Content marketing strategies thrive on their ability to deliver relevant insights about the topics your readers (aka your buyers) care about.
Effective content marketing strategies can deliver:
- More and higher quality website traffic
- Better brand recognition
- Qualified leads flowing into your pipeline
- Lower costs of customer acquisition compared to other channels
But these benefits require your content marketing approach to know what your audience wants to read, and what’s likely to convert them into opportunities.
6sense can help sharpen your strategy by providing more insights into the topics your buyers are actively searching for. Let’s look at how that works and an example of a content strategy driven by smarter keywords.
Content Marketing Strategies are Enhanced with Insights into In-Market Buyers
For many years, the typical approach to determining content topics was to perform keyword research that revealed the subjects with the most search volume. Write about the things people are plugging into their search engine, the thinking went.
But that’s an incomplete strategy — especially for B2B sellers.
Focusing on search volume will indeed capture eyeballs, increase brand awareness, and build yourself up as a thought-leader in your industry. But it misses a crucial element: Are those the search terms being used by actual buyers, or just the terms that are most obvious for a broad audience?
SEO gurus will tell you that long tail keywords, which have lower volume, are often immensely valuable for grabbing the attention of serious buyers.
But what if you could take that insight a step further and see exactly which keywords serious buyers are researching? 6sense removes the guesswork from content targeting.
6sense uncovers anonymous web activity and matches it to the accounts where those searches are coming from. This gives you actionable intelligence about where to target your content efforts. This targeting is built on 6sense’s keyword tracking capabilities.
6sense Keywords What Target Accounts are Researching
6sense keywords build on your SEO strategy by taking the keywords that you already track and tying them to the research behavior of your target accounts.
6sense keywords are tracked across our entire third-party data network. Using machine learning, natural language processing, and AI, 6sense can pick up on the most impactful instances of these keywords across our network, and capture when accounts are engaging with those topics.
Here are some quick tips about how to leverage 6sense keywords to understand how they can inform your content marketing strategy:
- Keywords should not be too broad, otherwise the results will not capture the right intent signals
- 6sense users should track branded, non-branded, and competitor keywords to get a wide breadth of data about the most popular topics for their buyers
- Cast a wide enough net to ensure you’re capturing enough key signal data and not leaving any gaps
6sense also makes it easier to smartly build upon your content and campaign strategy. As our AI-powered marketing platform learns more about your business and the topics your buyers care about, it’ll surface new keyword opportunities. This broadens your net and enables you to capture more intent signals from target accounts — revealing more chances to create effective content.
How 6sense Uses Keywords to Create Our Own Content
6sense uses 6sense to track activity around key topics related to our products, services, and industry.
Managing our keyword list in a structured way makes it easy for our content creators to:
- Discover the topics our audiences are most interested in
- Create content to target those keywords, and
- Know that buyers are actively seeking content related to those topics
For instance, one of the keywords we track at 6sense is “email personalization.” Our AI-powered email tool, Conversational Email, gives users the ability to quickly personalize their email campaigns at scale and automate responses to save time and improve engagement.
Because we track this keyword, we’ve been able to see an uptick in activity around this particular keyword and — most importantly — which accounts that activity is associated with.
Knowing that key target accounts are actively researching email personalization tools lets us know we should start creating content around this topic.
Conclusion
Attempting to create content based solely on search engine volume is an incomplete strategy because it doesn’t take buyer intent into account. 6sense keywords actively monitor intent surrounding a topic across an enormous intent network. Using 6sense keywords to formulate content will lead to more engagement and higher buyer satisfaction.
