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Keyword research matters before we do any content creation. There are all kinds of software tools out there for it and to see how often specific topics get searched each month.
I use these tools as well and currently Neil Patel’s Ubersuggest is my go-to. Many tools offer related keywords but few – if any – offer related keywords that are not that obvious.
That’s where keyword collaboration comes in – basically old school brainstorming with real humans.
You talk about a topic and somebody says “I think that’s also called …” for example.
Some projects lend themselves to true brainstorming sessions. Other times it’s more informal. The importance of keyword collaboration hit me when I was working on an article about audiograms.
Except I didn’t know the topic was “audiograms.” I kept referring to it as “podcast to video” or something like that.
Now, my original verbiage had some search volume – maybe 1,000 or so. But audiograms and related topics get searched for almost 10,000 times a month – so 10x from what I was targeting to begin with.
I only learned about the term audiograms after sending a question to Podcast Expert Max Branstetter. He wrote back and used the term audiograms, gently letting me know that was the technical term.
That prompted me to look up search volume again. Of course, I adjusted some verbiage and used the correct – or better term rather.
The collaboration with Max was somewhat accidental. We didn’t have a scheduled brainstorming phone call so to speak. But it also highlights how good keyword collaboration can happen:
Content creator asks somebody else a question while working on content pieces.
The other person answers but also adds additional info that wasn’t considered. It can happen accidentally. Great teams also feel safe to just bring ideas up and offer feedback.
Somebody says or asks something.
Teammate responds with a gentle correction or update to consider.
How to encourage keyword collaboration on teams
Certainly keyword collaboration can happen organically but consider structuring it.
That could look like this:
Every week, the team gets together and discusses the content calendar and campaigns.
It’s less about vetting or shutting content down and more about building on it.
How do we make the content better?
What is it trying to do?
Are we thinking about the correct audience?
Are we using the right terminology?
What other angles have we not thought about?
Keep in mind that some angles of a topic can simply become sections or an article. Especially with the current trend of articles getting longer.
I know some of us would love technology to be the end-all be-all. Certainly tech has come a long way but human-to-human collaboration can help us make our content and marketing strategies stronger.
Use a laptop while collaborating
The best collaboration can actually happen when we combine the human keyword collaboration and technology.
This is one of those never-ending debates, I think. Some people feel strongly about other people’s use of technology.
“Oh my goodness, that couple is using their iPhones on their date.”
Why do you care? It’s not even your date. Maybe they are checking on their kids via Find my iPhone.
The corporate version of the date iPhone is laptops in meetings. Yes, they can be used as distractions. Messages pop up on more channels than ever – Slack, Ping, Basecamp, Email, IM, Facebook, etc.
But laptops are also where we can find answers or efficiently make notes or assign tasks.
And attention is earned – and not awarded necessarily just because you are the boss! Certainly there are ways to earn attention over and over and over – which works better than demanding it.
Leaders can encourage teammates to bring laptops when they install monitors in offices that everyone can plug into to show metrics, usability on websites or other relevant things:
And for the most part I’m a fan of having easy access to a laptop in meetings:
To look up metrics
In a performance content marketing model this is more important than ever.
Somebody gives an opinion – which is fine!
But then let’s go and look at the metrics and see what’s up and what’s down.
Opinions are a good starting point.
To message people not in a meeting
Yes, messaging can lead to disruptions but it also can get a quick answer to a question that we didn’t know the answer to and if that other person was online.
To look at examples
Things come up in discussions and we may need to look at what one of our sites or a competitors’ is doing. It’s so much easier than making a note and sending an email later.
To assign tasks
I’m a bit of a Basecamp groupie nowadays. The SaaS tool helps me keep assignments straight and see what’s on my plate and what I assigned out.
Adding tasks during meetings, checking them off and even keeping notes in Basecamp is super helpful and efficient.
Software buyer tips: How to buy software that will actually get used in your organization
Biggest disadvantage of laptops in meetings?
When people get distracted and that’s easy to do. Something gets said that doesn’t pertain to you or a message from the boss comes in. We didn’t even discuss text messages on the nearby iPhone. ??
My tip is to turn off all notifications on the computer, including:
- Anything else that tries to push alerts
One reason is that those are distracting. Another reason is that when you are plugged into that screen to show something do you really want all to see your notifications? Probably not.
I turn all notifications off and try to not look at unrelated things during a meeting on my laptop. But the advantages of bringing a laptop usually outweigh the potential negatives.
It’s just important to be aware of the negatives and try to avoid that behavior.
Keyword collaboration can help us push for that content performance culture and drive results. Plus, good collaboration are fun and very enjoyable.
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Move your content from happening to performing. The 2020 textbook: