This should be the content marketing year for your company.

Her team had meticulous plans to generate content and improve sales.

Then COVID-19 happened and all of these plans seemed to have failed.

But wait.

Don't give up yet.

Your strategies and keyword research may no longer be relevant to the current pandemic market, but there is still room for adjustment.

Regardless of the dire situation, I can tell you that there is a way to take advantage of the changing search trends of the pandemic era to develop and execute new content.

If you are wondering how that is possible, let me guide you through the following process.

Repositioning marketing strategies

First and foremost, marketers need to know that following the 2019 strategies – or even January to February 2020 – won't prevent this.

The world has changed too much for that. And it will continue to change.

Companies have already started to update their crisis communication plans, but this will be an ongoing process.

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COVID-19 will not go away very soon – we will feel its lasting impact on the economy and the way we work through 2021 and beyond.

For this reason, collecting and using data to promote your content marketing must be a priority.

I mean, when was the last time finance and investment saw a 280% increase in search popularity?

Trends in finding finance and investments

The data we collect during this period will show the gaps in the market in which your company can enter or expand.

And if we understand the data we have, we can better place the company as a positive resource for customers and clients.

The needs of the target group change and your marketing strategy has to change accordingly. You need to focus your strategies on empathy.

What does this mean and how can you implement it?

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I'll explain that in this guide.

The frameworks I've designed show you how to use search trend data so you can create the content your audience needs right now.

You can use a number of digital marketing tools to mine the information I'm going to talk about.

1. Look for gaps in the market

One of the most widespread consequences of the pandemic was the increase in remote work.

And due to the number of people working at home, the number of people using the Internet has increased.

Since there is nowhere else to go to chat, we all spend our time online for work, leisure, and getting the latest news.

People spend more time on streaming sites and network apps to stay in touch with their friends and family.

This is an important piece of data for you – your audience is now completely and completely online, especially on social media.

You don't have to look for them because you know where they are.

After knowing where they are, you need to analyze how and why they are using the online tools available to them.

Check out this graphic from Microsoft Advertising.

What do you see?

Search industry landscape

You can see that the search for certain industries has been dramatically affected.

Travel and cars have fallen – probably because nobody is going anywhere. On the other hand, technology and entertainment are increasing for obvious reasons.

Although the search for certain travel-related and automotive-related terms has decreased, you can still find ways to use topics in these industries by expanding your search.

For example, people are not looking for car insurance now – they don't use their cars as often, so they don't want to increase their premiums.

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But they'll look for ways to service their car when it's not in use – car covers, seat covers, oils, and paints for their engines and paints.

If the shutdowns have affected your business, it may seem daunting to look at the popularity of your search terms.

With a little creativity, however, you can find the areas where related searches are increasing so that you can use these terms to re-enter the market.

You will find that people do not leave entire industries behind – they are only looking for new articles and services in this industry.

You need to focus on these areas now when creating your content – look at the new keyword trends in your industry, explain the patterns and create your content.

2. Analyze analysis trends

What we found above is that not only is there data in industries affected by COVID-19, but there are also ways to derive ideas from that data.

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Let us examine in more detail how this conclusion can work for you.

Some of the hardest hit industries during the ban were restaurant businesses.

During the block, people cannot go to restaurants. This has affected popular search terms that the industry would have relied on.

Here's what we found when we looked at addiction trends in the live entertainment and restaurant industry:

Live entertainment and restaurants look for trends

In the months before the crisis in January and February, these areas increased because people regularly go out.

There was a significant drop in March following the announcement of the closures, and this number fell further in April.

As we look more closely at specific search terms in the industry, the picture becomes clearer.

Take a look at the search trends that we’ve examined for “best restaurants near me”:

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SEO Trends SEO Data To Drive Your Content Marketing Strategy14

The 45% decline in 2020 is in stark contrast to the term's popularity in 2019 when the world wasn't in a crisis.

But that doesn't mean that people aren't interested in restaurants at all.

It is not possible for most people to cook every single meal – they still want restaurant-quality food at home.

So what are you looking for to alleviate this concern?

You are looking for grocery deliveries and pickups.

Take a look at the addiction trend comparison we've done for “best restaurants near me” and “grocery delivery” in the past few months:

SEO Trends SEO Data To Fire Your Content Marketing Strategy15

What can we derive from the search trend data above?

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That people are open to alternatives – restaurants are still relevant, but the search terms directly related to them have changed.

This means that restaurants now have to create content that moves away from geographical location terms and more towards food delivery and pickup.

3. Pivot for customers

Let us distance ourselves from the service industry and look at a product-based industry like gaming.

Check out the popularity of search terms for Nintendo Switch in March-May 2020 compared to last year.

Search Trend Nintendo Switch V Lite

The top is huge and competes with the trends we would see during the December vacation.

As people spend more time indoors, they're looking for products to keep them busy and entertained. Hence the need for a game console.

We can see the following from the increasing popularity of this search term:

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  • People want more access to in-home entertainment than before.
  • Because they isolate themselves, they have more time to devote to leisure activities.
  • Game consoles sell out quickly, leading to a supply shortage.

Once you've drawn these conclusions, you can adjust your content structure – what can your product currently do for your customers?

If you are an entertainment-based company, here are some marketing tips to help you use the search trend data to your advantage:

  • You can create entertainment options content for your audience.
  • You can create entertaining pieces for your audience.
  • You can share alternatives with people who can no longer buy a Nintendo Switch.

However, knowing how we can adapt to changing circumstances does not mean that your job is done.

Times will continue to change and you must be able to grow despite the changes. Let me explain how.

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4. Content Ideation Framework

The examples I shared with you make sense on their own – but can you apply them to your niche brand?

Brainstorming content ideas is always a challenge, but I use a content strategy framework that has worked for me for years.

The framework I'm talking about is GRAP.

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<p>Let me break down every point for you.</p>
<h3>Gates</h3>
<p>The overarching goal of your content strategy has changed due to the pandemic. This affects the way you create marketing materials.</p>
<p>Is your goal at this time to sell products or services? Or is it supposed to increase brand awareness?</p>
<p>You need to have a final goal for your strategy before using search trends to create content.</p>
<h3>research</h3>
<p>Even if you're looking for trends in your industry, it's important to examine why and how your audience uses these terms.</p>
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<p>Understanding consumer behavior behind an action makes it easier to create effective content.</p>
<h3>authority</h3>
<p>Here's a question your audience asks every time they come across content online:</p>
<p>Who are you and why should I read your content instead of others?</p>
<ul>
<li>Have you previously created content in the same area?</li>
<li>Are your SERP results strong?</li>
<li>Do Google, Moz and Ahrefs appreciate your content contributions?</li>
</ul>
<p>If you can answer these questions in the affirmative, you are probably an authority in your field and can create content that generates interest and value.</p>
<h3>promotion</h3>
<p>Developing great content is not the same as what you see.</p>
<p>If your SEO and SERP are strong, it means you're doing something right in the advertising department.</p>
<p>But let's go back to the beginning of this exercise – where did we say your audience spends their time during this pandemic?</p>
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<p>On-line.</p>
<p>A lot of content is already online and in this crisis more content is being created every day.</p>
<p>If you want to be seen, you need to improve the way you advertise your content. Here are some general guidelines:</p>
<ul>
<li>Don't be afraid to advertise far and wide and on as many channels as possible.</li>
<li>Link building on purpose – this improves your SERP.</li>
<li>Use social media – don't just post and leave.</li>
</ul>
<p>Once you get a grip on the GRAP framework, you'll be better positioned to generate more ideas for content.</p>
<h2>5. Ideas for cross-over content</h2>
<p>What is the idea of ​​crossover content?</p>
<p>It is about taking an idea in terms of content and adapting it to a situation.</p>
<p>You must have read about the many companies that have developed their product development strategies for the corona virus.</p>
<p>Companies that manufacture chemicals, trackers, or fashion accessories have turned to the manufacture of hand disinfectants, proximity detectors, and surgical masks.</p>
<p>Realizing that their original products would not be useful in the crisis, these companies switched to components that were necessary for the community.</p>
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<p>With this spin, these companies managed to save themselves – quite an achievement at a time when so many companies have to close.</p>
<p>And you can follow their example.</p>
<p>First, use Google Keyword Planner and do the following:</p>
<ul>
<li>Enter a search term that you normally associate with your brand.</li>
<li>Don't be alarmed if you find that addiction trends have dropped.</li>
<li>Check out the related keywords – especially the ones that have been popular since March 2020.</li>
<li>These are the keywords for crossover content that you should target.</li>
</ul>
<p>In the travel industry, for example, we looked at keywords related to luggage such as “hand luggage”. We found the following:</p>
<p><img loading=

Not surprisingly, with so few people traveling anywhere, the need for luggage has dropped dramatically.

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At the same time as we were dealing with home decor and organization, we found a massive increase in the pandemic:

SEO-Trends-SEO-Data-to-fuel-your-Content-Marketing-Strategy18

Here's a closer look at the key word for home decor and home improvement:

SEO Trends SEO Data to Drive Your Content Marketing Strategy19

There are many related keywords that are all trending.

Right there you have your keywords to start creating your content.

First, create titles that are optimized for the keywords that are becoming increasingly popular in this area.

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Design pieces that specifically answer questions your audience may have – making it easier for them to find you.

Don't limit your content streams – create blogs, vlogs, social posts, charts, graphs and infographics – so you can reach people where they are.

Close thoughts

Everything around us changes – adapting to these changes differentiates the innovative companies from all others.

However, adjustment for no reason has no effect.

You need to analyze the search trends that impact your business to encourage cross-over content generation and revenue generation.

To sum it up again: Here's how:

  • Search for gaps in the market.
  • Analyze analysis trends.
  • Pivot on customer needs.
  • Adaptation to the content framework.
  • Generate ideas for crossover content.

Marketing professionals have the tools to influence the audience and drive a new narrative forward.

By using data and gaining new insights from your findings, you can also be successful in this crisis environment.

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More resources:

Image credits

In-post pictures: Venngage
Screenshots from the author, May 2020

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