All language subtitles for 03 - Map your keyword data to a calendar

- [Narrator] It's been said

that if you write down your goals,

you will be 70% more likely to achieve them.

I find this to be true

when developing a keyword content strategy.

After evaluating the trend data from your keyword research,

the next step is to implement this information

into your marketing strategy,

primarily through your marketing plan

or an editorial calendar.

I like wall calendars and whiteboards,

something large enough to write

and provide a visual planner for you and your team.

Where I like to start is mapping the primary keyword demand

to a specific timeframe, trend, or season,

and this is where I like to use Google Trends.

For planning my keyword strategy,

I'm going to compare hiking California

with Northern California hiking

and Southern California hiking.

What I look for in the keywords is the primary peak,

the most demand.

Then, I look for what is called the shoulder season.

These are the early and late peaks around the primary peak.

So when I map out my keyword for California hiking,

I see a repetitive trend,

and I like that.

If I can see the trend,

and it shows a predictable pattern over the years,

then I can take advantage of it,

I can plan for it.

California hiking peaks in June every year.

The searches start to increase in early February,

that's the first shoulder.

Then, the late shoulder is typically in late August

or early September.

Now, I go to my calendar

and I make note of this trend.

Usually I mark a line from February to August

and put a mark or circle or label in June.

As I evaluate other keywords,

I map them and look for trends

that can help build my business.

For example, in evaluating hiking Northern California

to Southern California,

I see slight differences.

Southern California hiking starts earlier

and lasts longer throughout the year.

It starts in January and peaks into July.

Northern California starts later, in April,

but lasts through August and into September.

This shows me the value of exploring these concepts

and finding different segments of audience,

demand, and interest.

Ultimately, this approach gives me the information I need

to plan my marketing communications

and not just optimization.

By knowing the trends, I can prepare for them earlier.

I can publish relevant and engaging content

when it is in the most demand.

A recent study found that 50%

of B2B content marketing produces no engagement.

My guess is that the content is simply being published

but not according to a plan or overall strategy.

Planning your keywords on your calendar is a critical step

to understanding your audience

and when they are looking for their data.

Plan your content using research, evidence, and data,

and you'll effectively reach

and connect with your audience.