I do emerging tech PR and communications and because I’m skilled at it, I get a fair amount of requests to discuss my process with new clients. The best content strategy method I utilize for my emerging tech SEO efforts is the notebook method, and it will absolutely work for you even if you’re not in emerging tech. (Better yet—your competitors won’t do it.)
Where most SEO strategies go wrong.
First, it’s important to briefly review where many folks go wrong in emerging tech SEO. They quickly turn to their toolbox that contains SEM Rush, aHrefs, Google Trends, Keyword Planner, Screaming Frog, Moz, Yoast, Content.ly, and TapClicks. Are these tools helpful? Sure. But reliance on them for an emerging tech company, or any company, is stupid.
In the words of Aaron Johnson, VP of Marketing at Accumold and a client of mine, “a Steinway only sounds great in the hands of a concert pianist.” Understanding the tool of any trade doesn’t mean a whole lot. If you don’t understand the people you want to influence, you can’t make content that attracts new customers, and you have zero hope of winning the SEO game.
Competing over key phrases and terms of the past is truly only helpful if you sell a commodity or widget your competitors also sell. If you are unique and have a unique solution, your company will require a unique approach. Human connection is the driver behind superb emerging tech SEO strategies.
The Notebook Method
The notebook method is the easiest way to win the SEO game and it’s amazingly simple. Ready? Here goes…
- Bring your notebook to meetings with prospects.
- Write down their raw questions.
- Write blog posts that answer those questions.
That’s it. You can use Yoast (it’s super cheap) to help you target phrases correctly from an SEO perspective, but here’s the best news. Your competitors won’t do it.
The aforementioned tools can tell you what terms are already being searched, or which terms are controlled by influential brands, but they can’t tell you what people are searching right now or tomorrow. Emerging tech SEO strategies require precision and that’s what the notebook method delivers.
Search engine queries are driven by real people asking real questions they don’t have the answer to. Therefore, if someone sitting in front of you is asking a question, LISTEN! Their question is not likely unique. Others in their field assuredly have that same question, and they’re asking Google. This is why it’s important to write down their question, as asked, to properly target the nature and phrasing of the question.
Mining natural customer and prospect curiosity in the real world is an emerging tech SEO goldmine.