Content marketing is the key for any organization.  Before engaging in content marketing you should map out your topics and keywords.

What is Content Marketing?

Wikipedia describes it as:

A marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

Too often however marketers generate inconsistent and irrelevant content which will not prove to engage their customers.  By first mapping out a keyword plan you will ensure that your content is on point and consistent.

Creating the Keyword Plan

My trick to successful content marketing is to first visualize your topics, keywords and hashtags.  The four types of keywords/key-phrases can be visualized like circles.  At the center of your topics is your branded keywords, then product/service/cause related words, then topical, then customer focused.  I will break each group down individually.

Content Marketing- Keyword Plan

Content Marketing Grid

Another way to visualize this is by placing keywords into a grid as you see below.


Each section in the grid contains keywords with a different purpose and action.

Branded Words

Start by answering the question: What words would be used to refer to my brand?

Identify words which could only be associated with your brand (e.g. trademarks, product names, executives, etc.).  These will be used to identify customer service related content or conversations, brand reputation management issues as well as word of mouth & advocacy content.

Use these words to create keyword alerts or run reports in social media identifying these words.  It would be recommended to run this realtime so you can respond immediately.  Know when your brand is mentioned!  Respond to customer service items, reward positive word of mouth & advocate mentions.

Offering Words

Answer the question: What words would people use to request my product, service or cause?

These are your customer acquisition keywords/key-phrases.

  • Write down what you think people would search for (these will typically be technical/industry insider terms)
  • Ask your friends & customers what they would type in to find your product/service, write these down. (Laymen terms)
  • Research what words your competitors use

Take this list of words and run them through keyword lookup tools such as Google Adwords keyword planner to determine how often the word is searched.  You will want to focus on words with high search volume while still staying focused on niche words which will bring the most qualified customers.

Ensure the words are found in your website content and page titles.  If deficient consider building a page of content to support the keyword.

Topical Words

Answer the question: If my offering is the answer, what is the question?

The idea behind this section is to uncover and identify topics relevant to your product/service.  Content could consist of:

  • Frequently asked questions in your space
  • Providing a solution to solve a problem
  • Trending/Relevant Hashtags

Use these words to create topical content which is relevant, timely and interesting for your customers.  Generate it as

  • Blog posts (Don’t forget to share them with #hashtags)
  • Social posts

ContentMarketingTagCloudWhiteRemember: A good title for your blog post is critical.  Use your list to create highly engaging titles.  Look for my blog post on crafting content but remember:

  • Use lists:
    • Top 10…
    • 5 Best…
    • 3 things you didnt know about …
  • Keep it short, optimize for search engine

Customer Words

Clearly define who your target customer is and consider further defining them by interest.  One way to double check your target market is to read over the topical words and define: Who would ask the questions?

With the customer segments or interest groups identified now find content that is relevant to your customers.  This may come in the form of:

  • News articles
  • Blog posts
  • Social media posts

Share the curated content relevant to your customers through your social networks. If you don’t have one yet, AdInfusion can help you make website and promotional platforms. For consultation, visit  The idea of curating content is that you can build your authority as a resource without having to generate all of the content yourself.  Share

The Slides

Follow along using the following slide deck: