Keyword Research Case Studies: Tool-User Campaigns
Hola amigos. It’s been a long time since I last rapped at ya‘. (If you know what that’s from, we’re buddies for life)
Today I’ve got another installment of the addendum to my “SEO for Non-Scumbags” series. In this series-within-a-series, I’m walking in detail through applied keyword research tactics. This may pickup steam, too, because we’re starting to teach clients to do this, instead of just our staff.
At any rate, today I’m going to talk about tool-user campaigns. Like the last type of campaign, “ownership,” tool-user campaigns are pretty straightforward to execute.
Tool-User Campaigns: A Quick Definition
In a sense, this content ideation tactic is as simple as “if it’s about {tool}, let’s create a post about it.” You’re essentially looking for winnable keywords with volume that contain a specific term, where that term is a tool.
From a segmentation perspective, you’re reasoning that there’s a pretty good chance anyone googling that tool would make a good user or customer. Or, at the very least, someone you want to reach.
For instance, Architect makes a continuous delivery platform, aimed to make life easier for developers doing devops-y things. So if they create a piece of content about using the Terraform K8s provider, they’re basically saying “we’re assuming that if someone is using and Googling Terraform (or K8s), it’s probably someone we want on our site.”
A tool-user campaign is when a site works a steady diet of content like that (targeting users of a tool, generally with tutorials).