches
- Google Keyword Planner to see the volume of searches for particular keywords
- BuzzSumo to see what’s being shared in social