{"id":37993,"date":"2020-05-13T13:15:09","date_gmt":"2020-05-13T17:15:09","guid":{"rendered":"https:\/\/venngage.com\/blog\/?p=37993"},"modified":"2026-02-13T10:05:46","modified_gmt":"2026-02-13T15:05:46","slug":"seo-content-marketing","status":"publish","type":"post","link":"https:\/\/venngage.com\/blog\/seo-content-marketing\/","title":{"rendered":"How to Use SEO Data to Fuel Your Content Marketing Strategy in 2020"},"content":{"rendered":"<p><a href=\"https:\/\/bit.ly\/37w41oj\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-38034 size-full\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/08\/e1c0bf4c-ed56-4733-9db0-83ca37cc435d-6-1.jpeg\" alt=\"How to Use SEO Data to Fuel Your Content Marketing Strategy in 2020\" width=\"1500\" height=\"785\" \/><\/a><\/p>\n<p>Do you remember that defining moment when you finally became an adult, and the shift in your responsibilities became so much clearer? No? Me neither.<\/p>\n<p>Because change often comes out of nowhere!<\/p>\n<p>Here\u2019s the sitch (that\u2019s short for situation, by the way). The end of 2019 comes around and you\u2019re planning your game-winning strategy for 2020. It\u2019s going to be your year and you\u2019re feeling good about the marketing strategy you\u2019ve prepared.<\/p>\n<p>Then, three months later&#8230;SURPRISE!<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy1.jpg\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy1\" width=\"480\" height=\"270\" \/><\/p>\n<p>Everything you planned for is suddenly getting flushed down the toilet, and to make matters worse, you can\u2019t find any toilet paper because everyone is losing their minds.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-37997\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy2.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy2\" width=\"1219\" height=\"679\" \/><\/p>\n<p>Needless to say, it\u2019s a very daunting time for us marketers. We need to quickly adjust the winning strategy that we put together just a few months ago because of this new reality that\u2019s been thrown at us.<\/p>\n<p>And to make bad news worse, many economists are even suggesting that a major recession is inevitable, and some are even comparing current events and trends to the <a href=\"https:\/\/www.vox.com\/2020\/3\/23\/21188900\/coronavirus-stock-market-recession-depression-trump-jobs-unemployment\" target=\"_blank\" rel=\"noopener\">Great Depression<\/a>.<\/p>\n<p style=\"text-align: center;\">Unemployment rates in the United States are <a href=\"https:\/\/www.google.com\/publicdata\/explore?ds=z1ebjpgk2654c1_&amp;met_y=unemployment_rate&amp;idim=country:US&amp;fdim_y=seasonality:S&amp;hl=en&amp;dl=en\" target=\"_blank\" rel=\"noopener\">trending up rapidly<\/a>, and many people are starting to wonder if this inevitable recession will indeed turn into a depression.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.google.com\/publicdata\/embed?ds=z1ebjpgk2654c1_&amp;ctype=l&amp;strail=false&amp;bcs=d&amp;nselm=h&amp;met_y=unemployment_rate&amp;fdim_y=seasonality:S&amp;scale_y=lin&amp;ind_y=false&amp;rdim=country&amp;idim=country:US&amp;ifdim=country&amp;hl=en_US&amp;dl=en&amp;ind=false\" width=\"800\" height=\"500\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<h3 style=\"text-align: center;\"><\/h3>\n<p>But relax. Grab a glass of water (or wine) and get comfortable, because you\u2019re going to want to read what I have to say.<\/p>\n<p>In this guide, I\u2019m going to show you what you can do to get your business through tough economic times while using <a href=\"https:\/\/www.zyxware.com\/articles\/5227\/how-content-marketing-seo-work-together\" target=\"_blank\" rel=\"noopener\">SEO and content marketing<\/a>. I\u2019ll even share some specific tactics that Venngage has used and continues to use to acquire customers with content.<\/p>\n<p>We&#8217;ll use the following interactive infographic as a tool throughout this article, and I&#8217;ll make suggestions for how you can use the data to come up with unique content ideas to help reposition your products or services for the current climate.<\/p>\n<p>Let\u2019s hit it.<\/p>\n<h3><b>COVID-19 SEO Trends Interactive Infographic<\/b><\/h3>\n<div class=\"entry-content post-page-content\">\n<div id=\"chartContainer\">\n<div style=\"display: flex; overflow: visible;\">\n<div id=\"btn_box\" class=\"d3btn_container\"><\/div>\n<p><script src=\"https:\/\/s3.amazonaws.com\/blog-widgets.venngage.com\/search-trends\/d3chart.js\"><\/script><\/p>\n<\/div>\n<div id=\"chart_table_container\" style=\"width: 100%;\">\n<table id=\"d3chart_table_data\" style=\"width: 100%;\">\n<tbody>\n<tr>\n<th id=\"d3chart_table_data_month\"><\/th>\n<th>2020 Search Volume<\/th>\n<th>Change % from 2019<\/th>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n<h2><b>Table of Contents<\/b><\/h2>\n<p><a href=\"#6\"><span style=\"font-weight: 400;\">Introduction: Developing Your Growth Marketer Mindset<\/span><\/a><\/p>\n<ol>\n<li><a href=\"#1\"><span style=\"font-weight: 400;\">Digging into the critical data<\/span><\/a><\/li>\n<li><a href=\"#2\"><span style=\"font-weight: 400;\"> Analyzing the SEO keyword trends and identifying new content opportunities<\/span><\/a><\/li>\n<li><a href=\"#3\"><span style=\"font-weight: 400;\"> Returning to the fundamental needs of our customers<\/span><\/a><\/li>\n<li><a href=\"#4\"><span style=\"font-weight: 400;\"> The Content Ideation Framework<\/span><\/a><\/li>\n<li><a href=\"#5\"><span style=\"font-weight: 400;\"> How SEOs are currently pivoting their strategies in the age of COVID-19<\/span><\/a><\/li>\n<\/ol>\n<h2 id=\"6\"><b>Shifting Gears: Developing Your Growth Marketer Mindset<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Now I\u2019m going to tell it to you straight, ok? So don\u2019t be mad.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s naive for us marketers to think that exclusively following the same processes that have worked for growth in the past, will still be entirely relevant today.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I mean, come on. Nothing is the same. When was the last time there was a global toilet paper shortage?<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-37998\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy3.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy3\" width=\"1191\" height=\"589\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The impacts of COVID-19 on how we do business probably ain\u2019t changing anytime soon, and we need to adapt now in order to make a positive impact on growth for the months and potentially years to come (I know, I hate it too).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is why now it\u2019s more important than ever to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">adopt a growth marketer mindset<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">pay attention to the data rather than following the herd and copying the same methods that every other business is following<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">use that data to come up with creative ideas that will help us build the awareness we need in order to continue building engaged audiences that trust us<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The only way to do that is to take the offensive and to reposition our marketing strategies in a way that takes into account what our audience <\/span><i><span style=\"font-weight: 400;\">needs<\/span><\/i><span style=\"font-weight: 400;\"> right now. We can do this by providing them with the services and products that we have at our disposal.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Right now is the time for empathetic marketing. And that means, maybe it\u2019s not a great idea to just slap on a \u201c20% off Coronavirus Discount\u201d and hope for the best- you folks know who you are, and it\u2019s not cool.\u00a0<\/span><\/p>\n<p><b>The question that remains is: <\/b><b><i>how<\/i><\/b><b> can we successfully pivot our strategies and efforts to maintain growth and empathy, when in many cases it seems like there\u2019s no opportunity for recovery? <\/b><\/p>\n<p>This is especially the case among certain industries like travel and hospitality, where the impact has been particularly hard.<\/p>\n<p>My goal in this article is to provide you with some tools and frameworks to help you shift the way you think about marketing, and to transition your strategy to an online content approach.<\/p>\n<p>I\u2019ll do this by showing you how to use search trend data in order to make better and more creative decisions with content, even in the most unpredictable times.<\/p>\n<p><strong>We\u2019ll start by:<\/strong><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Recognizing what we do know by digging into critical search and consumer behavior data<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Reflecting on that data and analyzing it to identify new opportunities for <a href=\"https:\/\/mirasee.com\/blog\/content-creation\/\" target=\"_blank\" rel=\"noopener\">content creation<\/a><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Remembering the true value our products or services can provide, and what the fundamental needs and desires of our customers are<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Reacting to the patterns we observe in order to ideate and execute on creative content experiments<\/span><\/li>\n<\/ol>\n<h2 id=\"1\"><b>1. What We Know: Digging Into The Critical Data<\/b><\/h2>\n<p>Let\u2019s start by understanding what we know.<\/p>\n<p>At a high level, we know that the entire world is shifting into more of a remote work culture, and are practicing social distancing. Chances are, this will be the case for the foreseeable future.<\/p>\n<p>We also know that because of this shift in behavior, <a href=\"https:\/\/www.visualcapitalist.com\/media-consumption-covid-19\/\" target=\"_blank\" rel=\"noopener\">internet usage and content consumption<\/a> have increased dramatically, and in-home data consumption specifically is continuing to trend up, with a focus on <a href=\"https:\/\/www.nytimes.com\/interactive\/2020\/04\/07\/technology\/coronavirus-internet-use.html\" target=\"_blank\" rel=\"noopener\">information consumption<\/a> from news sources as well as an increased usage in social networking sites and apps.<\/p>\n<p>I, for one, have successfully managed to binge more hours of television in the last month, than in all of 2019. Something I never thought (or hoped) that I would ever achieve.<\/p>\n<p>Google searches are especially on the rise and have increased by more than 8% in less than a month\u2019s time.<\/p>\n<p>For marketers, this is very useful data because it clearly shows us where our audience is now spending the vast majority of their time.<\/p>\n<p>It also indicates that now it\u2019s more important than ever for us to ensure that we\u2019re available on these channels and platforms, producing relevant and engaging content that potential customers can consume.<\/p>\n<p>But what we also know is that the type of content and more specifically the type of information that people are consuming is also changing rapidly.The way people are searching, as well as the types of queries they are searching for, seem to be highly dependent on the psychological impact that remote life is having on individuals.<\/p>\n<p>I believe this graph depicts what I mean a little more clearly:<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-37999\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy4.jpg\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy4\" width=\"960\" height=\"800\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The team at Venngage has spent time analyzing and curating various types of search trends over the past few weeks to visualize some of the biggest changes in search data. You can now use this tool to help you make more informed and more creative SEO and content marketing decisions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is clear that certain industries are more negatively impacted by the pandemic than others, like the travel industry. As we use the <a href=\"https:\/\/venngage.com\/blog\/interactive-infographic\/\">interactive infographic<\/a> to drill deeper, we get a clearer picture of various search queries that have significantly dropped in interest.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\"><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-38000 size-full aligncenter\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy5.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy5\" width=\"3300\" height=\"2550\" \/><\/a><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\" target=\"_blank\" rel=\"noopener\"><br \/>\n<button class=\"btn-cta\"><b>\u00a0CREATE YOUR OWN GRAPH<\/b><\/button><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Not surprisingly, many keywords related to flight deals and airline tickets are on a steady decline, as well as terms we associate with travel, such as <\/span><i><span style=\"font-weight: 400;\">luggage-<\/span><\/i><span style=\"font-weight: 400;\">related terms and <\/span><i><span style=\"font-weight: 400;\">travel insurance-<\/span><\/i><span style=\"font-weight: 400;\">related terms.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take a look at this graph I whipped together to demonstrate the specific change in search volume for the keyword \u201c<\/span><i><span style=\"font-weight: 400;\">Carry on bag<\/span><\/i><span style=\"font-weight: 400;\">\u201d. Notice that in March of 2019, the search volume actually trended up from February. This makes sense since many people take time off for Spring Break in March, and it\u2019s also the start of conference season.<\/span><\/p>\n<p>Of course come March 2020, many cities and countries begin lockdown protocols and we see an immediate impact on searches for that keyword:<\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-38012 size-full\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/08\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy17.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy17\" width=\"3300\" height=\"2550\" \/><\/a><\/p>\n<p>We can see similar patterns in a number of industries and related keywords that indicate that fewer people are leaving their homes. Searches related to nearby restaurants, coffee shops or various live events and ticketing are also experiencing a steep decline.<\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38002\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy7.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy7\" width=\"3300\" height=\"2550\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">In the health and fitness industry, there are also major declines in terms related to <\/span><i><span style=\"font-weight: 400;\">gym memberships<\/span><\/i><span style=\"font-weight: 400;\"> and <\/span><i><span style=\"font-weight: 400;\">nutrition<\/span><\/i><span style=\"font-weight: 400;\"> or <\/span><i><span style=\"font-weight: 400;\">diet-<\/span><\/i><span style=\"font-weight: 400;\">related terms. Likely because people are less concerned with their appearance since they have nowhere to go. I, for one, have certainly increased my snacking rate in the past month and have barely changed out of the one pair of sweatpants I own.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For many businesses, this data is highly concerning and correlates significantly with major drops in revenue.\u00a0<\/span><\/p>\n<p><b>But, if we look at where the spikes are generally occurring, this is where we can start to collect some \u201cclues\u201d that can help guide our content strategies.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">When we look into which keywords in various industries that are on the rise, this is where we can see some very clear patterns, and where we can start to come up with some hypotheses.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Increases in<\/span><i><span style=\"font-weight: 400;\"> home workout plans<\/span><\/i><span style=\"font-weight: 400;\">, <\/span><i><span style=\"font-weight: 400;\">gym equipment<\/span><\/i><span style=\"font-weight: 400;\"> and <\/span><i><span style=\"font-weight: 400;\">healthy recipes<\/span><\/i><span style=\"font-weight: 400;\"> are seeing very steep inclines. In some cases, simply removing the \u201cnearby\u201d from a search query provides us with a very different overview of people\u2019s general interest.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What we can infer is that more people want accessible content that still enables them to maintain a healthy lifestyle at home.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This also shows us that in many cases, interest is actually just shifting within industries rather than disappearing all together. People still want access to fitness, the only thing that\u2019s changing is how they get access to it.<\/span><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38003\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/08\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy8.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy8\" width=\"3300\" height=\"2550\" \/><\/a><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\" target=\"_blank\" rel=\"noopener\"><br \/>\n<button class=\"btn-cta\"><b>\u00a0CREATE YOUR OWN GRAPH<\/b><\/button><\/a><\/p>\n<p><span style=\"font-weight: 400;\">In the travel and tourism industry, we are seeing increases in <\/span><i><span style=\"font-weight: 400;\">virtual tours<\/span><\/i><span style=\"font-weight: 400;\"> and <\/span><i><span style=\"font-weight: 400;\">experiences<\/span><\/i><span style=\"font-weight: 400;\">. But on top of that, many terms that indicate people are confused and looking for reassurance, such as queries about whether flights will get cancelled and cancellation insurance are generally trending up.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And although live events and entertainment are no longer an option for the vast majority of the population, there is a major increase in virtual reality based keywords. Queries related to virtual concerts, virtual museum tours and <a href=\"https:\/\/getcircuit.com\/teams\/blog\/how-to-start-a-food-delivery-business\" target=\"_blank\" rel=\"noopener\">food delivery<\/a> as well as beverage delivery are increasing.<\/span><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38004\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy9.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy9\" width=\"3300\" height=\"2550\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Many content creators and SEOs rely on keyword volume averages in order to prioritize what content to create, and which terms to target. But that data may not be as reliable anymore, since major spikes and drops are heavily impacting that data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Everyday new information is being released about the current pandemic, and as a result, consumer behavior is changing rapidly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By paying close attention to <a href=\"https:\/\/outgrow.co\/blog\/seo-trends-infographics\" target=\"_blank\" rel=\"noopener\">SEO trends<\/a> (keywords or search data in general), and by recognizing the patterns that are emerging from new spikes and dips in search interest, we can get better at creating relevant online content that people want access to.<\/span><\/p>\n<h2 id=\"2\">2. What We Can Learn: Analyzing\u00a0the SEO keyword trends and identifying new content opportunities<\/h2>\n<p><span style=\"font-weight: 400;\">Now we have a better understanding of what some of these search trends are, and the general online content consumption trends. We can begin to analyze the data in order to develop some hypotheses for which content to create, and how we might reposition that content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I want to start by walking through an example using some of the data from above to outline how you might be able to approach the ideation process. Specifically what I\u2019d like you to focus on is what can be <\/span><i><span style=\"font-weight: 400;\">inferred <\/span><\/i><span style=\"font-weight: 400;\">from the data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At this stage, we are only trying to form hypotheses, not come to concrete conclusions. Inference will help us to ask more questions, and thus reveal more opportunities we can explore with our online content later on.<\/span><\/p>\n<p dir=\"ltr\">This process of asking more questions and exploring opportunities also extends to finding the right keywords for your content.<\/p>\n<p dir=\"ltr\">Once you have identified new content opportunities using SEO keyword trend data, you can use a keyword research tool to find\u00a0<a href=\"https:\/\/contentatscale.ai\/low-competition-keywords\/\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/contentatscale.ai\/low-competition-keywords\/&amp;source=gmail&amp;ust=1698417045071000&amp;usg=AOvVaw3cnxPDT4Px6sOYY0CU_BV8\">low competition keywords<\/a>\u00a0with high traffic.<\/p>\n<p dir=\"ltr\">To find these, begin with seed keywords related to your niche. Expand on those terms using a <a href=\"https:\/\/www.keywordinsights.ai\/blog\/keyword-clustering-tools\/\" target=\"_blank\" rel=\"noopener\">keyword clustering tool<\/a> and tools like Google Keyword Planner, Ahrefs, or Semrush. Filter for low difficulty and high monthly searches. Lastly, analyze for relevance and content potential.<\/p>\n<p dir=\"ltr\"><span style=\"font-weight: 400;\">Gleaning keyword insights is of course easier if you\u2019re using <\/span><a href=\"https:\/\/www.octoboard.com\/seo-reporting-tool\"><span style=\"font-weight: 400;\">automated SEO reports<\/span><\/a><span style=\"font-weight: 400;\"> to not only conjure up low competition keywords as mentioned, but also record the changes that they bring about to site performance once you implement them on-page. The more data you have at your disposal, the simpler content marketing becomes.<\/span><\/p>\n<h3><b>Search Topic Interest Fluctuations<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The first layer of data I want to dive into is the change in topic interest by month. Let\u2019s explore the Health and Fitness topic bubble first:<\/span><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38005\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/08\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy10.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy10\" width=\"3300\" height=\"2550\" \/><\/a><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\" target=\"_blank\" rel=\"noopener\"><br \/>\n<button class=\"btn-cta\"><b>\u00a0CREATE YOUR OWN GRAPH<\/b><\/button><\/a><\/p>\n<p>What can we infer from the changes in size of interest at a high-level?<\/p>\n<p>Well, we can see that interest is generally higher for this topic in January. This makes sense since January is when New Year\u2019s resolutions spike up and people begin to prioritize their health and wellness. Many people start searching for new gyms nearby, or workout plans, etc.<\/p>\n<p>Then comes February and people start slipping on their resolutions.<\/p>\n<p>If we compare the search data between February and January we can see specifically where interest starts waning:<\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-38006 size-full\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/08\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy11.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy11\" width=\"3300\" height=\"2550\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">What happens in February that might give us some indicators of other potential spikes and dips? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Well, Valentine\u2019s day is in February and so we can again <\/span><i><span style=\"font-weight: 400;\">infer<\/span><\/i><span style=\"font-weight: 400;\"> that the reason health and fitness related terms are dropping, is because people are indulging in nice meals, wine, chocolate, the finer things in life.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In other words, their time is being spent elsewhere and therefore we can further <\/span><i><span style=\"font-weight: 400;\">infer<\/span><\/i><span style=\"font-weight: 400;\"> and increase in some other topics like Live Entertainment and Restaurants, and likely see spikes in SEO keywords related to gift-giving, dining out and events.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And sure enough, the interest bubble in February for Live Entertainment and Restaurants starts to climb up. This is all quite normal, and expected behavior. We can see the patterns reflected in overall SEO keyword volume data as well.<\/span><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38007\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/08\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy12.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy12\" width=\"3300\" height=\"2550\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">But then comes March. This is where the normal inferences we might typically make start to get a little bit muddled.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As we know, this is largely due to the appearance of new COVID19 cases in North America and the rapid spread of the virus. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If we look at historical SEO keyword volume data and search trend data, we start to notice some very new and unpredictable patterns, and we can see that general search interest is down 23% from what is considered<\/span><i><span style=\"font-weight: 400;\"> normal.<\/span><\/i><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38008\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy13.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy13\" width=\"3300\" height=\"2550\" \/><\/a><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\" target=\"_blank\" rel=\"noopener\"><br \/>\n<button class=\"btn-cta\"><b>\u00a0CREATE YOUR OWN GRAPH<\/b><\/button><\/a><\/p>\n<p><span style=\"font-weight: 400;\">What this means for marketers is that in many cases the processes we were using in the past, and the goal forecasting we\u2019ve done based on our own historic baselines is no longer a reliable source of information.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now let\u2019s assume that a restaurant that appeared in Google for the keyword <\/span><i><span style=\"font-weight: 400;\">best restaurants near me<\/span><\/i><span style=\"font-weight: 400;\"> was generating a lot of business and foot traffic. A closer look at that keyword would indicate roughly a 45% drop in search interest.<\/span><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38009\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy14.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy14\" width=\"3300\" height=\"2550\" \/><\/a><\/p>\n<p>With many cities and countries forcing the population into lockdown, the option of going to a restaurant no longer exists.<\/p>\n<p>And so the follow-up questions we should be asking ourselves is, \u201cWhat are people searching for instead?\u201d<\/p>\n<p>Again, we can infer that if people are no longer going out to restaurants, chances are they want the restaurant to come to them. In other words, delivery may be an option. So when we start digging into related terms like food delivery this is where we can start to find opportunities that could help us close the gap in loss.<\/p>\n<p>And sure enough, this keyword demonstrates more than a 30% increase in interest within the same time frame.<\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38010\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/08\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy15.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy15\" width=\"3300\" height=\"2550\" \/><\/a><\/p>\n<p>So we can once again infer that the desire for restaurant quality food is not dropping at all, but the means of acquiring it, or the channel that we rely on to acquire it is changing.<\/p>\n<p>What this means for our hypothetical restaurant is that perhaps the new goal might be as simple as trying to introduce better takeout and delivery options, and create content that educates our audience that this is now an option.<\/p>\n<p>But what do you do if it\u2019s not just a matter of a distribution shift, like in the case of the restaurant example? What if there is simply no longer a use case for your product or service?<\/p>\n<h2 id=\"3\"><b>3. What We Should Remember: Returning to the fundamental needs of our customers<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">If you haven\u2019t heard of the <\/span><a href=\"https:\/\/www.forgetthefunnel.com\/resources\/customer-personas-jobs-to-be-done-for-saas\"><span style=\"font-weight: 400;\">Jobs to be Done<\/span><\/a><span style=\"font-weight: 400;\"> framework, I\u2019ll summarize it for you briefly:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">People don\u2019t buy products. They hire them to get a job done.\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">These jobs are not the same as use cases and they do not take into account demographic information. Those are components that can be layered on top of jobs to be done.\u00a0<\/span><\/p>\n<h3><b>Jobs to Be Done VS. Use Cases<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Let\u2019s take a relatively straightforward product: hand sanitizer. The job that this product fulfills is to provide people with an on-the-go solution to keeping their hands clean especially when they don\u2019t have frequent access to a sink and hand soap.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before COVID19, the use cases for that job and the demographics for that job would have been more widely relevant to people in the healthcare industry for example. Of course, for the most part, jobs don\u2019t really change, but people\u2019s situations and surroundings do&#8211;in other words, the use cases and demographics change.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a result, focusing on marketing our products based on their jobs to be done provides us with far wider and more dynamic opportunities for scaling and growing the adoption of our products.\u00a0<\/span><\/p>\n<p><strong>In COVID19 times, the situational differences for hand sanitizer are now:<\/strong><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">That the general public wants access to a more convenient way of keeping their hands clean.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They are self-isolating, and as a result have more time to partake in self-fulfilling activities.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">There is a shortage of supply.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">This means the market for this product has expanded\u00a0exponentially, and new use cases are emerging. More people are interested not only in receiving hand sanitizer, but also in learning about it and how to make it, as well as its effectiveness. In other words, they want content about that subject.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-38011 size-full\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/08\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy16.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy16\" width=\"3300\" height=\"2550\" \/><\/a><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\" target=\"_blank\" rel=\"noopener\"><br \/>\n<button class=\"btn-cta\"><b>\u00a0CREATE YOUR OWN GRAPH<\/b><\/button><\/a><\/p>\n<p><span style=\"font-weight: 400;\">But what about products and markets that have taken a negative hit due to COVID19? Well, it\u2019s a bit more challenging to identify the use cases and demographics that can help us,\u00a0 marketers sell the initial job to be done. That being said, the jobs rarely change&#8211;instead they may just become a bit broader.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A product with a less clear path might be something like the Luggage and Suitcase industry. What is the foundational job to be done on a product like a suitcase?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Well, you want to be able to store all of the things you need in a safe and efficient way, for easy transport. With less people traveling on airplanes, the use case of \u201ccarry-on luggage\u201d has certainly changed. But does that mean people no longer need to store their belongings and have an easy way to transport them? Not at all.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rather, all that has changed is the use case.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If we look at a keyword like <\/span><i><span style=\"font-weight: 400;\">carry-on bag,<\/span><\/i><span style=\"font-weight: 400;\"> for instance, the drop in interest is quite pronounced. But if we look at search terms that include various use cases that still take into account the fundamental job of \u201cstoring of ones belongings\u201d, we start to see a different pattern:<\/span><\/p>\n<p><b>Carry-On Bag:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">We can see a notable drop from March 2019 to March 2020. More than a 100% decrease in search volume and interest has occurred:<\/span><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38001\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy6.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy6\" width=\"3300\" height=\"2550\" \/><\/a><\/p>\n<p><b>Clothes storage, DIY furniture:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I did a quick search of some terms related to the original job to be done of our carry-on bag based on my assumption that since more people are staying home right now, they might be taking on more creative and home organization related projects. I also lumped in many DIY furniture related terms, as I had previously seen some cute projects on Pinterest that used luggage to create unique coffee tables and outdoor furniture with built in storage.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I grouped these terms to track the changes in search interest over the past few months.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sure enough, the grouped terms here are starting to trend up and have actually seen close to a 50% increase in interest and search volume, compared to the previous year\u2019s trends:<\/span><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38013\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/08\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy18.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy18\" width=\"3300\" height=\"2550\" \/><\/a><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38014\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy19.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy19\" width=\"568\" height=\"383\" \/><\/p>\n<p>What does this mean for marketers who are still working in struggling industries? It doesn\u2019t mean that there is no longer a job that your products provide a solution for, it simply means the use case has shifted.<\/p>\n<p>In fact, when looking at the cumulative change in search volume from 2019 to 2020, the change is actually pretty minor.<\/p>\n<p>Look for yourself:<\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38015\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy20.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy20\" width=\"3300\" height=\"2550\" \/><\/a><\/p>\n<p><a href=\"https:\/\/venngage.com\/features\/graph-maker\" target=\"_blank\" rel=\"noopener\"><br \/>\n<button class=\"btn-cta\"><b>\u00a0CREATE YOUR OWN GRAPH<\/b><\/button><\/a><\/p>\n<p><span style=\"font-weight: 400;\">So, by continuing to identify where people are spending their time, you can start to make up the gaps and transition into new markets and use cases.<\/span><\/p>\n<p><b>You can make people aware of these new use cases with the content you create.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Because let\u2019s face the facts, folks (say that 5 times fast): the world is still searching, more than ever. They are just shifting between industries.\u00a0<\/span><\/p>\n<p>We all know the law of thermodynamics states that:<\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cMatter can neither be created nor destroyed, only rearranged.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Well the same could be said about the law of content consumption. People don\u2019t stop trying to consume content, they simply change what they consume.\u00a0<\/span><\/p>\n<h2 id=\"4\"><b>4. What We Can Do: The Content Ideation Framework<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Understandably, becoming a content ideation genius takes time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lucky for you, I have some suggestions to help you build out a content strategy (using a framework I refer to as GRAP) and <\/span><span style=\"font-weight: 400;\">content ideas<\/span><span style=\"font-weight: 400;\"> using the data we have explored above.\u00a0<\/span><\/p>\n<h3><b>The GRAP Framework<\/b><\/h3>\n<p><a href=\"https:\/\/coschedule.com\/blog\/increase-website-traffic\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">GRAP<\/span><\/a><span style=\"font-weight: 400;\"> is a simple acronym to help you remember the fundamental parts of building an effective content strategy. It stands for Goals, Research, Authority and Promotion.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38016\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/08\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy21.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy21\" width=\"3200\" height=\"1800\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Without those four things, getting results from your content will become quite difficult.\u00a0<\/span><\/p>\n<p><b>Goals refers to the specific aim of your content.<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not all content is created with the same purpose. In many cases, marketers see content marketing as a very time-consuming process, and many don\u2019t consider it as effective as having a sales team focusing on outbound <a href=\"https:\/\/www.cognism.com\/top-cold-calling-tips\" target=\"_blank\" rel=\"noopener\">cold-calling<\/a> and emailing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, as I\u2019m sure you\u2019re aware, sales efficiency has been gradually decreasing as fewer businesses and consumers are looking to buy into new products or solutions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Right now, being able to create content for inbound acquisition is crucial. We\u2019ve discussed how more people are spending time consuming content now than ever before, and being able to curate the right experience for people\u2019s needs is necessary.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Understanding whether your content is serving the purpose of <a href=\"https:\/\/www.superside.com\/blog\/how-to-maximize-brand-awareness\" target=\"_blank\" rel=\"noopener\">brand awareness<\/a>, of traffic generation or for conversions will help you get the most out of your efforts.\u00a0<\/span><\/p>\n<p><b>Research refers to understanding the data behind consumer behavior, so you can make better decisions with how you optimize and distribute\u00a0the content.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">When you have a clearer understanding of what people are looking for and what people are spending their money on, you can get a better understanding of where to build your authority.<\/span><\/p>\n<p><b>Authority refers to how your brand is perceived by search engines and social platforms, as well as by your audience.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">For instance, a personal trainer who creates videos, blog content, nutrition plans, and who has a large following will certainly have more authority than a trainer who rarely puts out relevant and useful information for their audiences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The more authority you have, the easier it will be to be seen by new potential clients.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, none of that matters if you are not actively distributing your content which is why promotion is also a necessary part of the framework.<\/span><\/p>\n<p><b>Promotion refers to actively working on making your content visible.<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether it means <a href=\"https:\/\/weglot.com\/blog\/international-search-engines\/\" target=\"_blank\" rel=\"noopener\">optimizing it for search engines<\/a> like Google, and prioritizing <a href=\"https:\/\/outreachmonks.com\/link-building-case-studies\/\" target=\"_blank\" rel=\"noopener\">link building<\/a>, or it means gaining more Instagram followers by driving as many reshares of your posts; without promotion, it\u2019s unlikely that you will see the value from your content creation efforts.<\/span><\/p>\n<p>By leveraging <a href=\"https:\/\/seo.co\/services\/\" target=\"_blank\" rel=\"noopener\">SEO services<\/a>, you can ensure that all your promotional efforts from content optimization to link building are strategically aligned for greater visibility and long-term growth.<\/p>\n<p><span style=\"font-weight: 400;\">You can learn more about the <\/span><a href=\"https:\/\/thisisnadya.com\/content-framework\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">GRAP framework and building an effective content strategy here<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For now, I want to focus on the content ideation process for the very unique situation we are currently facing. That situation is to identify crossover content opportunities using the SEO keyword data in the data visualization above.<\/span><\/p>\n<h3><b>Cross-Over Content Ideation<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">I recently listened to an interesting podcast from <\/span><a href=\"https:\/\/podcasts.apple.com\/ca\/podcast\/recession-proof-startups-mixergy\/id348690336?i=1000471085134\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Mixergy<\/span><\/a><span style=\"font-weight: 400;\">. I\u2019ll let you listen to the episode for the full story, but here\u2019s a quick recap:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Michael Alexis is the founder of a site called <a href=\"https:\/\/teambuilding.com\" target=\"_blank\" rel=\"noopener\">TeamBuilding.com<\/a>, but here\u2019s the catch: he originally had a company called <a href=\"https:\/\/museumhack.com\" target=\"_blank\" rel=\"noopener\">Museum Hack<\/a>. Now Museum Hack <\/span><i><span style=\"font-weight: 400;\">used to be<\/span><\/i><span style=\"font-weight: 400;\"> a company that would provide in-person museum tours for different companies to help with team-building etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Naturally, as COVID-19 came along, museums started closing and as a result nobody was going to museums.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So. Here\u2019s what he did.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He used search data and consumer data to pivot the business to virtual team building, since he anticipated an increase in need for <\/span><i><span style=\"font-weight: 400;\">virtual <\/span><\/i><span style=\"font-weight: 400;\">or <\/span><a href=\"https:\/\/venngage.com\/blog\/remote-team-templates\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">remote<\/span> <span style=\"font-weight: 400;\">team building<\/span><\/a><span style=\"font-weight: 400;\"> (hence TeamBuilding.com&#8230;in case you didn\u2019t figure that part out).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And guess what? The business is still running strong.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is the perfect example of the concept of Cross-Over Content (COC for short&#8230;.( \u0361\u00b0 \u035c\u0296 \u0361\u00b0)). By paying attention to the data, and knowing the jobs to be done of your product or service, you can still provide the solution to that job by pivoting the way you communicate that job.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So how can we do this?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400; color: #000000;\">Well, I\u2019ve put together a template to help you because I\u2019m a really nice person.<\/span><\/p>\n<div class=\"typeform-widget\" style=\"width: 800px; height: 400px;\" data-url=\"https:\/\/venngage.typeform.com\/to\/bTZgkm\" data-transparency=\"50\" data-hide-headers=\"true\" data-hide-footer=\"true\"><\/div>\n<p><script>\/\/ <![CDATA[\n(function() { var qs,js,q,s,d=document, gi=d.getElementById, ce=d.createElement, gt=d.getElementsByTagName, id=\"typef_orm\", b=\"https:\/\/embed.typeform.com\/\"; if(!gi.call(d,id)) { js=ce.call(d,\"script\"); js.id=id; js.src=b+\"embed.js\"; q=gt.call(d,\"script\")[0]; q.parentNode.insertBefore(js,q) } })()<br \/>\n\/\/ ]]><\/script><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019m going to stick with the example of carry-on suitcases, simply because you already have some context on this subject and also I\u2019m lazy and don\u2019t want to build context on a totally different example.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since we already did some research on the drop in searches for <\/span><i><span style=\"font-weight: 400;\">carry on bag<\/span><\/i><span style=\"font-weight: 400;\">-related terms, and we also know there is an increase in DIY and Storage related terms, I\u2019ve used these as examples in the template above. Here\u2019s what it looks like:<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38017\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy22.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy22\" width=\"1682\" height=\"742\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As you can see, the first column shows us search terms for the \u201cDirect Industry\/Topic\u201d our business is in (in this case, let\u2019s assume I sell luggage).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019ve identified some of the main queries that drive sales to my luggage store from Google and Amazon. So I\u2019ll plug in the average monthly search volume and compare it to the search volume for each of these terms in the last 30 days.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This data is very similar to what is outlined in the data visualization above, but you can also use <\/span><a href=\"https:\/\/ads.google.com\/intl\/en_ca\/home\/tools\/keyword-planner\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google Keyword Planner<\/span><\/a><span style=\"font-weight: 400;\"> to guide any additional research.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That column to the far right indicates the change in interest in the last 30 days compared to the standard monthly average. Notice that the luggage category in general for the keywords I have listed has seen almost a 50% drop in interest.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38018\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy23.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy23\" width=\"1668\" height=\"894\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As you can see, this is where I have listed what I\u2019ll call our \u201cCross-Over Content Keywords\u201d. I\u2019ll let you figure out the acronym for that one on your own\u2026<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What this tells us is that the selected SEO keywords within the topic of <\/span><i><span style=\"font-weight: 400;\">DIY and Storage <\/span><\/i><span style=\"font-weight: 400;\">have seen a 34% increase compared to the average.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll also notice that I have a section at the bottom for \u201cContent Formats\u201d<\/span><i><span style=\"font-weight: 400;\">. <\/span><\/i><span style=\"font-weight: 400;\">This is yet another layer that you can add onto the content variations you create.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019ve used<\/span> <a href=\"https:\/\/venngage.com\/blog\/what-is-an-infographic\/\"><i><span style=\"font-weight: 400;\">infographic<\/span><\/i><\/a><span style=\"font-weight: 400;\"> as an example because it has seen a 50% increase in interest over the average, and also because Venngage is an infographic maker and let\u2019s face it, I\u2019m using this as an opportunity to <\/span><i><span style=\"font-weight: 400;\">show you<\/span><\/i><span style=\"font-weight: 400;\"> the value of infographics with my <\/span><i><span style=\"font-weight: 400;\">content<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>See what I did there? Pretty smart, right?<\/p>\n<p><span style=\"font-weight: 400;\">Anyway, once I have gathered and documented some of these trends, I can start to figure out what type of content might help shrink that gap and make up for some of the loss in interest I\u2019ve experienced with my fictional luggage company.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Following me so far?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What we can do next is move onto the ideation part of the template, which looks like this:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now the next part of that template looks something like this:<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38019\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy24.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy24\" width=\"1014\" height=\"283\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Notice in the \u201cContent Proposal\u201d column I\u2019m just using my research and the data to make logical combinations, and pitching possible ideas for content as well as suggested titles for that content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this example I\u2019ve decided to create an <\/span><b>infographic<\/b><span style=\"font-weight: 400;\"> explaining how to create a <\/span><b>closet storage <\/b><span style=\"font-weight: 400;\">system with <\/span><b>carry on luggage<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><b><i>Related Guide:<\/i><\/b> <a href=\"https:\/\/venngage.com\/blog\/how-to-make-an-infographic-in-5-steps\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">How to Create an Infographic in 5 Steps<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll also see that I\u2019m specifically including combinations of the keywords from my research, so that I can optimize that content to appeal to the terms people are searching for.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019ve also indicated the promotion strategy that will ultimately help me build authority on a specific channel. In this example I plan on pitching DIY influencers on Pinterest. Why? Because my research has indicated that Pinterest is seeing an <\/span><a href=\"https:\/\/business.pinterest.com\/en\/blog\/trending-searches-for-april-2020\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">all-time high in usage<\/span><\/a><span style=\"font-weight: 400;\"> and that one of the categories that is specifically seeing an increase is the DIY content category.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38030\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy25.jpg\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy25\" width=\"1275\" height=\"603\" \/><\/p>\n<p>In fact, DIY home decor is one of the top recommended searches when you type in DIY on Pinterest:<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38021\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy26.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy26\" width=\"898\" height=\"332\" \/><\/p>\n<p>By focusing on this data and research I can make more predictable decisions with my content.<\/p>\n<p>The last part of this template looks like this:<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38022\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trends-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy27.png\" alt=\"SEO Trends - SEO Data to Fuel Your Content Marketing Strategy27\" width=\"1741\" height=\"400\" \/><\/p>\n<p>Here I can list out any relevant examples or inspiration links, and I can format my content recipe to calculate the new potential search volume for the Cross-Over Content I\u2019ve come up with.<\/p>\n<p>Using the grouped search volume for the words that are trending up, compared to the overall search volume of the dropping luggage terms, I can hypothesize that this angle of content might help significantly reduce the loss in traffic I was previously experiencing.<\/p>\n<h2 id=\"5\"><b>5. What We Have Started Doing: How SEOs are currently pivoting their strategies in the age of COVID-19<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">I\u2019ve provided you with some data as well as some tools to help you on your journey to analyzing how to make better content decisions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But even so, it can still feel like an overwhelming process. So I decided to ask some SEOs in my own network to share some specific steps they\u2019ve taken to pivot their own content strategies, and to share some of their observations as well.<\/span><\/p>\n<p><b>1) Ross Simmonds, Founder and CEO at <\/b><a href=\"https:\/\/foundationinc.co\/\" target=\"_blank\" rel=\"noopener\"><b>Foundationinc.co<\/b><\/a><b>\u00a0<\/b><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38055\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trend-Quotes-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy8.jpg\" alt=\"SEO Trend Quotes - SEO Data to Fuel Your Content Marketing Strategy8\" width=\"1200\" height=\"628\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/venngage.com\/templates\/social-media\/linkedin\" target=\"_blank\" rel=\"noopener\"><br \/>\n<button class=\"btn-cta\"><b>\u00a0Create Your Own Quote Graphic<\/b><\/button><\/a><\/p>\n<p><span style=\"font-weight: 400;\">\u201c<em>Since the pandemic kicked in, we shifted our strategy to focus on creating more of everything. More video. More podcasts. More landing pages. More blog posts. Rather than scaling back, we ramped up. <\/em><\/span><\/p>\n<p><span style=\"font-weight: 400;\"><em>The key insight to guiding this decision was the reality that <\/em><\/span><em><a href=\"https:\/\/foundationinc.co\/lab\/content-covid19\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">even during the 2008 crisis; search queries continued to rise<\/span><\/a><span style=\"font-weight: 400;\">. A lot of brands pressed pause on their content during the pandemic and in many cases for good reason&#8211;but I think the data will be in favor of those who continued to create.\u201d<\/span><\/em><\/p>\n<p><b>2) Victoria Taylor, Marketing Generalist at <\/b><a href=\"https:\/\/www.wishpond.com\/\" target=\"_blank\" rel=\"noopener\"><b>Wishpond<\/b><\/a><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38054\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trend-Quotes-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy7.jpg\" alt=\"SEO Trend Quotes - SEO Data to Fuel Your Content Marketing Strategy7\" width=\"1200\" height=\"628\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">\u201cWe realized that people need problems to be solved, not products to be sold, so we created the <\/span><a href=\"https:\/\/www.youtube.com\/playlist?list=PL0PNycdboonQ71sNoxEmguMfg1iK7uS8-\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Coronovirus SOS Marketing video series<\/span><\/a><span style=\"font-weight: 400;\"> targeted towards service providers and e-commerce owners, gathering experts from our team and other brands to share real-life tactics to keep business going even in isolation.\u00a0<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">We took it a step further and revisited our sales team training so they were aware of what type of ad campaigns and marketing tips we could provide current and new clients to fit the climate.\u00a0 It allowed us to gear up for during and post-<em><span style=\"font-weight: 400;\">COVID<\/span><\/em> situations, finding new techniques, workflows, and software to improve our customer experience, and sales 10x better than they were before\u00a0<em><span style=\"font-weight: 400;\">COVID<\/span><\/em>-19.\u00a0<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">We used the pandemic to take a deep look at how to improve our marketing, team, and strategy because we had to face the facts and move forward or get left behind.\u201d<\/span><\/em><\/p>\n<p><b>3) Jeremy Moser, Co-Founder at <\/b><a href=\"https:\/\/userp.io\/\" target=\"_blank\" rel=\"noopener\"><b>uSERP<\/b><\/a><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38053\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trend-Quotes-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy6.jpg\" alt=\"SEO Trend Quotes - SEO Data to Fuel Your Content Marketing Strategy6\" width=\"1200\" height=\"628\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">\u201cAs a brand mention agency in the midst of a pandemic, we have pivoted heavily from quantity towards increased quality. Publishers are slower to respond, content calendars have shifted, editors are backlogged, and acquiring branded link mentions for clients at a high-volume is less likely right now. To combat this, we\u2019ve started increasing our quality full-stop, from targeting stronger authority websites, developing evergreen content, and building long-lasting relationships.\u00a0<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Thankfully, this boost in quality has been well received by existing clients, and is helping to draw in new prospective clients, too.\u201d<\/span><\/em><\/p>\n<p><b>4) Brian Dean, Co-Founder at <\/b><a href=\"https:\/\/explodingtopics.com\/\" target=\"_blank\" rel=\"noopener\"><b>Exploding Topics<\/b><\/a><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38052\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trend-Quotes-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy5.jpg\" alt=\"SEO Trend Quotes - SEO Data to Fuel Your Content Marketing Strategy5\" width=\"1200\" height=\"628\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/venngage.com\/templates\/social-media\/linkedin\" target=\"_blank\" rel=\"noopener\"><br \/>\n<button class=\"btn-cta\"><b>\u00a0CREATE YOUR OWN QUOTE GRAPHIC<\/b><\/button><\/a><\/p>\n<p><em><span style=\"font-weight: 400;\">\u201cThe #1 change I made early on was a temporary pause in blog post publishing. I don&#8217;t think there&#8217;s anything wrong with publishing during a crisis. The issue was more about promotion. It didn&#8217;t feel right to be pushing my latest blog post during a legit crisis.<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">The result was a slight dip in monthly traffic. Which is normal whenever you stop publishing. But it only dipped by 5% or so thanks to SEO.<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">But I&#8217;ve eased up on that now that things are starting to open up. I personally think it&#8217;s fine now to look at content and SEO as &#8220;business as usual&#8221;. In fact, people crave non-COVID content right now.\u201d<\/span><\/em><\/p>\n<p><b>5) Amanda Milligan, Marketing Director at <a href=\"https:\/\/www.frac.tl\/\" target=\"_blank\" rel=\"noopener\">Fractl<\/a><\/b><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38051\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trend-Quotes-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy4.jpg\" alt=\"SEO Trend Quotes - SEO Data to Fuel Your Content Marketing Strategy4\" width=\"1200\" height=\"628\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">&#8220;When COVID-19 hit, we did two things: Pivoted whichever projects could be altered and assessed if new content could be created with a COVID-19 angle based on their industry.<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Some in-progress projects had data that <\/span><span style=\"font-weight: 400;\">felt<\/span><span style=\"font-weight: 400;\"> old because it was pre-pandemic, so we had to rerun surveys or refresh the information. In other cases, we asked ourselves if the content was still relevant, and if it was, we changed the way we pitched the media. (An example of this working is coverage we got on <\/span><a href=\"https:\/\/www.zdnet.com\/article\/what-are-the-real-challenges-tech-workers-face-with-working-remotely\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">ZDNet<\/span><\/a><span style=\"font-weight: 400;\"> about a survey we ran in January.)<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">We noticed publishers still wanted COVID-19 content after quarantine happened, so we assessed what new content we could create that made sense for our clients&#8217; industries. For example, we asked students how they felt about the changes made because of COVID-19, and the results got reported on <\/span><a href=\"https:\/\/www.cnbc.com\/2020\/04\/28\/students-are-dropping-out-of-college-because-of-coronavirus.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">CNBC<\/span><\/a><span style=\"font-weight: 400;\">. The right mix of timeliness and value can be very successful right now.&#8221;<\/span><\/em><\/p>\n<p><b>6) Mark Lindquist, <\/b><b>\u00a0Marketing Strategist at <\/b><a href=\"https:\/\/mailshake.com\/\" target=\"_blank\" rel=\"noopener\"><b>Mailshake<\/b><\/a><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38050\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trend-Quotes-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy3.jpg\" alt=\"SEO Trend Quotes - SEO Data to Fuel Your Content Marketing Strategy3\" width=\"1200\" height=\"628\" \/><\/p>\n<p><em>&#8220;In response to COVID, we&#8217;ve taken the opportunity to look hard at our marketing budget to see how we can spend smarter. That&#8217;s changed a few things about our content strategy that we think will benefit us in the long term.<\/em><\/p>\n<p><em>The first is around reducing our cost-per-article written. Included in our cost-per-word was the time our writing team spends researching a topic and creating an outline. Now, we put together the outline. This reduced our cost-per-article by 25%, and gave us more control over the sources used and the content of the article itself.<\/em><\/p>\n<p><em>Second, we turned our attention from creating new content to updating and consolidating our existing content. We have a handful of articles that get a lot of organic traffic but are over a year old. We also have content that is at the top of page 1 or bottom of page 2 for high-volume keywords. Finally, we have a long tail of content that gets a little organic traffic but effectively targets the same keywords as other content.<\/em><\/p>\n<p><em>Those three groups of content represent a huge opportunity to increase organic traffic and improve the conversion rate of that traffic to our email list and demos booked.<\/em><\/p>\n<p><em>By updating high-traffic content to include more natural opt-ins and CTAs to schedule demos, we&#8217;re squeezing more value out of the pages that get the most eyeballs.<\/em><\/p>\n<p><em>By updating content that&#8217;s close to ranking for keywords, we&#8217;re giving that content the best chance to increase it&#8217;s position.<\/em><\/p>\n<p><em>And by consolidating and redirecting old content that doesn&#8217;t have an organic traffic opportunity, we&#8217;re getting focused on ranking for the keywords that will move the needle.&#8221;<\/em><\/p>\n<p><b>7) Alex Birkett, <\/b><b>Senior Growth Marketer at <a href=\"http:\/\/hubspot.com\" target=\"_blank\" rel=\"noopener\">Hubspot<\/a> and Co-Founder of <\/b><a href=\"https:\/\/beomniscient.com\/\" target=\"_blank\" rel=\"noopener\"><b>Omniscient Digital<\/b><\/a><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38049\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trend-Quotes-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy2.jpg\" alt=\"SEO Trend Quotes - SEO Data to Fuel Your Content Marketing Strategy2\" width=\"1200\" height=\"628\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/venngage.com\/templates\/social-media\/linkedin\" target=\"_blank\" rel=\"noopener\"><br \/>\n<button class=\"btn-cta\"><b>\u00a0CREATE YOUR OWN QUOTE GRAPHIC<\/b><\/button><\/a><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;<em>By and large, we&#8217;ve continued doubling down on the same content strategy that gets our clients sustainable wins. I call it the <\/em><\/span><em><a href=\"https:\/\/www.alexbirkett.com\/the-barbell-strategy-content-marketing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Barbell Content Strategy<\/span><\/a><span style=\"font-weight: 400;\">. This means that the largest bucket of our content marketing investments goes into stable, predictable bets, typically high intent keyword-driven content.<\/span><\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">Then we have another investment bucket for &#8216;high volatility&#8217; content that is geared towards garnering attention, social shares, or <a href=\"https:\/\/seene.online\/outsourcing-link-building\/\" target=\"_blank\" rel=\"noopener\">backlinks<\/a> (typically this bucket is about 20% of our content). We&#8217;ve shifted our approach to that bucket by being adaptable and publishing content that is suitable to the times, i.e. we&#8217;ve written a lot more about remote work for one of our clients in the retail software space.&#8221;\u00a0<\/span><\/em><\/p>\n<p><strong>8.\u00a0<\/strong><b>Levi Olmstead, Director of Marketing at <\/b><a href=\"https:\/\/2ndkitchen.com\/\"><b>2ndKitchen<\/b><\/a><\/p>\n<p><em style=\"font-size: 1rem;\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38048\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2020\/05\/SEO-Trend-Quotes-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy1.jpg\" alt=\"SEO Trend Quotes - SEO Data to Fuel Your Content Marketing Strategy1\" width=\"1200\" height=\"628\" \/>&#8220;I&#8217;ve spent much more time on Google Trends, as well as surveying our core audience personas on what COVID-related problems they are having. It&#8217;s like the wild west for content marketing right now, one big land grab for brand new, high-volume keywords across all industries that are related to COVID. It&#8217;s a great opportunity for smaller brands to drive awareness and lockdown very relevant keywords and topics for their brand.<\/em><\/p>\n<p><em><span style=\"font-weight: 400;\">A few examples we&#8217;ve published at 2ndKitchen include an entire series helping breweries and wineries offer curbside pickup, how to offer delivery, how to sell alcohol online, how to ship alcohol, how to make a reopening planning, etc. All of these are very relevant to our core audience, have search volume, and can tie messaging back to our product.&#8221;<\/span><\/em><\/p>\n<p><strong>9. Matthew Barby, Senior\u00a0Director Acquisition @\u00a0<a href=\"https:\/\/www.hubspot.com\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-sk=\"tooltip_parent\">HubSpot<\/a>\u00a0&amp; Cofounder of\u00a0<a href=\"https:\/\/trafficthinktank.com\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-sk=\"tooltip_parent\">Traffic Think Tank<\/a><\/strong><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-38109\" style=\"border: 2px solid #ddd;\" src=\"https:\/\/venngage-wordpress.s3.amazonaws.com\/uploads\/2021\/08\/SEO-Trend-Quotes-SEO-Data-to-Fuel-Your-Content-Marketing-Strategy9.jpeg\" alt=\"SEO Trend Quotes - SEO Data to Fuel Your Content Marketing Strategy9\" width=\"1200\" height=\"628\" \/><\/p>\n<p><em>&#8220;Since COVID19, our customers and potential customers (like many businesses) have shifted their focus much more to the short term. There\u2019s an emphasis on maintaining cashflow and maintaining customers more to than investing for the future and acquiring new business &#8211; which makes a lot of sense. Alongside all of this, many businesses have a lack of visibility on how they\u2019re coping and performing during the global pandemic compared to other businesses similar to them.<\/em><\/p>\n<p><em>At HubSpot, we tried to pivot some of our content strategy to focus on providing some answers or resources around those areas. To do this, we launched a broader campaign called, <a href=\"https:\/\/offers.hubspot.com\/adapt2020\" target=\"_blank\" rel=\"noopener\">Adapt 2020<\/a>. One part of the campaign is focused on delivering regular educational webinars and articles to help businesses with the changing landscape that they\u2019re operating in &#8211; for example, we ran series a of content on Selling Through Uncertainty as well as Remote Enablement.<\/em><\/p>\n<p><em>Then next part of the campaign was to provide live benchmark data for a range of different businesses. We <a href=\"https:\/\/www.hubspot.com\/covid-data\" target=\"_blank\" rel=\"noopener\">aggregated data across 70,000 of our customers<\/a> and showed the trends across a range of business metrics against a pre-COVID19 benchmark. Examples of data points we look at are:<\/em><\/p>\n<ul>\n<li><em>Website traffic trends.<\/em><\/li>\n<li><em>Sales email sends and open rates.<\/em><\/li>\n<li><em>New deals created and closed.<\/em><\/li>\n<li><em>Website <a href=\"https:\/\/www.jivochat.com\/\" target=\"_blank\" rel=\"noopener\">live chat<\/a> initiations.<\/em><\/li>\n<\/ul>\n<p><em>There\u2019s a load more alongside the above examples, and we\u2019ve split all of the data by region, industry and company size to give a more granular look at how everything is trending. Finally, we made sure we did an audit across any of our existing (pre-COVID19) planned content and paid ad creative to ensure it was still tactful in the new climate, getting rid of anything that could now be seen as in bad taste. <\/em><\/p>\n<p><em>The overarching focus for our messaging internally to the teams is that we want to completely avoid using the crisis for a financial gain. To take a direct quote from an email that was sent to our whole company, we described it as \u201c[\u2026]not using it as a hook\/trigger event in emails or other communications to prospects or leads designed to promote our products.\u201d And secondly, we made sure we limited our email sends, content and social strategy to publish only content that would be seen as helpful and non-self-promotional.&#8221;<\/em><\/p>\n<h2><b>Remember: focus on the data<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">What\u2019s important to keep in mind during this seemingly unpredictable time in the world, is that search data can help us get better at predicting shifts in consumer behavior. It\u2019s also important to keep in mind that many products have <\/span><a href=\"https:\/\/www.businessinsider.com\/successful-products-that-were-originally-intended-for-a-completely-different-purpose-2016-3#hair-restoration-medicine-rogaine-was-intended-as-a-blood-pressure-treatment-7\"><span style=\"font-weight: 400;\">pivoted their primary use cases<\/span><\/a><span style=\"font-weight: 400;\"> in the past, or have been adopted for very different purposes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As marketers, we have the power to change the narrative and to shift people\u2019s actions. It\u2019s up to us to empathize with our audiences and use that power to help improve their lives. As long as you remember to use data in order to drive creativity.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because even if the President makes a claim that injecting Lysol is a good idea, the data will likely tell you otherwise. And if your claims don\u2019t line up with the data, chances are you will lose a lot of respect and trust from your audience.\u00a0 <\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Do you remember that defining moment when you finally became an adult, and the shift in your responsibilities became so much clearer? No? Me neither. Because change often comes out of nowhere! Here\u2019s the sitch (that\u2019s short for situation, by the way). The end of 2019 comes around and you\u2019re planning your game-winning strategy for [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":38034,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false},"categories":[175,599],"tags":[225,250],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"SEO keyword averages are no longer enough to plan your content strategy. 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