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Spoiler alert - This post is not about a tool to automate your keyword research.
Instead, it's about creating a new set of lead-generating keywords, that's relevant to your business expertise, in the minds of your target audience.
And here's another surprise - None of the articles in CorpScroll are backed by keyword research!
Ok, now let's see how you can create those lead-generating keywords in your audiences' minds.
A Small Exercise
Just take a paper, and write down a list of problems that you (or your business) is good at solving. Write them down at a macro level.
Refer to the figure 1, before you start the exercise!
Done writing? Now, mark the expertise for which you haven't created content just because your keyword research didn't back it up.
You can turn these topics into jackpot if you manage to map them to your customers' untold pains.
Now you might wonder - "Anyway, how can I find customers' untold pains, if it's untold?"
Well, we address that as well in this blog post.
Just continue reading :-)
Keyword Research Gives no Clue of Customers' Untold Pain
Here's a brief explanation on one of the biggest limitations of keyword research - it doesn't have a clue about your customers' untold pains!
The customers' untold pain are problems they either struggle to articulate or are already convinced the solution to their specific problem doesn't exist.
Hence, there are chances they didn't even search in Google to find a solution for those problems.
Since they haven't searched, your keyword research tool doesn't even have a clue about their untold pains.
As your keyword research didn't support that untold pain stuff, you probably didn't even think of writing and publishing about it, and most likely losing out on potential leads.
The Simplest Way to Find Customers' Untold Pains
The simplest way to find out your customers' untold pains is to have a brief chat with your sales, operations and support teams.
They are the ones frequently interacting directly with your customers.
Objections Handled By Sales Team
For example, your sales team already dealt with a lot of customer objections before closing deals.
Their inputs will help you to create content for addressing customer objections proactively.
The customer Psychology is pretty simple.
If they happen to find an answer for an objection in their head, their confidence level and trust on the product will be way higher than it was before they consumed that content!
Tickets Closed by Support Team
The operations and support teams would have closed many complex tickets successfully.
You can easily consolidate those tickets, convert them into customer problems and create content for them.
A chat with your sales/support teams will unlock plenty of your customers' untold pains!
Product Reviews
Customers influence the purchase decisions of potential buyers by writing product reviews.
Go to sites that publish product reviews. Look out for reviews of your/your competitors' products.
There are chances for you to find out some untold pains based on those reviews. Sometimes, the reviewers just give an unintentional clue, and the untold pains are hidden.
You've got to connect the dots from multiple pieces of information in order to identify their untold pains, which your business solve successfully.
Now you have another set of topics to create content for.
The content created based on your teams' inputs, and product reviews are pure gold, but the keyword research process probably drifted you away from them.
So Keyword Research Isn't Useful At All?
There's no denial that Keyword Research is required, because one can't simply ignore customers' told pains, in pursuit of their untold pains.
With keyword research, you can create appropriate content and generate leads.
However, your competitors are also doing the same. Hence, there is a high competition risk in keyword research.
But when you go after the untold pain topics based on your/your company's individual expertise, you potentially eliminate the competition.
The major challenge with publishing content about the untold pains topics is - to keep sharing the article a lot more consistently in social media platforms with the right set of audiences until the page gets its first several organic visits.
You can also promote the article if your budget permits.
Once, you start getting organic visits for such pages, you can be confident a new set of keywords or keyword phrases are created in your audiences' minds.
The competition is most likely to be late to catch up, as you've already established thought-leadership for those keywords.
Until your competitors learn about those new keywords, and create the right content for them, you can enjoy a major share of the market pie, and generate good leads that you might have lost if you've gone solely based on keyword research.
Proportion for Untold Pain Content
Since Keyword Research cannot be ignored altogether, you can simply alter your content strategy to include a content plan for the Untold Pain topics too.
But at what proportion?
Well, it depends. You know your business, your customers and competitors better.
For CorpScroll, it is 100-0 in favor of the untold pains, since this website is created only for writing the flashing thoughts from our team's curious minds.
But for your business, if you are conservative, you can start with an 80-20 split, with 20 for the untold pain content.
You can always optimize the proportion later based on how it goes.
But when you create a content for untold pain, never forget to share the content frequently to appropriate audiences, until the page gets its first few organic visits.
Because, it's only when you start getting organic visits to the untold pains page, you've achieved auto-piloted keyword research (for that page)!
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