Filling in the Content Void

Written by Nick Stamoulis

I came across this great post by Julie Joyce on Search Engine Land about using the YouTube keyword tool as a way to find link building opportunities. As Julie says;

Never mind the awesome fact that you can get keywords and easily import them into Google AdWords for your PPC campaigns. What’s really fantastic for me is that you can generate the truly random and crazy search terms that help you find those hidden gems on the Internet — the sites that might not yet be inundated with link requests or spammed up with paid links. You can find a void and fill it.

In today’s online world the sheer amount of content being produced on a daily basis is staggering. Most major brands, including both B2C and B2B companies, have some kind of corporate blog (or series of blogs and other owned media), and are churning out white papers, articles, videos, infographics, pictures, social updates, and more at an unbelievable pace. Even smaller mom-and-pop businesses are putting up a blog post or two every week and are getting more involved in social media marketing and are actively creating content for their customers and target audience it consume.

With all that content going out every second of every day it’s getting harder and harder for any one particular website to stand out. Think of it like this—a basic Google search for “SEO tips” yields 45,800,000 results. You could have written a truly amazing piece of content that could change someone’s attitude towards SEO forever…but if you are listing #32,854,798 no one is ever going to find you. But as Julie points out in her article the really great opportunities for brands lie in uncovering the content voids in their niche and filling those holes with content of their own. She recommends using YouTube as a way to do it (which is a fantastic idea!) but the same approach can work for any kind of content.

So “SEO tips” completely saturated space when it comes to content, right? Well “SEO tips for beginners” still produces plenty of results (3,920,000), but that’s a far cry from the 45 million we started with. “WordPress SEO tips for beginners” drops down to 1,070,000 search results, which is still plenty of competition but a much more “crackable” market. The more specific we get with our search queries the less and less content there is to be had.

So what are the content voids in your industry? For instance, your company might sell high-end stereo equipment kits, the kind of product that has a smaller but incredibly dedicated following. Well there are plenty different kinds of audio kits you sell (SE amplifiers, DE amplifiers, pre-amplifiers…) and plenty of different brands for your audience to choose from so you can really niche down your content to a very specific make and model. Think about your customer—what issues might they run into when looking to set up their new kit? Start asking yourself How do I… and fill in the blank! Do a few simple searches and see what kind of information is out there. Is there a strong voice filling those content voids or do you have the opportunity to become the go-to resource for many of your target audience?

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