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- [Narrator] It's been said
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that if you write down your goals,
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you will be 70% more likely to achieve them.
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I find this to be true
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when developing a keyword content strategy.
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After evaluating the trend data from your keyword research,
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the next step is to implement this information
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into your marketing strategy,
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primarily through your marketing plan
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or an editorial calendar.
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I like wall calendars and whiteboards,
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something large enough to write
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and provide a visual planner for you and your team.
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Where I like to start is mapping the primary keyword demand
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to a specific timeframe, trend, or season,
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and this is where I like to use Google Trends.
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For planning my keyword strategy,
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I'm going to compare hiking California
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with Northern California hiking
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and Southern California hiking.
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What I look for in the keywords is the primary peak,
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the most demand.
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Then, I look for what is called the shoulder season.
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These are the early and late peaks around the primary peak.
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So when I map out my keyword for California hiking,
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I see a repetitive trend,
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and I like that.
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If I can see the trend,
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and it shows a predictable pattern over the years,
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then I can take advantage of it,
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I can plan for it.
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California hiking peaks in June every year.
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The searches start to increase in early February,
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that's the first shoulder.
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Then, the late shoulder is typically in late August
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or early September.
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Now, I go to my calendar
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and I make note of this trend.
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Usually I mark a line from February to August
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and put a mark or circle or label in June.
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As I evaluate other keywords,
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I map them and look for trends
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that can help build my business.
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For example, in evaluating hiking Northern California
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to Southern California,
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I see slight differences.
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Southern California hiking starts earlier
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and lasts longer throughout the year.
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It starts in January and peaks into July.
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Northern California starts later, in April,
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but lasts through August and into September.
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This shows me the value of exploring these concepts
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and finding different segments of audience,
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demand, and interest.
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Ultimately, this approach gives me the information I need
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to plan my marketing communications
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and not just optimization.
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By knowing the trends, I can prepare for them earlier.
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I can publish relevant and engaging content
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when it is in the most demand.
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A recent study found that 50%
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of B2B content marketing produces no engagement.
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My guess is that the content is simply being published
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but not according to a plan or overall strategy.
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Planning your keywords on your calendar is a critical step
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to understanding your audience
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and when they are looking for their data.
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Plan your content using research, evidence, and data,
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and you'll effectively reach
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and connect with your audience.
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