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One of the most important things to understand about content marketing, along with digital marketing in general, is that your efforts cannot exist in a vacuum.

Success in terms of marketing is all about getting the right message in front of the right person at exactly the right time. You're not going to get there if you're still writing blogs or creating other collateral on a whim. You need to think about who you're trying to connect with, what they want to hear, and how they need to hear it - only then will you be able to use digital marketing to build a bridge between you and these audiences.

This, in essence, is why keyword research is so important. Not only is it beneficial in terms of search engine optimization, but it also helps you understand what content you should be creating - all in the name of helping you accomplish your larger business goals.

Why Keyword Research Matters

Keyword research is important primarily because it helps you understand those topics that are most relevant to your business. If you know who your ideal consumers are, and you know what you're searching for, you immediately know which questions you should be going out of your way to answer and what topics you should be writing about.

But more than that, it also helps you understand your efforts in the context of the larger digital marketing landscape. Keyword research is also a great way to help identify topics that A) have a high search volume, and B) that currently have low competition. The intersection between those two ideas is where a successful digital marketing campaign is born.

In a larger sense, keyword research also helps you understand all the various ways that people might find your website via a search engine like Google. By now, you probably have at least one or two terms that you know you want to rank for. That's great - but during your research phase, you may discover a lot of other related, relevant terms that might be just as effective that you could include.

A thoughtful keyword research strategy can help you uncover a potentially limitless number of keywords and phrases to rank for - at which point you can capitalize on certain opportunities that your competitors haven't even discovered yet.

Keyword research also helps you find those terms and phrases that you can actually rank for, helping you get the most out of your return on investment. Depending on how competitive your marketplace is, there may be certain terms that are essentially locked down - meaning you're never going to rank #1 for them.

But that's okay, because so long as you are able to identify those keywords that currently have high demand and low competition, it won't matter. You can attract customers through other avenues, achieving the same results at a fraction of the cost that it would have taken to make a dent in those more competitive searches.